A strategic initiative with Google Cloud, Salesforce and other technology firms marks Minor Hotels’ most significant technological investments and shows a deliberate move to lead the hospitality sector in using data and AI to personalise guest experiences.
Minor Hotels has unveiled its digital transformation strategy, partnering with Google Cloud, Salesforce, One Trust and Deloitte to build a new global data and AI platform from scratch.
The new platform is expected to roll out this year and will power its next generation guest experience and enable AI driven personalisation, leapfrogging legacy systems.
Marking the initiative as one of its most significant technology investments in the group’s history, it also cements its move to lead the hospitality sector in using data and AI to personalise experiences and strengthen direct relationships with guests across its 640 global property portfolio.
At its core is the creation of a single digital platform connecting global guest data, marketing and service operations, the group stated.
The move will allow the group to recognise guests more consistently across brands and destinations, personalise communications and offers based on preferences and past stays, while ensuring guest data is managed responsibly, with privacy and governance embedded into the platform from the outset.
The new platform is being developed independently of any legacy systems. This enables Minor Hotels to leapfrog traditional technology by building directly on the latest enterprise‑grade AI capabilities from its technology partners, ensuring it is designed from day one to take advantage of advances in generative AI, intelligent agents and automation, the group stated.
“AI is becoming the front door to travel – and with it, control over demand is shifting,” Minor Hotels Chief Commercial Officer, Ian Di Tullio said.
“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.”
Minor explains the platform will be built on Google Cloud’s AIoptimised technology stack, with BigQuery and Vertex AI serving as the interoperable data and intelligence layer. This will enable Minor Hotels to unify guest data across brands, regions and digital touchpoints. It provides the foundation for a stay defined by ‘continuity’, where a guest’s unique preferences are understood and honoured whether checking into an Anantara in Thailand or a Tivoli in Portugal.
Minor Hotels then aims to move beyond simple AIdriven questions and answers to agentic orchestration. The platform will enable the future deployment of Googlemade, thirdparty or custom AI agents grounded in Minor Hotels’ unified data.
“The future belongs to contextaware AI agents that anticipate needs and execute tasks throughout the travel journey,” Google Cloud, Managing Director, Southeast Asia, Mark Micallef, said.
“By anchoring its transformation on Google Cloud’s open and secure fullstack 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 power marketing automation and guest communications across the travel journey with Agentforce Marketing.
“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 play a pivotal role in ensuring guest data is managed responsibly and in compliance with global privacy regulations.
“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.”
Deloitte is the strategy and implementation partner to Minor Hotels and leading the co design and integration of this future native technology stack into a coherent enterprise operating model, the group stated.