Camilla Sandström, with a long background in the service industry, discovered while traveling how difficult it is to make effective use of loyalty programs. This inspired her to create Go4Loyal – an AI-powered travel planner that helps make travelling more convenient, affordable, and environmentally friendly.
Camilla had spent 25 years in the service sector before making a bold shift into the tech world – a change that required a lot of travel.
“I realised how hard it is to stay loyal. Even for someone like me, with a service background, it was incredibly time-consuming,” Camilla explains. That frustration led her to start looking for a better solution.
While many travel planning platforms exist today, most don’t allow you to book directly or only show standard prices. Meanwhile, only a third of loyalty program members use their points or benefits.
“For hotels, airlines, and the logistics industry, it’s crucial to reach those customers who are already part of loyalty programs – but aren’t actively using them,” says Sandström.
Go4Loyal brings loyalty programs together into one simple platform. Hotels, airlines, and cruise lines can make their offers visible to the right audience, and travellers can finally use their benefits without jumping through hoops.
“We’re not replacing loyalty – we’re giving it new power. Across brands, across borders, and beyond habits,” Camilla emphasises.
The Right Product at the Right Time
Go4Loyal was founded back in 2019, but the first version launched just three weeks before the COVID-19 pandemic hit – an unexpected blow.
“No one was investing in travel at the time,” Camilla recalls.
“It might’ve been the right product, but the wrong time.” She believes their AI-driven vision was a bit ahead of its time.
Since then, the tech world has evolved dramatically – and so have travellers’ needs.
The company relaunched in 2023, offering a full-scale solution tailored for modern travellers. With Go4Loyal, users can plan trips, book directly through the platform, and keep track of their loyalty points – all in one place.
Whether it’s for business or leisure, the platform uses AI to give personalised recommendations and the best loyalty offers, helping users save both time and money.
It even calculates the carbon footprint of your trips, so you can understand the environmental impact and make more sustainable choices.
Partnering with Service Providers
“What sets us apart is that we work with hotel loyalty programs. We don’t just exploit the market,” Sandström says. She believes the future of travel lies in personalisation, sustainability, and inspiring user experiences.
All service providers with loyalty programs are welcome to join Go4Loyal and showcase their offers directly to the right target group. The startup is especially focused on partnering with mid-sized travel providers.
“We want to give them visibility, loyalty, engagement, and the sustainability edge they need to compete,” Camilla highlights.
Preparing for a Full Launch at the End of the Year
Go4Loyal has already signed a pilot agreement with the Scandinavian branch of a global concierge network with over 100,000 members. This gives the platform a chance to test the service with frequent travellers and gather valuable feedback.
The startup also plans a pilot program inviting selected hotels and logistics partners to join the platform before the official launch.
In addition, Go4Loyal was selected to join the Green Accelerator (Rohekiirendi) – a program supporting startups that develop sustainable tech solutions.
“They approached us because our unique approach to logistics stood out to them,” says Sandström.
“We’re a large platform with the potential to make a big impact. It was great to find an accelerator that understands that.”
Right now, the platform is in its pre-launch phase, with a full rollout planned for the end of the year, including testing and pilot projects along the way.
“This is the beginning of something big – not just for us, but for the whole industry,” Camilla says with confidence.
Go4Loyal’s long-term goal is to shift how people think about travel.
“Don’t stop travelling – just travel smart,” Camilla encourages.
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In the fall of 2024, Go4Loyal was selected to join the Mobility and Logistics Green Accelerator, receiving €30,000 in support to develop innovative green technologies that can help make Estonia a greener place. The Green Accelerator is led by Sparkup Tartu Science Park, in partnership with Baltic Innovation Agency and supported by the Ministry of Climate and the Environmental Investment Centre.
Author: Mariann Kalder
