Minor Hotels is to expand the reach of its Oaks brand, as part of a move to broaden its brand offerings across more segments of the hotel accommodation landscape.
Ahead of promised new brand launches, the evolution of Oaks will see the brand expand on what has, traditionally, been an extended stay name, largely present in key city markets around the Asia Pacific region. Going forward, the refreshed Oaks brand will shift from purely serviced apartments to being applied to full service hotels, resorts and suites.
A fresh look, a global ambition
Oaks will enjoy a refresh with a new look that can carry it around the globe, with differentiating brand hallmarks based around encouraging guests to “dive in and experience the joy of travelling”. Key attributes will include grab and go pantries stocked with essential travel items, and local produce. A barista will be on hand to provide fresh coffee and pastries in lobbies, and in a nod to the Australian roots of the brand, a local interpretation of the Ozzie dessert known as lamington cake will feature.
In bedrooms, a calming fragrance will be in evidence along with steps to ensure a great night’s sleep. For those with wellness front of mind, on-tap yoga and meditation classes, with some properties offering running clubs and sunrise swims. The Oaks palette will include warm timber textures, with the brand’s vibrant yellow used judiciously.
Oaks was originally launched over 33 years ago, and today has over 60 locations across Australia and New Zealand. The brand has also launched in the Middle East, with properties in Dubai, Qatar and Abu Dhabi, while there is also a first outpost in Chengdu, China.
“The strategic repositioning of Oaks marks a pivotal step in elevating our position in the market,” said Minor’s chief commercial officer, Ian Di Tullio. “With our revitalised service culture, and addition of lifestyle elements to contemporise our offer, we’re creating a more resonant brand experience for today’s travellers. In a sector that has remained largely undifferentiated, the transformation repositions Oaks for global growth, further strengthening confidence amongst our investors and developers.”
Oaks is already on the expansion trail. That first hotel in China will soon be joined by a second site, Oaks Hotel Yuhang Hangzhou, in a project that will also feature hotels under other Minor brands, M Collection and Tivoli.
Further international expansion
Elsewhere, a 530 unit project is under construction in Egypt. Oaks Egypt New Capital Apartments & Suites is expected to open in the heart of the Egyptian New Administrative Capital by mid 2026. Also under preparation is Oaks Yangon, a project in Myanmar which is also likely to include an adjacent hotel under Minor’s Avani brand.
The revitalised Oaks fits into a brand landscape at Minor which currently encompasses eight brands: Anantara, Avani, Elewena Collection, NH, NH Collection, nhow and Tivoli. Together, they add up to a global presence of more than 560 properties in 57 countries – numbers that Minor is determined to grow, under their latest expansion plans.
