Nordic Choice Hotels changes name to Strawberry

For the past 25 years, Nordic Choice Hotels has established itself as one of the largest players in the Nordic tourism industry. Over the next ten years, the company will double the number of hotels and expand the benefits and services included in the loyalty program. The goal is to create an ecosystem of own brands and external partners that offer experiences in the Nordic region.

- Together with fantastic employees, we have built one of the Nordic region's largest hotel groups, with hotel experiences ranging from the low-cost to the luxury segment. The goal is to be the most exciting tourism player in the entire Nordic region. To do that, we believe that we must further develop the company by broadening our products and services that are part of the loyalty club and the hotel group. To mark the change, the company will change its name to Strawberry and we look forward to starting the journey, says Petter A Stordalen, owner of Strawberry and founder of Nordic Choice Hotels.

Nordic Choice Hotels was established during the 1990s, and the company has since then grown at a rapid pace. In the period 1997 to 2000, the company grew with one new hotel every two weeks and 50 new employees every ten days. Today, Nordic Choice Hotels is the largest hotel group in Norway and Sweden. In total in the Nordic region, the company has 214 hotels in five countries, including the Baltics, 3,000 apartments through Strawberry Living and almost 15,000 employees.

- Growth is in the company's DNA, and for us to continue the fantastic growth we have had in the last 25 years, change is required. It is no longer enough to just adapt. We must be in the driver's seat. We want to be the best in class in hotel experiences. And we will challenge our role as a tourism player with the goal of becoming more relevant, for more guests, more often. That is why Strawberry marks a new and exciting era for us, says Petter A Stordalen.

The name change was announced by Stordalen himself during his speech at VK (Winter Conference) at Friends Arena in Stockholm. The event, which brings together 2,500 employees and partners, is an annual tradition that is usually held in mid-January, but which was moved to June this year due to the pandemic. The company will formally change its name during 2023, and the hotel group will continue its multi-branding strategy with different hotel chains adapted to different target groups.

- We have built our success on having the industry’s best employees and their ability to create world class guest experiences. In addition to our outstanding hotel chains and portfolio of independent brands, the future demands more attractive products and offers, which combined creates the best experiences and loyalty program in the Nordic countries. At the same time, we must build on the core of everything Nordic Choice stands for: sustainability, diversity and inclusion, giving people an opportunity and continuing fighting against exclusion, says Torgeir Silseth, CEO of Nordic Choice Hotels.