Minor Hotels has unveiled plans to build a new global data and AI platform from the ground up in partnership with Google Cloud, Salesforce, OneTrust, and Deloitte, thereby accelerating its long-term digital transformation strategy. This initiative represents one of the most significant technology investments in the company’s history and reflects its ambition to lead the hospitality sector in leveraging data and AI for personalised guest experiences across its 640+ properties worldwide.
At the same time, Minor Hotels is developing a unified digital platform that connects global guest data, marketing, and service operations. As a result, the group will recognise guests more consistently across brands and geographies, personalise communication and offers based on preferences and past stays, and ensure responsible data management with embedded privacy and governance frameworks from the outset.
Moreover, the company is building this platform independently of legacy systems, enabling it to leapfrog traditional technology constraints. The platform, expected to be fully deployed by 2026, will leverage advanced enterprise-grade AI capabilities, including generative AI, intelligent agents, and automation. Consequently, this clean-sheet approach will accelerate development timelines and allow Minor Hotels to rapidly evolve its commercial and service capabilities as AI technologies mature.
“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.”
Furthermore, the platform will run on Google Cloud’s AI-optimized stack, with BigQuery and Vertex AI forming the interoperable data and intelligence layer. This integration will unify guest data across brands, regions, and digital touchpoints, thereby enabling seamless and consistent guest experiences across properties such as Anantara in Thailand and Tivoli in Portugal.
In addition, Minor Hotels is moving beyond basic AI functionalities toward agentic orchestration. The platform will support the deployment of Google-built, third-party, or custom AI agents powered by unified data. These agents will handle tasks such as booking management, itinerary curation, and real-time resolution of complex guest requests, significantly enhancing service efficiency.
“The future belongs to context-aware AI agents that anticipate needs and execute tasks throughout the travel journey,” said Mark Micallef, Managing Director, Southeast Asia, Google Cloud. “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.”
Meanwhile, Salesforce will power marketing automation and guest communications through Agentforce Marketing, while Data 360 will integrate guest preferences and enable real-time segmentation. This will help Minor Hotels unlock new commercial opportunities while improving guest satisfaction and loyalty.
“In the AI era, the margin for error in customer experience has disappeared. Guests expect interactions to be instant, intuitive, and deeply personal,” said Apisit Kuparatana, Country Leader and Managing Director, Salesforce Thailand. “Automation grounded in relevant guest insights can help turn distinct guest touchpoints into a meaningful, connected journey.”
At the same time, OneTrust will ensure responsible data governance by embedding privacy and consent management directly into the platform. This approach will allow Minor Hotels to scale personalisation while maintaining transparency and trust with guests.
“Consent is the foundation of lasting customer relationships and durable data strategies,” said Arran Mulvaney, Regional Director, ASEAN, 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.”
Additionally, the platform will introduce AI-enabled capabilities designed to enhance both guest engagement and operational efficiency. Intelligent service agents will support hotel teams and contact centres in responding faster to guest requests, while AI-driven engagement tools will deliver personalised recommendations for experiences and upgrades. As AI continues to reshape travel discovery and booking, the platform will also help Minor Hotels adapt to emerging AI-led ecosystems where digital assistants increasingly influence consumer decisions.
Deloitte, acting as the strategy and implementation partner, is leading the integration of this advanced technology stack into a cohesive enterprise operating model. The firm is ensuring that AI capabilities are deeply embedded into core business processes, decision-making, and workflows across Minor Hotels’ operations in more than 63 countries.
“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,” said Dr. Metinee Jongsaliswang, Country Managing Partner, Deloitte Thailand. “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, unlock new opportunities for growth and guest engagement, and be the forefront of the future for the hospitality sector.”
Minor Hotels is setting a new benchmark in AI-driven hospitality by building a future-ready platform that integrates data, technology, and guest experience. With strong partnerships and a clear innovation roadmap, the company is well-positioned to lead the next phase of personalised, intelligent, and scalable hospitality solutions globally.
