Erik Nykvist

Enhancing Digital and Commercial Strategy in the Luxury & Lifestyle Hotel Segment at Strawberry I am actively driving the digital transformation and commercial performance of Nordic Hotels & Resorts, with a specialized focus on the Luxury & Lifestyle (L&L) segment. My responsibilities encompass developing and executing a comprehensive digital and CRM strategy designed to maximize commercial impact, strengthen guest loyalty, and enhance the end-to-end guest experience across our portfolio of independent, lifestyle-driven hospitality brands. Pioneering Digital & CRM Strategy: I hold overall responsibility for the NHR digital and CRM agenda, developing strategies that align with business objectives to increase online visibility, drive direct traffic, and maximize conversion. I lead the development and adoption of CRM and mail automation to strengthen guest relationships and foster loyalty and recurring visits across our guest segments. Commercial Systems & Platform Management: I function as the business owner for key commercial platforms (e.g., Braze, Guesthouse, M&E systems), defining the strategy and roadmap for their optimal utilization to maximize commercial effect and guest experience. This includes driving system optimization to increase conversion, upselling, and personalization in collaboration with the Tech teams. Driving Guest Journey Excellence (Digital & Physical): I oversee the team responsible for elevating the guest journey across all digital touchpoints—from initial brand awareness to post-stay communication—and ensuring seamless, personalized, and profitable experiences regardless of the booking channel. This is a strategic 'Must Win Battle' for our hotels, focusing on creating captivating and curated experiences to turn guests into brand ambassadors. Performance Marketing and Revenue Generation: I collaborate closely with the Performance Marketing Manager to align messaging across paid and owned channels to ensure a seamless experience and drive cost-efficient growth by shifting high-value guests to owned channels. A key focus is accelerating growth by transitioning from a room-centric business to an experience-driven commercial engine. AI and LLM Discoverability: I am leading strategic initiatives to enhance the discoverability of our hotels in the new era of AI-powered search (LLMs like ChatGPT and Google Gemini). This involves ensuring consistent, structured data, rich conversational content, and maximizing positive third-party signals (reviews, social mentions) to ensure our hotels are the obvious answer to traveler queries.