Minor Hotels builds AI data platform

A hotel group with more than 640 properties is rebuilding its guest data system before it rolls out artificial intelligence features, which is the opposite of the usual “add a chatbot first” playbook. Minor Hotels said on April 9, 2026 that it is building a new global platform with Google Cloud, Salesforce, OneTrust and Deloitte instead of layering new tools onto old hotel software. (media.minorhotels.com) Minor Hotels runs brands including Anantara, Avani, NH, NH Collection and Tivoli, and it says the new system will connect guest data, marketing and service operations in one place. The company says that shared layer will let staff recognize the same guest across brands and destinations instead of treating each stay like a first meeting. (media.minorhotels.com) That sounds simple, but hotel data is usually scattered across booking systems, loyalty programs, call centers and property software that were bought at different times. Skift reported that Minor is trying to target marketing, sharpen offers and improve service by connecting those separate records into one system. (skift.com) Google Cloud is the infrastructure piece, and industry coverage says Minor plans to use Google Cloud’s Vertex Artificial Intelligence tools as part of the stack. Salesforce is the customer layer, with reports pointing to Agentforce Marketing for campaign and service workflows tied to the unified guest profile. (hospitalitytech.com) OneTrust is there for privacy and consent, which matters when a hotel group wants to use past stays, preferences and marketing history without losing track of what a guest agreed to. Tech Wire Asia reported that privacy controls are being built into the platform from the start rather than added after the data is already flowing. (techwireasia.com) Deloitte’s role is the systems integration work that makes the other pieces behave like one machine instead of four logos on a slide. Minor said the project is one of the most significant technology investments in its history, which gives a sense of how much plumbing has to be replaced before the flashy features arrive. (media.minorhotels.com) The company is also being unusually direct about what this platform is for next: generative artificial intelligence and agentic workflows. In plain English, that means software that can draft responses, recommend offers or complete multi-step tasks across booking, service and marketing systems without a human clicking through every screen. (techwireasia.com) Minor’s pitch is that those future tools work better when they start from a clean, governed data layer instead of a patchwork of legacy systems. Hospitality Tech reported that the group wants to bypass traditional technology barriers and deploy the integrated ecosystem across its global portfolio by the end of 2026. (hospitalitytech.com) This is why the announcement is less about a single artificial intelligence feature than about the order of operations inside a big company. Minor is modernizing the database, the consent controls and the system connections first, so later it can automate guest messaging, offers and service actions with fewer blind spots and fewer compliance surprises. (techwireasia.com)