Overview
Systems integration and AI for hotels and hospitality groups
A hotel group knows a lot about its guests, but the data sits in different places: the property management system, the booking engine and channel manager, loyalty, the CRM, email and SMS marketing, reviews and the service desk. When they don't share data, guest lists are exported by hand, campaigns miss the guests most likely to return, and direct bookings lose out to online travel agents.
Great Minds is a Sydney-based systems integrator, the integrator for the gaps between platforms. For hospitality that means connecting the PMS and booking engine to a CRM such as Salesforce and to Klaviyo for email and SMS, where we're a Klaviyo Gold Advisor, with service requests in Atlassian Jira Service Management.
AI comes after the plumbing. Once guest and booking data flows automatically, AI agents can take on work that's high-volume and checkable: building segments by stay pattern, drafting campaign variants for review, triaging guest enquiries and preparing performance reports.
Capabilities
Hospitality services we deliver
We work alongside CMOs, revenue managers and IT leads on four kinds of hospitality work, as separate projects or one program. Each starts by agreeing which system owns guests, bookings, rates and consent.
How we deliver
A hospitality program, from audit to rollout
We map your systems, data flows and manual workarounds, and find where guest data breaks between them. You get a target architecture, a prioritised roadmap and a price.
Data ownership, integration design and the journeys worth automating first, agreed with marketing, revenue, operations and IT before build starts.
Integrations, platform setup and data migration, tested with real guests and bookings. AI agents do much of the repetitive mapping and checking; our consultants own the design and sign off every change.
A staged rollout by property or brand, avoiding peak periods, with training and hypercare. Then we measure bookings and engagement and extend what works.
Australian considerations
What Australian hospitality businesses need to check
Guest and loyalty data is personal information under the Privacy Act. From 10 December 2026, if software makes or substantially helps make decisions that significantly affect guests, your privacy policy must say so; automated booking cancellations or account blocks are likely in scope. Our guide to automated decisions and the Privacy Act has a triage table.
Email and SMS marketing must follow the Spam Act 2003: consent, sender identification and an unsubscribe honoured within five working days, so consent has to move with the guest record during any migration. Keep card data out of CRM and marketing platforms, because PCI DSS applies wherever it travels, and check where each platform processes guest data, because APP 8 applies to overseas disclosure.
FAQ
Hospitality AI and integration questions
Where should a hotel group start with AI?
With guest data. Once the PMS, booking engine and marketing platform share one guest record, AI can help build segments, draft campaign variants and triage enquiries. Without that, agents just move scattered data faster.
Can you connect our PMS to our marketing platform?
Yes, through the PMS's API or scheduled exports, so new bookings, stays and cancellations reach your marketing platform without anyone downloading and uploading files. We agree which system owns each field before building.
Can you migrate us from Salesforce Marketing Cloud to Klaviyo?
Yes. For Meriton Suites we migrated more than 1 million contacts to Klaviyo, keeping consent data, engagement history and key segmentation attributes, and connected the ecommerce and booking platform for behavioural targeting.
How do we get more direct bookings?
Direct bookings come from reaching past guests at the right moment with a reason to book direct. That needs booking data in your marketing platform, journeys built around the stay, and offers your channel agreements allow.
Do you support multi-property groups?
Yes. We design data models and permissions so each property or brand can run its own campaigns while the group keeps one view of the guest.
Case studies
Hospitality work from our case studies
Our hospitality work includes Meriton Suites' move from Salesforce Marketing Cloud to Klaviyo: more than 1 million contacts migrated, more than 30 million emails sent and campaigns run four times faster.
Insights
Hospitality, CRM and marketing insights
Automated decisions and the Privacy Act: what changes on 10 December 2026From 10 December 2026, privacy policies must disclose automated decisions that significantly affect people.
The connected enterprise: integrating Salesforce, Atlassian, Adobe and ERPHow to connect Salesforce, Atlassian, Adobe and your ERP: system-of-record map, architecture options, API limits, APP 8 and CPS 230, and where to start.
Agentic AI in systems integration: what it does and how to govern itWhat AI agents do in integration projects and what people still own, MCP, governance, why projects fail, and a real result.