Thailand's Minor Hotels is tired of running eight different hotel apps, and customers are tired of downloading them. Moving to an umbrella brand makes sense. The company can consolidate its tech, better recognize its most loyal customers, and drive more direct bookings.
The move would give Minor International more flexibility in managing its assets and capital and comes a month after the chairman announced an ambitious growth strategy
Minor, with 540 hotels, aims to solidify its position as a major player. Expect it to expand its portfolio by 200 hotels by 2026, possibly through some M&A.
Minor Hotels, the hotel group behind brands like NH Hotels and Anantara, is going all-in on post-pandemic growth. It plans to increase its hotel portfolio by 36% by the end of 2026.
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Minor is a step closer to getting its case against Marriott heard in a Thai court, probably a nightmarish scenario for hotel management companies if only because it bares open fault lines.
Getting not one but eight fancy hotels in prime locations in Europe in one fell swoop is a rare deal, and Thailand’s Minor International is off to a good start in 2020 with this coup by its subsidiary NH Hotel Group.