Case Study: GOSPA’s Path to Sustainable and Efficient Hospitality with HotelBuddy
- Anu Metsallik
- Oct 2
- 5 min read
Georg Ots Spa Hotel, located on the beautiful island of Saaremaa, Estonia, is one of the region’s leading spa hotels, renowned for combining wellness, relaxation, and modern hospitality. With a mix of leisure travelers, families, and business guests, the hotel faces the dual challenge of maintaining its signature personal service while adapting to the expectations of a new, digital-savvy generation.
To achieve this balance, Georg Ots Spa Hotel implemented HotelBuddy, a digital guest experience platform that streamlines key parts of the hotel journey. Today, guests enjoy online check-in and check-out, in-app chat with reception, and the ability to purchase extra services digitally. Premium rooms and suites also feature mobile keys and casting solutions, giving high-tier guests an even more advanced digital experience.
By combining HotelBuddy’s technology with Georg Ots Spa Hotel's strong tradition of hospitality, the hotel has reduced paperwork, eased pressure on reception staff, and given guests more choice in how they interact with the hotel.
Interview with Piret Trei, the General Manager and Marju Vijand, the Front Office Manager of GOSPA Hotel.
Why did you start looking for a guest experience platform?
Piret: We wanted to reduce routine tasks, cut down on heavy paper usage, and bring digital solutions into our work processes. The goal was twofold: to improve efficiency and support our sustainability objectives, while also saving guests time by avoiding queues at check-in.
We also have to think long term. The new generation of travelers has very different digital expectations compared to many of us or our current clients. At the same time, we value our loyal guests who have been visiting us for over 20 years and still enjoy stopping by the reception for a chat.
What challenges did you face before implementing HotelBuddy?
Piret: The level of digitalisation at our reception desk was very low, almost nonexistent. Staff had to handle a lot of manual, routine tasks, which left them with less time for more important work.
One big improvement with HotelBuddy is that we no longer need to store piles of paper registration cards — which legally had to be kept securely in storerooms. Now all this data is available digitally in the cloud, secure and easily retrievable.
We are also working towards Green Key certification, so reducing plastic and paper usage across the hotel is a priority. HotelBuddy was a natural fit for reaching that goal in the reception department.
In addition, we wanted to keep pace with the general development of technology. When there is a good product on the market, it makes sense to consider using it.
Why did you choose HotelBuddy over other solutions?
Piret: We preferred to work with a local partner. With HotelBuddy, we could communicate in our own language and receive support whenever needed. Another factor was state funding, which partially supported the investment. With EIS funding, we were able to move forward with the Premium package, which included online check-in and check-out, upselling modules, digital keys and TV casting for the higher category rooms.
How did receptionists adapt to HotelBuddy?
Marju: We immediately saw the benefits — no longer needing to print registration cards for signatures saved a huge amount of time. We still issue key cards for standard rooms, but even so, arrivals have become much faster.
Piret: The implementation was very quick and smooth. We didn’t encounter resistance or confusion about why the system was being adopted. Before going live, we tested it ourselves. Everyone booked a room and went through the entire guest journey, with receptionists even staying overnight to experience it fully. That personal experience was essential — it gave the team confidence, helped them see things from the guest’s perspective, and prepared them to explain the system clearly to clients.
How did the integration process go, and how much work did it require from the hotel?
Piret: HotelBuddy integrated well with our Fidelio PMS, and most of the technical work was handled by the HotelBuddy team. The setup wasn’t difficult because we already had most of the data — guest payment rules, extra services and room categories descriptions. From our side, the main task was organizing this information and deciding the details, such as when notifications should be sent.
After launch, the system largely ran automatically, which significantly reduced ongoing workload. From there, it became a process of collaboration — as we shared feedback, the HotelBuddy team adapted the system to better fit our needs. In the beginning, certain functions like editing texts or adjusting email timings were quite rigid, but thanks to this ongoing cooperation, they have since become much more flexible. Together, we’ve been able to shape meaningful improvements that make the system work even better for our hotel.
What improvements have you noticed since implementing HotelBuddy? Can you share measurable results?
Piret: I believe that in very large hotels with hundreds of rooms, HotelBuddy can help reduce front desk staffing needs. In our case, we still keep one or two people at the desk, but by reorganizing workflows we’ve enabled the back office to operate with fewer staff.
Receptionists now also have more time to engage with guests. For example, in the summer one of their key tasks is to tell visitors what’s happening in Kuressaare during their stay. Since paperwork is now handled in advance, they can focus on providing that personal touch, which has really improved service quality.
As for sustainability, we haven’t measured exactly how many fewer packages of paper we order, but it’s clear that we use significantly less. From the start, we decided not to print registration forms “just in case,” which has helped reduce waste.
Marju: Another benefit is managing peak arrivals. Quite often, many guests arrive at the same time from ferries, but with HotelBuddy much of the process is completed beforehand, which prevents long queues from forming and makes the whole arrival much quicker. We also see extra service bookings through the system, especially classic add-ons like fruit baskets and spa services.
What do guests say about HotelBuddy?
Piret: Many guests appreciate the convenience, while others still prefer the traditional check-in at the desk. Our long-term loyal visitors, for example, are used to stopping by reception to say hello. HotelBuddy is not designed to replace that — it simply gives guests the choice between digital convenience and personal interaction.
Who would you recommend HotelBuddy to?
Piret: I believe HotelBuddy is suitable for all types of hotels, but it is especially valuable for business-class properties where speed and efficiency are critical for travelers. It is also a great fit for hotels like ours that want to reduce environmental impact while giving guests more flexibility in how they interact with the hotel.
Georg Ots Spa Hotel
