Ligula Hospitality Group

What Ligula Hospitality Group does

Ligula Hospitality Group AB is a privately held Swedish hotel and restaurant operator headquartered in Gothenburg (Södra Vägen 12) that owns, manages, and develops multi-brand hospitality concepts across Sweden, Denmark, and Germany. The group operates 50+ properties organized under six sub-brands covering budget through upscale positioning: ProfilHotels (14 design-focused urban properties), Good Morning Hotels (14+ value properties with included breakfast and parking across 13 Swedish cities plus select German and Danish cities), Motel L (urban design hotels), Collection by Ligula (premium/unique properties including Hotel Dieksee and Ronnums Herrgård manor), Hosting by Ligula (six Best Western Plus franchise properties), and Apartments by Ligula (extended-stay). Ancillary revenue streams include restaurants and bars (Good Food concept, Angelini at ProfilHotels Copenhagen Plaza), Meetings & Conferences, Santai Spa & Wellness, golf packages, sports team accommodation, and pet-friendly offerings.

The group runs a direct-to-consumer go-to-market model combining its own booking engine (booking.ligula.se), member portal with free loyalty membership and best-price guarantee (member.ligula.se), and direct corporate contract sales for B2B clients with 100+ annual overnight stays. Customer segments span business travelers (primary), leisure travelers, sports teams and associations (with 14-property Sweden-wide sports rate program starting at 325 SEK per person), and meeting/event planners; pricing is unit-based for retail and sports segments, subscription/quote-based for corporate contracts, and tiered for member-only offers (e.g., up to 25% summer discounts). Underlying technology comprises the proprietary booking and member platforms plus standard third-party analytics (Google Analytics, Meta ads). The company is structured as a Swedish private limited company (reg. no. 556792-6497) with 20+ wholly owned operating subsidiaries spanning Sweden, Denmark, and Germany, 501–1,000 employees, and reported active operating status as of 2025–2026 under a recently appointed CEO (Sebastian Löffler).

Name

Ligula Hospitality Group

Legal name

Ligula Hospitality Group AB

Website

https://ligula.se

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Ligula Hospitality Group AB is a privately held Swedish hotel and restaurant operator headquartered in Gothenburg, running 50+ multi-brand properties (ProfilHotels, Good Morning Hotels, Motel L, Collection, Best Western Plus hosting, and Apartments) across Sweden, Denmark, and Germany, serving business and leisure travelers via direct booking, corporate contracts, and a free loyalty program.

Ownership category

akta.pro rank

Product category

Hotel & Hospitality Services

NAICS

Hotels (except Casino Hotels) and Motels (72111), Accommodation (721), Food Services and Drinking Places (722)

SIC

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

akta.pro primary industry

Budget Hotel Chains & Franchises (THAGABAM)

akta.pro secondary industries

Urban & Downtown Full-Service Hotels (THAGAAAA), Luxury Boutique & Lifestyle Resorts (THAGACAO), Business & Corporate Full-Service Hotels (THAGAAAE)

Keywords

• Hospitality services
• Hotel management
• Hotel operations
• Restaurant operations
• Meetings conferences

Headquarters

HQ city

Gothenburg

HQ country

Sweden

HQ region

Europe

Offices24 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Hotel Accommodation: Primary revenue stream from room rentals across owned and operated hotels. Revenue generated through direct bookings, corporate contracts, and group bookings at various hotel brands including ProfilHotels, Good Morning Hotels, Motel L, and Collection properties.
2. Food & Beverage: Restaurant and bar services including on-site restaurants, bars, room service, and banquet facilities. Good Food concept with seasonal menus, breakfast buffets included with stays.
3. Meetings & Conferences: Meeting room rentals and conference services with full technical equipment, available across portfolio properties.
4. Spa & Wellness: Santai Spa concept at select properties plus wellness and relaxation areas. Golf packages at properties near golf courses.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels6 records

Core offering

Ligula Hospitality Group owns, manages and develops hotel and restaurant brands across Sweden, Denmark, and Germany. Its portfolio of 50+ properties spans five sub-brands (ProfilHotels, Good Morning Hotels, Motel L, Collection by Ligula, and Hosting by Ligula/Best Western Plus), complemented by Apartments by Ligula for extended stays. The group also operates restaurants and bars, Santai Spa wellness services, meeting and conference facilities, golf packages, and sports team accommodation under its quality concept 'The Art of Hotel Living.'

Product overview

Ligula Hospitality Group operates a multi-brand hospitality portfolio across Sweden, Denmark, and Germany. The portfolio includes five distinct hotel sub-brands: ProfilHotels (14 design-focused urban properties), Good Morning Hotels (14+ budget-friendly properties across 13 Swedish cities), Motel L (urban properties), Collection by Ligula (premium unique properties), and Hosting by Ligula (Best Western Plus franchise properties). Additionally, the group offers Apartments by Ligula for extended stays. The properties span over 50 hotels total, complemented by dining concepts (brasseries, pubs, Angelini restaurant), Santai Spa wellness services, meeting facilities, golf packages, and sports team accommodation. A free loyalty program provides member-only pricing. The group also manages the Ligula Foundation for charitable causes supporting children and animals.

Differentiator

Problem solved

Functional benefit

Brands

• ProfilHotels: Upscale hotel brand operated by Ligula, featuring historic and design-forward properties across Sweden and Copenhagen.
• Motel L
• Good Morning Hotels
• Collection by Ligula
• Hosting by Ligula
• Apartments by Ligula

Products and services

• ProfilHotels Mid-to-upscale hotel brand with 14 properties across Sweden and Denmark, offering design-focused accommodations in city center locations for business and leisure travelers.
• Good Morning Hotels Budget-friendly hotel chain with 14+ properties across Sweden, featuring easy access, free parking, and included breakfast, operating in 13 Swedish cities.
• Motel L Urban hotel brand offering contemporary accommodations in metropolitan areas with pet-friendly policies and vibrant common spaces in Stockholm and Lund.
• Collection by Ligula Premium and unique properties including Hotel Dieksee at Lake Dieksee and Ronnums Herrgård manor, offering distinctive experiences with historical character.
• Hosting by Ligula Best Western Plus branded properties operated by Ligula, including Park City hotels in Solna, Malmö, Lund, and Hammarby Sjöstad, plus Skogshöjd and Park Globetrotter Copenhagen Airport.
• Apartments by Ligula Extended-stay apartment accommodations offering larger living spaces for longer visits with self-catering facilities at Hammarby Sjöstad, Stockholm.
• Restaurants & Bars Dining options across Ligula properties including elegant brasseries, relaxed pubs, family-friendly restaurants, and the Angelini restaurant concept at ProfilHotels Copenhagen Plaza.
• Santai Spa & Wellness Spa and wellness concept featured at Kalmar and Skogshöjd properties, offering signature spa treatments and relaxation areas.
• Golf Packages Curated golf packages at multiple properties including Calmar Stadshotell, Halmstad Plaza, Grand Kristianstad, Opera, and Ronnums Herrgård, featuring green fees and accommodation bundles.
• Sports Team Accommodation Sports-focused hotel rates at Good Morning Hotels starting from 325 SEK per person in triple rooms, including breakfast, WiFi, and proximity to sports facilities for groups of 10+.
• Corporate Contracts Flexible corporate booking solutions for businesses with tailored rates based on annual overnight stays, available across all Ligula brands for companies with 100+ or less than 100 stays.
• Loyalty Membership Program Free membership program offering lowest prices, member-only offers, included breakfast in Sweden, and priority access to deals across Ligula properties.
• Meetings & Conferences Meeting facilities and conference services across portfolio properties, with venues accommodating up to 90 attendees and full AV equipment.
• Pet-Friendly Hotels Dog-friendly accommodation packages at Good Morning Hotels with dog stations, goodie bags, and designated restaurant seating across 14 locations in Sweden.

Quantifiable outcome

• Free membership program with exclusive member-only pricing and offers
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Best Western PluscoreChannel Partner/ Reseller/ DistributorSix Best Western Plus branded properties operated under Best Western franchise agreement: Best Western Plus Skogshöjd (Södertälje), Best Western Plus Park City Solna, Best Western Plus Park City Malmö, Best Western Plus Park City Lund, Best Western Plus Park City Hammarby Sjöstad, and Best Western Plus Park Globetrotter Copenhagen Airport.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Elite Hotels of Sweden: Swedish-owned hotel chain with properties across Sweden, comparable to Ligula in mid-to-upscale Swedish market positioning. Closely overlaps with ProfilHotels' urban and historic properties.
• Comwell Hotels: Danish hotel chain with properties across Denmark, directly comparable to Ligula's Copenhagen portfolio (5 properties) and meetings/conferences offering. Strong in the Danish corporate and conference segments.
• Scandic Hotels: Largest hotel operator in the Nordics with ~280 hotels across multiple countries. Directly comparable to Ligula in multi-brand portfolio approach and geographic focus on Sweden, Norway, Denmark, Finland, and Germany, though at significantly larger scale.
• Motel One: European design-focused budget hotel chain. Comparable to Ligula's Motel L and Good Morning brands in design-conscious budget segment, particularly relevant in Germany where Ligula has 7 properties.
• B&B Hotels: European budget hotel chain with presence in Germany and other markets. Directly comparable to Ligula's Good Morning budget brand for travelers in secondary German cities where both have properties.
• Strawberry (formerly Nordic Choice Hotels): Major Nordic multi-brand hotel group operating across Scandinavia with budget to luxury brands (Comfort, Quality, Clarion, Clarion Collection, Elite). Directly comparable multi-brand portfolio strategy and Nordic geographic footprint, including Sweden presence.
• First Hotels: Nordic hotel marketing and distribution cooperative of independent hotels, overlapping with Ligula in mid-market Nordic city hotels and corporate booking channels across Scandinavia.
• HR Group: Privately held German hotel management and operating company with multi-brand portfolio across Germany. Highly comparable to Ligula in scale, multi-brand structure, and budget-to-mid-market positioning in Germany.

Others

• Pandox: Swedish hotel property investor and operator with large Nordic hotel real estate portfolio. Indirectly comparable as both own and operate hotel properties in the Nordics; potential counterparty for property acquisitions or franchise arrangements.

Broad incumbents

• Best Western Hotels & Resorts: Global hotel franchise system of which Ligula operates six Best Western Plus properties. Indirect relationship but competitor in the same Nordic and German markets for similar mid-scale travelers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ligulahospitalitygroup
• LinkedInlinkedin.com/company/ligula-hospitality-group
• Instagraminstagram.com/byligula

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries21 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 Ligula Hospitality Group