Bangkok-based Minor Hotels is building a global data and AI platform aiming to transform guest experiences across its portfolio of more than 640 properties worldwide.
The initiative focuses on a decisive shift toward AI-driven personalisation with a unified platform designed to connect guest data, marketing, and service operations into a single ecosystem. The firm aims to consolidate fragmented data across brands and geographies, to recognise guests more consistently, tailor interactions based on preferences and past stays, and strengthen direct engagement.
Ian Di Tullio, Chief Commercial Officer at Minor Hotels, 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.”
Building a future-native AI stack
Unlike traditional transformation programmes, Minor Hotels said the firm is taking a “clean-sheet” approach developing the platform independently of legacy systems to accelerate deployment and take full advantage of emerging AI capabilities.
Built on Google Cloud infrastructure, the platform will leverage BigQuery and Vertex AI as its core data and intelligence layers. This will enable the company to unify guest data across digital touchpoints and power real-time insights.
The architecture is also designed to support “agentic AI”, allowing the deployment of intelligent agents capable of managing bookings, curating itineraries, and resolving guest requests autonomously.
Mark Micallef, Managing Director, Southeast Asia at Google Cloud said, “The future belongs to context-aware AI agents that anticipate needs and execute tasks throughout the travel journey.”
From experimentation to enterprise-wide AI
On the customer engagement front, the firm has tapped Salesforce to power marketing automation and guest communications through its Agentforce Marketing platform, while Data 360 will enable real-time segmentation based on unified guest profiles.
It has also tapped OneTrust to embed privacy, consent, and governance directly into the platform, ensuring compliance with global data regulations as personalisation efforts scale.
The platform will also underpin operational improvements, including AI-powered service agents for contact centres and hotel staff, and recommendation engines for personalised offers and experiences.
Crucially, the system is being designed to adapt to AI-led discovery environments, where digital assistants and generative AI interfaces increasingly influence how travellers search and book.
Deloitte is leading the integration and implementation of the platform, working to embed AI capabilities into core business processes across Minor Hotels’ operations in over 63 countries.
With the platform already taking shape, Minor Hotels is now gearing up for full-scale deployment within this year.
