Minor Hotels has declared a strategic repositioning of Oaks Hotels, Resorts & Suites, transitioning from serviced apartments to a full-service brand.
Minor Hotels has announced a strategic evolution of Oaks Hotels, Resorts & Suites, marking a transition from serviced apartments to a full-service hotel, resort, and suites brand. The new look is intended to create a more memorable guest experience as well as a global brand identity that stands out in an extremely competitive market.
The transformation of the brand includes unique and scalable hallmarks. This brings to life an experience that is full-service. The common areas of the property will be repurposed for mixed-use. Guests can access grab-and go pantries with local products, travel essentials and branded items. They will enjoy convenience and an insight into the culture. The integrated lobby will feature barista-made espresso and freshly baked goodies, providing a space for locals and guests to work, socialize, and stay.
New brand features are built on a service culture that is geared towards hospitality. This includes an updated food-and-beverage offering that focuses on communal dining. Each location offers a gourmet lamington signature that is specific to its location.
The brand’s new energy is reflected in the enhancements to rooms. Upgraded bathroom products, with a signature scent that includes citrus, eucalyptus and lavender, will rejuvenate guests. Restful sleep is ensured by a nighttime ritual that includes soothing sounds and small snacks. The focus on wellness continues, with yoga and mediation classes being offered via the in-room televisions. Select properties will also have sunrise swims or run clubs.
The refreshed brand identity features a bold, new logo and color scheme that incorporates a vibrant yellow and the signature Oaks stripe. Warm timber textures, soft neutrals and indoor plants will create a welcoming environment.
