Minor Hotels has announced a significant investment in a new global data and artificial intelligence platform. The project is a collaboration with major technology firms including Google Cloud, Salesforce, OneTrust and Deloitte. This initiative aims to centralise guest data across the group’s portfolio of more than 640 properties.
By moving away from legacy systems, the hospitality group intends to use generative AI to customise guest stays and marketing. Ian Di Tullio, Chief Commercial Officer of Minor Hotels, said: “AI is becoming the front door to travel – and with it, control over demand is shifting. 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.”
The platform uses Google Cloud’s BigQuery and Vertex AI to manage data. This allows the group to recognise guest preferences consistently, whether they are in Thailand or Portugal. Salesforce will provide the marketing automation tools through its Agentforce Marketing and Data 360 services. Mark Micallef, Managing Director at Google Cloud Southeast Asia, noted: “The future belongs to context-aware AI agents that anticipate needs and execute tasks throughout the travel journey. 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.”
OneTrust will oversee data privacy and compliance. This ensures that guest information is handled responsibly under global regulations. Deloitte is managing the implementation of the technology across the group’s operations in 63 countries. The system is designed to handle complex tasks like booking management and itinerary curation. It also aims to assist hotel staff in responding to guest requests more efficiently. Minor Hotels expects the full roll-out of the platform to be completed during 2026.
