Minor Hotels Builds AI Platform Across 640+ Properties by 2026
Minor Hotels is building a unified data and AI platform in partnership with Google Cloud, Salesforce, OneTrust and Deloitte. The system will connect guest information across the company's global portfolio and power personalized experiences at check-in.
The platform represents one of the largest technology investments in Minor Hotels' history. It signals a shift in how the hospitality chain competes - by owning guest data directly and responding to requests in real time, rather than relying on third-party booking sites.
Ian Di Tullio, Chief Commercial Officer of Minor Hotels, said: "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."
How the platform works
The system runs on Google Cloud's infrastructure, using BigQuery and Vertex AI to unify guest data across brands and regions. A guest's preferences recorded at an Anantara property in Thailand will be available to staff at a Tivoli hotel in Portugal.
Salesforce handles marketing automation and real-time guest segmentation through its Agentforce Marketing tool. OneTrust manages privacy compliance and consent - requirements built into the platform architecture from the start, not added later.
Minor Hotels plans to deploy AI agents that can book reservations, suggest itineraries and resolve guest complaints without human intervention. These agents will draw from the unified data to make reliable decisions.
Why the approach matters for communications teams
For PR and communications professionals, this announcement signals how major hospitality operators are restructuring around AI. The company is publicly committing to responsible data use and transparency with guests - messaging that shapes how the industry discusses personalization.
The project also demonstrates how enterprise transformations now require coordination across multiple vendors and disciplines. Deloitte is leading the integration work, ensuring technology changes align with how the company actually operates in 63 countries.
Communications teams at other hospitality companies will likely face similar announcements from competitors. Understanding the technical components - unified data layers, AI agents, privacy-first design - helps frame these stories accurately for different audiences.
Timeline and scope
Full deployment is scheduled for 2026. Minor Hotels operates and has committed to develop more than 640 properties across 59 countries under brands including Anantara, Tivoli, NH Collection and Avani.
The company built the platform independently of legacy systems, allowing it to use current AI tools rather than retrofitting older technology. This approach typically reduces development time compared to traditional enterprise transformations.
Learn more about AI for Hospitality & Events and how to discuss AI for PR & Communications in your organization.
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