Minor Hotels builds global AI platform with Google and Salesforce

Global AI platform spans 640 properties

Minor Hotels is creating a unified digital platform for customer data, marketing and service operations through a global partnership with Google Cloud, Salesforce, OneTrust and Deloitte. The group, which operates or develops more than 640 hotels across 63 countries, is targeting advanced personalisation and a stronger direct relationship with guests, with full rollout due in 2026.

Built independently of existing systems, the architecture is based on Google Cloud’s BigQuery and Vertex AI as an interoperable data and intelligence layer. It is designed to recognise guests across the group’s brands and destinations and to tailor communications and offers to preferences and stay history. Privacy and governance are embedded by design, with OneTrust managing consent and compliance. Salesforce will provide marketing automation and journey orchestration via Agentforce Marketing, while Data 360 (formerly Data Cloud) enables real-time segmentation. Deloitte is leading co-design and integration at global scale.

‘AI is becoming the gateway to travel’

With this line-up, Minor Hotels aims to bypass legacy technology constraints and cut the timelines typical of transformation programmes. The group intends to harness advances in generative AI and automation to accelerate its commercial and service capabilities. Backed by a single, controlled source of data, AI agents are expected to manage bookings, design itineraries and resolve complex guest requests in real time as the platform and use cases evolve.

“AI is becoming the gateway to travel — and with it, control of demand is shifting,” said Ian Di Tullio, chief commercial officer at Minor Hotels. “The brands that will win will not be the most visible, but the smartest: those able to respond in real time, master their data and shape the customer relationship directly. At Minor Hotels, we are building this capability at scale, not only to participate in this new environment but to define our position within it.”

Among the expected benefits, the platform will support contact centres and on-property teams to speed up responses and personalise interactions. It is also intended to improve the relevance of recommendations for experiences and upgrades. Additional developments are planned in digital experience, experience commerce and AI-enabled services, the group said, with an architecture designed to evolve as technologies mature.