Minor Hotels has entered into a strategic partnership with Fliggy's new booking platform, Global Discovery, to enhance its digital presence in China.

This collaboration will feature more than 80,000 rooms from Minor's diverse portfolio, including eight brands such as Anantara, Avani, and Oaks, on the platform at the same rates as found on Minor's websites.

Fliggy is an online travel platform and a wholly owned subsidiary of Alibaba Group. It offers a range of accommodation options and travel experiences.

Minor' Hotel's chief commercial officer Ian Di Tullio said: “Our enhanced relationship with Fliggy allows Minor Hotels to more efficiently reach our target audience by getting in front of millions of Chinese consumers.

“This partnership will also help us drive bookings to our properties across the globe and increase brand awareness in the market, and support the future development needs of our hotel brands.”

The agreement leverages Fliggy's digital marketing capabilities, products, and extensive member base to boost the visibility and reach of Minor's brands in China.

Fliggy CEO Zhuoran Zhuang said: “Fliggy is pleased to deepen its collaboration with Minor Hotels.

“As a leading platform for outbound independent travel in China, Fliggy is committed to supporting Minor's distinctive hotel brands connect with customers in a more efficient and engaging manner through our platform and technical capacities, providing them with personalised and high-quality experiences for their global travel journeys.”

Minor currently operates four hotels in China in partnership with Funyard Hotels & Resorts, and has plans to expand further with an additional twelve properties in the pipeline.

In recent developments, Minor Hotels unveiled the NH Collection Samui Peace Resort in Surat Thani in December 2024, marking the NH Collection brand’s debut in Thailand.

In September 2024, the group unveiled the Tivoli Palazzo Gaddi in Florence, Italy, as the latest addition to its luxury portfolio.