Minor Hotels builds shared AI stack

Minor Hotels is not adding a chatbot to a hotel website. It is rebuilding the plumbing underneath more than 640 properties and 12 brands so the same guest can be recognized across countries, brands, and booking channels instead of showing up as a different person in each system. (skift.com) The company said on April 9, 2026 that it is building a new global data and artificial intelligence platform from scratch with Google Cloud, Salesforce, OneTrust, and Deloitte, and it called the project one of the biggest technology investments in its history. (media.minorhotels.com) Minor Hotels runs brands including Anantara, Avani, Elewana Collection, Oaks, Tivoli, and NH Hotels, so the basic problem is that a loyal guest can stay inside the same corporate group and still leave behind scattered records that do not talk to each other. (minorhotels.com, hotelmanagement.net) The new system is meant to connect guest data, marketing, and service operations in one place, which is closer to building a single passport file than keeping a stack of unrelated check-in cards at different front desks. (hotelmanagement.net) Google Cloud is providing the core cloud layer, with BigQuery for storing and organizing large datasets and Vertex Artificial Intelligence for building and running the models that sit on top of that data. (journaldespalaces.com) Salesforce is the customer relationship management piece, which means the software that tracks who the guest is, what messages they get, and what offers or service actions follow from that history. OneTrust is handling consent and privacy controls, so the system knows not just what data exists but what the company is allowed to do with it. (media.minorhotels.com) The reason Minor is building this separately from legacy systems is speed. Executives told Skift that bolting artificial intelligence onto old hotel software usually leaves companies with slow, partial results because the data is still trapped in old silos. (skift.com) Minor says full deployment is targeted within 2026, and the company wants the platform to support future artificial intelligence agents that can handle bookings, build itineraries, and respond to guest requests using the same shared data foundation. (hotelmanagement.net, journaldespalaces.com) That is the real bet here: if a guest stays at an NH hotel in Madrid, then books an Anantara resort later, Minor wants the second property to know the guest’s preferences, permissions, and history without making the guest start over. (skift.com, hotelmanagement.net) Hotel groups have talked for years about personalization, but Minor is treating it as an architecture problem first and a marketing problem second. In hotel technology, that usually decides whether “personalized service” means one useful recommendation at scale or just another email with your first name in the subject line. (skift.com, techwireasia.com)