Minor Hotels projects strong global growth and focuses on the corporate segment
Within the framework of IMEX America 2025, Sebastián Segui, Global Director of MICE at Minor Hotels, shared the news of the group, which has just launched four new brands and plans to exceed 800 properties worldwide by 2027
What is the objective of Minor Hotels' participation in IMEX America this year?
For us, IMEX Las Vegas is the event of the year. It's the time when we meet with our North American partners, review strategies, and plan for joint growth. Without a doubt, IMEX is the most important MICE fair in the world.
Minor Hotels has a broad portfolio of brands. Which ones are most focused on the meetings and incentives segment?
We've just launched four new brands: The Wolseley Hotels, Minor Reserve Collection, Colbert Collection, and iStay Hotels. These bring the total to 12 brands under the Minor Hotels umbrella. I wouldn't say some are exclusively MICE, but we can divide them into segments:
Luxury: Anantara, The Wolseley Hotels, Tivoli and Minor Reserve Collection.
Premium: NH Collection, Avani and Colbert Collection.
Select: NH Hotels & Resorts, Oaks Hotels, Resorts & Suites and iStay Hotels.
What are the group's most recent developments or openings?
We continue to expand rapidly. We have announced that by 2027 we will surpass 800 properties worldwide. In recent months, we have opened an NH Collection in Palermo, Sicily, and an nhow Hotels & Resorts in Lima, in addition to upcoming projects in Guadalajara and Mérida, Mexico, where we will inaugurate the first Tivoli in the Americas.
How do you plan to strengthen your position in the MICE market?
Our focus is on consolidating and expanding alliances, especially with US planners and partners. We're also seeing a shift in business distribution: by 2026, we anticipate stronger growth in the B2B segment compared to B2C, which is showing some slowdown. Therefore, we are strengthening our MICE strategy and trade links.
What actions do you take to promote the brand and attract new corporate clients?
We participated in IMEX America with a global team of more than 20 sales representatives from all our offices: Bangkok, Mexico, Europe, and more. Additionally, we worked alongside our marketing and e-commerce teams to strengthen the visibility of our core brand in the U.S. market, which is key for us and the entire hotel industry.