Minor Hotels The following are some of the most effective ways to increase your ROI: Dillip Rajakarier According to the company, its luxury-first approach, owner-operator business model and focus on direct distribution have helped it compete with global brands after the pandemic.
Talking at Skift Asia Forum Rajakarier, in Bangkok, explained that Minor will build on the recent return to profitability, with plans to expand its hotel portfolio and deepen customer engagement through an unified brand platform. It also intends to explore experiential travel.
Minor Hotels has 560 properties under eight different brands, including Anantara Hotels and Avani Hotels.
As the market mix shifts, minor targets grow.
Minor is in great demand throughout Southeast Asia. This includes Thailand, Vietnam, the Maldives and Middle East.
Europe is a harder market. Rajakarier, however, said that revenue per room available (RevPAR), in Thailand has grown by 25% in the last year. In Europe it has risen by 8% despite being off-season.
In Thailand, exposure from HBO’s The White Lotus Performance boosted: “We are seeing a very strong growth in demand, up to 40% more rates at four of our hotels because The White Lotus was shot there,” said Rajakarier.
Minor adjusts its focus in response to changes in travel patterns on key markets. India and other markets are gaining in importance as China’s demand is waning.
India is now our third-largest market. China, which was once the largest, has dropped to fifth place. “We have Russia, India Japan and Korea as key markets that drive demand in this area,” he said.
Experience the Luxury of Experiential Travel
Rajakarier noted that Minor’s positioning early in the luxury travel market has given it a competitive advantage, as other global brands try to move upwards.
“We started out as a high end ultra luxury travel company, Anantara. But then, we developed some other brands based on the market demand that we had… we understand what luxury means.”
Minor defines luxury as local immersion, storytelling, and design. He said that travelers, particularly in Asia and the Middle East, are increasingly expecting authenticity rather than uniformity.
“It comes down to a real, authentic experience of embracing the local culture. You want to experience the Thai culture if you are in Thailand. You want to experience the Thai hospitality. You want the food and the experiences that Thailand offers.”
Minor pushes for owner-led operation and in-house capability
Minor is both an owner and operator of hotels, which Rajakarier says helps the company to focus on ROI and asset value.
“We act as management companies and think like owners. This makes us different.”
Minor also controls operations that are typically outsourced to global brands. Minor is developing its own food and drink concepts and expanding into wellness.
“We don’t employ consultants to come and tell us how to run F&B. We have our own F&B concepts, and that’s what we drive,” said Rajakarier.
Unified Brand Strategy with a Streamlined Program of Loyalty
Minor Recent unveiled a masterbrand strategyIt will bring its eight hotel brands together under the “Minor Hotels umbrella”. The goal is simplifying bookings and increasing direct traffic.
Rajakarier said, “We’ve driven brand.com up from 12% to 20 percent, and this year, I believe, our goal is 25 percent or more.”
Minor operates nine hotels in the Maldives.
Global Hotel Alliance is the partner that runs its loyalty program. Discovery Dollars are available to earn and spend across 40 brands.
The group claims to be the leader in loyalty engagement with over 30,000,000 members.
He added, “When comparing the loyalty members to other hotels in the top four or five, we have the most.”
