Expansion Plans and Market Strategy: Minor Hotels aims to open 50 hotels in India within the next 10 years, focusing on quality over quantity and emphasizing strategic partnerships and sustainable development. They plan to penetrate untapped markets, particularly in South India, and establish a significant presence in emerging destinations.
Minor Hotels' India Roadmap: From 1 to 50 Properties in 10 Years
02.05.2024 - 15:43 / skift.com / Peden Doma Bhutia
Thailand-based hotel company, Minor Hotels, has set ambitious targets for its India expansion, aiming to open 50 properties over the next decade.
“India is a key component of Minor Hotels’ long-term global expansion strategy, and we’ve been surprised at the amount of recent interest received recently for conversion opportunities,” Amir Golbarg, senior vice president for Middle East, Africa, and India at Minor Hotels, told Skift.
The company made its foray into the Indian market in 2017 with the opening of Oaks Bodhgaya in Bihar, catering to the burgeoning inbound spiritual tourism sector.
While talking about the growing popularity of Bodhgaya as a destination, Golbarg noted the promising performance of Oaks Bodhgaya.
Adding to its Indian portfolio, Minor Hotels is preparing to launch Anantara Jaipur Hotel, its inaugural Anantara establishment in the country later this year.
With a global surge in expansion plans, the company, with 540 properties in 56 countries, aims for over 200 new openings worldwide within three years. This would add over 30,000 rooms to its existing inventory of 80,000.
Responding to a Skift query on how many of these would open in India, Golbarg said, “We want to take our time and manage our entry into the market carefully, being selective about the hotels that we launch.”
While major metropolitan areas in India remain on the radar, Minor is focusing on emerging destinations with untapped demand for upscale and luxury experiences.
“We see a lot of upcoming cities, in Southern India in particular, that offer huge tourism potential due to investment from airlines and increased domestic and international connectivity,” he said.
Minor’s strategy in India revolves around upper-upscale and luxury segments, featuring brands like Anantara, Avani, and NH Collection.
Golbarg highlighted India’s growing domestic buying power and the rising demand for luxury and lifestyle offerings, particularly in tier two cities and airport locations. “We believe demand for luxury and upper-upscale will keep rising, and the appetite for lifestyle offerings equally so thanks to India’s median age being below 30 years old, which is significantly below similarly-sized economies globally.”
The hotel company is also keen on exploring wildlife tourism and wilderness lodges, for brands like Anantara.
The company’s operating model in India would initially lean towards management agreements to establish its presence, with potential for franchise agreements in the future.
Acknowledging India’s unique opportunities and challenges, Golbarg stressed the importance of adaptability and a ‘local-first’ mentality.
“Many international brands have tried and failed in India. It’s a market that comes with unique
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