Minor Hotels introduces the high-end soft brand “Colbert Collection.”
Colbert Collection, a new worldwide soft brand positioned in the premium market that unites independent hotels under a common concept based on immersive and culturally immersing stays, has been introduced by Minor Hotels.
The new brand allows hotels to maintain their uniqueness while catering to tourists looking for genuine, emotionally charged experiences. The Colbert Collection is inspired by the lively ambiance of Parisian cafés and the cultural spirit of London’s Colbert bistro, which is a part of Minor International’s Wolseley Hospitality Group.
With a focus on regional culture, culinary expression, and imaginative storytelling, each hotel in the collection will capture the essence of its place. Minor Hotels will give participating establishments access to its distribution networks, operational know-how, and worldwide commercial platform while preserving their unique identities.
The three main pillars of the brand are the art of gathering, the art of place, and the art of taste, all of which intentionally and deeply shape the visitor experience. The Colbert attitude of easy togetherness is reflected in the art of gathering: times when visitors organically bond through chats with artists, shared cultural experiences, or subtly joyous aperitivos that mirror the cosiness of local culture. The art of place acknowledges each hotel’s conversation with its surroundings, welcoming visitors into areas that are profoundly steeped in the narratives and creative energy of their destination hotels that actively engage with their surroundings rather than just sitting there. The art of taste is a celebration of culinary curiosity raised to an art form, where ingredients, customs, and methods combine to tell a tale as well as provide nourishment.
Dillip Rajakarier, CEO of Minor Hotels stated, “Colbert Collection represents a new chapter for Minor Hotels. This brand seizes certain market opportunities, allowing us to satisfy the changing demands of both modern travellers and owners. It honours uniqueness and encourages visitors to explore hotels that are firmly anchored in their own worlds yet united by a shared sensibility. With Colbert Collection, every property has the freedom to tell its own story, backed by our operational know-how and strength as a global commercial force.”
The Wolseley Hotels, Anantara, Minor Reserve Collection, Elewana Collection, Tivoli, NH Collection, nhow, Avani, NH, iStay, and Oaks are all part of Minor Hotels’ larger brand portfolio, which also includes Colbert Collection.
The launch of the new brand is in line with the group’s “asset-right” strategy, which emphasises asset-light expansion through management and franchise agreements while combining ownership, lease, management, and franchise models based on market demands.
Minor Hotels seeks to maintain each property’s unique local identity and character while giving independent hotel owners access to its worldwide sales and distribution network, sophisticated revenue management systems, technological platforms, and loyalty programs through its franchise-led strategy.
The first location of the brand will open in Italy in the spring of 2026. In order to position Colbert Collection as a platform for growth within the luxury soft brand market, more expansion is planned throughout culturally key regions, such as the UK, Spain, Austria, and the UAE.
