Minor Hotels has unveiled plans to build a global data and AI platform from the ground up, in what it describes as one of the most significant technology investments in its history.
The hotel group will partner with Google Cloud, Salesforce, OneTrust and Deloitte to create a unified digital ecosystem designed to power next-generation guest experiences across its global portfolio of more than 640 properties.
Set for full deployment in 2026, the platform will connect guest data, marketing and service operations into a single system, enabling more consistent recognition of travellers across brands and destinations, as well as highly personalised communications and offers.
The initiative marks a deliberate shift away from legacy systems, with Minor Hotels opting for a “clean-sheet” build that leverages the latest advances in enterprise-grade artificial intelligence.
“AI is becoming the front door to travel – and with it, control over demand is shifting,” said Ian Di Tullio, chief commercial officer of Minor Hotels. “The brands that win will not be the most visible, but the most intelligent: those able to respond in real time, own their data and shape the guest relationship directly. At Minor Hotels, we are building that capability at scale, ensuring we don’t just participate in this new landscape, but define our position within it.”
At the core of the platform is Google Cloud’s AI-optimised infrastructure, including BigQuery and Vertex AI, which will act as the central data and intelligence layer. The goal is to deliver a seamless guest experience across geographies – whether checking into an Anantara in Thailand or a Tivoli property in Europe – with preferences and history carried across stays.
Beyond personalisation, the platform is designed to support the emergence of so-called “agentic” AI, where intelligent systems can execute tasks autonomously. These agents could manage bookings, curate itineraries and resolve complex service requests in real time, grounded in a single, unified source of guest data.
“The future belongs to context-aware AI agents that anticipate needs and execute tasks throughout the travel journey,” Southeast Asia, Google Cloud managing director said Mark Micallef.
“By anchoring its transformation on Google Cloud’s open and secure full-stack architecture, our native integrations with Salesforce and the solution engineering expertise of our partners like Deloitte, Minor Hotels is bypassing the integration hurdles of fragmented traditional clouds and establishing the blueprint for more personalised, proactive and responsive guest experiences.”
Salesforce will underpin marketing automation and guest communications through its Agentforce Marketing platform and Data 360 capabilities, enabling real-time segmentation and more targeted engagement.
“In the AI era, the margin for error in customer experience has disappeared. Guests expect interactions to be instant, intuitive, and deeply personal,” Salesforce Thailand country leader and managing director Apisit Kuparatana said. “Automation grounded in relevant guest insights can help turn distinct guest touchpoints into a meaningful, connected journey.”
Meanwhile, OneTrust will ensure privacy, consent and governance are embedded into the system from the outset — a critical consideration as hotels scale data-driven personalisation.
“Consent is the foundation of lasting customer relationships and durable data strategies,” OneTrust Regional Director, ASEAN, Arran Mulvaney said. “With privacy and governance embedded in its platform from the outset, Minor Hotels demonstrates a clear commitment to its guests by making responsible data use a priority, not an afterthought.”
Implementation and integration will be led by Deloitte, which is working to align the technology stack with operations across more than 60 countries.
With further developments planned across digital experience, experiential commerce and AI-enabled services, Minor Hotels is positioning the platform as a cornerstone of its long-term strategy – and a potential blueprint for how hospitality brands compete in an increasingly AI-driven travel landscape.
