Bangkok, Thailand – Minor Hotels has announced the development of a global data and AI platform through collaborations with Google Cloud, Salesforce, OneTrust and Deloitte, as part of an accelerated digital transformation programme.
The initiative represents a substantial technology investment for the hospitality group and signals a strategic effort to strengthen its capabilities in data utilisation and AI. The platform is intended to support more tailored guest experiences and reinforce direct engagement across more than 640 properties in operation and under development globally.
The project centres on establishing a unified digital infrastructure that connects guest data, marketing functions and service operations. This integrated approach is expected to enable more consistent recognition of guests across brands and locations, while facilitating customised communications and offers based on individual preferences and historical interactions. Data governance, privacy and compliance are being incorporated into the system architecture from the outset.
“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, stated.
“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.”
Scheduled for full rollout in 2026, the platform is being developed independently of legacy systems, allowing the group to adopt current enterprise-grade AI technologies. This approach is designed to support the use of generative AI, automation and intelligent agents, while reducing the complexity typically associated with older systems and enabling faster deployment timelines.
The platform will be built on Google Cloud’s infrastructure, including BigQuery and Vertex AI, to create an interoperable data environment capable of consolidating guest information across brands, regions and digital touchpoints. This is intended to support continuity in guest experiences, enabling preferences to be recognised and applied consistently across different destinations.
“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,” Mark Micallef, Managing Director of Southeast Asia at Google Cloud, commented.
The system is also expected to support the deployment of advanced AI agents capable of managing bookings, organising itineraries and addressing guest requests in real time. These agents will operate using a centralised data source to ensure consistency and accuracy in interactions.
Salesforce technology will be used to enhance marketing automation and customer engagement throughout the travel lifecycle. Its tools are expected to support real-time segmentation and more precise targeting, enabling the group to refine commercial strategies while improving 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,” Apisit Kuparatana, Country Leader and Managing Director at Salesforce Thailand, shared.
“Automation grounded in relevant guest insights can help turn distinct guest touchpoints into a meaningful, connected journey.”
Meanwhile, OneTrust will provide governance capabilities focused on responsible data management, including consent and privacy controls aligned with international regulations. Embedding these features within the platform is intended to support scalable personalisation while maintaining transparency and trust.
Finally, Deloitte is acting as the strategy and implementation partner, overseeing the design and integration of the technology ecosystem into the organisation’s operating model. The firm is working to ensure that AI capabilities are embedded within core processes and decision-making frameworks across the group’s operations in more than 60 countries.
The platform is expected to support a range of AI-enabled functions aimed at improving both guest engagement and operational efficiency. These include intelligent service tools for customer support teams and systems designed to deliver more relevant recommendations and experiences.
