New loyalty push, Minor International’s Discovery Club app targets frequent guests

Edited by ad hoc news New Releases & Launches Desk. Reviewed before publication on 06/16/2026 at 7:46 AM ET. Details in the imprint.

Minor International is sharpening its digital loyalty strategy with the Discovery Club app, a mobile-first platform that centralizes member profiles, points and benefits across its hotel brands including Anantara, Avani and Tivoli. The app builds on the group’s existing loyalty framework and is positioned as a hub for booking stays, tracking rewards and accessing member-only rates in one place.

What the Discovery Club app does for Minor’s hotel guests

At its core, the Discovery Club app functions as a cross-brand loyalty wallet: members can log in with a single account, see their current tier status, check available points and browse eligible rewards such as room upgrades, late check-out or dining discounts at participating properties. According to Minor’s loyalty program description, the portfolio spans more than 500 hotels and resorts globally under the Anantara, Avani, Tivoli, NH and Oaks banners, giving the app a large footprint of potential touchpoints for frequent travelers. Minor’s investor information highlights its strategy of using loyalty platforms to deepen guest engagement and drive direct bookings.

Within the app, Minor structures its loyalty offer through several tiers, typically starting with an entry-level status that provides basic perks like free Wi-Fi and member-only rates, and rising through higher tiers that promise more attractive benefits such as complimentary breakfasts, guaranteed late check-out or priority room upgrades when available. Each stay at a participating hotel, as well as eligible spending on dining or spa services charged to the room, contributes points that move members toward these higher loyalty levels, mirroring the tiered frameworks used by major international chains.

The Discovery Club app emphasizes direct booking, offering members preferential rates when reservations are made through the app or Minor’s brand websites instead of third-party travel agents. This allows the group to capture more customer data, streamline communication and reduce commission costs that typically accompany bookings made via online travel agencies. For frequent guests, the ability to see exclusive rates and promotions in real time within the app can influence booking behavior toward the group’s own digital channels.

Minor also uses the app to promote experiential rewards beyond straightforward discounts, such as curated local activities, spa treatments or dining experiences at signature restaurants across its brands. By tying these experiences to earned points and loyalty tiers, the program encourages members to concentrate more of their travel spend within the Minor ecosystem. In competitive urban markets and resort destinations where Anantara, Avani and Tivoli operate, this helps the group position its portfolio as a familiar, rewarding choice for repeat visitors.

The digital orientation of Discovery Club fits with broader moves in the hotel industry, where chains increasingly rely on apps not just for booking, but also for mobile check-in, digital keys and on-property messaging. While Minor has not rolled out all of these features across its entire network, the app provides the infrastructure for future additions such as in-app chat with hotel staff or personalized recommendations based on stay history and preferences. This potential for incremental feature upgrades makes the app a strategic tool rather than a static loyalty card replacement.

From a geographic perspective, Discovery Club supports Minor’s heavy presence in Asia-Pacific, the Middle East and Europe, where brands like Anantara and Avani are particularly active in resort and city-hotel segments. The app’s cross-border utility matters for guests who move frequently between regions: a member staying at a beachfront resort in Phuket can apply the same account and benefits at an urban hotel in Dubai or a city property in Europe within the group’s network. This continuity of recognition and reward is key to nurturing loyalty among international travelers.

For hotel staff and operators within the group, consolidated guest profiles and preferences within the app and connected systems can make it easier to prepare for arrivals and tailor service. Simple gestures like knowing a repeat guest’s room-type preference, typical arrival time or interest in spa services can be pre-populated, improving the perceived personalization of service without adding significant manual workload for front-desk teams. Over time, such detail can contribute to higher satisfaction scores and increased likelihood of direct rebooking through the app.

Minor’s loyalty platform also integrates with its marketing engine: push notifications, email campaigns and in-app messages can be segmented by tier, travel history or preferred destinations. This allows the company to target specific groups with seasonal offers, new hotel openings or limited-time double-point promotions. By driving that communication through the Discovery Club app, Minor keeps the customer in its own digital environment, which is critical in a sector where competing offers from other chains and online travel platforms are only a few clicks away. As the group broadens its portfolio through management contracts and acquisitions, the app is likely to serve as the common digital thread across newly added properties.

Discovery Club fits with Minor’s positioning as a multi-brand hospitality operator that seeks to capture a greater share of guest spend and lifetime value via digital tools. The app’s focus on cross-brand recognition, direct booking incentives and experiential rewards mirrors industry trends, but within a portfolio that is particularly strong in resort destinations in Thailand, the Maldives and the Middle East. By giving frequent guests a single, app-based interface for benefits, points and booking, Minor aims to strengthen ties with its most valuable customer segments even as competition in the upscale and luxury spaces remains intense.

Strategically, the app is one element in Minor’s broader push to increase revenue from its owned and managed hotels while enhancing brand loyalty, a theme that features prominently in its corporate presentations to investors. The company’s hospitality overview underscores the role of loyalty and direct distribution in supporting margins, particularly in periods of volatile demand. Shares of Minor International (TH0653010003) are listed on the Stock Exchange of Thailand, where the stock most recently traded in Thai baht according to local market data.

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