Minor Hotels has unveiled a strategic shift for its Oaks Hotels, Resorts & Suites, transitioning from serviced apartments to a full-service hotel, resort, and suites brand.
The rebranding introduces scalable and differentiated brand hallmarks, including mixed-use spaces in common areas.
Grab-and-go pantries will offer travel essentials alongside local products and branded items. Integrated lobbies will create a social hub with barista-made coffee and fresh pastries, inviting both guests and citizens to mingle.
A renewed emphasis on hospitality defines the service culture while guest rooms have been updated to reflect the new brand direction.
Minor Hotels claims that wellness remains a priority, with yoga and meditation classes available through in-room televisions and select properties offering swimming and running clubs.
The rollout of the new Oaks brand identity and service offerings will be gradual, encompassing both existing properties and future acquisitions.
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By GlobalDataMinor Hotels’ chief commercial officer Ian Di Tullio said: “The strategic repositioning of Oaks marks a pivotal step in elevating our position in the market. With our revitalised service culture and the addition of lifestyle elements to contemporise our offer, we’re creating a more resonant brand experience for today’s travellers. In a sector that has remained largely undifferentiated, the transformation repositions Oaks for global growth, further strengthening confidence amongst our investors and developers.”
Minor International Group CEO Dillip Rajakarier said: “This repositioning marks a significant step in the continued evolution of a brand that has earned its place in the hearts of travellers for more than 33 years. As we build on that legacy, we’re focused on creating meaningful, experience-led travel destinations meeting the needs of both our corporate and leisure guests.
“With over 55 Oaks properties and growing, this transformation reflects our long-term vision for sustainable growth and reinforces our commitment to delivering world-class hospitality.”
In a recent move, Minor Hotels has expanded its portfolio through a joint venture agreement with Funyard Minor and Chongqing Yuanchu Luquan Cultural Tourism Group to develop a new property in China.
