Minor Hotels announced plans to build a major global data and AI platform by partnering with Google Cloud, Salesforce, OneTrust, and Deloitte. Through this technology investment, it supports the group’s digital transformation, aiming to lead the hospitality sector in using data and AI, including conversational AI for hospitality, for personalized guest experiences across its 640+ properties.
The core of the new system is a single digital platform connecting global guest data, marketing, and service operations. This structure allows the group to recognize guests consistently across different brands and destinations, personalizing offers while embedding privacy and governance from the start. The platform, set for full deployment by 2026, is designed independently of any existing systems, allowing it to incorporate the latest AI capabilities, including generative AI and intelligent agents.
The platform will utilize Google Cloud’s AI-optimized stack, using BigQuery and Vertex AI to unify guest data across all touchpoints, ensuring a continuous experience whether a guest stays at Anantara or Tivoli. Minor Hotels plans to move toward agentic orchestration, deploying AI agents grounded in this unified data to manage bookings, curate itineraries, and resolve complex requests in real time.
Salesforce will power marketing automation and guest communications using Agentforce Marketing, while Data 360 will segment guests based on unified data for better loyalty and sales. OneTrust will manage data responsibly, embedding privacy and consent management into the platform architecture to maintain trust. And lastly, Deloitte is serving as the strategy and implementation partner, integrating this technology stack into the company’s core processes across its 63+ country operations.
The final output is projected to shape the investment into an evolving platform that supports next-generation personalized hospitality, enhancing both guest engagement and operational efficiency.
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