What Choice Hotels Denmark does

Choice Hotels Denmark operates as Strawberry, a Nordic hospitality platform running more than 250 hotels across 6 countries (Denmark, Sweden, Norway, Finland, and additional Nordic markets). The portfolio is segmented across multiple brands — Comfort Hotel (affordable), Quality Hotel (mid-scale), Clarion Hotel (premium with conference facilities), Home Hotel (extended-stay), Stopover (transit-oriented), and independent hotels (Fritstående hoteller). Strawberry's Nordic headquarters is in Stockholm.

Name

Choice Hotels Denmark

Legal name

Strawberry

Website

https://choicehotels.dk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Choice Hotels Denmark operates as Strawberry, a Nordic hotel chain running 250+ hotels across 6 countries under multiple brands (Comfort, Quality, Clarion, Home Hotel, Stopover), serving leisure and business travelers with integrated F&B, spa, conference, and loyalty services.

Ownership category

akta.pro rank

Product category

Hotel Accommodation Services

NAICS

Hotels (except Casino Hotels) and Motels (72111)

SIC

Hotels & Motels (7011)

akta.pro primary industry

Select-Service Hotels (THAGABAD)

akta.pro secondary industries

Budget Hotel Chains & Franchises (THAGABAM), Hotel & Resort Restaurants (THAFACAH)

Keywords

• Hotel accommodation services
• Conference and event venues
• Loyalty rewards program
• Spa and wellness services
• Nordic hospitality

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Hotel Accommodations: Core revenue from hotel room bookings across 250+ hotels in 6 Nordic countries under Comfort Hotel, Quality Hotel, Clarion Hotel, Home Hotel, and Stopover brands.
2. Food & Beverage: Revenue from on-site restaurants and bars at hotel properties.
3. Spa Services: Spa facilities and treatments at hotel locations.
4. Events & Conferences: Conference facilities and event hosting services.
5. Loyalty Program (Spenn): Points-based loyalty program that drives customer retention and repeat bookings.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Choice Hotels Denmark operates as Strawberry, a Nordic hotel chain with 250+ hotels across 6 countries, providing accommodations under six sub-brands (Comfort Hotel, Quality Hotel, Clarion Hotel, Home Hotel, Stopover, and independent hotels). Beyond lodging, the company offers on-site restaurants and bars, spa facilities, event venues, and dedicated conference and meeting facilities, supported by the Spenn loyalty program.

Product overview

Choice Hotels Denmark (operating as Strawberry) operates a multi-brand hotel platform with over 250 hotels across 6 Nordic countries. The portfolio comprises six hotel sub-brands: Comfort Hotel™ (affordable), Quality Hotel™ (quality-focused), Clarion Hotel® (premium with conference facilities), Home Hotel (extended-stay), Stopover (transit-focused), and Fritstående hoteller (independent hotels). Beyond accommodations, the platform offers integrated services including restaurants & bars, spa facilities, event spaces, conference & meeting venues, curated experience packages, digital gift cards, and the Spenn loyalty program. The platform serves both leisure travelers (families, couples, event-goers) and business travelers (conference attendees, corporate clients) through direct booking, a mobile app, and membership benefits.

Differentiator

Problem solved

Functional benefit

Brands

• Comfort Hotel™: Hotel brand operated by Strawberry.
• Quality Hotel™
• Clarion Hotel®
• Home Hotel
• Stopover
• Fritstående hoteller

Products and services

• Comfort Hotel™ An affordable hotel brand offering accommodations across the Nordic region as part of the Strawberry hotel portfolio, targeted at price-conscious travelers.
• Quality Hotel™ A mid-scale hotel brand providing quality accommodations across Nordic destinations, part of the Strawberry hotel chain and suitable for both leisure and business stays.
• Clarion Hotel® A premium hotel brand offering upscale accommodations with conference and event facilities throughout the Nordic countries, targeting business and premium leisure guests.
• Home Hotel An extended-stay hotel brand designed to feel like home, part of the Strawberry portfolio and oriented toward longer visits.
• Stopover A hotel brand concept providing convenient accommodation options for travelers in transit.
• Fritstående hoteller (Independent Hotels) Independent hotels within the Strawberry portfolio that operate under their own branding outside the main sub-brands.
• Restauranter & barer (Restaurants & Bars) Dining facilities including restaurants and bars available at Strawberry hotels across the Nordic region, open to hotel guests and the public.
• Spa Spa and wellness facilities offering relaxation treatments at select Strawberry hotels, available to hotel guests and walk-ins.
• Events Event spaces and experiences ranging from hotel venues to large arena events under the Strawberry brand, including the Strawberry Arena.
• Konferencer og møder (Conferences and Meetings) Conference and meeting facilities with customizable arrangements for business events held at Strawberry hotels.
• Oplevelsespakker (Experience Packages) Curated experience packages combining hotel stays with activities such as culture, music, family outings, and sports adventures, sold as bundled offerings.
• Gavekort (Gift Cards) Digital gift cards redeemable for hotel stays, dining, spa treatments, and other Strawberry experiences across the portfolio.
• Spenn (Loyalty Program) Strawberry's loyalty and rewards program offering flexible points (Spenn) for hotel stays, with member benefits including bonus nights, Superdeals, and Monday Breakfast promotions across Gold and Platinum tiers.

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

One partnership is on record.

• TripAdvisorminorGTM or Marketing PartnerTripAdvisor provides travel review aggregation and social proof for Strawberry hotels. Reviews displayed on website to build trust with booking customers.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Thon Hotels: Norwegian multi-brand hotel chain operating across budget, midscale, and full-service tiers in Norway and the broader Nordics; directly comparable to Strawberry's Comfort/Quality/Clarion portfolio and Nordic footprint.
• Scandic Hotels: Largest Nordic-headquartered hotel operator, competing head-to-head with Strawberry across Sweden, Norway, Finland, and Denmark in the same midscale-to-upscale segments and running its own Scandic Friends loyalty program.
• First Hotels: Nordic hotel chain operating branded and member hotels in Scandinavia; competes with Strawberry in midscale lodging across overlapping geographies with a similar multi-property collection model.

Others

• Booking.com: Largest online travel agency globally and a key distribution channel for Nordic hotels; while not a direct hotel operator, it competes with Strawberry's direct booking strategy on the customer-acquisition front.

Broad incumbents

• Marriott International: Global lodging incumbent operating 30+ brands including Courtyard, Marriott, Sheraton, and Westin; competes with Strawberry in upscale/conference hotels and attacks loyalty stickiness via Bonvoy in major Nordic cities.
• Radisson Hotel Group: Global multi-brand hotel company with strong presence in the Nordics under Radisson Blu, Radisson, Radisson RED, and Country Inn; broader portfolio than Strawberry but competes for the same Nordic business and leisure travelers.
• Best Western Hotels & Resorts: International hotel chain with franchised and member properties across the Nordics; broad incumbent competing with Strawberry's Comfort and Quality brands in the midscale and budget tiers.
• Hilton Worldwide: Global hotel operator with growing Nordic footprint across Hilton Hotels & Resorts, DoubleTree, Hampton by Hilton, and Curio; competes directly with Strawberry's premium Clarion tier and Hilton Honors loyalty.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@strawberryuniverse
• Facebookfacebook.com/strawberryhotels
• LinkedInlinkedin.com/company/choice-hotels-denmark
• Instagraminstagram.com/strawberry

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 Choice Hotels Denmark