Minor Hotels has announced plans to launch a new global data and AI platform in collaboration with Deloitte, Google Cloud, OneTrust and Salesforce, aimed at unifying guest data.
Set for complete deployment by this year, the platform will be designed independently of legacy systems, enabling the use of advanced enterprise AI technologies.
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The initiative will integrate guest data, service operations, and marketing activities into a single digital platform.
Minor Hotels currently operates and develops more than 640 properties worldwide, and the new system aims to help the company manage guest information more consistently across all brands and destinations.
The group will use this unified data to personalise communication and offers based on each guest’s preferences and previous stays, with a focus on data privacy standards and governance from the initial build stage.
According to the company, developing the platform from scratch allows it to directly incorporate the latest AI functionalities offered by its technology partners.
The organisational aim is to adapt quickly to the evolving capabilities of generative AI, automation, and intelligent agent systems within the hospitality sector.
Minor Hotels chief commercial officer Ian Di Tullio said: “AI is becoming the front door to travel – and with it, control over demand is shifting. 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 new system will employ Google Cloud’s infrastructure, utilising BigQuery and Vertex AI for managing and processing guest data from multiple regions, brands, and digital channels.
This basis is intended to support continuity in recognising and honouring individual guest preferences at any of the group’s properties worldwide.
Further plans involve incorporating AI agents capable of handling tasks such as reservations, itinerary curation, and responding to complex guest enquiries in real time.
The Salesforce-powered platform will also enable automated marketing and guest communications, with real-time segmentation and integration of guest data to drive engagement.
OneTrust’s governance tools will ensure the system aligns with global privacy regulations, embedding consent management for guests at every stage.
Minor Hotels anticipates that this new data and AI architecture will allow hotel staff and contact centres to respond more rapidly to guest requests.
Earlier this week, Minor Hotels’ Anantara Koh Yao Yai Resort & Villas joined The Leading Hotels of the World (LHW) independent luxury hotel collection.
