Minor Hotels has transformed Oaks Hotels, Resorts & Suites, shifting the brand from its traditional serviced apartment model to a full-service hotel, resort, and suites offering. This repositioning includes a renewed focus on service, distinctive operational features, and a refreshed brand identity aimed at enhancing its global appeal and setting it apart in a competitive hospitality market.
The brand’s new direction invites guests to “dive in” and enjoy the joy of travel. To bring this vision to life, Oaks has introduced unique brand elements, including mixed-use communal spaces. Additionally, grab-and-go pantries offer travel essentials and local products, blending convenience with local flavor. Integrated lobbies now serve barista-made coffee and baked goods, creating vibrant spots for guests and locals to connect.
Oaks has embraced a hospitality-first service culture to shape its new brand hallmarks. The team has launched a revitalized food and beverage program, focusing on communal, family-style dining. Each location also serves a signature gourmet lamington, crafted to reflect local flavors. In-room experiences now showcase the brand’s renewed energy, with premium bathroom amenities infused with a custom blend of citrus, lavender, and eucalyptus—carefully designed to uplift and refresh guests.
To promote restful sleep, guests can enjoy a curated nighttime ritual that includes soothing sounds and evening snacks. Moreover, wellness remains a key focus; guests can access yoga and meditation classes through in-room televisions. Additionally, select properties offer sunrise swims and running clubs to encourage active, mindful mornings.
The reimagined brand identity features a bold new logo and a vibrant color scheme, including a signature yellow and the iconic Oaks stripe. Interior design elements emphasize rich layers of color and pattern, complemented by warm timber finishes, calming neutrals, and abundant indoor greenery that blurs the line between indoor and outdoor spaces. These new brand applications and experiential hallmarks aim to deliver a cohesive and unmistakably Oaks guest experience.
Ian Di Tullio, Chief Commercial Officer, Minor Hotels, commented, “The strategic repositioning of Oaks marks a pivotal step in elevating our position in the market. 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. 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, added, “This repositioning marks a significant step in the continued evolution of a brand that has earned its place in the hearts of travelers for more than 33 years. As we build on that legacy, we’re focused on creating meaningful, experience-led travel destinations meeting the needs of both our corporate and leisure guests. With over 55 Oaks properties and growing, this transformation reflects our long-term vision for sustainable growth and reinforces our commitment to delivering world-class hospitality.”
Minor Hotels is transforming Oaks Hotels, Resorts & Suites into a full-service brand with a fresh look and feel. With a focus on design, wellness, and local experiences, the new Oaks is set to offer a more engaging and memorable stay as these changes roll out across its properties.
