Gustav Søgård is the founder of Opally, an AI guest communication platform built specifically for hotels and hospitality companies. Opally helps hotels handle guest inquiries across email, webchat, messaging and voice, using approved hotel knowledge, brand tone of voice and live data from PMS and booking systems.

The company works with 50+ hotels across Denmark, the Nordics and Europe, helping teams respond faster, reduce repetitive admin work and convert more direct booking inquiries without losing the personal touch.

Gustav’s perspective on AI in hospitality is highly practical: how hotels can move beyond experiments and use AI in real daily workflows, from guest service and reservations to lead handling, voice automation and operational support.

Gustav is panel expert of the AI Everywhere panel.