A change is underway in how hotel groups use data as travel becomes more shaped by digital tools and automated systems. Minor Hotels is building a new data and AI platform with support from Google Cloud, Salesforce, OneTrust, and Deloitte.
At the centre of the plan is a single platform that connects guest data, marketing systems, and service operations. The goal is to help the group recognise guests in its brands and locations and tailor communication based on past stays and preferences. Privacy controls are being built into the system from the start.
Hotel groups are relying less on third-party platforms and more on their own data. Minor Hotels, which operates and develops more than 640 properties worldwide, is building a more direct link with guests in that network.
The platform is being built from scratch not tied to older systems, allowing the company to use newer AI tools without legacy constraints. The rollout is planned for 2026.
The platform is designed to support newer tools like generative AI and automated agents from the outset.
Ian Di Tullio, Chief Commercial Officer of Minor Hotels, said AI is starting to act as the “front door to travel”, changing who controls demand. He said success will depend on how well brands use data and respond in real time.
The platform will run on infrastructure from Google Cloud, using tools like BigQuery and Vertex AI to form the core data layer. These systems bring together guest data from different brands and digital channels into one place. A guest who stays at one property could have their preferences recognised at another, even in a different country.
The platform is being designed to support AI agents that can handle more complex tasks, including managing bookings, suggesting travel plans, and responding to guest requests in real time.
Mark Micallef, Managing Director for Southeast Asia at Google Cloud, said the future will rely on AI agents that can anticipate needs and act in the travel journey. He said the platform may help address issues linked to fragmented cloud systems and support more responsive guest experiences.
Customer communication and marketing will be handled through systems from Salesforce. Tools will manage guest interactions in a trip. Data 360 will bring in guest preferences from the central system, which can be used to group customers and tailor offers.
Apisit Kuparatana, Country Leader and Managing Director of Salesforce Thailand, said guests now expect interactions to be “instant and deeply personal”. He said automation based on guest insights can help connect touchpoints into a single journey.
Handling guest data also brings regulatory and trust concerns. OneTrust is responsible for ensuring that privacy and consent are built into the platform. This includes managing how guest data is collected and used in different regions.
Arran Mulvaney, Regional Director for ASEAN at OneTrust, said consent plays a central role in long-term customer relationships. He said embedding privacy and governance into the platform makes responsible data use a priority.
Beyond guest-facing features, the platform will also support internal operations. AI tools are expected to assist contact centres and hotel staff, helping them respond to requests more quickly. They may also support recommendations for upgrades or local experiences.
Digital assistants and AI-driven tools are playing a larger role in how travellers choose destinations and services. Deloitte is overseeing the design and rollout of the system. Its role includes bringing together the different technology partners and ensuring the platform fits into the company’s daily operations. The systems need to work in different regions and align with existing processes used by teams in over 60 countries.
Dr Metinee Jongsaliswang, Country Managing Partner at Deloitte Thailand, said projects of this scale depend on both technology and organisational alignment. She said teams in different markets need to work together to ensure the system is used effectively.
The platform will continue to develop with changes to digital services and AI-driven features.
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