Minor Hotels has announced a strategic repositioning of its Oaks Hotels, Resorts & Suites brand, moving beyond its serviced apartment roots to emerge as a full-service hotel, resort and suites brand designed for global growth.
The transformation brings with it a vibrant new identity, elevated service offering, and a refreshed guest experience aimed at resonating with today’s lifestyle-driven travellers.
Anchored by a new brand ethos inviting guests to “dive in,” Oaks will now feature a suite of distinctive hallmarks, including grab-and-go pantries, barista-led lobbies, and communal ‘family-style’ dining experiences. Guests can expect upgraded in-room rituals with calming audio, signature scented amenities, and wellness programming including yoga, meditation, and active sunrise sessions.
The rebrand also introduces a bold new logo, vibrant yellow colour palette, and updated interior design featuring natural textures, soft neutrals and lush indoor greenery—offering a warm and immersive guest experience.
Positioned for global expansion
With over 55 properties already under its umbrella, Oaks is primed for international growth. Ian Di Tullio, Chief Commercial Officer of Minor Hotels, said the revitalisation brings new relevance to a sector that has remained largely undifferentiated.
“We’re creating a more resonant brand experience that better meets the evolving expectations of modern travellers,” he said.
Dillip Rajakarier, Group CEO of Minor International, added, “As we build on a legacy of more than three decades, this repositioning reflects our long-term vision for experience-led hospitality and reinforces our commitment to sustainable, global growth.”
