Minor Hotels unifies guest data

Minor Hotels runs more than 640 properties across eight hotel brands, so the same guest can look like eight different people inside eight different software systems. On April 9, the company said it is replacing that patchwork with one global data and artificial intelligence platform built with Google Cloud, Salesforce, OneTrust, and Deloitte. (minorhotels.com) The point is simple: if you stayed at an NH Collection hotel in Madrid and then booked an Anantara resort in Phuket, Minor wants those stays to connect. The company said the new system will join guest data with marketing and service operations so staff can recognise preferences across brands and regions. (minorhotels.com) This is landing just after a bigger brand cleanup inside the company. In March 2025, Minor rolled out a guest-facing master brand, relaunched its website so travelers could book across its portfolio in one place, and replaced separate brand apps with a single mobile app. (ttgasia.com) That brand overhaul came after years of expansion that made the technology mess harder to ignore. Minor says its portfolio now spans Anantara, Avani, Elewana, NH, NH Collection, nhow, Oaks, and Tivoli, and its 2025 annual report says the group moved past 640 properties after signing 40 new hotel contracts and master agreements in 2025. (minorhotels.com) (corporate.minor-hotels.com) Minor says the new platform is being built “from the ground up” instead of being layered on top of older hotel systems. That matters because hotel groups often inherit reservation tools, loyalty databases, and customer records brand by brand, then spend years trying to make them talk to each other. (minorhotels.com) (skift.com) Each partner has a distinct job in the stack. Google Cloud is providing cloud infrastructure and its Vertex Artificial Intelligence tools, Salesforce is handling customer-facing workflows including Agentforce for Marketing, OneTrust is supplying privacy and consent controls, and Deloitte is the systems integrator stitching the whole thing together. (hospitalitytech.com) (minorhotels.com) The privacy piece is not window dressing. If Minor wants to use one guest profile across Europe, Asia, the Middle East, Africa, and the Americas, it needs a record of what each guest agreed to receive, where that consent was captured, and how that data can legally be used in each market. (minorhotels.com) (onetrust.com) Minor says the rollout will reach its global portfolio by the end of 2026. If that happens on schedule, a hotel group that spent 2025 unifying its public brand will spend 2026 trying to make its back-end systems finally match the same map. (hospitalitynet.org) (ttgasia.com)