MARION LØKEN
STRAWBERRY
Strawberry’ s data and AI transformation journey Data literacy is driving a cultural and operational overhaul across Strawberry’ s vast portfolio of more than 250 hotels across the Nordics.
Historically, the hospitality sector has relied heavily on industry-standard metrics to evaluate success, but Marion’ s data-led operating model is changing how those metrics are analysed and acted upon.
Traditional KPIs like customer satisfaction and gross revenue are being reimagined through the lens of data centralisation and large language models( LLMs).
Five years ago, understanding guest sentiment was a manual, slow-moving process that focused primarily on a static net promoter score( NPS).
Today, Strawberry uses gen AI to extract granular, actionable insights from qualitative feedback.
“ We collect all feedback from guests to generate additional insights to the NPS for a hotel,” Marion says.“ The measurement tells us how happy the customer is, and what we could improve on and analysing that feedback five years ago would have been much more difficult than it is today.”
A similar revolution is happening on the financial side. Instead of simply measuring gross revenue, Marion’ s team has centralised disparate data sources to track true net profitability per booking.“ The total cost of a single booking is spread out across different departments, such as credit card fees or social media campaigns.
MARION LØKEN
VICE PRESIDENT DATA & INSIGHT
Marion Løken serves as Vice President of Data & Insight at Strawberry, where she has successfully transitioned the hospitality group to a centralised data hub model. With 20 years of experience in data and analytics, she currently oversees data and AI governance and literacy, driving the safe implementation of intelligent systems across the organisation. Marion also leads the development of enterprise-wide analytical data products, securing robust datadriven decision-making processes. Recognised as a thought leader in her field, Marion is an active public speaker and author. Her contributions to the industry earned her recognition as one of the Top 50 Women in Tech in Norway in 2025.
“ Now that we have centralised our data, we can identify our total revenue much easier. This, in turn, helps us to optimise our channel and reallocate funds to other areas of the business so we can continue to provide a good experience for our customers.”
Embedding AI into daily decision-making There are countless companies that struggle with data democratisation.
6 strawberryhotels. com