Franchising as a gateway to Central Asia
Minor Hotels, which reports more than 660 properties in operation and in development across 67 countries, has signed a franchise agreement with EASYRENT PE for NH Hotel Tashkent. The 151-room property in the Uzbek capital will fly the NH Hotels & Resorts flag.
Beyond Uzbekistan, the deal marks the group’s debut in the Commonwealth of Independent States (CIS) and in Central Asia. The agreement was formalised in Tashkent at a ceremony attended by the Deputy Chairman of the Tourism Committee of the Republic of Uzbekistan, Minor Hotels’ management, the project owner, the hotel’s general manager and several local stakeholders.
An asset repositioned for the first quarter of 2027
The hotel is currently undergoing a refurbishment to reposition it under the NH Hotels & Resorts brand, with opening expected in the first quarter of 2027. Once the works are complete, its 151 rooms will be split between standard twin and double rooms, deluxe rooms and family suites.
An all-day dining restaurant, a fitness room and a meeting room will complete the offer. This streamlined programme reflects the DNA of a brand focused on comfort, functionality and the fundamentals of a hotel stay.
NH Hotels & Resorts, the group’s most established brand
Minor Hotels presents NH Hotels & Resorts as its upscale brand, built on good value for money, convenient locations in key destinations and attentive service. Its comfortable, functional spaces are aimed at business and leisure guests looking for a contemporary, no-nonsense hotel experience.
Well established in Europe and the Americas, the brand is gradually expanding into the Middle East, Asia and Australasia. NH Hotel Tashkent will be able to draw on the operational experience of this brand, the group’s best-known and longest-standing in its European and American markets.
Tashkent, a business hub and tourism gateway
Uzbekistan’s largest city, Tashkent is the country’s political, economic, cultural and logistics centre and the main point of entry for international visitors. The historic Silk Road cities and the development of international air links are boosting the country’s appeal as a Central Asian tourism destination.
Located 10 minutes from the airport, NH Hotel Tashkent will serve the capital’s main business and leisure districts as well as its major event venues, including the UzExpo Center and the Palace of International Forums. The location squarely targets the MICE segment, while leisure travellers will be able to reach Amir Timur Square, the Alisher Navoi Opera Theatre, Chorsu Bazaar, the Hazrati Imam complex, and the State Museum of the History of the Timurids and the Museum of the History of Uzbekistan.
Minor Hotels is entering a market where the major groups are stepping up their signings, as illustrated by IHG, which recently announced the arrival of its Garner brand in Tashkent for 2027.
Franchising in support of asset-light growth
For Minor Hotels, the signing is part of an asset-light, franchise-led development strategy and paves the way for further growth in Central Asia. For Tashkent, it contributes to strengthening the city’s hotel infrastructure and reinforces Uzbekistan’s position among emerging tourism destinations.
The model combines independent local ownership with the commercial strength, operational expertise and support of a global hotel group. Connected to Minor Hotels’ international distribution and sales platforms, the hotel will gain visibility among international guests. It will also join Minor DISCOVERY, whose network reports 38 million members worldwide.
This reliance on local partners has shaped the group’s recent development, from Paraguay with Grupo Petra to Barcelona and Budapest, where By Salomon Hospitality has entrusted three hotels to NH.
First steps in a regional expansion
Gonzalo Aguilar, CEO of Minor Hotels Europe & Americas, said that entering Uzbekistan through its dynamic capital was the first step in the group’s development in Central Asia and illustrated the role of franchising in introducing its brands to new markets. He added that the group was delighted to bring NH Hotels & Resorts to Tashkent and to offer business and leisure travellers the brand’s contemporary and reliable hotel experience, and thanked EASYRENT PE for the trust it had placed in Minor Hotels.
Gilmeeva Olesya, General Manager of NH Hotel Tashkent, said the hotel was delighted to partner with Minor Hotels and to introduce NH Hotels & Resorts to Tashkent. By combining Minor Hotels’ international brand expertise with the team’s knowledge of the local market, she said, the aim is to develop a contemporary hotel that contributes to the growth of the city’s hotel landscape.
Analysis – The fact that the agreement is being led by Minor Hotels Europe & Americas, the entity that grew out of NH Hotel Group, places this first Central Asian property as an extension of the NH brand’s historic network. Converting an existing asset under a franchise, with a light-touch facilities programme, allows the group to establish a position at lower risk in a capital where international brands are becoming more numerous. Whether the group can replicate this model in other Uzbek cities or in neighbouring countries will determine whether Tashkent becomes a genuine regional bridgehead.
At a glance by The Hospitality Tribune
Minor Hotels debuts in Uzbekistan with NH Hotel Tashkent
Franchise agreement signed with EASYRENT PE for a 151-room hotel in Tashkent
Group’s first property in the CIS region and Central Asia
Refurbishment and repositioning under NH Hotels & Resorts, opening expected in Q1 2027
10 minutes from the airport, close to UzExpo Center and the Palace of International Forums
Access to Minor DISCOVERY’s 38 million members and the group’s global distribution platforms
