Most businesses are collecting data, but few are actually using it meaningfully. It’s scattered across systems, locked in reports, or only accessible to a select few. Even when insights are available, they often stay at the management level, leaving frontline teams in the dark.

Maxxton changes that by making data not just available but also usable across the entire organisation.

"Increase data literacy throughout the whole company, not just management, so that they can turn insights into actions," says Jolanda.

For De Krim, this means every team, from marketing all the way through to housekeeping, can access the insights they need in real time, without waiting for reports or relying on IT. Instead of data being controlled by a handful of decision-makers, everyone can track trends, adjust operations, and make informed decisions on the spot.

"Allowing staff to formulate their own queries and share reporting" gives teams the power to track patterns, test ideas, and adjust in real time, without waiting for a report to land in their inbox.

Even guest feedback is treated as valuable, structured data.

"Text is also regarded as data, being analysed in terms of sentiment, domain recognition," Jolanda explains.

Instead of just reading reviews, de Krim processes guest feedback at scale using AI, spotting patterns in sentiment, recurring complaints, and emerging guest preferences. This takes things further than just about understanding what guests liked or didn’t like. 

De Krim can intervene early, adjusting operations or refining the experience before it affects bookings.This ability to anticipate, rather than react, is where AI kicks things up a notch.

AI is already taking over routine, repetitive tasks, but its real power is in helping hospitality businesses become more agile. It’s like having an extra set of hands that never sleeps. 

"Speaking of which, staff needs to focus more on making a difference, and guests are willing to pay for that human contact (as opposed to self-service and talking to a chatbot). AI will solve more and more basics," says Jolanda.

AI takes care of the routine so staff can focus on what matters: service and strategy. And strategy means knowing when and how to adapt to changing demand.

Pricing strategies that once relied on manual adjustments and gut instinct are now powered by Maxxton’s AI-driven pricing, helping De Krim stays competitive without constant monitoring. But demand isn’t just about price.

Guest behaviour shifts in response to economic changes, global events, and evolving travel habits. What worked last year might not work next season. De Krim doesn’t have the luxury of waiting to see what happens; it needs to adapt in real time.

Reading the board, playing the long game

Guest demand never stays the same. Some years, families book long summer stays. Other times, people prefer short midweek breaks. The economy shifts, and suddenly, budget-friendly options are in high demand. Then, something like a global crisis happens, and travel patterns change overnight.

"Diversification of offer will continue to increase to face challenges such as fluctuating demand of different lifestyle groups or macroeconomic trends, corona, koopkracht, crises that influence demand," says Jolanda.

Hospitality businesses that survive aren’t the ones that wait and see. They’re the ones that adjust fast.

Maxxton helps De Krim to see what’s changing in real time. Instead of reacting too late, they spot trends as they happen and shift before competitors even realise what’s going on.

If more guests start booking self-catering lodges, De Krim doesn’t have to wait for the next quarter’s numbers; they can make more inventory available immediately. If midweek stays suddenly pick up, promotions can shift to take advantage of it. When people tighten their budgets, De Krim doesn’t guess what will work. It adjusts packages based on actual booking behaviour, not assumptions.

In the past, businesses could only adjust after the fact. By the time a trend was obvious, competitors had already moved.

Reacting in the moment keeps you in the game, but long-term success comes from knowing what’s coming next. The real advantage isn’t just moving fast; it’s moving first.

De Krim’s next move