One group, many personalities
Guldsmeden Hotels runs boutique hotels in Denmark, Norway, Germany and Bali, with a strong focus on sustainability. Each has its own look, its own team and its own guests, and the questions keep coming: rooms and families, parking, the spa and pool, late check-outs, and requests for meetings, conferences and corporate agreements.
Guldsmeden Hotels wanted every guest answered quickly, in each hotel's own voice and in the guest's own language, without adding work at the reception. And every valuable request should reach the right team with the details already in place.
- freed per day at one hotel's reception, just four weeks into the pilot
- 30–40 min
- on Opally within three months of the first chat
- 8 hotels
- from go-live to the first guest leads
- < 1 week
Started small, then grew
Guldsmeden Hotels started with one channel at one hotel, and grew from there.
April 2026
A chat pilot at one hotel
Opally went live on the website of Bryggen Guldsmeden in Copenhagen, answering guests around the clock and linking straight into the booking engine.
May 2026
Email drafts at reception
Opally started drafting replies in the hotel's reception inbox, with the team reviewing and sending every one. Four weeks in, the reception was already getting time back.
June 2026
Rolled out to eight hotels
Chat went live at seven more hotels in Denmark, Norway and Germany and on the group website, and email drafts followed at more of the hotels.
July 2026 – now
Forms, and still growing
Opally Forms took over meeting, event and corporate requests on the website, and the setup has kept growing since.
“The feedback on Opally has been very positive. My colleagues feel they've freed up more time at reception, up to 30–40 minutes over a working day.”
Email, chat and forms on the same knowledge
Every hotel has its own knowledge in Opally, from rooms and facilities to policies and tone of voice. Email, chat and forms all answer from it, so a guest gets the same right answer wherever they ask.
Email AI
Reply drafts in the reception and booking inboxes in Outlook, in the guest's language and each hotel's tone. The team reviews and sends every reply.
Chat AI
Instant answers on each hotel's website, day and night, with live availability, spa and restaurant times, and links straight into the booking engine.
Forms
Structured requests for meetings, conferences, events and corporate agreements, sent to the right team at the right hotel.
Meetings, conferences and corporate agreements
Beyond room bookings, Guldsmeden Hotels hosts meetings, conferences and celebrations, and offers agreements for companies. These requests are worth more, and the team needs the right details before it can reply.
With Opally Forms, planners describe what they need on the website, and the request goes to the right hotel or to corporate sales with the key details already collected. When a meeting request arrives by email instead, it can be turned into the same structured request.
Meetings and conferences
One shared form across the group collects dates, headcount and room needs before the events team replies.
Corporate agreements
Companies can ask for a corporate agreement directly on the website, and the request goes to corporate sales.
Events and celebrations
Weddings, dinners and celebrations have their own form, so the team knows the occasion from the first message.
Built together, week by week
The setup has grown through close collaboration. Emil and the Opally team meet every week, and feedback from the receptions goes straight into the next improvement, for one hotel or for all of them at once.
“Behind all the beautiful scenery of a hotel, you need a robust tech stack. With Opally, we quickly saw the time we were saving, from guest emails at reception to following up on every corporate lead. And just as valuable, we now have data on what our guests ask for, why they ask and when.”
Results
- Up to 30–40 minutes a day freed at one hotel's reception, measured four weeks in, before the rollout to eight hotels
- Chat live at eight hotels and on the group website within three months
- Email drafts at four of the hotels, always reviewed and sent by the team
- Meeting, conference and corporate requests arrive structured and go straight to the right team
- Chat conversations translated for reception, so every colleague can follow up
- One view across every hotel for the central digital team
