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.
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.
The shift comes as the industry grapples with a change in how travel demand is shaped. Increasingly, travellers are turning to AI-driven tools to search, compare and plan trips, altering where and how decisions are made.
“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. We are building that capability at scale, ensuring we don’t just participate in this new landscape, but define our position within it,” says Ian Di Tullio, chief commercial officer of Minor Hotels.
At the core of the platform is Google Cloud’s data and AI stack, including BigQuery and Vertex AI, which will serve as a single layer connecting data across brands, regions and digital touchpoints.
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That foundation is intended to support a move beyond basic automation. Minor Hotels is preparing to use AI agents to carry out tasks, from managing bookings to curating itineraries and resolving guest requests in real time.
“The future belongs to context-aware AI agents that anticipate needs and execute tasks throughout the travel journey. By anchoring its transformation on Google Cloud’s open and secure full-stack architecture, our native integrations with Salesforce and the solution engineering expertise of our partners like Deloitte, Minor Hotels is bypassing the integration hurdles of fragmented traditional clouds and establishing the blueprint for more personalised, proactive and responsive guest experiences,” says Mark Micallef, managing director for Southeast Asia at Google Cloud.
Meanwhile, Salesforce will handle marketing automation and customer communications by using unified data to enable real-time segmentation and more targeted engagement across the travel journey.
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“In the AI era, the margin for error in customer experience has disappeared. Guests expect interactions to be instant, intuitive, and deeply personal. Automation grounded in relevant guest insights can help turn distinct guest touchpoints into a meaningful, connected journey,” says Apisit Kuparatana, country leader and managing director of Salesforce Thailand.
At the same time, Minor Hotels is placing equal weight on governance. OneTrust will embed privacy and consent management into the platform, reflecting the need to manage customer data more carefully as it becomes more central to commercial strategy.
“With privacy and governance embedded in its platform from the outset, Minor Hotels demonstrates a clear commitment to its guests by making responsible data use a priority, not an afterthought,” says Arran Mulvaney, regional director for Asean at OneTrust.
Deloitte, which is leading the integration, will focus on embedding the technology into day-to-day operations across more than 63 countries. That includes ensuring the platform is embedded into workflows and decision-making, rather than operating as a separate digital layer.
“Transformations of this scale not only require powerful technology, but they also require alignment across the organisation and working with each of the country operations to ensure that utilisation is seamless and effective,” says Dr Metinee Jongsaliswang, country managing partner of Deloitte Thailand.
