First Hotel Planetstaden
First Hotels is a privately held Scandinavian hotel chain operating across Sweden, Norway, Denmark, and Greenland, serving leisure travelers, corporate conference clients, and loyalty members through owned and franchise properties, with First Hotel Planetstaden located in Lund, Sweden.
- Company typePrivate
- Founded-
- HeadquartersLund, Skåne County, Sweden
- Headcount1–10
- GTM typeB2C
- OfferingServices
What First Hotel Planetstaden does
First Hotels is a privately held Scandinavian hotel chain headquartered in Stockholm (Vasagatan 10) with operating properties across Sweden, Norway, Denmark, and Greenland. First Hotel Planetstaden, the subject asset, is located in Lund near the Botanical Garden and offers accommodation, conference facilities (up to 42 persons, 30-80m2 meeting rooms), spa services, a swimming pool, and dining. The network is anchored by a unified direct-to-consumer booking platform (firsthotels.se) with a best price guarantee and the First Member loyalty program, a four-tier scheme (Silver, Gold, Platinum, Black) where members earn 2-5% FirstCoins cashback (1 FirstCoin = 1 SEK), receive 11% off direct bookings, and accumulate 300 SJ Prio points per night via a partnership with Swedish railway operator SJ.
The company operates a hybrid owned-plus-franchise model, with 'First Partner' and 'by First Hotels' branded properties extending the network, and serves a horizontally segmented customer base spanning leisure travelers, business/conference clients, seniors (67+), youth (18-25), sports teams, and golf enthusiasts through tailored pricing tiers and packaged offerings. Revenue is generated primarily through overnight room bookings, conference and meeting services (network capacity exceeds 4,600 conference guests), specialty packages (golf, sports, seasonal), and franchise/licensing arrangements. Distribution runs primarily through the direct website alongside walk-ins, corporate agreements, and franchise channels.
The core technology stack is a hotel management and booking platform integrated with the FirstCoins loyalty system and a direct-to-consumer e-commerce layer for room reservations. No external funding rounds, M&A activity, management team disclosures, or financial metrics (revenue, headcount growth) are documented in the available source material; firmographic headcount is reported as 1-10 employees for the specific property, indicating this is a property-level operational count rather than chain-wide corporate headcount.
First Hotel Planetstaden firmographics
Firmographics- Name
- First Hotel Planetstaden
- Legal name
- First Hotels
- Website
- https://firsthotels.se
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- First Hotels is a privately held Scandinavian hotel chain operating across Sweden, Norway, Denmark, and Greenland, serving leisure travelers, corporate conference clients, and loyalty members through owned and franchise properties, with First Hotel Planetstaden located in Lund, Sweden.
- Ownership category
- akta.pro rank
First Hotel Planetstaden industry classification
Industry- Product category
- Hotel Accommodations
- NAICS
- Hotels (except Casino Hotels) and Motels (72111), Hotels (except Casino Hotels) and Motels (721110), Traveler Accommodation (7211)
- SIC
- Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)
- akta.pro primary industry
- Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD)
Keywords
Where First Hotel Planetstaden is headquartered
LocationHeadquarters
- HQ city
- Lund, Skåne County
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
First Hotel Planetstaden business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Hotel Room Bookings: Primary revenue stream from overnight hotel accommodations across properties in Sweden, Norway, Denmark, and Greenland. Offers various room types including standard, superior, executive, and suite accommodations.
- Conference and Meeting Services: Conference facilities and event hosting with capacities ranging from 6 to 350+ persons. Revenue from venue rental, catering, and related conference services.
- First Member Loyalty Program: Free membership program with tiered benefits (Silver, Gold, Platinum, Black). Members earn FirstCoins (2-5% cashback) on bookings and enjoy exclusive discounts. FirstCoins can be redeemed for stays.
- Specialty Packages: Bundled offerings including golf packages, senior packages, sports deals, and seasonal promotions that combine accommodation with dining and activities.
- Franchise and Partner Hotels: Revenue from franchise operations and partner hotel network, including 'First Partner' and 'by First Hotels' branded properties.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Standard hotel room rates with flexible booking |
| Subscription | Annual | First Member Silver - 0-4 nights/year |
| Subscription | Annual | First Member Gold - 5-9 nights/year |
| Subscription | Annual | First Member Platinum - 10-19 nights/year |
| Subscription | Annual | First Member Black - 20+ nights/year |
| Subscription | Pay-as-you-go | Youth Discount - 25% off for ages 18-25 |
| Subscription | Pay-as-you-go | Senior Discount - 25% off for ages 67+ |
| Subscription | Pay-as-you-go | First Sports Deal - 20% off for sports teams |
| Subscription | Pay-as-you-go | Be the First - 20% off new hotels |
| Subscription | Pay-as-you-go | Senior Package Lund - 30% off with spa |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
First Hotel Planetstaden product offering
Product offeringCore offering
First Hotel Planetstaden operates a hotel in Lund, Sweden, offering overnight accommodations in standard, superior, executive, and suite room categories, conference and meeting facilities for up to 42 persons in rooms of 30-80m², a swimming pool and spa, and an on-site restaurant. The property is part of the First Hotels Scandinavian chain covering Sweden, Norway, Denmark, and Greenland, and operates within the First Member loyalty program.
Product overview
First Hotels is a Scandinavian hotel chain operating across Sweden, Norway, Denmark, and Greenland. The portfolio includes individual hotel properties such as First Hotel Planetstaden in Lund, Sweden, offering accommodation, spa, swimming pool, and conference services (42-person capacity, 30-80m2 rooms). The company provides a unified loyalty program called First Member with Silver/Gold/Platinum/Black tiers, a proprietary rewards currency (FirstCoins), and partnerships with SJ Prio for rail travelers. Additional offerings include conference venues, golf packages, senior discounts, youth discounts, sports team rates, and dining packages. The chain can accommodate over 4600 conference guests across its properties.
Differentiator
Problem solved
Functional benefit
Brands
- First Hotel Planetstaden: Hotel located in Lund, Sweden with conference facilities, spa, swimming pool, and restaurant services.
Products and services
- First Hotel Planetstaden Hotel property in Lund, Sweden, near the Lund Botanical Garden, offering overnight accommodations in standard, superior, executive, and suite categories, conference facilities (up to 42 persons, 30-80m² meeting rooms), swimming pool, spa, and restaurant. Serves leisure travelers, corporate conference clients, and segment-specific groups (seniors, sports teams).
- Conference & Meeting Facilities Conference and meeting venues at First Hotel Planetstaden with capacity for up to 42 persons and meeting rooms ranging 30-80m². Available to corporate clients, meeting planners, and event organizers; includes AV capabilities and can be combined with accommodation, catering, and restaurant services.
- First Member Loyalty Program Free, multi-tiered loyalty program (Silver 0-4 nights, Gold 5-9 nights, Platinum 10-19 nights, Black 20+ nights per year) offering 2-5% FirstCoins cashback, an 11% discount on all bookings made through the website, best-price guarantee, early/late check-in and check-out, room upgrade opportunities, and access to partner offers including SJ Prio cross-loyalty. Open to individual travelers staying at any First Hotels property in Scandinavia.
- Senior Package Lund (Spa Inclusive) Bundled stay-and-spa package at First Hotel Planetstaden in Lund for guests aged 65 and over, offering 30% discount including spa access. Targets senior leisure travelers seeking value-added wellness stays.
- Specialty Travel Packages (Sports, Youth, Senior, Golf) Segment-specific bundled offerings including the First Sports Deal (20% off for sports teams and associations at events, training camps, and competitions), Youth Discount (25% off for ages 18-25), Senior Discount (25% off for ages 67+), and golf packages combining accommodation with on-site or nearby golf experiences. Available at selected First Hotels properties.
Quantifiable outcome
- 11% discount on all bookings for First Members
- +2 more outcomes
Companies that use First Hotel Planetstaden
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles3 records
First Hotel Planetstaden technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
First Hotel Planetstaden partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- SJ (Swedish Railway)corePartnership with SJ (Swedish railway) enabling members to earn 300 SJ Prio points per night stayed at First Hotels. Members can also redeem SJ Prio points for stays at selected First Hotels in Scandinavia.
- Franchise PartnerscoreFranchise partnership program allowing independent hotels to join the First Hotels brand network. Partners include 'First Partner' properties and 'by First Hotels' branded establishments.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
First Hotel Planetstaden competitors and assessment
Company assessmentDirect peers
- Scandic Hotels: Largest hotel operator in the Nordic region with a comparable full-service, multi-country footprint (Sweden, Norway, Denmark, Finland). Directly competes for the same leisure and corporate travelers across most of First Hotels' key cities.
- Strawberry (formerly Nordic Choice Hotels): Major Nordic hotel group operating Quality, Clarion, and Comfort brands across Scandinavia. Direct competitor in corporate, conference, and leisure segments with overlapping city coverage.
- Thon Hotels: Norwegian hotel chain with strong presence in Oslo, Bergen, and other Scandinavian cities. Comparable mid-to-upscale positioning and similar conference/corporate focus.
- Comwell Hotels: Danish hotel group with conference-focused properties across Denmark. Comparable conference/corporate segment focus and Nordic regional presence.
- Elite Hotels: Swedish hotel chain operating upscale properties in Stockholm, Gothenburg, Malmö, and other major Swedish cities. Direct competitor in Swedish leisure and corporate markets.
- ProfilHotels: Swedish full-service hotel chain with properties in major Nordic cities. Comparable mid-market positioning and similar reliance on corporate and leisure demand.
Others
- Pandox: Nordic hotel property investor and operator; not a direct chain competitor but a key ecosystem participant that owns many hotel real estate assets leased to operators including First Hotels' competitors.
Broad incumbents
- Radisson Hotel Group: International full-service hotel group with a meaningful Nordic presence via Radisson Blu and Park Inn brands. Competes in the same corporate RFP and leisure segments across Scandinavia.
- Best Western Hotels & Resorts: Global franchise-based hotel network with several Scandinavian properties. Comparable franchise/partner model and broad market positioning to First Hotels' network.
Regional players
- Hotell Kung Carl: Independent Swedish boutique-hotel operator focused on premium city-center properties. Comparable full-service positioning in overlapping Swedish urban markets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
First Hotel Planetstaden social profiles
Digital presenceFirst Hotel Planetstaden financial estimates
Financial estimateRevenue estimate
Valuation estimate
First Hotel Planetstaden leadership team
Management profileNumber of profiles
First Hotel Planetstaden funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
First Hotel Planetstaden M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about First Hotel Planetstaden
What does First Hotel Planetstaden do?
First Hotel Planetstaden operates a hotel in Lund, Sweden, offering overnight accommodations in standard, superior, executive, and suite room categories, conference and meeting facilities for up to 42 persons in rooms of 30-80m², a swimming pool and spa, and an on-site restaurant. The property is part of the First Hotels Scandinavian chain covering Sweden, Norway, Denmark, and Greenland, and operates within the First Member loyalty program.
Is First Hotel Planetstaden a public or private company?
First Hotel Planetstaden is a private company. It is classified as unknown and is currently operating.
When was First Hotel Planetstaden founded?
First Hotel Planetstaden was founded in -1. It employs 1 to 10 people.
Where is First Hotel Planetstaden based?
First Hotel Planetstaden is headquartered in Lund, Skåne County, Sweden, in the Europe region.
How does First Hotel Planetstaden make money?
Five revenue lines are on record. Hotel Room Bookings are the primary driver. The others are conference and Meeting Services, first Member Loyalty Program, specialty Packages and franchise and Partner Hotels.
Who are First Hotel Planetstaden's main competitors?
Direct peers on record are Scandic Hotels, Strawberry (formerly Nordic Choice Hotels), Thon Hotels, Comwell Hotels, Elite Hotels and ProfilHotels. Pandox is listed as an others. Broad incumbents are Radisson Hotel Group and Best Western Hotels & Resorts. Hotell Kung Carl is listed as a regional player.
Does First Hotel Planetstaden have an API?
No public API is recorded for First Hotel Planetstaden.
What industry is First Hotel Planetstaden in?
First Hotel Planetstaden's product category is Hotel Accommodations. Its primary akta.pro industry code is THAGAAAD, Resort-Area Full-Service Hotels (Non–All-Inclusive). Its NAICS code is 72111 and its SIC code is 7011.