Global Hotels Begin Relying on AI, Guest Experience Now Transformed Completely
JAKARTA – The operator of an international hotel network based in Bangkok, Minor Hotels, is beginning to rely on artificial intelligence (AI) technology to improve guest experiences at more than 640 properties across various countries.
“AI is now the main gateway in the travel journey, and with it, control over demand is also changing,” said Minor Hotels’ Head of Commercial, Ian Di Tullio, in an official statement received in Jakarta on Friday.
To strengthen this initiative, the company is partnering with several global technology partners such as Google Cloud, Salesforce, OneTrust, and Deloitte. This collaboration aims to build an integrated digital platform that connects guest data, marketing activities, to hotel service operations.
The platform will utilise Google Cloud technology, including BigQuery and Vertex AI, to process large-scale data. With this system, Minor Hotels can understand guest preferences, deliver more personalised offers, and ensure data management remains secure and compliant with privacy principles.
Not only for answering simple questions, Minor Hotels is also developing an AI agent-based system capable of handling bookings, planning trips, and responding to guest requests in real-time.
Google Cloud’s Managing Director for Southeast Asia, Mark Micallef, stated that this technology integration enables the company to provide faster, more personal, and responsive services to customer needs.
“Going forward, AI agents that can understand context and anticipate needs will be key in the customer journey,” he said.
The trend adopted by Minor Hotels reflects major changes in the global work world. Currently, more and more jobs are using AI because this technology can process large amounts of data quickly and accurately. In the digital era, every activity generates data, and AI becomes the main tool for reading patterns and making informed decisions.
In addition, the demand for efficiency is also driving companies to adopt AI. Various routine tasks can now be automated, from customer service to operational analysis. This allows companies to cut costs while increasing productivity.