Minor Hotels has introduced a new direction for its Oaks Hotels, Resorts & Suites portfolio, moving away from the traditional serviced‑apartment model toward a full‑service hotel, resort and suites concept.
The refreshed brand will feature a series of distinctive service hallmarks, including mixed‑use common‑area concepts, grab‑and‑go pantry stations stocked with local products, and integrated lobby spaces offering barista‑crafted coffee and fresh pastries for both guests and the surrounding community.
Food and beverage offerings will be updated to emphasize communal, family‑style dining, highlighted by a signature gourmet lamington that will be customized for each property.
Room amenities are being upgraded with a new citrus‑lavender‑eucalyptus scent, nighttime relaxation sounds, and light snacks to promote better sleep. Wellness options such as in‑room yoga and meditation sessions, sunrise swims, and run clubs will also be available at selected locations.
The visual identity receives a bold new logo, a vibrant yellow palette, and the iconic Oaks stripe. Interior design will combine colourful patterns, warm timber, neutral tones and abundant indoor greenery to create a welcoming atmosphere.
Ian Di Tullio, Chief Commercial Officer of Minor Hotels, explained that the repositioning aims to differentiate Oaks in a largely undifferentiated market and to strengthen investor confidence.
Dillip Rajakarier, Group CEO of Minor International, added that the change builds on the brand’s 33‑year legacy and supports sustainable growth across its more than 55 existing properties.
The updated brand elements will be rolled out gradually to existing Oaks locations and future acquisitions.
For high‑resolution visual assets, interested parties can request them directly from Minor Hotels.
Source: media.minorhotels.com
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