Expansion Strategies of Minor Hotels in the Middle East and Africa, as shared by Amir Golbarg
In a dynamic shift, Minor Hotels, the international hospitality group founded by William Heinecke in 1967, is aggressively expanding its presence in the Middle East and Africa. This expansion was highlighted by Amir Golbarg, Senior Vice President of Operations for Middle East & Africa at Minor Hotels, during his speech at the Arabian Travel Market 2025 in Dubai.
Golbarg emphasized the value of artificial intelligence for backend efficiencies, data analysis, and customer insights, but underscored that it should not replace front-of-house staff. Instead, he believes that hospitality is ultimately about human connection.
Minor Hotels' expansion strategy revolves around a master brand approach, which involves launching new brands to cater to diverse market segments. Recently, they introduced four new brands: The Wolseley Hotels, Minor Reserve Collection, Colbert Collection, and iStay Hotels. These brands complement their existing portfolio, including Anantara, Tivoli, NH Collection, Avani, and Oaks, offering tailored hospitality experiences to different traveler and owner segments.
The group's growth plans in the Middle East and Africa are evident in their recent projects. For instance, they launched Tivoli La Vie Muscat in Oman to strengthen their luxury presence in the region. In Dubai, they are enhancing their portfolio at Palm Jumeirah, with significant renovations at Anantara The Palm Dubai Resort and the launch of Palm West Beach, increasing their key count on Palm Jumeirah to 1,524 across three properties.
Sustainability and wellness are integral to Minor Hotels' expansion. While specific environmental sustainability initiatives are not extensively detailed, the group's commitment to holistic, health-conscious hospitality experiences is evident in the upcoming Guerlain Wellness Spa at a major event space. The company also emphasizes authentic, tailored guest experiences, which often align with sustainable and socially responsible tourism practices.
Minor Hotels aims to double its Middle East and Africa regional footprint within three years through hyper-growth. This expansion is reshaping the hospitality landscape, integrating environmental and social responsibility, and positioning the group for accelerated regional growth and sustainability-aligned hospitality offerings by 2027.
In addition, Minor Hotels is targeting certification under the Science Based Targets initiative (SBTi) and participates in the Dow Jones Sustainability Index. The group is also rolling out a master brand strategy to unify booking systems, loyalty programs, and digital platforms.
As Minor Hotels continues to expand, it offers a compelling case study of how heritage, sustainability, brand consolidation, and technology can drive growth in dynamic markets. With Golbarg's conviction that Minor Hotels has the ingredients and the recipe for growth, it's time to execute the plans.
- The hospitality industry, exemplified by Minor Hotels, is leveraging technology for backend efficiencies, data analysis, and customer insights, but prioritizes human connection over automation in the front-of-house.
- To cater to diverse market segments, Minor Hotels is implementing a master brand approach that includes launching new brands like The Wolseley Hotels, Minor Reserve Collection, Colbert Collection, iStay Hotels, and strengthening their luxury presence with projects like Tivoli La Vie Muscat in Oman.
- In response to their expansion plans, Minor Hotels is targeting certifications under the Science Based Targets initiative (SBTi) and participating in the Dow Jones Sustainability Index, emphasizing their commitment to sustainability and wellness.
- Minor Hotels aims to double their regional footprint in the Middle East and Africa within three years, integrating environmental and social responsibility into their offerings and positioning the group for accelerated growth and sustainability by 2027.
- With a focus on heritage, sustainability, brand consolidation, and technology, Minor Hotels presents a unique case study demonstrating how these elements can fosters growth in dynamic markets, setting a precedent for the future of the hospitality business and real-estate investments.
