AI-Automated Travel Offers – How FAIR Helped Northern Luxury Consulting Spin Off a New Business
In her work with tourism service companies, Hanna Kallioniemi, CEO of Northern Luxury Consulting, identified an idea for a solution that could simplify everyday operations for both her own company and its partners. During a collaboration with FAIR, the idea evolved into Dandelier Oy. The company’s AI-assisted tool enables the effortless creation of personalised travel offers.
Text by Eemeli Sarka, 3.6.2026 | Photo by Eemeli Sarka
Northern Luxury Consulting, a destination management company representing service providers such as accommodation and other tourism businesses, faced a time-consuming challenge common to many small tourism operators. Creating personalised offers requires extensive manual work and searching for up-to-date information across multiple systems. Availability of accommodation and other services must be checked in one or more calendars, service descriptions must be found in the correct language from one database, and pricing information retrieved from another.
When the company CEO Hanna Kallioniemi first contacted FAIR, the initial idea was to develop a digital tool to solve this problem for one of her clients. However, the expert at FAIR noted that they could not enter into a collaboration solely to address the needs of a third party.
“The product under development still seemed promising to FAIR’s expert as well, and we believed it could be suitable as a SaaS product. Somewhat unexpectedly, after our discussions I found myself preparing a business plan to establish a company focused on this service”, Kallioniemi recalls.
Proof of Concept with FAIR’s Support
In spring 2024, while working on the business plan, Kallioniemi also familiarized herself with the AI tools required for development. She remembers discussing the idea with friends knowledgeable about artificial intelligence, whose view was that while the concept was good, it might only be feasible in three to four years as AI tools matured.
“Now, everything we planned and much more has already been realized. No one could have predicted how exponentially the use of generative AI would develop”, Kallioniemi reflects.
According to Kallioniemi, the development project with FAIR’s experts was challenging but highly rewarding.
“After a couple of iterations, the work had to be restarted almost from scratch using different technical solutions so that all the required database tools would be possible. The final PoC was a functional tool capable of retrieving photos, programs, product texts, and other data from the correct sources”, she says.
In the service, customers can upload materials such as PDF files that may contain product information and images for hundreds of services. The data can include priced services sold by the company or information about restaurants, museums, and other activities in a specific area that can be recommended to customers in an offer.
The service is currently compatible with six different booking systems, ensuring that availability and pricing information are always up to date.
The Birth of a New Company
After completing the PoC, the next step was to establish a new company, Dandelier Oy, to continue developing the tool and begin commercial operations. When Kallioniemi sought funding, investors told her that developing such a product and company would be costly and involve multiple phases.
“It was great that experienced investors took the time to listen to a first-time founder and share their knowledge. The most important advice I received was to find a co-founder focused on technology”, she recalls.
After a brief search, Kallioniemi found a partner in Mikko Hällfors, who became Dandelier’s future Chief Technology Officer. Hällfors brought nearly two decades of experience in web application development. Once development gained momentum, the duo realised that operations could begin without external funding. The tool was presented to potential customers in January 2025 at the Matka Travel Fair.
“The feedback on the tool was extremely positive from the very beginning. Further development to finalize the product took a bit longer, and in September 2025 we were ready to open the service to our first pilot customers”, Kallioniemi says.
“I Would Never Have Done Anything Like This Without FAIR”
With several years of experience in the tourism services sector, Kallioniemi knows that development in the field often happens in various projects. She has high praise for the collaboration with FAIR.
“Without FAIR, there would be no company at all. Without this kind of public support and technical expertise, where an expert can grasp a small idea of mine and recognize its potential, I would never have embarked on something like this”, she states.
Dandelier’s journey with AI solutions does not stop at automated offer creation. Additional tools are already under development. With the upcoming planner tool, end consumers will be able to use, for example, a hotel’s own Dandelier database on the hotel’s website to create a personalised travel plan.
“The service is intended to replace various chatbots currently used by companies. The tool can better recommend suitable local services and can be configured for very specific target groups, such as a family of four with a pushchair-aged child. The recommendations are then truly tailored to their needs”, Kallioniemi explains.
Another new feature is the Dandelier B2B Marketplace released in January 2026, where the service information and pricing entered into the company’s database are easily discoverable by both domestic and international buyers.
