Minor Hotels is working with Google Cloud, Salesforce, OneTrust, and Deloitte on a major global data and AI platform that unifies guest data across its more than 640 properties worldwide.
Built from scratch to bypass legacy systems, the platform will enable AI-driven personalisation such as real-time recommendations and intelligent agents for bookings and itineraries, with full deployment targeted for 2026.
The platform uses Google Cloud’s BigQuery and Vertex AI for data unification and generative AI capabilities, while Salesforce powers marketing automation via Agentforce. OneTrust ensures privacy compliance from the start and Deloitte leads integration into operations across 63 countries.
“AI is becoming the front door to travel – and with it, control over demand is shifting,” said Ian Di Tullio, Chief Commercial Officer of 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,” he added.
Pivotal shift
Minor Hotels’ new platform marks a pivotal shift in hospitality in an effort to be a leader in AI-driven personalisation amid rising competition from tech-savvy travelers.
By owning unified guest data, it aims to control demand proactively rather than reactively, a strategy echoing trends in airlines and e-commerce where first-party data fuels loyalty.
Built on Google Cloud’s scalable infrastructure, the system integrates BigQuery for real-time data processing and Vertex AI for generative capabilities, enabling features such as predictive check-ins and dynamic pricing. Salesforce’s Agentforce automates marketing and service, creating autonomous agents that handle complex queries, while OneTrust embeds GDPR-compliant privacy controls to mitigate data risks.
With Deloitte overseeing deployment across Minor’s Anantara, Avani, NH, and nhow brands, the platform will phase in starting mid-2026, starting with pilot properties in high-traffic hubs such as Asia Pacific. This timeline aligns with industry pushes toward sovereign AI to ensure regional compliance in markets like Singapore.
Competitors such as Marriott and Hilton have similar AI pilots, but Minor’s clean-room approach avoids legacy baggage to potentially accelerate ROI through faster iteration.
Entelechy Asia 