What Strawberry does

Strawberry is a privately held Nordic hospitality group headquartered in Oslo, Norway, founded in 1990 by Petter Stordalen as Nordic Choice Hotels and rebranded to Strawberry in 2021. The company operates more than 250 hotels across six markets — Norway, Sweden, Finland, Denmark, Lithuania, and the Faroe Islands — comprising approximately 44,000 rooms and over 10,000 employees. Its portfolio is segmented across five sub-brands: Comfort Hotel (budget urban), Quality Hotel (family-focused midscale), Clarion Hotel (upper-upscale full-service), Home Hotel (boutique with meals included), and Stopover (limited-service transit), supported by ancillary offerings in restaurants and bars, spa, conference and meeting services, experience packages, and gift cards.

The business runs on a direct booking-led model anchored by the Strawberry website and mobile app (iOS and Android), with mobile check-in, ASSA ABLOY Seos-powered mobile keys, and Spenn loyalty management built into the app. Strawberry Services AS operates the digital, loyalty, and marketing stack, while Strawberry Hotels AS is the primary operating entity. The Spenn loyalty currency, introduced in November 2024 and migrated to the GRAVTY platform in June 2026, is jointly owned via Spenn Group AS with Norwegian Air Shuttle and Reitan Retail, enabling cross-brand earn and redemption across travel, hotels, convenience retail (7-Eleven, Narvesen), grocery (REMA 1000), and fuel (Uno-X).

Monetization combines room revenue across owned, managed, and franchised properties (Strawberry is both franchisee and franchisor via Choice Hotels International), food and beverage, franchise and licensing fees, conference services, and loyalty partner economics. Distribution is overwhelmingly direct via app and web with a price guarantee and member-exclusive benefits; OTAs are used selectively and exclude loyalty perks. Strawberry also derives revenue from the co-branded Strawberry Mastercard, gift cards, and Superdeals, while operating sustainability programs such as the Nordic Swan Ecolabel (239 certified properties). In June 2026 Strawberry sold Nordic Leisure Travel Group to Norwegian Air Shuttle for SEK 7.94 billion, taking an 8.9% stake in the airline alongside Altor and TDR Capital.

Name

Strawberry

Legal name

Strawberry Hotels AS

Website

https://strawberry.no

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Strawberry is a privately held Nordic hospitality group operating 250+ hotels across Norway, Sweden, Finland, Denmark, Lithuania, and the Faroe Islands under the Comfort, Quality, Clarion, Home, and Stopover brands, serving leisure, corporate, and family travelers through direct booking and the Spenn cross-brand loyalty ecosystem.

Ownership category

akta.pro rank

Product category

Hotel & Hospitality Services

NAICS

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

SIC

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

akta.pro primary industry

Business & Corporate Full-Service Hotels (THAGAAAE)

akta.pro secondary industries

Hotel & Resort Restaurants (THAFACAH), Boutique Resorts (Small-Scale Resorts) (THAGADAJ), Airport Conference Hotels (THAGALAB)

Keywords

• Hotel accommodations
• Hospitality services
• Hotel management
• Lodging services
• Hotel booking

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hotel Room Bookings: Core revenue from room reservations across owned, managed, and franchised properties including Comfort Hotel, Quality Hotel, Clarion Hotel, Home Hotel, and Stopover brands. Direct booking preferred with loyalty incentives for direct channel.
2. Food and Beverage: Revenue from hotel restaurants, bars, and room service across the property portfolio. Member benefits include restaurant coupons valued at 35-125 kr depending on tier level.
3. Franchise Fees: Revenue from franchise partnerships with Choice Hotels International and licensing of hotel brands to property owners. Strawberry operates as both franchisor and franchisee in various markets.
4. Loyalty Program Partnerships: Joint venture with Norwegian Air Shuttle and Reitan Retail through Spenn Group, creating cross-brand loyalty economics. Revenue derived from partner transaction fees and data monetization within GDPR compliance.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Strawberry operates more than 250 hotels across six Nordic and Baltic markets under five distinct sub-brands (Clarion Hotel, Quality Hotel, Comfort Hotel, Home Hotel, and Stopover) with approximately 44,000 rooms. The company provides lodging, restaurants, bars, conference and meeting facilities, and spa services, supported by the Spenn cross-brand loyalty currency and the Strawberry App for booking, mobile check-in, and digital room keys.

Product overview

Strawberry (formerly Nordic Choice Hotels) operates a portfolio of over 250 hotels across six Nordic and Baltic markets under multiple sub-brands: Clarion Hotel (upper-upscale full-service), Quality Hotel (family-focused midscale), Comfort Hotel (value-oriented), Home Hotel (boutique with meals included), and Stopover (limited-service transit hotels), plus independent properties. The core offering centers on direct booking through the Strawberry App and website, supported by the Spenn loyalty ecosystem (jointly operated with Norwegian Air Shuttle and Reitan Retail) enabling cross-brand earning and redemption across travel, hospitality, and retail partners. Additional revenue streams include conference and meeting services, spa and wellness facilities, restaurants and bars, experience packages, gift cards, and the co-branded Strawberry Mastercard. Mobile Keys powered by ASSA ABLOY provide digital room access, while Superdeals offer daily discounted rates to loyalty members.

Differentiator

Problem solved

Functional benefit

Brands

• Comfort Hotel™: Budget-friendly hotel brand with central locations across the Nordics
• Quality Hotel™
• Clarion Hotel®
• Home Hotel
• Stopover
• Spenn
• Strawberry Mastercard
• Lollo & Bernie
• WeCare
• Stratum Suites

Products and services

• Clarion Hotel Upper-upscale hotel brand with full-service offerings including restaurants, bars, spas, and conference facilities. Positions itself with style and vibrant city atmosphere. Includes properties such as Clarion Hotel Sign (Stockholm) and Clarion Hotel Helsinki, with over 90 hotels across the Nordic region.
• Quality Hotel Midscale hotel brand focused on family-friendly accommodations featuring The Social Lounge, Lollo & Bernie children's activities, and properties with water parks and play areas. Notable properties include Quality Hotel Sarpsborg, Quality Hotel Skjærgården, and Quality Hotel The Reef.
• Comfort Hotel Value-oriented hotel brand offering affordable accommodations with essential services. Features XXL rooms accommodating up to 8 guests, suitable for families and groups. Properties include Comfort Hotel Helsinki Airport and Comfort Hotel Solna.
• Home Hotel Boutique hotel brand emphasizing home-like comfort with breakfast, fika, and dinner included in rates. Many properties occupy historic buildings including converted prisons. Includes Home Hotel Katajanokka (Helsinki) and Home Hotel Bilan (Karlstad).
• Stopover Limited-service hotel brand positioned as convenient stops along travel routes. Features family-friendly amenities including Italian restaurant Viaggio and play areas. Focused on practical accommodations for travelers in transit.
• Spenn Loyalty Program Cross-brand loyalty currency jointly owned by Norwegian Air Shuttle, Strawberry Group, and Reitan Retail. Enables members to earn and redeem Spenn across travel, hospitality, and retail brands including Strawberry Hotels, Norwegian, 7-Eleven, Narvesen, and REMA 1000. Features tiered membership levels: Blue, Silver, Gold, Platinum, and Lifetime variants.
• Conference & Meetings Conference and meeting services offered across Strawberry's hotel portfolio. Includes tailored conference solutions, meeting facilities, and event spaces suitable for business gatherings, corporate events, and presentations.
• Spa & Wellness Spa facilities and wellness services available at select Strawberry hotels. Includes Selma Spa, Elements Spa, and The Wellbox Spa locations. Features include pools, saunas, jacuzzis, and relaxation areas.
• Restaurants & Bars Dining establishments operated within Strawberry hotels, including signature restaurants, lobby bars, and casual dining options. Examples include NÒR at Clarion Hotel Stockholm, restaurant Fei at Clarion Hotel The Pier, and various property-specific dining venues.
• Experience Packages Curated hotel stay packages combining accommodation with activities. Categories include Culture & Music, Family experiences, and Sport & Adventure. May include festival tickets, concert access, and themed entertainment experiences.
• Gift Cards Digital gift cards for Strawberry hotels, allowing recipients to book accommodations, dining, spa treatments, and experiences across the portfolio. Available for purchase on the Strawberry website.
• Strawberry Mastercard Co-branded credit card offering loyalty rewards and benefits for Strawberry members. Subject to separate terms and conditions published on Strawberry websites.
• Stratum Suites by Bernadotte & Kylberg Three signature suites at Clarion Hotel Sign in Stockholm created in collaboration with design duo Bernadotte & Kylberg, featuring the exclusive Stratum Collection furniture line manufactured in Sweden with design inspired by Stockholm's architecture and light. Material palettes include Magnum Brown, Warm Grey, and Blue Grey. Bookings opened December 4, 2025.

Quantifiable outcome

• 239 Swan Ecolabel certifications demonstrating environmental leadership
• +1 more outcomes

Named customers3 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

Integration6 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Norwegian Air ShuttlecoreStrategic or Co-development Partner · 3 June 2026Founding partner of Spenn Group joint venture creating integrated loyalty ecosystem across Nordic travel, hospitality, and retail. Strawberry and Norwegian cross-market membership and joint technology implementation on GRAVTY platform. Transaction valued at SEK 7.94 billion will make Strawberry an 8.9% shareholder in Norwegian following NLTG acquisition.
• Reitan RetailcoreStrategic or Co-development PartnerFounding partner of Spenn Group along with Norwegian Air Shuttle and Strawberry Group, enabling cross-brand loyalty points earning and redemption across 7-Eleven, Narvesen, and REMA 1000 retail networks.
• CapMan Real EstateminorStrategic or Co-development PartnerReal estate partnership with lease extensions, renovations, and rebranding of four Norwegian hotel properties. Long-term partnership adapting to market demands.
• Choice Hotels InternationalminorChannel Partner/ Reseller/ DistributorInternational franchise partnership enabling Strawberry properties to serve travelers outside Nordic core markets through Choice Hotels International system.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Others

• Booking Holdings: Owner of Booking.com, the dominant OTA channel in the Nordics. Not a direct competitor on rooms, but a key counterparty and channel risk — Strawberry's direct-booking strategy exists largely to disintermediate Booking.com and its peers.
• Airbnb: Alternative accommodation platform with meaningful Nordic supply. Indirect competitor for leisure nights, particularly in shoulder seasons and secondary cities, putting structural pressure on ADR in the value and midscale tiers where Comfort and Quality operate.
• Pandox: Nordic-focused hotel property owner and operator. Pandox owns many of the buildings Strawberry and Scandic operate in, making it both a real-estate partner and a structural counterpart — exposure to Nordic hotel real estate is highly correlated with Strawberry's operating performance.

Regional players

• Sommerro / Nobis Hospitality Group: Nordic boutique/luxury hotel operator (Nobis, Strawberry's Sommerro, Hotel d'Angleterre-adjacent assets). Comparable in boutique/lifestyle positioning and Home Hotel-style curated experiences, but operates at smaller scale and in a narrower luxury niche.

Broad incumbents

• Hilton Worldwide: Global hotel major with active Nordic expansion (Hilton, DoubleTree, Hampton). Comparable in upper-upscale and full-service segments where Clarion competes, and a benchmark for the kind of multi-brand loyalty flywheel Strawberry is building with Spenn.
• Choice Hotels International: Global franchise hospitality company and current international franchise partner of Strawberry. Comparable in franchise/brand-licensing model and overlapping in Comfort brand territory, though Strawberry is a regional partner rather than a direct franchise competitor in core markets.
• Marriott International: World's largest hotel company with growing presence in the Nordics across luxury, premium, and select-service tiers. Competes with Strawberry for corporate accounts and loyalty members, and is a structural ceiling on Clarion's premium positioning.

Direct peers

• Scandic Hotels: Largest hotel group in the Nordic region with a similar multi-brand portfolio ( Scandic, Hilton partnerships) spanning budget to premium. Direct competitor in nearly all of Strawberry's core markets across Norway, Sweden, Finland, and Denmark.
• Reitan Hospitality (formerly Nordic Hotels & Resorts): Norwegian hospitality group operating Clarion Collection, Comfort, Quality, and independent hotels — historically the franchise arm tied to Strawberry's brand system. Direct overlap in brand portfolio, geography, and customer segments.
• Radisson Hotel Group: Global hotel group with a strong Nordic presence (Radisson Blu, Radisson RED, Park Inn). Competes head-to-head with Strawberry's Clarion and Quality brands in major Nordic cities and competes for corporate accounts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@strawberryuniverse
• Facebookfacebook.com/strawberryhotels
• LinkedInlinkedin.com/company/strawberry
• Instagraminstagram.com/strawberry

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 Strawberry