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Minor Hotels is building a new global data and AI platform from scratch, partnering with Google Cloud, Salesforce, OneTrust and Deloitte in what represents one of the largest technology investments in the hotel group’s history.
The initiative aims to unify guest data across Minor Hotels’ more than 640 properties worldwide, enabling AI-driven personalisation and stronger direct relationships with guests.
At the centre of the project is a single digital platform connecting guest data, marketing and service operations. The goal is to let the group recognise guests more consistently across its brands and destinations, personalise communications based on preferences and past stays, and manage guest data with privacy and governance built into the architecture from the start.
A clean-sheet build
The platform, targeted for full deployment within 2026, is being developed independently of any legacy systems. Minor Hotels is building directly on the latest enterprise-grade AI capabilities from its technology partners rather than retrofitting older infrastructure.
The company expects this approach to compress development timelines compared to traditional transformation programmes.
Ian Di Tullio, Chief Commercial Officer of Minor Hotels, pointed to the shifting dynamics of travel discovery.
“AI is becoming the front door to travel – and with it, control over demand is shifting,” Di Tullio explained. “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.”
Google Cloud provides the foundation
The platform will run on Google Cloud’s AI-optimised technology stack, with BigQuery and Vertex AI forming the data and intelligence layer. This will let Minor Hotels unify guest data across brands, regions and digital touchpoints, with the aim of creating continuity so that a guest’s preferences are understood whether they check into an Anantara in Thailand or a Tivoli in Portugal.
Minor Hotels plans to move beyond simple AI-driven question and answer interactions to what it describes as agentic orchestration. The platform will support the future deployment of Google-made, third-party or custom AI agents grounded in the group’s unified data, capable of managing bookings, curating itineraries and resolving guest requests in real time.
Mark Micallef, Managing Director of Southeast Asia at Google Cloud, highlighted the role of context-aware agents.
“The future belongs to context-aware AI agents that anticipate needs and execute tasks throughout the travel journey,” Micallef commented. “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 and OneTrust round out the stack
Salesforce will power marketing automation and guest communications across the travel journey through Agentforce Marketing. Its Data 360 product will integrate guest preferences from the unified data layer and drive real-time segmentation.
Apisit Kuparatana, Country Leader and Managing Director of Salesforce Thailand, stressed the rising bar for customer experience.
“In the AI era, the margin for error in customer experience has disappeared. Guests expect interactions to be instant, intuitive and deeply personal,” Kuparatana remarked. “Automation grounded in relevant guest insights can help turn distinct guest touchpoints into a meaningful, connected journey.”
OneTrust will handle privacy and consent management, embedding these capabilities directly into the platform architecture. This is designed to let Minor Hotels scale personalisation while maintaining compliance with global privacy regulations.
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“Consent is the foundation of lasting customer relationships and durable data strategies,” observed Arran Mulvaney, Regional Director for ASEAN at OneTrust. “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.”
AI-enabled capabilities in the pipeline
The platform will support development of AI-enabled capabilities across guest engagement and operations. Intelligent service agents will help contact centre and hotel teams respond more quickly to guest requests, while AI-powered engagement tools will support personalised interactions and recommendations for experiences and upgrades.
As AI continues to reshape how travellers search, discover and book travel, the platform will also support Minor Hotels in adapting to emerging AI-led discovery environments where digital assistants increasingly influence decision-making.
Deloitte ties it together
Deloitte is acting as the strategy and implementation partner, leading co-design and integration of the technology stack into Minor Hotels’ enterprise operating model. The consultancy is working across all parties to ensure AI capabilities are embedded into core processes and ways of working across the group’s operations in more than 63 countries.
Dr Metinee Jongsaliswang, Country Managing Partner of Deloitte Thailand, underlined the complexity of the undertaking.
“Transformations of this scale not only require powerful technology, but they also require alignment across the organisation and working with each of the country operations to ensure that utilisation is seamless and effective,” Jongsaliswang added. “It is a great privilege for us to work together with Minor Hotels and the other partners to bring together the right technology ecosystem and integration strategy to create a platform that can evolve with the business and unlock new opportunities for growth and guest engagement.”
Last Updated on April 10, 2026 by Nick Ross
