Nikhil Prasad 
Bangkok Hotel News: A New Chapter for a Trusted Name in Hospitality
Minor Hotels has unveiled a bold and strategic repositioning of its Oaks Hotels, Resorts & Suites brand, pivoting from its origins in serviced apartments toward becoming a distinctive full-service hotel and resort offering. This transformation is set to redefine the brand’s identity globally, introducing new lifestyle-driven experiences, design updates, and curated guest services that aim to capture the hearts of modern travelers while attracting fresh investor confidence.
Image Credit: Minor Hotels
This Bangkok Hotel News report highlights that the refreshed Oaks identity will center around inviting guests to ‘dive in’ and embrace a more engaging and joyful travel experience. The brand will now feature scalable hallmarks tailored to both urban and resort settings, including stylish mixed-use public spaces and social areas that blend utility with cultural character. Signature elements such as grab-and-go pantries offering regional produce and curated merchandise, along with integrated lobbies serving barista coffee and artisanal baked goods, will now be standard at most Oaks locations.
A Lifestyle Approach Rooted in Hospitality and Community
The transformation is not just visual—it’s deeply experiential. Each Oaks property will embody a renewed focus on wellness, connection, and a sense of place. Guests can expect refreshed communal dining concepts focused on “family-style” meals and even a signature gourmet lamington unique to each property’s location. In-room enhancements include energizing citrus-lavender-eucalyptus scented amenities and a calming bedtime ritual that offers soothing audio and light bites to promote restful sleep.
For wellness enthusiasts, yoga and guided meditation will now be accessible through in-room television platforms, while activities like sunrise swims and community run clubs will be available at selected properties, fostering a greater sense of connection between guests and their environment.
Design Evolution with a Contemporary Edge
Visually, the brand is stepping into the spotlight with a bolder identity. A vibrant yellow color palette and a modern Oaks stripe define the new logo, while interior spaces will blend earthy tones with lush greenery, warm woods, and playful patterns. This cohesive and refreshing design direction will be implemented across both current and future properties, ensuring a unified and recognizable Oaks experience wherever guests go.
Image Credit: Minor Hotels
Strategic Positioning to Support Global Growth
Ian Di Tullio, Chief Commercial Officer at Minor Hotels, noted that this repositioning is more than just a facelift—it is a calculated shift aimed at global growth. “With our revitalized service culture, and addition of lifestyle elements to contemporize our offer, we’re creating a more resonant brand experience for today’s travelers,” he said. “In a sector that has remained largely undifferentiated, the transformation repositions Oaks for global growth, further strengthening confidence amongst our investors and developers.”
Dillip Rajakarier, Group CEO of Minor International, echoed this sentiment by emphasizing the importance of experience-led destinations. “This repositioning marks a significant step in the continued evolution of a brand that has earned its place in the hearts of travellers for more than 33 years,” he said. “We’re focused on creating meaningful, experience-led travel destinations meeting the needs of both our corporate and leisure guests.”
A Vision of Hospitality for the Future
With over 55 Oaks properties in its portfolio and more on the horizon, Minor Hotels’ updated strategy signals its unwavering commitment to innovative, guest-centric hospitality. The brand’s evolution isn’t just about design or service—it’s about delivering moments that matter in a market where differentiation is everything. As the new Oaks identity rolls out across properties globally, the stage is set for a new generation of memorable stays that blend comfort, culture, and community.
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Kittisak Meepoon 
