Minor Hotels bets on AI-led personalisation with global data platform overhaul

Minor Hotels is stepping up its digital transformation ambitions with plans to build a global data and AI platform designed to unify guest intelligence and power next-generation personalisation across its portfolio.

The initiative, developed in partnership with Google Cloud, Salesforce, OneTrust and Deloitte, marks one of the most significant technology investments in the group’s history, spanning more than 640 properties across 63 countries.

At the centre of the strategy is a single digital platform that connects guest data, marketing and service operations globally. By consolidating fragmented data sources, Minor Hotels aims to recognise guests more consistently across brands and destinations, enabling more tailored communications, offers and experiences based on individual preferences and past stays.

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The platform is being built independently of legacy systems, allowing the group to bypass traditional integration challenges and adopt enterprise-grade AI capabilities from the outset. Full deployment is expected within 2026.

“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.”

From fragmented systems to ‘continuity’

Built on Google Cloud’s AI-optimised stack, including BigQuery and Vertex AI, the platform is designed to unify guest data across touchpoints and geographies. The aim is to deliver a seamless experience across brands – from Anantara properties in Thailand to Tivoli hotels in Portugal – where guest preferences are recognised and acted upon consistently.

Beyond personalisation, Minor Hotels is also looking to deploy agentic AI capabilities. These include intelligent agents capable of managing bookings, curating itineraries and resolving complex guest requests in real time, grounded in a single, unified data source.

“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.”

Closing the gap between insight and experience

Salesforce will power marketing automation and guest communications through its Agentforce Marketing and Data 360 solutions, enabling real-time segmentation and more precise engagement across the travel journey.

“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 embed privacy and consent management directly into the platform architecture, ensuring that personalisation efforts are underpinned by responsible data practices.

“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.”

Operationalising AI across the business

As strategy and implementation partner, Deloitte is leading the integration of the technology stack into Minor Hotels’ operating model, ensuring alignment across markets and functions.

“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.”

The platform will also support AI-enabled service agents for contact centres and hotel teams, alongside tools for personalised recommendations, upgrades and experiential commerce. As AI increasingly shapes how travellers search and book, Minor Hotels is positioning itself to adapt to emerging discovery environments driven by digital assistants.

With further developments planned, the group is laying the groundwork for a more connected, data-driven hospitality model – one that shifts from transactional stays to continuous, personalised guest relationships across its global footprint.

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