Minor Hotels Bets Big on AI to Redefine Hospitality

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, marking a major acceleration of the group’s long-term digital transformation strategy. The initiative represents one of the most significant technology investments in Minor Hotels’ history and signals a deliberate move to lead the hospitality sector in using data and AI to personalise experiences and strengthen direct relationships with guests across its more than 640 properties in operation and committed development worldwide.

At its core is the creation of a single digital platform connecting global guest data, marketing and service operations. This unified system 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 from the outset. The platform, set for full deployment within 2026, is being developed independently of legacy systems, enabling Minor Hotels to leapfrog traditional technology limitations by building directly on the latest enterprise-grade AI capabilities from its partners.

This clean-sheet approach is expected to significantly compress development timelines compared to conventional transformation programmes, while positioning the group to evolve its commercial and service capabilities more quickly as AI technologies continue to mature. According to Ian Di Tullio, Chief Commercial Officer of Minor Hotels, AI is rapidly becoming the front door to travel, shifting control over demand toward brands that can respond intelligently in real time, own their data and shape guest relationships directly at scale.

The platform will be built on Google Cloud’s AI-optimised technology stack, with BigQuery and Vertex AI serving as the interoperable data and intelligence layer. This foundation will unify guest data across brands, regions and digital touchpoints, enabling a seamless experience defined by continuity, where guest preferences are recognised and honoured whether staying at an Anantara in Thailand or a Tivoli in Portugal. Beyond basic automation, Minor Hotels is also preparing for agentic orchestration, where AI agents—whether developed by Google, third parties or in-house—can manage bookings, curate itineraries and resolve complex guest requests in real time using a single, reliable data source.

Salesforce will power marketing automation and guest communications across the travel journey through its Agentforce Marketing capabilities, while Data 360 integrates guest preferences to enable precise, real-time segmentation. This allows Minor Hotels to unlock new commercial opportunities while strengthening guest satisfaction and loyalty through more relevant and timely engagement. At the same time, OneTrust will ensure that privacy, consent management and governance are embedded directly into the platform architecture, reinforcing trust and transparency while supporting compliance with global regulations.

The platform will also introduce AI-enabled capabilities designed to enhance both guest engagement and operational efficiency. Intelligent service agents will help hotel teams and contact centres respond faster to guest needs, while AI-powered engagement tools will deliver personalised recommendations for experiences, upgrades and services across different destinations. As AI continues to reshape how travellers search, discover and book trips, the platform is designed to help Minor Hotels adapt to emerging AI-led discovery environments, where digital assistants increasingly influence decision-making.

Deloitte is leading the strategy and implementation of this transformation, working closely with Minor Hotels and its technology partners to integrate the platform into a cohesive enterprise operating model across more than 63 countries. This ensures that AI capabilities are not deployed in isolation but embedded into core processes, decision-making and daily operations, enabling the organisation to scale efficiently while maintaining consistency in guest experience.

With further developments planned across digital experience, experiential commerce and AI-driven services, Minor Hotels is building a future-ready platform that will underpin the next generation of personalised hospitality, positioning the group at the forefront of an increasingly AI-defined travel landscape.