Guest XP and VISIT Enter Strategic Partnership for the Future of Guest Experience
Gothenburg, February 3, 2026
Guest XP and VISIT today announce an expanded strategic partnership around an integrated AI platform for guest data and personalization within the hotel industry. Through this collaboration, Guest XP is now officially integrated with the VisBook PMS and offered as a close partnership to hotels looking to take the next step, from a booking-focused approach to long-term guest relationships.
Through the partnership, hotels gain access to a 360° guest profile that brings together historical data, preferences, and behavioral insights over time. The profile is fully integrated into VisBook, meaning no additional systems are required. The goal is to strengthen NPS, upsell opportunities, and profitability through better guest recognition, more relevant offers, and a more personalized experience before, during, and after the stay.
“We see a clear shift in the industry where value is no longer about individual bookings, but about building long-term relationships with guests. Together with Guest XP, we can offer our customers a modern and integrated way of working with guest data and personalization. The goal is for every guest to feel genuinely recognized and to receive an experience tailored specifically to them.”
– Carl-Johan Holmén, VP GTM & Partnerships, VISIT
Live at Ästad Vingård and ESS Hotels
The collaboration is already live through pilot projects that started last year at, among others, Ästad Vingård and ESS Hotels. In these pilots, Guest XP’s platform is used to collect, merge, and cleanse data across entire organizations as well as individual properties.
At Ästad Vingård, the focus has been on improving recognition of returning guests and equipping staff with better tools for guest interactions.
“At Ästad Vingård, we have high expectations of both ourselves and our partners. It has been exciting to shape a tool, and a more modern way of working with our data, together with Guest XP and VISIT. We are convinced this is what is required to deliver tomorrow’s guest experience,”
– Edvin Elghag, Hotel Director, Ästad Vingård
“For us, it’s about truly starting to store and use guest data in a modern way and making it actionable in every interaction. With Guest XP, we gain a shared way of working that strengthens the personal experience on-site and helps us build more long-term relationships with our guests,”
– Veronica Carlsson, Hospitality Development Manager, Ästad Vingård
Work is also ongoing within ESS Hotels, where Guest XP is used to connect guest data and operational workflows across multiple destinations. ESS is already strong in data usage but aims to move more efficiently from insight to action.
“We see Guest XP as an important step in how we can work more cohesively with guest experience and personalization. We want to strengthen the human dimension that is central to us and add tools that help our staff go the extra mile. The platform also gives us new opportunities to build relevance and recognition over time,”
– Anna-Carin Rasmusson, Commercial Director & Partner, ESS Group
From Booking to Long-Term Relationship
A key starting point for the partnership is solving a well-known industry challenge: the difficulty of quickly and reliably identifying whether a guest has stayed at the hotel before. Too often, unstructured guest data leads to returning guests not being recognized—something both guests and staff find frustrating.
Avoiding the question “Have you stayed with us before?” and instead confidently saying “Welcome back” should be a reality in 2026.
What the pilot projects share is a clear shift in perspective—from focusing on individual bookings to systematically working with guest relationships, recognition, and preferences over time. By combining VISIT’s strong position in PMS and commerce platforms with Guest XP’s AI-powered guest data platform, the foundation is laid for more personalized experiences while simplifying day-to-day workflows for hotel staff.
“Our ambition is to make guest data useful in everyday operations—not just for reporting. That’s where real results are created. Together with VISIT and our forward-thinking customers, we see how this can contribute to a more relevant, personal, and sustainable guest experience,”
– Carl Bjerkne, CEO , Guest XP
For more information, please contact
Carl Bjerkne
CEO, Guest XP
[email protected]
www.guestxp.io
+46 70 985 32 82
Kajsa Sahlin Süslü
Partner Director, VISIT
[email protected]
+46 70 8 45 23 04