Thailand-based hospitality group Minor Hotels has unveiled plans to develop a global data and AI platform in partnership with Google Cloud, Salesforce, OneTrust and Deloitte, marking one of the largest technology investments in the company's history and a significant step in its digital transformation strategy.

According to Travel Daily News, the platform is designed to unify guest data, marketing and service operations across more than 640 properties in operation and development worldwide, enabling the group to recognise guests consistently across brands and destinations, tailor communications based on preferences and past stays, and embed privacy and governance frameworks throughout.

Scheduled for full deployment within 2026, the platform is being built independently of legacy systems, allowing Minor Hotels to leverage enterprise-grade AI capabilities, including generative AI, intelligent agents and automation, while reducing development timelines compared to traditional transformation programmes.

The infrastructure will be anchored on Google Cloud's AI-optimised architecture, with BigQuery and Vertex AI forming the data and intelligence layer. Salesforce will support marketing automation and guest communications through its Agentforce Marketing platform, with Data 360 enabling real-time guest segmentation. Minor Hotels is also preparing to deploy AI agents capable of handling booking management, itinerary curation and real-time responses to guest requests.

The initiative reflects broader shifts in the travel sector, where AI-driven personalisation is increasingly determining competitive advantage and reshaping how hospitality brands manage direct guest relationships at scale.

"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," said Ian Di Tullio, chief commercial officer of Minor Hotels.

Explore how Minor Hotels is reimagining guest experience through AI and data innovation through the original report.