Minor Hotels' Middle East and Africa expansion: insights from Amir Golbarg
Minor Hotels' Middle East and Africa operations are accelerating. Amir Golbarg, SVP, outlines the group's sustainability strategies, master brand approach, and hyper-growth plans across hospitality markets.
Minor Hotels' Middle East and Africa expansion is reshaping hospitality landscapes. At Arabian Travel Market 2025 in Dubai, Amir Golbarg, Senior Vice President (SVP) of Operations for Middle East & Africa at Minor Hotels, shared insights into the group's remarkable journey, sustainability commitments, and growth strategies. Minor Hotels' Middle East and Africa expansion has been a deliberate and highly strategic endeavor, grounded in sustainability, innovation, and the group's Thai heritage.
Founded in 1967 by William Heinecke, Minor Hotels started with humble roots in Thailand and has since evolved into a major international player. Its Middle East journey began in 2012 with the unique project on Sir Bani Yas Island, UAE, where Minor launched three distinct resorts blending wildlife conservation and luxury hospitality. As Golbarg explained, 'Today we operate 54 properties across the Middle East and Africa, with many more in the pipeline — all designed to reflect local cultures while upholding Minor's global standards.'
Sustainability as core DNA
Golbarg emphasized that sustainability is not just a marketing buzzword but a fundamental part of Minor Hotels' operations. 'Our Anantara brand, launched in 2001, was built on the idea of indigenous sustainable luxury,' he said. From sourcing local materials in Jaipur to protecting black rhinos in Zimbabwe, Minor Hotels' Middle East and Africa expansion integrates environmental and social responsibility. With targets certified under the Science Based Targets initiative (SBTi), participation in the Dow Jones Sustainability Index, and a focus on reducing landfill waste, Minor's operations prioritize local sourcing, waste reduction, and energy efficiency.
Master brand strategy for seamless customer experience
A major milestone in Minor Hotels' Middle East and Africa expansion is the rollout of its 'master brand' strategy. As Golbarg explained, consolidating eight distinct brands (including Anantara, Avani, and NH) under the Minor Hotels umbrella enhances customer experience by unifying booking systems, loyalty programs, and digital platforms. 'This shift allows guests to seamlessly access offerings across all brands, using one loyalty system and benefiting from hyper-personalized service,' Golbarg noted.
Technology and hyper-growth vision
Addressing the role of artificial intelligence, Golbarg stressed its value for backend efficiencies, data analysis, and customer insights, but not as a front-of-house replacement.
'We believe hospitality is ultimately about human connection,' he said.
Looking ahead, Minor Hotels' Middle East and Africa expansion aims for hyper-growth, with ambitious plans to double the regional footprint within three years. This includes innovations in wellness, longevity hubs, and enhanced F&B concepts, ensuring the group stays ahead of evolving consumer demands.
Minor Hotels' Middle East and Africa expansion offers a compelling case study of how heritage, sustainability, brand consolidation, and technology can drive growth in dynamic markets. As Golbarg concluded, 'We have the ingredients and the recipe — now it's time to run for it.'
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