Minor Hotels sets a new milestone in 2025 and reinforces its international positioning

At Fitur, Minor Hotels presented its 2025 financial results, a year that once again surpassed the previous year's record highs. During his presentation, Gonzalo Aguilar, Chief Executive Officer for Europe and the Americas, highlighted the continuation of this positive trend.

“New record, which in 2024 was so good that we didn't know if we were going to be able to surpass it, but the reality is that we continue in that trend of creating new records,” the executive stated, referring to the group's overall performance.

Financial performance and demand trends

During 2025, Minor Hotels recorded 5% growth in its financial results, accompanied by sustained growth in revenue and demand. According to Aguilar, global RevPAR grew by 5.5%, while total revenue increased by 3.5%.

The ADR showed a year-over-year increase of 2.5%, while occupancy grew by 2.4%, reflecting a steady flow of travelers. “Demand continues, volume continues to come in,” the CEO noted, explaining the strength of the business throughout the year.

International expansion and new openings

The group's growth was also reflected in the expansion of its portfolio. Throughout 2025, Minor Hotels completed 24 openings globally, many of them in new strategic destinations. Among the most significant milestones was the opening of NOW Lima, the brand's first hotel in Latin America.

“Opening this hotel in Lima marks our first NOW hotel in Latin America, and it has been very well received by all our clients and travelers to Peru,” Aguilar stated. This opening was followed by new properties in Brazil, Denmark, Italy, Portugal, and France, as well as the group's debut in the Balearic Islands with the opening of an NH Collection hotel in Ibiza, which, according to the executive, was “truly surprisingly positive.”

Growth outside of Europe

The expansion strategy extended beyond the European continent. Minor Hotels consolidated its presence in Asia with NH hotels in Thailand and announced the opening of a new NH Collection in India. Furthermore, the group formalized a joint venture in Egypt with Sunrise Resorts & Cruises, committing to open 50 hotels over the next ten years, positioning that market as one of its strategic growth focuses.

Asset Right strategy and development models

During the conference, Aguilar elaborated on the evolution of the group's business model, based on the Asset Right strategy. Currently, 84% of the portfolio remains company-owned, although the company is moving towards more flexible models through partnerships with franchisees, owners, and other stakeholders.

“We are much more focused on seeing how we can work with new partners and different growth models,” he explained, highlighting diversification as a key tool for future development.

Direct channels and customer loyalty

Another key focus for 2025 was strengthening the digital ecosystem and the loyalty program. Minor Hotels' digital platform exceeded 15.3 million sessions during the year, while the mobile app reached over 125,000 downloads.

The Minor Discovery program reached 34 million members globally and established itself as a pillar of the business. “95% of our B2C customers come through our members, and 60% of stays are repeat visits,” Aguilar noted, highlighting the program's impact on revenue generation, which exceeded 1.2 billion during the fiscal year.

Brand portfolio expansion

In line with its growth strategy, Minor Hotels expanded its brand architecture to fill underserved gaps within its portfolio. “I don’t know if the world needed more brands, but we certainly did,” the CEO stated, explaining the launch of new offerings.

These include Wolseley, focused on the urban luxury segment; Minor Reserve Collection and Colbert Collection, operating under soft-brand models that prioritize the individual identity of each hotel; and Nhow by NH, a flexible conversion brand geared towards properties seeking greater visibility and commercial support. “We don’t come with rigid standards regarding the physical product, but rather regarding the experience and customer service,” he pointed out.

Sustainability as a cross-cutting theme

Sustainability played a central role in the group's strategy during 2025. Within this framework, Minor Hotels dedicated more than 2,500 hours to volunteering in different countries, strengthening its ties with the communities where it operates.

At an operational level, the company prevented the waste of more than 50 tons of food, reduced water consumption by 22%, and achieved a 58% year-over-year improvement in carbon emissions reduction. These actions are structured around three pillars: acting with purpose, empowering people through employment and opportunities for young people, and protecting the natural environment by integrating sustainability into the daily operations of the business.