Gonzalo Aguilar, CEO of Minor Hotels Europe & Americas
“We have launched iStay Hotels by NH as an easily convertible midscale brand and an excellent option for hoteliers.”
The hotel sector is experiencing a boom, marked by growing demand, investment in innovation, and a focus on customer experience. In the context of changing traveler preferences, the industry is committed to personalization and adaptation to strengthen its market position.
One of the fastest-growing segments is midscale, with demand expected to increase in the coming years. As part of its expansion strategy and with the aim of deepening its presence in this niche, Minor Hotels has launched the ‘iStay Hotels by NH’ brand, specifically designed for the franchise model.
According to the company’s CEO for Europe and the Americas, Gonzalo Aguilar, the new brand is designed “for easy conversion, increasing return on investment through an optimized business and operating model.” We spoke with Mr. Aguilar about industry trends and Minor Hotels’ positioning in the markets and segments in which it operates.
Minor Hotels has undergone several changes in recent years. How would you define the group today?
Yes, it is true that the evolution of the Minor Hotels group has involved various changes. Today, we can say that it is a global leader in the hotel industry with nearly five decades of experience and more than 640 hotels, resorts, and residences in 59 countries (including operating properties and committed developments). The group creates innovative and memorable experiences through its 12 distinct hotel brands. Among these, the following currently operate in Europe and the Americas: NH, NH Collection, nhow, Avani, Tivoli, and Anantara, and we have recently opened the first two iStay Hotels by NH in Valencia and Zaragoza.
What is Minor Hotels' main objective?
2025 was a year of integration and, historically, our best year. We successfully completed the relaunch of our parent brand, Minor Hotels. In addition to updating its identity and design, it has evolved from a purely corporate brand to one that also targets the end consumer, improving the digital experience with a new website and app, and offering simplified loyalty and B2B propositions.
Building on this important milestone, our main objective for 2026 and the coming years is to grow, grow, and grow — not only in destinations where we already have a consolidated presence but also in new territories. To achieve this, we have redirected our expansion strategy, broadening our brand portfolio, diversifying our business models with the inclusion of franchising, and always keeping a strong focus on the guest experience. We do not want to be the biggest hotel group, but we do want to be the best.
The approach to this objective must also entail an ambitious and differentiated expansion strategy. How have you planned it for the coming years?
Our expansion strategy is based on a clear principle: maintaining an ‘asset-right’ approach, which allows us to adapt the type of contract to the characteristics of each project, always with long-term value creation in mind. However, we are evolving toward a more ‘asset-light’ model to achieve more balanced and sustainable growth. Currently, a large part of our hotels in Europe and the Americas are owned or operated under lease agreements, which is considered an ‘asset-heavy’ structure.
This model has given us solidity and a deep understanding of the hotel business, but to accelerate growth and reach our objectives, we bring flexibility and an entrepreneurial mindset — factors that differentiate us from the rest and allow us to adapt to market needs today. Therefore, we are promoting agreements under management and franchise models, which allow us to grow faster and offer owners and investors scalable solutions to optimize profitability. In this context, we have launched new brands to cover key segments, such as iStay Hotels by NH, designed for the midscale segment with the guarantee and recognition of NH Hotels & Resorts.
“Without excess or unnecessary promises, iStay Hotels by NH ensures practical, modern, and accessible experiences.”
Regarding markets, our plan includes two lines of action: first, consolidating our presence in countries where we already operate, adding new brands and entering segments where we are not yet present, for example in Spain or Italy. And second, entering destinations where our presence is limited or nonexistent, such as the United States, the United Kingdom, Paris, the Nordic countries, CIS countries, the Balkans, as well as Morocco and Egypt.
Currently, how many brands does Minor Hotels have? What is your portfolio made up of?
Minor Hotels currently has a robust and diversified portfolio of 12 brands, which allows us to cover all segments — midscale, premium, and luxury — and offer flexible business models for owners and investors with a balanced mix of soft and hard brands. The established brands are Anantara, Elewana Collection, Tivoli, NH Collection, nhow, Avani, NH, and Oaks. These are complemented by four new brands which, in addition to reinforcing our growth and diversification strategy, offer differentiated experiences for various customer profiles.
The Wolseley Hotels is a luxury brand inspired by British elegance and the heritage of the iconic Piccadilly restaurant (The Wolseley). This brand blends tradition and modernity with a strong gastronomic component, creating timeless spaces that elevate the guest experience.
Minor Reserve Collection is Minor Hotels’ luxury soft brand, aimed at unique properties that wish to maintain their identity and offer personalized experiences, backed by the strength of a global hotel group.
Colbert Collection, inspired by the success of the London bistro Colbert, seeks to capture local spirit in each destination, fostering community and authenticity through design, services, and experiences that connect with the surroundings.
And finally, the brand on which we are particularly focused today for the Spanish market: iStay Hotels by NH, which responds to the demand for affordable, comfortable, and technologically advanced stays in strategic locations. It is a brand designed for quick and efficient conversions, backed by the trust and recognition of NH Hotels & Resorts.
What is the reason for launching iStay Hotels by NH?
iStay Hotels by NH is a brand carefully designed for the franchise business, meaning it facilitates conversion and increases return on investment through an optimized business and operating model.
Properties can adapt quickly to offer the brand experience to guests and integrate seamlessly into the distribution ecosystem, the global sales network, and the loyalty program, backed by globally recognized brands such as NH Hotels & Resorts and Minor Hotels.
The model is designed for independent urban hotels in destinations where demand for midscale accommodation is growing and travelers seek value, reliability, and comfort. We already have three hotels under the brand in Valencia, Zaragoza and Berlin.
What are the competitive advantages for an investor of joining this new brand?
The competitive advantages for a hotel owner or investor who wants to join iStay Hotels by NH are numerous. The first is an efficient loyalty program, as Minor DISCOVERY has 34 million members, the best ratio of members per room, the lowest fees, and currently generates 95% of B2C sales directly on the Minor Hotels website.
In addition, Minor Hotels has a robust distribution ecosystem and offers its franchisees a centralized platform that connects each hotel with all relevant channels — OTAs, GDSs, metasearch engines, agencies, etc. — under preferential conditions, optimizing visibility and profitability.
Minor Hotels’ global sales network combines international reach with local expertise, boasting over 400 global agreements with strategic partners and commissions up to 14% more competitive than the market average, generating direct savings for owners. Furthermore, our B2B MinorPRO platform connects with more than 390,000 SMEs — a resilient and high-potential segment that ensures stable demand even in adverse economic cycles, reducing dependence on large corporations.
Minor Hotels also has globally recognized and reputable brands in major feeder markets. The company offers optional operational efficiency support, providing access to a range of services designed to optimize operations and maximize efficiency across all departments. Partners also benefit from our centralized purchasing platform, which generates economies of scale — a marketplace that saves both time and money.
Additionally, Minor Hotels offers optional access to its revenue management technology, enabling dynamic pricing (open pricing) with the ability to make continual price changes every hour, with an average of 1.8 million adjustments daily. This ensures that Minor Hotels can respond immediately to fluctuations in demand.
Especially for independent owners, our franchise proposal is based on a partnership that combines respect for the hotel’s identity and control with the ability to enhance its performance. We provide visibility, commercial support, and access to our loyalty program, which has a significant base of domestic customers, resulting from NH’s long-standing presence in the Spanish market. This allows us to channel recurring, qualified demand, particularly suited to secondary and tertiary cities, where other more international franchise models have less reach. The result is a clear competitive advantage: owners maintain autonomy while accessing customer flows that strengthen occupancy and profitability.
What should travelers know about iStay Hotels by NH?
Travelers should know that iStay Hotels by NH is a brand that prioritizes simplicity and functionality, consistently and efficiently offering the essentials without complications. Its offering is designed for urban hotels in strategic locations, with competitive prices and guaranteed quality: comfortable beds, a simple food and beverage selection tailored to guest needs, a quality and easy-to-operate breakfast, an optional grab‑and‑go service, and high-speed connectivity.
Without excess or unnecessary promises, iStay Hotels ensures practical, modern, and accessible experiences, designed to make life easier and travel more enjoyable — all under the NH Hotels & Resorts quality seal. Whether renovating an existing property, developing a new project, or expanding a hotel portfolio into new markets, iStay by NH can add significant value to different types of projects.
“We will grow both in business models and geographically, supported by the strength of our brands and the creation of new offerings.”