Minor Hotels Launches Colbert Collection Premium Soft Brand Focused on Culture Culinary Experiences and Independent Hospitality

(IN SHORT) Minor Hotels has launched Colbert Collection, a new premium soft brand designed to unite independent hotels focused on cultural, culinary and experience-driven hospitality. Built around the principles of connection, place and taste, the brand allows properties to retain their individuality while benefiting from Minor Hotels’ global platform and expertise. As part of the group’s asset-light growth strategy, Colbert Collection targets the expanding soft brand segment and offers flexible solutions for hotel owners. The brand will debut in Italy in spring 2026, with plans to expand into key international destinations, providing travellers with unique, locally inspired experiences rooted in culture and creativity.

(PRESS RELEASE) BANGKOK, Thailand, 2026-Mar-25 — /Travel PR News/ — Minor Hotels has unveiled Colbert Collection, a new global soft brand positioned in the premium segment, designed to bring together independent hotels that emphasize cultural immersion, culinary excellence and meaningful guest experiences. The brand reflects a growing demand among travellers for stays that offer emotional connection and authenticity, rather than standardized hospitality.

The Colbert Collection concept is rooted in the atmosphere of classic European café culture, drawing inspiration from the social energy of Parisian boulevards and the heritage of the Colbert bistro in London. Each property within the collection is intended to retain its own identity, shaped by local culture, creativity and storytelling, while aligning with a shared philosophy centered on refined, experience-driven hospitality.

At the core of the brand are three guiding principles that shape the guest journey. The “art of gathering” focuses on creating opportunities for connection through shared cultural and social moments. The “art of place” highlights each hotel’s relationship with its surroundings, encouraging properties to reflect the character and creative spirit of their location. The “art of taste” emphasizes culinary expression, positioning food and dining as central elements of the overall experience.

Minor Hotels aims to provide participating properties with access to its global operational platform, including commercial expertise, distribution systems, revenue management tools and brand support. This structure allows independent hotels to maintain their individuality while benefiting from the scale and capabilities of an international hospitality group.

The introduction of Colbert Collection forms part of Minor Hotels’ broader growth strategy, which is increasingly focused on asset-light expansion through management and franchise agreements. The new brand complements the group’s existing portfolio, which includes Anantara, Tivoli, NH Collection, Avani and other established hospitality brands, expanding its presence in the fast-growing soft brand segment.

Colbert Collection is positioned as an attractive option for independent hotel owners seeking to enhance performance while preserving their unique identity. Through its franchise model, Minor Hotels offers flexible solutions supported by global sales channels, advanced technology platforms and a strong loyalty ecosystem.

The brand will make its debut in Italy with its first property scheduled to open in spring 2026, with further expansion planned across culturally significant destinations including the United Kingdom, Spain, Austria and the United Arab Emirates. The rollout reflects Minor Hotels’ ambition to create a network of distinctive properties connected by a shared focus on culture, cuisine and guest experience.

About Minor Hotels

Minor Hotels is a global leader in the hospitality industry with over 640* hotels, resorts and branded residences across 59 countries. The group crafts innovative and insightful experiences through its hotel brands including Anantara, Elewana Collection, The Wolseley Hotels, Tivoli, Minor Reserve Collection, NH Collection, nhow, Avani, Colbert Collection, NH, Oaks, and iStay, as well as a diverse portfolio of restaurants and bars, travel experiences, and spa and wellness brands. With over four decades of expertise, Minor Hotels builds stronger brands, fosters lasting partnerships, and drives business success by always focusing on what matters most to our guests, team members and partners.

Minor Hotels is a proud member of the Global Hotel Alliance (GHA) and recognises its guests through one unified loyalty programme, Minor DISCOVERY, part of GHA DISCOVERY.

Discover our world at minorhotels.com and connect with Minor Hotels on Facebook, Instagram, LinkedIn, TikTok and YouTube.

*Property count includes operating properties as well as committed developments through ownership, joint ventures, signed leases and management agreements.

Media contact:

Irene Fernández
Vice President of PR & Public Affairs
Minor Hotels Europe & Americas
ai.fernandez@nh-hotels.com

Andrea Granja
Director of Public Relations & Communication
a.granja@minor-hotels.com
+351 962 186 891

SOURCE: Minor Hotels