International hospitality group Minor Hotels has tapped Barking Owl Communications to manage an integrated outbound communications program in the ANZ market, focusing on its flagship Anantara and premium Avani brands from March 2024.
The Sydney-based boutique travel and lifestyle agency will concentrate on winning travellers in the inspiration and consideration phases with an end-to-end comms strategy, including a news bureau, media famils, partnerships and events.
Currently operating more than 540 hotels across Asia-Pacific, the Middle East, Africa, the Indian Ocean, Europe and the Americas, Minor Hotels’ expansion plans include new hotels and upgrades to existing properties and exploring strategic acquisitions.
These include new Anantara properties in Abu Dhabi, Vienna and Ubud in 2024 and an expansion pipeline with the arrival of Anantara and Avani in Saudi Arabia and other openings in the Middle East.
Australia will also receive its first Avani Hotels & Resorts property in 2025 with Avani Mooloolaba Beach Hotel on the Sunshine Coast.
Minor Hotels Global Head of Public Relations Marion Walsh Hedouin said with Australian and New Zealand travellers at the forefront of international wanderlust, it was the right time to launch a comms strategy for Anantara and Avani in the ANZ market.
“Barking Owl Communications’ in-depth knowledge of the travel and lifestyle market, professional approach to our brief coupled with fresh, creative ideas and a strong understanding of traditional and digital media made them the perfect choice to amplify our brands in this market,” she said.
Barking Owl Communications Managing Director Jill Collins said: “This is a wonderful time to embark on an exciting new communications program for Anantara and Avani with Minor Hotels.”
“We look forward to bringing our previous experience working with luxury tourism and lifestyle brands to this relationship and growing a highly successful partnership into the future.”
Find out more at minorhotels.com