Minor Hotels unveils global AI platform with Google

Minor Hotels has unveiled plans for a global data and AI platform with Google Cloud, Salesforce, OneTrust and Deloitte, as part of a wider digital transformation across its more than 640 properties.

Due for full deployment in 2026, the platform is being built as a single digital system separate from the group's legacy technology. It will connect guest data, marketing and service operations so the business can identify guests more consistently across brands and destinations using stay history and stated preferences.

The group operates in 63 countries and manages brands including Anantara, Tivoli, Avani, NH Collection and Oaks. The new system is intended to give it a unified view of guests across regions and digital channels, while embedding privacy and consent controls from the outset.

The technology stack will be based on Google Cloud, with BigQuery and Vertex AI serving as the data and intelligence layer. This structure is designed to combine information from different brands and touchpoints and support a more consistent guest experience, whether a traveller stays at one of its luxury brands in Asia or a European city hotel under another banner.

AI push

The group also outlined plans to move beyond basic AI chat functions towards systems that can carry out tasks using a single set of guest data. According to the partners, those tools could eventually handle bookings, recommend itineraries and respond to more complex service requests in real time.

Ian Di Tullio, Chief Commercial Officer at Minor Hotels, described the investment as a response to changes in how travel demand is shaped online.

"AI is becoming the front door to travel - and with it, control over demand is shifting," said Ian Di Tullio, Chief Commercial Officer, 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," Tullio added.

This reflects a broader trend in travel, where hotel operators, airlines and online booking groups are investing in AI tools that can influence search, recommendations and conversion. As digital assistants play a larger role in trip planning, travel companies are under pressure to retain direct access to customers and the data that comes with those interactions.

Google Cloud will supply the underlying infrastructure and AI services for the platform. Its BigQuery data warehouse and Vertex AI tools are expected to support data integration and model deployment across the group's brands.

"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."

Partner roles

Salesforce will provide the marketing automation and guest communications elements through Agentforce Marketing, while Data 360 will combine guest preferences from the wider platform and support segmentation. The aim is to help Minor Hotels tailor offers and communications more closely to travellers at different stages of the booking and stay cycle.

"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 has been tasked with privacy and data governance. Its software will manage consent and help the hotel group comply with privacy rules across the markets where it operates.

"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," Mulvaney added.

Deloitte is acting as strategy and implementation partner, overseeing the co-design and integration of the system into the wider business. That includes aligning the technology with country operations and internal processes, rather than treating the platform as a standalone IT project.

"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," Jongsaliswang added.

The platform will also support internal service tools for contact centres and hotel teams, with AI systems designed to help staff answer guest requests faster and make recommendations on upgrades, experiences and services across its network.