AI-powered behavioural change platform Atiom has announced a new partnership with Minor Group, a leading global hospitality company with over 560 hotels and resorts across six continents. This collaboration will enable Minor Hotels to enhance global communication, training, and guest service by equipping staff with personalised daily quests on Atiom’s AI-powered gamified platform.
With Atiom, employees gain seamless access to essential company information, while managers can create tailored AI tutor modules, role-play simulations, and quizzes to optimise training. The platform also features tools for self-audits, peer-to-peer recognition, best-practice sharing, and newsfeeds to keep teams engaged and aligned with company objectives.
This partnership marks a major milestone for Atiom as it strengthens its presence in the luxury and lifestyle hospitality sector. Minor Group aims to empower its teams, optimise training costs, and enhance operational efficiency and profitability through this collaboration.
The initial rollout includes 17,000 licenses across Minor Hotels’ diverse portfolio, including the highly acclaimed Anantara Hotels & Resorts, Avani Hotels & Resorts, NH Collection, Tivoli Hotels & Resorts, Oaks Hotels, and Elewana Collection. This initiative will support Minor Group’s brand transformation, commercial initiatives, and long-term vision to become the world’s leading hospitality group.
The UAE hospitality market alone is projected to exceed AED 1.9 billion by 2029, driven by surging visitor demand and increased investment in digital transformation. In addition, international visitor spend in the United Arab Emirates is set to reach a record AED 228.5 billion in 2025, 37 percent above the previous peak of 2019. As tourism rebounds globally, hotels are under pressure to deliver consistent service at scale. By partnering with Atiom and improving staff training, Minor Group aims to empower its staff to improve their efficiency and effectiveness, in order to respond to the growing hospitality demand and to gain an advantage over competitors.
Matthew Spriegel, CEO of Atiom said, “This rollout marks a significant milestone for Atiom. Minor Hotels is a forward-thinking partner that understands the need to empower frontline teams with smarter tools. Our digital-first approach aligns with Minor’s eco-friendly training and development initiatives, which we are excited to be involved with. For us, the partnership provides a fantastic opportunity to expand to new hotels, adding to our growing credibility as a trusted digital transformation partner in the hospitality industry.”
Craig Cochrane, Chief People Officer at Minor Hotels added, “The launch of Atiom in our hotels across Asia, the Middle East, and Africa has been a key enabler in reinforcing our brand standards of aligning service, culture and communication. What sets Atiom apart is its ability to reach every team member at all levels of the business, creating consistency in how we deliver training and communicate updates. The platform has already started driving stronger engagement and faster learning across our regions, aligning well with our group-wide transformation.”
