Minor Hotels is looking to build a new global data and AI platform from the ground up in partnership with Google Cloud, Salesforce, OneTrust and Deloitte in what the company describes as a “major acceleration” of its long-term digital transformation strategy.
When complete, the single digital platform will connect global guest data, marketing and service operations. This will allow the group to recognize guests more consistently across brands and destinations, personalize communications and offers based on preferences and past stays and manage guest data responsibly.
The new platform, set for full deployment within 2026, is being developed independently of any legacy systems. According to the company, this will help Minor Hotels leapfrog traditional technology by building directly on the latest enterprise-grade AI capabilities from its technology partners, positioning it to take advantage of advances in generative AI, intelligent agents and automation. The company also expects this approach to compress development timelines compared to traditional transformation programs and to evolve its commercial and service capabilities more quickly as AI technologies continue to mature.
“AI is becoming the front door to travel—and with it, control over demand is shifting,” Ian Di Tullio, chief commercial officer of Minor Hotels, said in a statement. “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 will be built on Google Cloud’s AI-optimized technology stack, with BigQuery and Vertex AI serving as the interoperable data and intelligence layer. This will help Minor Hotels unify guest data across brands, regions and digital touchpoints and to better understand guest preferences.
The platform will enable the future deployment of Google-made, third-party or custom AI agents grounded in Minor Hotels’ unified data. By tethering the agents to this single source of truth, they will, for instance, be capable of reliably managing bookings, curating itineraries, and resolving complex guest requests in real time.
“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 personalized, proactive, and responsive guest experiences.”
Salesforce will support marketing automation and guest communications through Agentforce Marketing. Data 360 will integrate guest preferences from the unified data and help drive precise, real-time segmentation, enabling Minor Hotels to unlock new commercial opportunities while strengthening 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.”
OneTrust will will help manage guest data responsibly and in compliance with global privacy regulations. Privacy and consent management are being embedded directly into the platform architecture, enabling Minor Hotels to scale personalization while maintaining trust and transparency 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.”
Digital Ecosystem
Consulting firm 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. Deloitte is working with all parties to ensure that the latest AI capabilities are not deployed in isolation, but firmly embedded into core processes, decision-making, and ways of working, so that they are fit for purpose for Minor Hotels and its customers in over 63 countries.
“Transformations of this scale not only require powerful technology, but they also require alignment across the organization and working with each of the country operations to ensure that utilization is seamless and effective,” 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.”