Our Digital Voyage to establish the global presence of one of the world's leading hotel groups.
Minor Hotels · Hospitality
Situation
Minor Hotels is one of the world's leading hospitality groups — 560+ hotels across six continents, ten distinct brands, and a guest in Argentina experiencing winter while another in Europe is booking a summer escape. Running global campaigns for a portfolio this complex means managing not just scale, but precision: the right message, the right offer, the right language, for the right market, at the right moment.
Situation
Not just scale. Precision.
When NH Hotels — before becoming part of Minor Hotels — needed to transform its digital lead generation and reservation strategy, they came to us. What started as a single-brand challenge became the foundation for something much larger.
Rightmessagemarketmoment
Solution
Dynamic Creative at Global Scale.
We designed and implemented a system of dynamic creatives that allows campaigns to adapt automatically — by country, language, season, destination and offer — from a single master. Recognised by Google as one of the most ambitious dynamic creative projects ever deployed, the system now powers 170+ global and local campaigns annually, across 160 countries and 8 languages, with full consistency from a centralised hub.
Recognised by Google as one of the most ambitious dynamic creative projects ever deployed.
Google
Solution
Multi-Brand Digital Identity.
As Minor Hotels absorbed NH into its wider portfolio, our scope grew with it. We developed and applied digital brand guidelines across every brand in the group — NH, NH Collection, Anantara, Tivoli, Avani, nhow and more — each with its own identity, visual language and tone, all built to work within the same production system. Zero compromise on quality.
NH & NH Collection
The urban core of the group — clear, warm and business‑ready, elevated to premium in Collection.
Anantara & Tivoli
Luxury with a sense of place — destination‑first storytelling, editorial and unhurried.
Avani & nhow
The lifestyle voices — young, vivid and unafraid of colour.
Solution
Workflow & Operations.
Delivering 8,000+ assets a year across markets and brands requires more than creative talent — it requires infrastructure. We implemented a collaborative production ecosystem with full traceability, automated localisation and direct communication across all teams.
Full traceability, from brief to delivery.
Automated localisation for every market.
One system. Every brand, every format.
8,000 assets a year,from one global hub.
- 170+
- Campaigns a year
- 8
- Languages
- 160
- Countries
- 8,000+
- Assets delivered
All from one centralised hub.
Result
From one brand to a whole group
What began as a project for a single brand is now the digital engine for an entire global hotel group — a system scalable enough to onboard new markets, new languages and new brands without missing a beat.
