Nine Months of Shared Excellence: Atender Malaga Hub Supporting Nordic Hospitality

Since the summer of 2025, Atender's Malaga team has been supporting Strawberry with guest interactions across the Nordic region. What began as a new collaboration has grown into a fully integrated part of the Strawberry guest journey.

From Stockholm to Malaga

The partnership was built on immersion; to ensure the Atender team truly reflected the Strawberry brand, the onboarding started with the first teams spending three weeks at Strawberry headquarters in Stockholm.

This approach was repeated across several groups, giving the team the chance to immerse themselves in the culture, set their expectations and understand the operational standards from the Strawberry brand themselves. The result of this training was alignment with both brand and colleagues.

Today, the Malaga team has grown into a mature and well established operation. All new hires are trained internally, ensuring consistency and scalability over time. The team works closely with colleagues in Stockholm and Oslo, operating on the same service lines as one integrated unit.

Managing Daily Guest Moments

The operation runs between 08:00 and 20:00 on weekdays, and from 09:00 to 17:00 on Saturdays.

Each day, the team supports guests across phone, email and chat in Norwegian and Swedish. The scope goes well beyond bookings and changes; it covers guidance, detailed destination questions and situations that require good judgment from the agents, as well as a good understanding and empathy for the situations the customers find themselves in.

Strawberry operates at significant scale across the Nordics, maintaining high volume with high quality. Achieving this requires the right structure, the right people and the right culture, and each interaction our agents have with the customers reflects that.

A Different Way to Run Customer Support

Atender is built differently than your usual outsourcing provider, operating as a genuine part of a client's team. The Malaga team is a natural extension of Strawberry, both operationally and culturally, and Strawberry deserves credit for this. Their approach to integration is a key factor in making consistency and quality at scale possible.

The setup combines strong human expertise with a well integrated technology environment. This ensures that agents have the context, access to knowledge and support needed to handle each interaction efficiently and consistently.

Automation supports the flow where it makes sense, while people take ownership of situations that require judgment, empathy and experience. This balance allows the operation to scale without losing quality.

Seamless Integration in Practice

The collaboration works because there are no silos.

The Malaga team is fully connected to Strawberry through shared systems and daily communication. Both Strawberry and Atender tools create a continuous flow of information across locations.

This means faster decisions, fewer handovers and a consistent experience for the guest. From the outside, there is no visible difference between internal and external teams.

Why Malaga Works

Malaga has become one of Europe's strongest hubs for multilingual talent. For Nordic customer support, this provides access to native speakers who combine language skills with international experience.

Equally important is the working environment. A trust based leadership model creates stability, lower turnover and higher engagement, which directly impacts service quality: When people stay longer, they get to know the product and feel ownership - and the guest experience improves.

One Team Across Locations

"What makes this collaboration work is the people. The team in Malaga works as colleagues alongside us, interacting with guests with the same mindset and level of care in every interaction.

We have built a strong, collegial way of working across all levels of the operation, where teams collaborate closely, share responsibility and support each other in the daily delivery. Through regular touchpoints, shared updates and aligned resources, we ensure consistency, trust and a seamless experience for our guests." — Kåre Johan Andreassen, Head of Customer Interaction Center.

A Shared Perspective

"Success in customer experience starts with people who feel trusted and connected to the brand they represent," says Andreas Helland, CEO and Co Founder of Atender.

"Our specialists in Malaga are a natural extension of the Strawberry team. By combining strong onboarding, the right tools and a supportive culture, we are able to handle high volumes while maintaining a personal and consistent experience. This is not just about resolving requests. It is about building real connections with every guest."