Elite Hotels accelerates marketing efficiency with AI and Optimizely Opal
As one of Sweden’s leading hotel chains, Elite Hotels of Sweden has built its brand on delivering high-quality guest experiences across more than 40 hotels nationwide. But as the business expanded, so did the complexity of its marketing operations.
Together with Epinova, Elite Hotels explored how AI and Optimizely Opal could be used not just to optimise campaigns, but to fundamentally improve how their marketing teams work.
The result is a set of intelligent workflows that strengthen both marketing performance and internal efficiency.
From manual processes to intelligent workflows
Elite Hotels faced a challenge common to many growing organisations:
How do you scale marketing efforts across multiple locations, teams, and channels, without increasing complexity?
Two key priorities stood out:
- Increasing repeat bookings from loyalty program members
- Supporting hotel managers with faster, more effective marketing insights
Instead of adding more tools or manual processes, the focus was on working smarter, using AI to automate analysis, surface insights, and support better decision-making.
This is where Optimizely Opal became a key enabler.
AI that supports real marketing work
Together, Epinova and Elite Hotels implemented three AI-driven workflows using Optimizely Opal, designed to support everyday marketing tasks:
1. Industry intelligence – from noise to actionable insight
A weekly AI-generated report gathers and analyses news related to CRM, loyalty programs, and marketing trends.
Instead of spending hours monitoring the market, the team receives curated insights and recommendations directly in Slack, ready to act on.
2. Competitor campaign analysis – on demand
Understanding competitor activity is critical, but often time-consuming.
With this workflow, team members can simply forward competitor emails. The AI analyses campaign tactics, messaging, and offers, and shares structured insights with the team.
What used to take hours now takes minutes.
3. Internal workflow analysis – improving efficiency at scale
The third workflow focuses internally.
By analysing updates from Elite’s ticketing system, the AI identifies patterns, recurring issues, and improvement opportunities across teams.
The result is a clearer understanding of where time is spent, and how processes can be optimised to better support hotel staff and managers.
Built for flexibility and scale
The solution is built using a low-code approach, combining the orchestration capabilities of Optimizely Opal with selected services in Microsoft Azure.
This makes it:
- Fast to implement and iterate on
- Easy to adapt to new use cases
- Scalable across teams and markets
By also introducing a structured way to collect and query internal data (through a Retrieval-Augmented Generation setup), Elite Hotels now has a foundation for further AI-driven initiatives.
From insights to impact, AI embedded in daily work
With these workflows in place, Elite Hotels has fundamentally changed how their marketing and internal teams operate.
By automating analysis and surfacing actionable insights, they can make faster, more informed decisions, improve the effectiveness of loyalty and CRM initiatives, and reduce time spent on repetitive manual tasks. The result is increased efficiency across teams and more focus on activities that actually drive value.
What makes this initiative stand out is not just the use of AI, but how it is applied. Instead of isolated experiments, AI is embedded directly into daily workflows, where it continuously supports decision-making and execution in real time.