Minor Hotels Builds AI Stack From Scratch To Improve Personalization
Photo Credit: Exterior of Tivoli Doelen Amsterdam, in the Netherlands. Minor Hotels
Skift Take
Minor has avoided the rebuild problem that is slowing rivals. Whether clean infrastructure delivers faster results remains to be seen.
Minor Hotels is building a new global data and artificial intelligence platform to connect guest data so it can target marketing, sharpen offers, and improve service.
Most hotel groups are trying to add AI to older technology stacks, which carries obstacles. Minor says it is building from scratch, meaning it has little of that baggage.
“It's a fundamental difference,” Ian Di Tullio, Minor Hotels’ CCO, told Skift. “Many groups are layering AI onto systems that weren't built for real-time data, which limits both speed and impact.”
Skipping the RebuildMinor, which has over 640 hotels and 12 brands, is building its AI model from the ground up.
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