Minor Hotels is positioning itself as a major player in the hospitality industry, with a goal to rival top brands like Intercontinental and Shangri-La. Craig Hooley, the company’s Chief Operating Officer for Australasia, is determined to elevate Minor Hotels to global recognition.
The hotel group, which now boasts more than 500 properties under eight core brands, is making waves with the launch of Queen’s Wharf Residences in Brisbane. The new development includes a mix of residential apartments and hotel rooms for both long- and short-term stays. This is part of a broader expansion strategy, which also sees the rebranding of Oaks Hotels, Resorts & Suites into a full-service hotel brand.
Minor Hotels also manages several well-known brands such as Anantara, Avani, nhow, Tivoli, and Elewana. Australians will soon become more familiar with NH and NH Collection, with the upcoming openings of NH Sydney and NH Sydney Airport. These new hotels are among the 80 properties Minor operates across Australia. The company aims to compete alongside established hotel chains like Hilton, DoubleTree, and Holiday Inn with the NH brand.
“We’ve more than doubled our presence in Australia, both in size and scope,” says Hooley. “We now have a significant pipeline, not just in terms of numbers, but also in brand diversity.”
In a recent interview, Hooley reflected on Minor’s rapid growth. When he joined the company seven years ago, it had only 120 hotels in fewer than 20 countries. Today, Minor operates 565 hotels in 60 countries.
“There was a plan and a vision in place,” he explains. “We had the financial resources to expand, but we needed the right capabilities and capacity to grow effectively.”
The company’s restructuring, talent acquisitions, and strategic focus have prepared it for this growth. Even during the challenges posed by the COVID-19 pandemic, Minor Hotels has continued to expand its portfolio across various hotel offerings.
The Queen’s Wharf Residences, located on the Brisbane River, offer luxurious living spaces, with stone floors, balconies, en suites, and powder rooms. The complex is part of a larger development that includes The Star, a major casino and entertainment hub.
Chow Tai Fook Enterprises and Far East Consortium, the landlords of The Star, approached Minor Hotels to operate the residences. Hooley describes the opportunity as a chance for Minor to showcase its capabilities.
“We’re the new kids on the block,” he says. “We’re fresh, agile, and commercially focused, and we’re passionate about all aspects of hotel operations.”
Though Minor was not involved in the initial construction of the development by Multiplex, it was ready to take charge when handed the keys to the 200 one-, two-, and three-bedroom apartments across 66 floors.
Once the building was complete, Minor Hotels developed a comprehensive plan for the furniture, fixtures, and equipment (FF&E), as well as the operations and support needed for a multi-purpose landmark. This included 40 containers of furniture and equipment for the rooms, suites, shared spaces, corporate areas, and private dining facilities. The Queen’s Wharf complex also features a spa, pool, gym, and wellness center.
“This is an iconic location, and it’s a personal achievement,” Hooley says. “This is just the beginning. We’ve got many more exciting developments ahead.”
Hooley’s vision is clear: he aims to make Minor Hotels the leading hospitality brand in Australia. While the company has not yet achieved this goal, he is confident that they will in the near future.
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