Minor Hotels Unveils Global Data and AI Platform to Power Next-Generation Guest Experience

Minor Hotels has unveiled plans to build a new global data and AI platform from the ground up in partnership with Google Cloud, Salesforce, OneTrust and Deloitte, marking a major acceleration of the group’s long-term digital transformation strategy.

Strategic Initiative
- Partners: Google Cloud, Salesforce, OneTrust, Deloitte.
- Scope: Build a unified global guest data and AI platform across 640+ properties worldwide.
- Timeline: Full deployment targeted within 2026.
- Approach: Clean-sheet design, bypassing legacy systems to leverage enterprise-grade AI from day one.

Capabilities
- Unified guest data: Consistent recognition of guests across brands and destinations.
- AI-driven personalisation: Tailored communications, offers, and service experiences based on preferences and past stays.
- Agentic orchestration: Future deployment of AI agents to manage bookings, curate itineraries, and resolve requests in real time.
- Privacy-first design: OneTrust ensures governance and compliance with global privacy regulations.

Leadership Insights
- Ian Di Tullio (Minor Hotels): “The brands that win will not be the most visible, but the most intelligent.”
- Google Cloud: Emphasized context-aware AI agents as the future of travel.
- Salesforce: Highlighted automation grounded in guest insights for seamless journeys.
- OneTrust: Stressed that consent and privacy are foundational to durable guest relationships.
- Deloitte: Leading integration to embed AI into core processes and operations.

Significance
This marks one of Minor Hotels’ largest technology investments ever, positioning the group to lead the hospitality sector in AI-driven guest experience, while reinforcing trust and transparency.