Minor Hotels has announced the brand overhaul for Oaks, outlining a reinvigorated service focus and refreshed brand identity.

The strategic shift sees the introduction of a series of scalable and differentiated brand hallmarks such as grab-and-go pantries stocked with travel essentials, local produce and branded merchandise; integrated lobbies serving barista-made coffee and freshly baked goods; a new food and beverage offering; in-room wellness options; and updated bathroom amenities.

The new brand identity features an updated logo and colour palette, with property interiors embracing designs layered with colour and patterning, timber textures, soft neutrals and indoor greenery.

“The strategic repositioning of Oaks marks a pivotal step in elevating our position in the market,” says Ian Di Tullio, chief commercial officer, Minor Hotels.

“With our revitalised service culture and the addition of lifestyle elements to contemporise our offer, we’re creating a more resonant brand experience for today’s travellers.

“In a sector that has remained largely undifferentiated, the transformation repositions Oaks for global growth, further strengthening confidence among our investors and developers.”

The new Oaks brand and service applications will be gradually rolled out across existing properties and new acquisitions.

“This repositioning marks a significant step in the continued evolution of a brand that has earned its place in the hearts of travellers for more than 33 years,” says Dillip Rajakarier, group CEO, Minor International.

“As we build on that legacy, we’re focused on creating meaningful, experience-led travel destinations that meet the needs of our corporate and leisure guests.

“With more than 55 Oaks properties and growing, this transformation reflects our long-term vision for sustainable growth and reinforces our commitment to delivering world-class hospitality.”