Rather than reworking existing systems, Minor Hotels is developing the platform independently of legacy infrastructure. The intent is to move faster and avoid the integration challenges that have slowed similar transformation efforts elsewhere. Full deployment is targeted within 2026.
Bangkok-based Minor Hotels is building a global data and artificial intelligence (AI) platform with partners including Google Cloud, Salesforce, OneTrust and Deloitte, as the hospitality group moves to consolidate customer data and sharpen how it engages guests.
The new system will unify guest data, marketing and service operations across more than 640 properties. This will enable the group to recognise a returning customer across brands and locations, and tailor interactions based on past stays and preferences.
