What HEIMR Collection does

HEIMR Collection AS is a Norwegian privately-held hotel collection headquartered in Oslo that operates 13 distinct hotel properties across Norway, ranging from Mosjøen in the north to Farsund in the south. The portfolio spans landmark heritage hotels (Hotel Victoria in Stavanger, established 1900; Fru Haugans Hotel in Mosjøen, since 1794; Hotel Ullensvang in Hardanger, since 1846), city hotels (Hotel Klubben, Hotel Filip, Opus XVI, Radisson Blu Caledonien), resort and beach properties (Sola Strand Hotel, Farsund Resort, Rederiet Hotell), and two pipeline properties (Savoy 1918 in Oslo, Hotel Brosundet in Ålesund). Each hotel retains its own brand identity while benefiting from HEIMR's centralized commercial, distribution, and operational infrastructure. The company is wholly owned by the Glastad family through Glastad Holding, having been established in 2018 as Team Hotels and rebranded as HEIMR Collection in 2022.

The business model combines accommodation revenue, food & beverage outlets across the portfolio (Brasserie Pigalle, Taket, Restaurant Ellen, Sola Strand Spa, Ullensvang Fjordbad, and others), conference and meeting packages, a Corporate Deal B2B program (offering 10% on rooms and 5% on meeting packages), and gift cards. Underlying technology consists of Sabre Synxis (property management and reservations), HubSpot CRM, and Sabre's global distribution infrastructure — providing centralized booking across all properties and access to GDS travel agent networks. The company also operates a Small Luxury Hotels of the World (SLH) membership for Opus XVI and the forthcoming Savoy 1918, and offers a franchise-like "HEIMR Membership" model allowing independent Norwegian hotels to access the platform while retaining ownership and independence. Headcount is not disclosed in the source material, but CCO Mikael Österlund (joined December 2024, ex-Nordic Hotels & Resorts, Nordic Choice Hotels/Strawberry), CPO Linnéa Gustafsson, COO Odd Erik Gullaksen, Head of Revenue Management Magnus Vinje (formerly of SAS and Norwegian airline), and Head of Marketing Marita Wahlquist together signal a scaling commercial and operational layer.

The company pursues a multi-channel go-to-market: direct booking via HEIMR.no and Synxis, international sales missions (notably to the USA), email/SEO marketing, PR/newsroom, travel agents, and Corporate Deal business travel agreements. Disclosed customer segments are individual leisure travelers (domestic and inbound) and corporate/business travelers; no enterprise customer concentration is publicly named. The projected 2024 revenue of approximately 800 million NOK (roughly $75M USD) is consistent with the doubling of revenue from ~400M NOK in 2022, driven principally by a sequenced acquisition roll-up of three sizable properties (Fru Haugans, Hotel Ullensvang, Opus XVI) and selective greenfield/renovation reinvestment (Savoy 1918). The company reports no external institutional funding; capital structure is entirely family-held via Glastad Holding. Compliance footprint is limited to the Norwegian Transparency Act (Åpenhetsloven) obligations.

Name

HEIMR Collection

Legal name

HEIMR Collection AS

Website

https://heimr.no

Company type

Private

Founded year

2018

Operating status

Operating

Short description

HEIMR Collection is a Norwegian privately-held hotel group operating 13 distinct heritage and boutique hotels nationwide, serving leisure and corporate travelers with centrally managed booking and conference capabilities.

Ownership category

akta.pro rank

Product category

Boutique Hotel Collection

NAICS

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

SIC

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

akta.pro primary industry

Luxury Boutique & Lifestyle Resorts (THAGACAO)

akta.pro secondary industry

Historic/Heritage Conference Hotels (THAGALAL)

Keywords

• Hotel collection
• Boutique hotels
• Historic hospitality
• Conference services
• Corporate travel programs

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices14 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Hotel Room Revenue: Core revenue from overnight stays across 13+ hotels in Norway. Includes standard rooms, suites, and specialty accommodations. Revenue is generated through direct bookings, travel agents, OTAs, and corporate agreements.
2. Food & Beverage: Restaurants, bars, and dining experiences across the hotel portfolio including Brasserie Pigalle, Taket, Grenseløs, Restaurant Ellen, and others. Generates revenue from breakfast, lunch, dinner, and bar services.
3. Spa & Wellness Services: Sola Strand Spa and Ullensvang Fjordbad generate revenue through treatment services, spa packages, and wellness experiences.
4. Conference & Meeting Packages: Corporate meeting, conference, and event services including day packages, overnight conference packages, and custom event solutions for business clients.
5. Gift Cards: Gift card sales across all destinations for dining, spa, hotel stays, and experiences.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

HEIMR Collection operates a curated portfolio of 13+ authentic, historic Norwegian hotels each preserving its own identity, character, and local heritage under a unified brand platform. The company sells overnight stays, dining, spa, conferences and meetings, gift cards, and a corporate travel program across destinations from Mosjøen in the north to Farsund in the south, leveraging centralized distribution, sales, revenue management, and marketing capability. It also offers a membership/franchise-style program that lets independent Norwegian hotels plug into its platform, CRS, purchasing power, and commercial support without surrendering ownership.

Product overview

HEIMR Collection is a Norwegian hotel chain consisting of 13 distinct hotel properties across Norway, each operating under their own brand names. The portfolio includes historic landmark hotels (Hotel Victoria, Fru Haugans, Hotel Ullensvang), beach resorts (Sola Strand Hotel), city hotels (Hotel Klubben, Hotel Filip, Opus XVI), fjord hotels (Jegtvolden, Hotel Brosundet), and resort properties (Farsund Resort, Rederiet Hotell). The company operates restaurants and bars under various concepts at each property, offers conference and meeting packages for business travelers, provides corporate travel programs through its Corporate Deal scheme, sells gift cards for hotel stays and experiences, and runs HEIMR Academy for staff development. HEIMR Collection also offers a membership/franchise model for independent hotels to join their collective.

Differentiator

Problem solved

Functional benefit

Products and services

• Hotel Victoria Historic landmark hotel in Stavanger established in 1900, located in the harbor area, offering grandeur accommodation along with restaurant, skybar, gym, and show scene.
• Sola Strand Hotel Beachfront hotel with 100 years of history at Solastranden offering spa, beach bar, water activities, and golf, featuring Sola Strand Spa with five treatment rooms.
• Farsund Resort Hidden gem resort in Farsund for relaxation, nature walks, fishing, and sports activities.
• Rederiet Hotell Boutique hotel in Farsund with 17 spacious rooms, each themed around a piece of local shipping history.
• Radisson Blu Caledonien Hotel Prime location hotel in Kristiansand with views over the archipelago, featuring a rooftop bar, 223 rooms, conference facilities for up to 1,000 persons, two bars, and a restaurant.
• Hotel Klubben Iconic show-hotel in Tønsberg (Norway's oldest city), neighboring the harbor and boardwalk, housing a restaurant, skybar, gym, and show scene.
• Hotel Filip Smart boutique hotel near Tjuvholmen in Oslo, surrounded by notable architecture and within walking distance of central city life.
• Jegtvolden Fjordhotell Idyllically located by the Trondheimsfjord in Inderøy (nominated "Norway's most attractive place"), offering serene nature, sea, forest, and meadows experiences.
• Fru Haugans Hotel Northern Norway's oldest hotel (since 1794) in Mosjøen, located for access to untouched nature, beautiful coasts, and majestic mountains; includes Frøken Skjolds Hotel and Restaurant Ellen.
• Hotel Ullensvang Iconic landmark hotel by the Hardangerfjord with 177 years of history, featuring Northern Europe's longest 88-meter swimming channel, 170 rooms, meeting facilities for 350 guests, restaurants, and multiple pools.
• Opus XVI Edvard Grieg heritage hotel and cultural landmark in Bergen, located in the historic Banco Rotto building from 1876, featuring 65 rooms, a restaurant, bar, and meeting facilities for 130 persons; a Small Luxury Hotels of the World (SLH) member.
• Savoy 1918 Historic Oslo hotel undergoing complete renovation, reopening as a boutique hotel in 2026 with 92 rooms, restaurant, bar, wellness, and meeting facilities; will become Oslo's first member of Small Luxury Hotels of the World (SLH).
• Hotel Brosundet Historic waterfront hotel in Ålesund set in Art Nouveau buildings that were once warehouses for local fisheries, part of the town's historical heritage.
• Conference & Meeting Packages Multi-property business and meetings offering including Daytime packages (one-day conference), Conference packages (meeting room with overnight stay, meals and refreshments), and Afterwork packages (dinner + overnight stay) at HEIMR hotels across Norway; includes a 15% discount promotional offer.
• Corporate Deal Tailored annual corporate travel program offering 10% discount on room rates and 5% discount on meeting packages at HEIMR hotels, with unique booking codes, easy online booking, and invoicing capabilities for business clients.
• Gift Cards Gift cards available across all HEIMR destinations for hotels stays, dining experiences (4-course dinners, afternoon tea, 5-course dinners), spa treatments, golf retreats, and cider safaris.
• HEIMR Member (Franchise/Membership Program) Franchise-like membership program allowing independent Norwegian hotels to join the HEIMR platform while keeping ownership, gaining access to purchasing power, CRS, technology, revenue management, sales team, and marketing support.
• Restaurant & Bar Concepts Multi-property food and beverage concepts across the portfolio including Brasserie Pigalle and Salon du Nord (Stavanger), Taket and Grenseløs (Tønsberg/Kristiansand), Club21 and Telfords Pub (Kristiansand), Strandbaren (Sola), Ullensvang Fjordbad, Restaurant Ellen and Fruen Bar (Mosjøen).
• Spa & Wellness Services Spa and wellness experiences including Sola Strand Spa (five treatment rooms) and Ullensvang Fjordbad, plus wellness amenities at Hotel Ullensvang and the planned Savoy 1918 wellness center.

Quantifiable outcome

• 15% discount on business and meeting packages for corporate clients
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• 62° Nord (Flakk Group)coreStrategic or Co-development Partner · 6 January 2026Strategic collaboration between HEIMR Collection and 62° Nord (Flakk Group's travel division) around Hotel Brosundet in Ålesund. The partnership aims to elevate Norwegian tourism and create stronger connections between destinations.
• Small Luxury Hotels of the World (SLH)coreStrategic or Co-development Partner · 15 June 2025Savoy 1918 (opening 2026) and Opus XVI in Bergen are members of Small Luxury Hotels of the World, one of the world's most selective collections of independently owned boutique hotels. This membership provides global marketing exposure, access to international luxury travelers, and recognition through a network of handpicked hotels renowned for exceptional quality and distinctive character.
• Kritt ArkitekterminorStrategic or Co-development Partner · 1 January 2024Architecture firm responsible for Hotel Savoy renovation project in Oslo. They are working alongside Metropolis Architecture & Design and design agency Bielke&Yang on the complete renovation of the historic property.
• Metropolis Architecture & DesignminorStrategic or Co-development Partner · 1 January 2024Interior architecture firm involved in Hotel Savoy renovation, developing the hotel's identity and design alongside Kritt Arkitekter and Bielke&Yang.
• LS EntreprenørminorOthers · 1 January 2024Contracting firm awarded the construction job for Hotel Savoy's complete renovation project in Oslo.
• CBREminorImplementation/ SI/ Consulting Partner · 26 June 2023CBRE served as the sales facilitator for Fru Haugans Hotel transaction. Their hotel team managed the sale process and facilitated the transaction between Fru Haugans owners and HEIMR Collection.

Scale indicators5 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Nordic Hotels & Resorts: Nordic Hotels & Resorts operates a portfolio of individually branded hotels across the Nordic region under a shared commercial platform. Its asset-light, multi-brand structure is closely analogous to HEIMR's collection model.
• Thon Hotels: Thon Hotels is a major Norwegian-owned hotel chain with broad coverage across Norway, competing for both leisure and corporate stays. It overlaps with HEIMR's geographic footprint and target customer segments.
• De Historiske Hoteller i Norge: De Historiske is a Norwegian marketing cooperative of historic hotels with overlapping heritage positioning. It is the closest conceptual peer to HEIMR, both curating distinctive Norwegian properties with strong stories.
• Strawberry (formerly Nordic Choice Hotels): Strawberry is the largest hotel operator in the Nordics with ~250 hotels across Norway, Sweden, Finland, and Denmark. It is the most direct competitor to HEIMR in the Norwegian market, competing for both leisure and corporate business travel with established distribution and a strong loyalty program.
• Scandic Hotels: Scandic is the largest hotel chain in the Nordic region with a heavy Norwegian footprint and a focus on business and conference travelers. It directly competes with HEIMR for corporate accounts and meeting demand across major Norwegian cities.
• First Hotels: First Hotels is a Nordic hotel marketing and distribution cooperative offering independent hotels a shared brand, booking platform, and loyalty program, closely paralleling HEIMR's franchise-like membership model.
• Nobis Hospitality Group: Nobis is a Nordic hospitality group operating a curated portfolio of upscale, design-led hotels and restaurants in Sweden and the Nordics. It competes with HEIMR for design-conscious travelers and represents a comparable boutique-collection operating model.
• Relais & Châteaux: Relais & Châteaux is a global collection of independent luxury and heritage hotels and restaurants. It is conceptually comparable to HEIMR's positioning as a curated portfolio of characterful properties.

Others

• Historic Hotels of Europe: Historic Hotels of Europe is a pan-European association of heritage properties. It is adjacent rather than directly competitive but reflects the same heritage-curation space HEIMR occupies and helps frame HEIMR's positioning versus similar collections.
• Small Luxury Hotels of the World (SLH): SLH is a partner and global distribution network rather than a competitor; Opus XVI and Savoy 1918 are SLH members. SLH provides a comparable curated-collection benchmark for HEIMR's brand standards and global reach aspirations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/HEIMRCollection
• LinkedInlinkedin.com/company/heimr

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries15 records

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 HEIMR Collection