About Ellery Beach House – Part of ESS Group
Ellery Beach House is a diamond in ESS Group set at the tip of Lidingö in Stockholm's inner archipelago. The resort combines a hotel, pool club, restaurants and a beach club into a vibrant destination experience.
ESS Group was founded in 2007 and now operates 14 destinations across the Nordics, including Ystad Saltsjöbad, Falkenberg Strandbad, Jacy’s and The Steam Hotel. More than 4,000 employees work across the group to create memorable guest journeys.
The operation uses VisBook as their PMS together with BookVisit as their revenue generating platform, supporting bookings across accommodation, spa and dining.
The challenge: guest data you can trust directly inside the PMS
Guest data you can trust, clearly visible in the PMS showing guest preferences for the staff to act on to help take hospitality to the next level.
Before implementing Guest XP, ESS Group and Ellery Beach House did not have an easy and clear way of visualizing correct guest data, showing guest history and guest preferences inside VisBook. It was difficult to recognize returning and loyal guests across different touchpoints.
Ellery Beach House has always invested much into Guest Experience and the hotel is very personalized in its guest communication. For us we really wanted a tool to get everyone in the hotel to join in on the guest experience work. To know more about our guests even before they arrive and to get the guest journey to really hold together from check-in to check-out and everything in between. — Theodor Axelsson Lindgren, Guest Experience Manager, Ellery Beach House – ESS Group
Why Guest XP
The ambition was to create a more personal and seamless guest journey, without adding complexity for staff. Guest XP was chosen to clean and unify guest data and make it available directly where the team already worked in VisBook.
The AI goes through all guest data and picks out preferences and actionable insights for the team to act upon. Full integration with VisBook and BookVisit ensures that Guest XP becomes part of daily operations rather than a separate system.
The behaviour change in our team in how we work with guest experience management across all departments has been really fantastic. With the right tools now supporting us, everyone has taken steps in bringing even more value and service to our guests. The results speak for themselves. — Theodor Axelsson Lindgren, Guest Experience Manager, Ellery Beach House – ESS Group
The solution
In 2025, Ellery Beach House went live with Guest XP. The solution is fully integrated with VisBook and brings together guest data from accommodation, spa and restaurant bookings into a single, unified guest profile.
Booking history, preferences, notes and guest feedback are automatically collected, cleaned and structured, giving the team a reliable and consistent view of each guest across multiple visits.
The guest profile is available directly in VisBook, regardless of department, enabling front desk, spa and restaurant teams to work from the same information.
To further support daily operations, Guest XP highlights relevant information and suggested actions, such as identifying returning guests, surfacing known preferences or flagging special occasions. This gives staff better context before interacting with the guest and makes it easier to deliver a consistent and personalised experience throughout the stay.
Results and impact
There are many ways to measure impact when innovating: NPS, revenue, upsell, and efficiency. Few of those numbers are usually what clients want to share openly. One almost as important thing to measure is how well our team and staff have adapted to a new way of working, and how successful the behaviour change is.
- 92% of returning guests are now welcomed back by name
- 6X increase in personalized interactions with guests
When Ellery started out, we measured the number of actions surrounding the guest experience. How are we delivering on our hospitality and service? One way of measuring is of course NPS. But in building habits it is all about measuring your way to the goal rather than just the goal itself.
When starting out, Ellery Beach House had a completion rate of approximately 15% of guest actions for the most critical touchpoints—such as saying "Welcome Back" to a returning customer or registering guest moods and preferences. Six months later with focused work and regular follow-ups, those numbers are completely transformed. And from the confidence of succeeding, the staff are ready to take their next steps in even more personalized actions.
