Minor Hotels' origins and growth

Minor Hotels was founded in Thailand in 1967 by entrepreneur Bill Heinecke, who was 17 years old at the time. The group's first hotel opened in 1978, and it expanded internationally through acquisitions, including the Oaks group in New Zealand and Australia, the Portuguese brand Tivoli, and the Spanish group NH hoteles in 2018 for 2.3 billion euros.

Expansion strategy and new brands

In July 2025, Minor Hotels launched four new brands as part of its global expansion strategy: The Wolseley Hotels (ultra-luxury), Minor Reserve Collection (exceptional hotels with rich history and heritage), Colbert Collection (premium, dedicated to the art of living), and iStay Hotels (mid-range). The group aims to cover all types of travelers, from ultra-luxury to mid-range.

Focus on France's market potential

France is identified as a priority market for expansion due to its status as a leading tourist destination, despite its current financial difficulties and uncertain political future. Minor Hotels currently operates only 9 hotels in France, which is fewer than the number in Amsterdam and Brussels. The goal is to double the number of hotels in France within three years, focusing on Paris, the Côte d'Azur, wine-growing regions, the Alps, and regional metropolises like Bordeaux, Strasbourg, and Champagne.

Ownership and management strategy

The strategy involves a mix of ownership, leasing, and franchising. With the acquisition of NH hoteles, the portfolio includes 22% owned hotels, about 60% leased, and the rest managed or franchised. Under CEO Gonzalo Aguilar, the plan is to rebalance this to 50% owned or leased and 50% under the asset light regime (franchise or HMA) within three years.

Approach in France and future plans

In France, the approach includes signing leases in essential locations, such as Paris, and developing through franchises in other regions. The group is seeking independent hotels ready to align with Minor's commercial ecosystem and loyalty program, with a focus on converting non-standardized hotels using the iStay Hotels brand. Concrete leads in France include inquiries from hotels on the Côte d'Azur and in the mountains, with interest in transforming exceptional sites in Provence, Alsace, the Alps, and the Atlantic coast.