Key points
- Minor already holds a controlling stake in Oaks Hotels and Resorts, acquired in 2011, and currently operates 65 properties across Australia and New Zealand, including seven Avani Hotels and Resorts and the Elysia Wellness Retreat.
- I personally like the Anantara, Wolseley and NH Collection brand and properties and to me the Anantara properties are simply superb and the best in all aspects.
- Personally, I do not like the Avani brand and properties, perhaps due to biasness as I had some issues with the Marcom and PR staff at the corporate office and also at one of their Bangkok properties and also issues with the switchboard and staff at the same Bangkok….
Thailand Hotel News: Thailand’s global hospitality powerhouse Minor International is pressing ahead with an ambitious expansion in Australia, even as its founder candidly admits the market delivers some of the group’s lowest profit margins worldwide. In a bold signal of long-term confidence, the Bangkok-based conglomerate plans to add four new properties across key Australian cities as part of a wider international growth strategy that stretches from North America to North Asia.
Inage Credit: Minor International
Founder and Chairman William Heinecke, who has led the company for nearly six decades, acknowledged that while Thailand and parts of Europe consistently generate stronger yields, Australia remains strategically important. This Thailand Hotel News report notes that Minor’s expansion into Australia is less about immediate high returns and more about stability, brand presence, and long-term resilience in a mature and politically steady market.
A Global Giant with Deep Thai Roots
Minor International has grown from a modest Thai enterprise into one of the world’s largest hospitality and lifestyle groups, operating more than 560 properties globally and targeting over 870 properties by 2027. Thailand remains a core stronghold, while Europe, particularly Spain and Italy, has become a major profit engine following the landmark US$3 billion acquisition of NH Hotel Group in 2018.
Inage Credit: Minor International
That acquisition instantly gave Minor a commanding footprint across Europe and South America. Today, the company is the largest hotel owner in Italy, with 75 hotels spanning Rome, Milan, Florence, and the Amalfi Coast. Heinecke has often said that building a portfolio organically in today’s competitive environment is far more difficult than pursuing transformative acquisitions.
Why Australia Still Matters
Despite acknowledging that Australia is expensive in terms of labour and rental costs, Minor sees value in diversification. Australia’s political stability and transparent regulatory environment offer what executives describe as a “natural hedge” against geopolitical disruptions elsewhere.
New additions to the Australian portfolio include the Avani Mooloolaba Beach Hotel on Queensland’s Sunshine Coast, opening April 1 2026, and the first Avani property in Wollongong, set to open in 2027. Additional developments are planned for Sydney’s CBD and near the international airport. Minor already holds a controlling stake in Oaks Hotels and Resorts, acquired in 2011, and currently operates 65 properties across Australia and New Zealand, including seven Avani Hotels and Resorts and the Elysia Wellness Retreat.
Inage Credit: Minor International
Twelve Brands Powering Global Ambition
Minor’s strength lies in its diverse portfolio of 12 hotel brands, spanning luxury, premium, and midscale segments. The luxury tier includes Anantara Hotels & Resorts, Tivoli Hotels & Resorts, The Wolseley Hotels, Minor Reserve Collection, and Elewana Collection. Anantara, the flagship brand, stands out for its authentic, locally inspired experiences across more than 40 countries and is widely praised for impeccable service standards. Tivoli blends Portuguese heritage with timeless elegance, while NH Collection has built a reputation for premium service in landmark capital city locations worldwide.
Among the premium brands are Avani Hotels & Resorts, nhow Hotels, and Colbert Collection. Avani positions itself as a modern lifestyle brand appealing to contemporary travellers seeking style and comfort. While experiences naturally vary across properties, the brand continues to expand aggressively in gateway cities and resort destinations.
Select and midscale offerings further strengthen Minor’s ability to capture multiple traveller segments, allowing the group to balance risk across economic cycles.
I personally like the Anantara, Wolseley and NH Collection brand and properties and to me the Anantara properties are simply superb and the best in all aspects. However, personally, I do not like the Avani brand and properties, perhaps due to biasness as I had some issues with the Marcom and PR staff at the corporate office and also at one of their Bangkok properties and also issues with the switchboard and staff at the same Bangkok property that is near a local city train station.
Asset Strategy and Financial Discipline
Currently, Minor fully owns or long-term leases approximately 60 percent of its hotel assets. The company became more asset-heavy following the NH acquisition but now intends to rebalance toward an “asset-right” strategy. Plans are underway to transfer certain assets into a Singapore-listed REIT later this year, unlocking capital for further acquisitions while maintaining strategic ownership in key markets.
Heinecke emphasizes that as a publicly listed company, Minor must consistently deliver value to shareholders while reinvesting in sustainability initiatives across the 60 markets in which it operates. The group has also identified Morocco, Egypt, Turkey, Japan, and the United States as priority expansion markets, with its first Anantara property set to debut in Miami alongside developments in New York.
Image Credit: Minor International
Record Growth Momentum
Last year marked one of Minor Hotels’ strongest growth periods in recent memory, with a record number of new signings and five additional hotels entering the portfolio, including the Oaks Lake Crackenback Resort. The pace signals that the group’s global ambitions remain firmly intact despite economic headwinds in several regions.
The strategy is clear: combine stable markets like Australia with high-yield destinations in Thailand, Europe, and emerging regions, creating a balanced global platform capable of weathering uncertainty while pursuing opportunity.
Minor International’s continued push into Australia sends a powerful message about long-term confidence rather than short-term profitability. By diversifying across continents and segments, the Thai hospitality leader is positioning itself not merely as a hotel operator but as a globally integrated lifestyle powerhouse. Its blend of luxury flagships, premium lifestyle concepts, and strategic asset management reflects a disciplined yet ambitious roadmap. As geopolitical tensions and economic volatility reshape travel patterns, Minor’s ability to balance risk with calculated expansion could prove decisive. The coming years will reveal whether Australia evolves from a stable foothold into a stronger profit contributor within the group’s expanding global empire.
For more details of Minor Hotels and Resorts, visit:
https://www.minorhotels.com/en
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