Comfort Hotel® Square

What Comfort Hotel® Square does

Comfort Hotel® Square is a specific property in Stavanger, Norway, operating under the Comfort Hotel™ brand within Strawberry Hotels AS (formerly Nordic Choice Hotels), the largest hotel operator in the Nordics. The Strawberry portfolio encompasses 250+ hotels across 6 countries — Norway, Sweden, Denmark, Finland, the Faroe Islands, and Lithuania — spanning multiple brands: Comfort Hotel™ (value-focused urban), Quality Hotel™ (family-oriented with Lollo & Bernie mascots), Clarion Hotel® (premium city hotels with large-scale conference facilities), Home Hotel (aparthotel-style with included meals), Stopover (pit-stop hotels), and Independent Hotels. The company is part of Choice Hotels International, Inc. and uses the same booking infrastructure as its US parent.

Strawberry operates a multi-channel, direct-to-consumer-first business model, with revenue generated from room accommodations, food and beverage (including award-winning concepts like VRÅ and Michelin-starred Bhoga), conference and event services (100,000 events annually), spa, and gift cards. Pricing is dynamic by property, season, and booking channel, with a best-rate guarantee on direct bookings via strawberryhotels.com or the Strawberry mobile app. The mobile app (4.7 stars, ~8,800 ratings) supports digital check-in/out, mobile keys via the Seos platform (ASSA ABLOY partner), and integration with Google Wallet and Apple Wallet — the group was the first hotel company in the world to launch Google Wallet digital keys at Clarion Hotel Post. The Spenn loyalty program administers points across 6.7M+ members via Spenn Group AS, with co-branded credit card (Strawberry Mastercard) and four membership tiers (Blue, Silver, Gold, Platinum).

Customer segments span leisure travelers, business travelers, families, corporate event organizers, and corporate accounts. Sales channels include direct-to-consumer (website/app), enterprise field sales for corporate agreements and conferences, seasonal/event-driven campaigns, and a dedicated conference booking platform (bookameeting.se). Distribution explicitly excludes OTA bookings from loyalty benefits, reinforcing direct-booking economics. The group holds 239 Nordic Swan Ecolabel certifications and targets climate neutrality in operations by 2030. Revenue and financial figures are not disclosed in the available data.

Name

Comfort Hotel® Square

Legal name

Strawberry Hotels AS

Website

https://nordicchoicehotels.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Comfort Hotel® Square is a Stavanger hotel property under Strawberry Hotels AS, the largest Nordic hotel operator with 250+ hotels across 6 countries, serving leisure, business, and family travelers as well as corporate event clients.

Ownership category

akta.pro rank

Product category

Hotel Accommodations

NAICS

Hotels (except Casino Hotels) and Motels (72111)

SIC

Hotels & Motels (7011)

akta.pro primary industry

Budget Hotel Chains & Franchises (THAGABAM)

Keywords

• Hotel accommodations
• Conference services
• Loyalty program
• Restaurant dining
• Spa wellness

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, Technology or R&D, Supply Chain

Revenue model

1. Hotel Room Accommodations: Primary revenue from hotel room bookings across Comfort Hotel, Quality Hotel, Clarion Hotel, Home Hotel, and Stopover brands. Revenue generated from overnight stays with various room categories and rate types including flexible rates, member rates, and prepaid rates.
2. Food & Beverage: Restaurant and bar services across hotel properties including fine dining, casual dining, and bar outlets. Includes award-winning restaurants like VRÅ (Japanese-Nordic fusion) and partner restaurants within hotels.
3. Conference & Events: Revenue from hosting conferences, meetings, and events. The company hosts 100,000 tailor-made conferences and meetings annually. Includes venue rental, catering, and event planning services.
4. Spa & Wellness: Spa services at select properties including treatment rooms and wellness facilities.
5. Membership & Loyalty (Spenn): Loyalty program where members earn Spenn points on qualifying purchases. Points can be redeemed for hotel stays and partner offerings. Members receive various benefits based on tier level.
6. Gift Cards: Sale of digital gift cards that can be redeemed across the hotel network for stays, dining, and spa services.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels9 records

Core offering

Comfort Hotel® Square is one property within Strawberry's (formerly Nordic Choice Hotels) Comfort Hotel™ brand, offering value-focused urban hotel accommodations in the Nordics. The broader portfolio comprises more than 250 hotels across six countries under the Comfort Hotel™, Quality Hotel™, Clarion Hotel®, Home Hotel, Stopover, and Independent Hotels sub-brands, supported by the Strawberry mobile app, the Spenn loyalty program, on-site restaurants and bars, conference and meeting services, and spa facilities.

Product overview

Strawberry (formerly Nordic Choice Hotels) operates a portfolio of hotel brands across the Nordic region with more than 250 hotels in 6 countries. The core offerings include Comfort Hotel™ (value-focused urban hotels with family-friendly XXL rooms), Quality Hotel™ (family-oriented hotels featuring Lollo & Bernie mascots and play areas), Clarion Hotel® (premium city hotels with extensive conference capabilities up to 1,500 delegates), Home Hotel (home-like stays including meals), Stopover (travel pit-stop hotels), and Independent Hotels (unique local properties). The ecosystem is enhanced by the Strawberry Mobile App with digital keys, the Spenn loyalty program with four membership tiers, conference and meeting services hosting 100,000 events annually, on-site restaurants, spa facilities, and curated experience packages. Digital innovation includes world-first digital room keys via Google Wallet and Apple Wallet at select properties.

Differentiator

Problem solved

Functional benefit

Brands

• Comfort Hotel Square: A specific property under the Comfort Hotel brand offering hotel accommodations.

Products and services

• Comfort Hotel™ Hotel brand offering central city locations with great value; some hotels feature XXL rooms with space for up to 8 people, ideal for families. Emphasizes selected services and urban design for travelers across the Nordics.
• Quality Hotel™ Family-focused hotel brand where children are always guests of honor. Features Lollo & Bernie mascot welcome gifts, playrooms, Social Lounge with games and shuffleboard, and restaurants with children's menus.
• Clarion Hotel® Premium hotels in Nordic top cities featuring the best in service, food, beverage, and entertainment. Offers conference facilities for up to 1,500 attendees and climate impact reports for events.
• Home Hotel Hotels that feel like home, always including breakfast, 'fika' and dinner. Features unique historic buildings including former post offices, wallpaper factories, and prisons converted into conference venues.
• Stopover Hotel brand serving as a perfect pit stop for travelers, featuring restaurant Viaggio with pizza and pasta, and playrooms for children.
• Independent Hotels Collection of independent hotels under the Strawberry umbrella, including Nordic Hotels & Resorts properties with unique local character.
• Strawberry Mobile App A comprehensive app for iOS and Android serving as a travel companion for booking hotels, mobile keys, digital check-in/out, booking management, Spenn tracking, and hotel contact. Rated 4.7 stars on App Store with 8.8k ratings.
• Spenn Loyalty Program Strawberry's loyalty program where members earn Spenn points on qualifying purchases (3 Spenn per 10 kr/€1 spent). Features four membership tiers (Blue, Silver, Gold, Platinum) with benefits including restaurant vouchers, upgrades, late check-out, and free gym access.
• Conferences & Meetings Conference and meeting services hosting 100,000 tailor-made events annually across the Nordics, from two-person working lunches to 3,000-person conferences, with dedicated sales support and the bookameeting.se booking platform.
• Restaurants & Bars On-site dining options across the hotel portfolio, including signature restaurants like VRÅ (Japanese-Nordic fusion) at Clarion Hotel® Post and various other culinary concepts.
• Spa Services Pampering spa experiences at select hotels including Yasuragi Hasseludden (adults-only in Stockholm) and other spa facilities across the portfolio.
• Experience Packages Curated hotel packages including culture & music experiences, family packages, and sport & adventure offerings across Nordic destinations.
• Digital Gift Cards Digital gift cards available for purchase and redemption across hotels, restaurants, and spas within the Strawberry network for stays, dining, and spa experiences.
• Strawberry Mastercard A co-branded credit card partnership offering additional Spenn earning opportunities and exclusive benefits for members.
• Mobile Keys (Digital Room Keys) Digital room key functionality via the Strawberry app and Google/Apple Wallet. Available at over 90 hotels, allowing guests to unlock doors and activate lifts without physical key cards.

Quantifiable outcome

• 239 hotels with Nordic Swan Ecolabel certification
• +3 more outcomes

Named customers3 records

Segments5 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

AI capability3 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Choice Hotels International (CHI)coreTechnology or IntegrationStrategic technology partnership where Strawberry uses the same booking system as Choice Hotels International. Personal information about accommodation orders is processed in the USA with CHI as the data processor. This arrangement enables shared technology infrastructure for reservations and hotel management.
• ASSA ABLOYcoreTechnology or IntegrationTechnology partnership for Mobile Keys solution using ASSA ABLOY's Seos platform, which ensures the highest possible level of security for digital key card functionality. This enables guests at 90+ Strawberry hotels to use their phones as room keys.
• Spenn Group AScoreOthersSpenn Group AS (org. nr. 932435888) serves as the accounts administrator for Spenn loyalty points. They are responsible for accounts, currency management, transaction overviews, and balances for every member of Strawberry. The Spenn Group automatically receives access to member and purchase transaction data to administer points and perform data analysis.
• Nordic Hotels & Resorts (Independent Hotels)minorChannel Partner/ Reseller/ DistributorNetwork of independent hotels operating under the Nordic Hotels & Resorts umbrella that are featured on Strawberry's platform but operate with their own pricing and some exclusions from Strawberry promotions.

Scale indicators7 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• First Hotels: First Hotels is a Nordic hotel chain offering full-service and conference hotels across Scandinavia, including properties in Norway, Sweden, and Denmark. Directly competes with Strawberry's Comfort, Quality, and Clarion brands, particularly in the meetings and conferences segment.
• Elite Hotels of Sweden: Elite Hotels is a privately-held Swedish hotel chain operating full-service and boutique properties across major Swedish cities. Directly comparable as a Nordic multi-property operator competing for similar leisure, family, and business travelers in Sweden.
• Thon Hotels: Thon Hotels is a major Norwegian hotel chain owned by Olav Thon Group, with properties across Norway and broader Scandinavia. Competes directly with Comfort Hotel and other Strawberry brands in the Norwegian market, including the budget/midscale segments where Comfort Hotel Square operates.
• Scandic Hotels: Scandic is the largest hotel operator in the Nordics by number of rooms, operating full-service and limited-service hotels across the same six countries as Strawberry. Directly competes for both leisure and corporate travel with a similar multi-brand structure.

Broad incumbents

• Best Western Hotels & Resorts: Best Western operates a global hotel franchise network with a meaningful Nordic footprint across midscale and budget segments. Competes with Strawberry's Comfort Hotel brand for cost-conscious travelers and shares a similar franchise/chain business model in the region.
• Hilton Worldwide: Hilton operates premium and midscale hotels globally with growing Nordic presence through Hilton, DoubleTree, and Hampton brands. Competes with Strawberry's premium Clarion brand and provides benchmark on direct-booking technology and digital key adoption that Strawberry has been first-mover on in the Nordics.
• Marriott International: Marriott is the world's largest hotel company, operating multiple brands including Marriott, Courtyard, and Moxy across the Nordics. Competes with Strawberry across multiple price tiers and represents the global benchmark for loyalty program scale (Marriott Bonvoy) that Strawberry's Spenn aspires to emulate.
• Radisson Hotel Group: Radisson operates premium and midscale hotels globally with a strong Nordic presence through brands like Radisson Blu and Radisson RED. Overlaps with Strawberry's Clarion premium brand and competes in the same business traveler and conference segments across the Nordics.

Others

• Pandox: Pandox is a Swedish-listed hotel property investor that owns and leases hotel real estate across the Nordics and Europe. Not a direct operating competitor, but a key counterparty for hotel real estate transactions and a reference point for Nordic hotel property valuation relevant to Strawberry's owned/leased portfolio mix.

Regional players

• HR Group (Hotel & Restaurant): HR Group operates a portfolio of branded hotels across Northern Europe with a focus on full-service and conference properties. Comparable to Strawberry's multi-brand strategy and conference business model, though primarily German/Northern European in focus rather than strictly Nordic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@strawberryuniverse
• Facebookfacebook.com/strawberryhotels
• LinkedInlinkedin.com/company/comfort-hotel-square
• Instagraminstagram.com/strawberry

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Comfort Hotel® Square