Minor Hotels is expanding its footprint through strategic franchising with its fourth franchised hotel, Oaks Melbourne on William Suites.

Located at 350 William Street, Melbourne, the 220-room apartment hotel, is the third Oaks property to operate under a franchise model, joining Oaks Toowoomba Hotel and Oaks Townsville Metropole Hotel.

The first property in the Avani Hotels franchise, Avani Mooloolaba Beach Hotel, set on the Sunshine Coast, is due to open in late 2025.

Minor Hotels says the success of these properties shows ongoing potential of the franchising model.

“Franchising is an integral part of our company’s growth strategy,” said Minor Hotels Director of Franchising, Nathan Kelly.

“It allows us to partner with local operators who understand their markets deeply, while providing them with the resources needed to thrive.

“This collaborative approach has been key to our success and will continue to drive our presence in new and existing key markets.”

Operating under an established brand name and market presence ensures operators receive comprehensive training and support in areas such as operations, marketing and head office support, which can help support strong occupancy rates and profitability, according to Minor Hotels.