Oaks Hotels, Resorts & Suites Evolves into Full-Service Brand with New Identity and Guest Experience

(IN SHORT) Minor Hotels has unveiled a major transformation of its Oaks Hotels, Resorts & Suites brand, shifting from serviced apartments to a full-service hotel and resort experience. With a new service culture, refreshed brand identity, and innovative in-room and communal offerings, Oaks is positioned for global growth, strengthening its appeal among both corporate and leisure travellers.

(PRESS RELEASE) BANGKOK, 2025-May-8 — /Travel PR News/ — Minor Hotels has revealed a strategic evolution for its Oaks Hotels, Resorts & Suites brand, transitioning from serviced apartments to a full-service hotel, resort, and suites experience. This shift includes a refreshed service focus, unique brand hallmarks, and a new visual identity designed to enhance global appeal and stand out in a competitive market.

The repositioning invites guests to “dive in” and experience the joy of travel. A range of scalable, differentiated brand hallmarks will be introduced to bring the full-service hotel and resort experience to life, including innovative mixed-use spaces in common areas. These will feature grab-and-go pantries stocked with travel essentials, local produce, and branded merchandise, all designed to offer convenience with a nod to local culture. Additionally, integrated lobbies will serve barista-made coffee and freshly baked goods, creating spaces where guests and locals can relax, work, and socialize.

The renewed service culture will be supported by a fresh food and beverage offering focused on “family-style” communal dining, along with a bespoke signature gourmet lamington unique to each property location.

In-room experiences reflect the brand’s vibrant new energy. Enhanced bathroom amenities will feature a signature scent of citrus, lavender, and eucalyptus to invigorate guests. A night-time ritual with calming sounds and late-night snacks will ensure restful sleep. Wellness remains a central theme, with yoga and meditation classes available via in-room TVs, along with sunrise swims and running clubs at select locations.

The new brand identity introduces a bold logo and a vibrant colour palette, including signature yellow and the Oaks stripe. Property interiors will embrace a harmonious mix of colour, patterning, warm timber textures, soft neutrals, and lush indoor greenery to connect guests with nature. These new brand elements and hallmarks will deliver a unified guest experience that is distinctly Oaks.

Ian Di Tullio, Chief Commercial Officer at Minor Hotels, commented: “The strategic repositioning of Oaks is a key step in strengthening our market position. With our revitalised service culture and the addition of lifestyle elements, we’re creating a more relevant brand experience for today’s travellers. In a sector that has lacked differentiation, this transformation sets Oaks up for global growth, boosting confidence among our investors and developers.”

Dillip Rajakarier, Group CEO of Minor International, added: “This repositioning is a significant milestone in the evolution of a brand that has been beloved by travellers for over 33 years. By building on this legacy, we are creating meaningful, experience-driven travel destinations that meet the needs of both corporate and leisure guests. With over 55 Oaks properties and plans for further expansion, this transformation reflects our long-term vision for sustainable growth and our commitment to providing world-class hospitality.”

The new Oaks brand and service applications will be gradually rolled out across existing properties and new acquisitions.

For additional high-res renders, please visit the below link.
Oaks Hotels, Resorts & Suites
media.minorhotels.com

Media contacts:

Marion Walsh-Hedouin
Global Head of PR & Communications
mwalsh@minor.com

Mark Thomson
Group Director of PR and Communications
mthomson@minor.com
+66 (0)2 365 7678

Rebecca Jones
PR and Communications Manager – Minor Hotels Australasia
rebeccaj@minorhotels.com.au

SOURCE: Minor Hotels