Small Danish Hotels FMBA

What Small Danish Hotels FMBA does

Small Danish Hotels FMBA, operating under the consumer brand 'Stays' since a January 2024 rebrand, is a Danish cooperative (FMBA) that aggregates a network of independent hotels and inns (kroer) under a unified booking, marketing, and loyalty platform. The cooperative covers all five Danish regions (Nordjylland, Midtjylland, Syddanmark, Sjælland, Hovedstaden) and Bornholm, with 65-70+ directly-affiliated properties and an additional 51 partner properties and 3,700+ rooms accessed through The Hotel Alliance with Best Western Hotels & Resorts (BWH Hotels). The portfolio is segmented across four tiered sub-brands — Classic Stays (rural retreats), Signature Stays (tailored hospitality), Premium Stays (luxury), and Partner Stays (BWH-affiliated).

The core product is the stays.dk booking platform, which sells curated stay packages across multiple experience categories (weekend getaways, spa/wellness, traditional kro stays, coastal bath hotels, gourmet dining, romantic escapes, active holidays including golf and cycling, and manor/castle stays) plus seasonal holiday packages. Supplementary products include the 'Benefits' points-based loyalty program with a points shop, a fixed-price gift card range across nine SKUs (500–1,749 DKK), a TopTilbud discount channel, and a dedicated corporate booking portal for business travel.

The business operates a direct-to-consumer model with revenue generated from one-time accommodation bookings (and prepaid gift cards that drive future stays), supplemented by recurring engagement through the Benefits loyalty program and a secondary corporate channel via firmaaftale/corporate agreements. Distribution runs primarily through the company's own e-commerce website in Danish and English, with secondary international reach via the Cosy Places Worldwide referral partnership and global distribution through the BWH Hotels network. The company has won 'Danmarks bedste hotelkæde' (Denmark's Best Hotel Chain) in both 2022 and 2024.

Name

Small Danish Hotels FMBA

Legal name

Small Danish Hotels FMBA

Website

https://smalldanishhotels.dk

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

11–50 employees

Short description

Small Danish Hotels FMBA (operating as Stays) is a Danish cooperative that aggregates 65-70+ independent hotels and inns across all Danish regions under a unified booking, loyalty, and gift card platform, serving individual leisure travelers and corporate clients nationwide.

Ownership category

akta.pro rank

Product category

Hospitality and Hotel Accommodation Services

NAICS

Hotels (except Casino Hotels) and Motels (72111), Accommodation (721), Traveler Accommodation (7211)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011)

akta.pro primary industry

Vacation Rental & Short‑Term Stay Marketplaces (THALAFAC)

akta.pro secondary industry

Corporate Short-Term Stay Booking Platforms (Business-Focused Rentals) (THAMALAF)

Keywords

• Hotel booking platform
• Danish hospitality services
• Accommodation packages
• Gift card experiences
• Guest loyalty program

Headquarters

HQ city

Horsens

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Hotel and Inn Accommodation Bookings: Revenue generated from direct bookings of hotel and inn stays across their network of 65+ properties in Denmark. Customers book accommodations directly through the website and pay for stays at various price points depending on room type, season, and package.
2. Gift Cards (Gavekort): Sale of gift cards at fixed price points (849,- to 1749,- DKK) for overnight stays with breakfast, dining experiences, and weekend packages. These represent prepaid bookings that drive future revenue.
3. Loyalty Program (Benefits): Points-based loyalty program where guests earn points for overnight stays that can be redeemed for additional stays or merchandise in the pointshop, creating recurring engagement and repeat bookings.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Small Danish Hotels FMBA (operating as Stays) runs a curated direct-to-consumer booking platform aggregating 65+ hotels and inns across all Danish regions, offering overnight stays and experience packages (weekend stays, spa, traditional inns, coastal bath hotels, gourmet, romantic, active holidays, manor/castle stays, and seasonal holidays). It also sells gift cards (Gavekort) at fixed price points and operates a points-based loyalty club (Benefits) for repeat guests, with a separate corporate booking channel for business travel.

Product overview

Stays is a unified hotel and inn booking platform offering stays at 70+ unique properties across Denmark. The platform operates under four brand tiers: Classic Stays (rural retreats), Signature Stays (tailored hospitality experiences), Premium Stays (luxury accommodations), and Partner Stays (BWH Hotels alliance properties with 51 hotels and 3,700+ rooms). The core offering includes various stay packages such as weekend getaways, spa/wellness retreats, traditional inn stays, coastal bathhouse hotels, gourmet dining experiences, romantic escapes, active holidays (golf/cycling), and manor/castle stays. Supplementary products include a loyalty program (Benefits), gift cards (Gavekort), and exclusive deals (TopTilbud). The platform covers all regions of Denmark including Jylland, Fyn, Sjælland, and Bornholm, with stays organized by season (summer, Christmas, New Year, Easter) and occasion.

Differentiator

Problem solved

Functional benefit

Brands

• Classic Stays: Encapsulates the essence of a genuine rural oasis, where every moment is a tribute to immersion, presence, and complete relaxation.
• Signature Stays
• Premium Stays
• Partner Stays

Products and services

• Stays booking platform Unified direct-to-consumer booking platform (stays.dk) offering stays at 70+ hotels and inns across Denmark, with Danish and English language support, TopTilbud special offers, and gift card purchases.
• Weekend stays (Weekendophold) Weekend stay packages across Jylland, Fyn, Bornholm, and Sjælland, including culture and music experiences, designed for couples, families, and individuals seeking short breaks.
• Spa and wellness stays (Spaophold) Spa, wellness, and cure (kurophold) stay packages across Jylland, Sjælland, and Fyn for guests seeking relaxation and therapeutic experiences.
• Traditional inn stays (Kroophold) Traditional Danish inn (kro) stay packages combining comfort, tradition, and gastronomy at locations in Jylland, Fyn, and Sjælland.
• Coastal bath hotel stays (Badehotel) Coastal bathhouse hotel stays offering relaxation and scenic natural surroundings along the Danish coastline.
• Gourmet stays (Gourmetophold) Gourmet dining experiences bundled with accommodation, including weekend stays with dinner for food-focused travelers.
• Romantic stays (Romantisk ophold) Romantic getaway packages including Valentine's Day, couples stays, couple tours, and stays for two at destinations across Jylland, Fyn, and Sjælland.
• Active holidays (Aktiv ferie) Active holiday packages including golf stays and cycling holidays in scenic Danish surroundings for outdoor enthusiasts.
• Manor and castle hotel stays (Slotshotel) Manor house and castle hotel stays at historic Danish estates converted into unique accommodations, including herregårdsophold (manor stays).
• Short breaks (Miniferie) Short break packages for quick getaways at hotels and inns across Denmark.
• Seasonal holiday packages (Højtider og sæsoner) Seasonal holiday packages including summer vacation, autumn breaks, Christmas stays, New Year's stays, winter holidays, Easter, Ascension Day, and Pentecost holidays.
• TopTilbud special offers Hand-picked exclusive deals and limited-time special offers on hotels and inns for value-conscious travelers.
• Benefits guest loyalty program Points-based guest loyalty club where members earn points on overnight stays redeemable for additional bookings or items in the points shop, creating recurring engagement.
• Gift cards (Gavekort) Gift card products including cash gift cards and experience gift cards in packages priced at DKK 500 to DKK 1,749 — overnight stays with breakfast (DKK 849, 1,099, 1,499), stays with dinner (DKK 1,349, 1,549, 1,749), weekend stays (DKK 1,448, 1,648), and lunch for two (DKK 500).
• Classic Stays brand tier Brand tier encapsulating the essence of a true rural Danish oasis, focused on immersion, presence, and complete relaxation.
• Signature Stays brand tier Brand tier offering tailored hospitality experiences where each hotel constitutes a unique mosaic piece of unparalleled hospitality.
• Premium Stays brand tier Brand tier representing the finest in luxurious accommodation and service.
• Partner Stays brand tier Distinct collection of accommodation options under The Hotel Alliance with BWH Hotels, including 51 hotels with over 3,700 rooms and 51 breakfast buffets across Denmark.
• Corporate booking agreement (Firmaaftale / Corporate) Dedicated corporate booking channel for business travel arrangements with negotiated agreement terms, including team retreats and client entertainment.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• Best Western Hotels & Resorts (The Hotel Alliance)coreStrategic or Co-development PartnerStrategic alliance with Best Western Hotels & Resorts through The Hotel Alliance, enabling access to their global hotel network, distribution systems, and booking platforms. This partnership provides guests access to over 3,700 hotel rooms across 51 properties in Denmark, along with diverse breakfast experiences and expanded geographic coverage.
• Cosy Places WorldwideminorGTM or Marketing PartnerInternational partnership for referral of travelers and marketing collaboration, extending reach beyond the Danish domestic market to connect with international guests seeking quality accommodations.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Expedia Group: Global OTA group operating Expedia, Hotels.com, and Vrbo. Comparable as a large-scale online booking platform for accommodation, brand.com services, and loyalty (One Key) that competes with Stays' direct-booking economics.
• Trip.com Group: Global OTA and hotel distribution platform. Comparable as a large online travel marketplace with hotel booking, loyalty, and packaged experiences relevant to inbound demand for Danish properties.
• Airbnb: Largest short-term rental marketplace globally with strong Danish penetration. Comparable as a short-stay booking marketplace where travelers discover and book unique stays, competing for the leisure weekend and experience-led demand Stays packages.
• Booking.com: The dominant online travel agency for European hotel bookings and a primary channel for Danish leisure travelers. Comparable as a direct booking platform competing for the same Danish consumer search demand that stays.dk targets.
• Radisson Hotel Group: Global hotel group with significant presence in Copenhagen and Denmark. Comparable as a multi-tier brand operator (Radisson Blu, Radisson Collection, Radisson RED) serving both leisure and corporate demand, competing for the same Danish traveler.

Direct peers

• Scandic Hotels: The largest Nordic hotel operator with a broad network across the Nordics, including Denmark. Comparable as a multi-property hotel chain targeting leisure and business travelers with a loyalty program and direct booking platform, the model Stays operates at in Denmark.
• Best Western Hotels & Resorts: Global hotel network and Stays' strategic partner through The Hotel Alliance. Highly comparable as a marketing/distribution consortium for independent hotels operating across multiple tiers, mirroring Stays' cooperative model at much greater scale.
• Comwell Hotels: Danish hotel chain focused on conference, spa, and leisure stays across Denmark. Comparable as a domestic multi-property Danish operator competing for corporate retreats, spa packages, and weekend breaks — overlapping directly with Stays' Signature and Premium tiers.

Others

• Hotel Else: Smaller curated hotel experience operator in Denmark. Comparable as a curated-experience Danish hospitality brand competing for design-conscious and experience-driven travelers, a segment Stays targets with Signature Stays.

Regional players

• Tivoli Hotel & Congress Center: Major Copenhagen-based hotel and congress venue. Comparable as a higher-tier Danish lodging property competing for inbound leisure and corporate group business that could otherwise flow through Stays' Premium and Partner Stays inventory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/smalldanishhotels
• LinkedInlinkedin.com/company/stays-dk
• Instagraminstagram.com/stays_dk
• Pinterestpinterest.com/smalldanishhote

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Small Danish Hotels FMBA