Montra

What Montra does

Montra Hotels A/S is a privately held Danish hotel chain operating four 4-star properties across Jutland and Central Denmark: Montra Skaga Hotel in Hirtshals, Montra Hotel Sabro Kro, Montra Odder Parkhotel, and Montra Hotel Hanstholm. The company operates under the STAYS holding company umbrella (stays.dk) and holds Green Key environmental certification across its portfolio. Each property operates as an independent registered entity under the Montra brand umbrella.

Montra generates revenue through six primary streams: accommodation services, food and beverage operations (including the panoramic harbor-view restaurant at Skaga Hotel), packaged stay experiences (cultural stays, summer breaks, wine and dine weekends, golf packages, autumn retreats priced 600-1,495 DKK per person), event hosting for life celebrations and corporate functions, meeting and conference facilities (including public sector access via SKI-aftale government procurement), and a unified gift card program valid across all properties. The go-to-market model is primarily direct-to-consumer through the proprietary mon-bookyourstay.bookyourstay.eu booking platform, supplemented by email newsletters, corporate sales outreach, and on-property inquiries.

The company serves four customer segments: leisure travelers (primary), corporate and business clients (primary), celebration and event hosts (secondary), and government/public sector clients (secondary via SKI-aftale). Marketing channels include email newsletters, website content and SEO, and event-based programming. The company maintains a public career page indicating ongoing recruitment. No revenue figures, founding date, funding history, or management team details are disclosed in available data. No AI/ML capabilities, APIs, or technology platform differentiation beyond the standard booking engine are referenced.

Name

Montra

Legal name

Montra Hotels A/S

Website

https://skagahotel.dk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Montra Hotels A/S operates four 4-star hotels across Jutland and Central Denmark (Hirtshals, Sabro, Odder, Hanstholm), serving leisure travelers, corporate clients, and event hosts with accommodation, dining, conferences, and packaged experiences under the STAYS holding umbrella.

Ownership category

akta.pro rank

Product category

Hotel & Hospitality Services

NAICS

Hotels (except Casino Hotels) and Motels (72111)

SIC

Hotels & Motels (7011)

akta.pro primary industry

Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD)

akta.pro secondary industry

Resort Convention Hotels (THAGALAC)

Keywords

• Hotel accommodation
• Meeting conferences
• Hospitality services
• Event hosting
• Stay packages

Headquarters

HQ city

Hirtshals

HQ country

Denmark

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Accommodation Services: Room rentals across 4 Montra hotels offering 4-star accommodation in northern Denmark. Revenue generated from nightly stays with various room types and seasonal pricing.
2. Food & Beverage: Restaurant services including panoramic dining at Skaga Hotel's Panoramarestaurant, themed evening events (Irish evening, beer tasting, live music performances), and Christmas buffet events.
3. Package Deals & Stays: Bundled offerings combining accommodation, dining, and activities such as cultural stays, summer breaks, Wine & Dine weekends, golf packages, and autumn retreats. Prices range from 600 to 1,495 DKK per person.
4. Event & Celebration Services: Wedding, confirmation, baptism, birthday, anniversary celebrations and corporate events. Includes event coordination services and catering options including 'Mad ud af huset' (food to go).
5. Meeting & Conference: Corporate meeting rooms and conference facilities with team building options. SKI-aftale (government procurement agreement) available for public sector clients.
6. Gift Cards: Gift certificates valid for 3 years from issuance date, usable across all Montra hotels for stays, concerts, and restaurant dining.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Montra Hotels A/S operates a chain of four 4-star hotels in Denmark (Hirtshals, Sabro, Odder, Hanstholm) offering overnight accommodation, on-site restaurants, meeting and conference facilities, themed experience packages, and event hosting for weddings, celebrations, and corporate functions. The chain also sells gift cards redeemable across all properties and bundles accommodation with dining and activities at fixed prices.

Product overview

Montra operates as a hotel chain with four distinct properties: Montra Skaga Hotel (Hirtshals), Montra Hotel Sabro Kro (Sabro), Montra Odder Parkhotel (Odder), and Montra Hotel Hanstholm (Hanstholm). The company offers accommodation services, meeting and conference facilities, restaurant operations, and event hosting (weddings, celebrations, corporate events). Individual properties also offer themed stay packages such as cultural stays, summer getaways, wine and dine weekends, and golf packages. The portfolio includes a gift card system valid across all Montra properties.

Differentiator

Problem solved

Functional benefit

Products and services

• Montra Skaga Hotel 4-star hotel in Hirtshals, Denmark, providing accommodation, meeting and conference facilities, panoramic restaurant, and event hosting for weddings, confirmations, baptisms, birthdays, anniversaries, and corporate events.
• Montra Hotel Sabro Kro Traditional inn/hotel in Sabro, Denmark, offering accommodation and event services as part of the Montra portfolio.
• Montra Odder Parkhotel Hotel in Odder, Denmark, part of the Montra portfolio providing accommodation and event services.
• Montra Hotel Hanstholm Hotel in Hanstholm, Denmark, part of the Montra portfolio offering accommodation and event services.
• Kulturophold (Cultural Stay Package) Two-night cultural stay package including double-room accommodation, breakfast, 2-course and 4-course dinners, wine tasting, and one cultural experience ticket; priced at 1,495 DKK per person.
• Sommerophold (Summer Stay Package) Three-day summer package including two 2-course dinners and a picnic basket; priced at 1,495 DKK per person.
• Wine & Dine Weekendophold Weekend stay package including double room, welcome wine, 4-course dinner, and breakfast buffet; priced at 800 DKK per person.
• Golfophold (Golf Stay Package) Golf package including overnight accommodation, breakfast buffet, 2-course dinner, and green fee; priced at 1,200 DKK per person.
• Efterårsophold (Autumn Stay Package) Autumn getaway package including a restaurant voucher, coffee and cake, and breakfast buffet; priced at 600 DKK per person.
• Møde & Konference (Meeting & Conference) Meeting and conference facilities for corporate events, team building activities, and business gatherings across Montra hotels, with SKI-aftale procurement access for public-sector clients.
• Fest & Selskaber (Celebrations & Events) Event hosting services for weddings, confirmations, baptisms, birthdays, anniversaries, and commemorations, including event coordination and catering such as 'Mad ud af huset' (food to go).
• Panoramarestaurant Restaurant at Montra Skaga Hotel offering panoramic views of the Hirtshals harbor and serving classic dishes featuring seasonal ingredients.
• Gavekort (Gift Cards) Gift cards valid for 3 years from issue date, redeemable for accommodations, concerts, stays, and restaurant meals at all Montra hotels.

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.

• STAYSminorOthersSTAYS appears as part of the Montra Hotels network branding at the footer of the Sabro Kro property page, indicating a portfolio or brand affiliation with the STAYS collection of hotels.

Scale indicators3 records

Recent moves1 record

Expansion highlights4 records

Direct peers

• Scandic Hotels: Largest Nordic hotel operator with a broad portfolio across Denmark, Sweden, Norway, and Finland. Directly comparable as a multi-property full-service and conference hotel chain serving similar leisure and corporate customers in Denmark.
• First Hotels: Nordic full-service hotel collection operating under a unified brand across Denmark and the Nordics. Comparable mid-market positioning, package-style offerings, and regional presence to Montra.
• Comwell Hotels: Danish-owned hotel chain focused on full-service and conference properties across Denmark. Highly comparable in size, market focus, and MICE orientation to Montra's portfolio.
• Best Western Denmark: Danish arm of the Best Western franchise system with multiple mid-market hotels across Denmark. Comparable mid-market 4-star/3-star segment and event/package offerings to Montra.
• Sinatur Hotels: Smaller Danish hotel chain emphasizing regional locations, local experiences, and event hosting. Comparable size, mid-market 4-star positioning, and Denmark-only geographic footprint to Montra.

Regional players

• Helnan Hotels: Danish-based regional hotel operator with full-service properties across Denmark. Comparable in mid-market positioning and regional Danish presence to Montra.
• Hotel Koldingfjord: Independent 4-star conference and leisure hotel in Jutland, Denmark. Comparable as a regional Danish full-service hotel with strong meeting/event business and Danish domestic demand.

Broad incumbents

• Marriott Hotels: Global hospitality leader with brands including Marriott, Courtyard, and Moxy in Denmark. Competes for the same corporate and leisure travelers as Montra at a wider portfolio and stronger loyalty distribution.
• Radisson Hotels: Global upper-mid-scale hotel group with significant Danish presence including Radisson Blu and Park Inn properties. Overlaps with Montra in conference and leisure segments but operates at larger scale with stronger loyalty.

Others

• STAYS: Danish hotel holding company and the parent of Montra Hotels A/S. Relevant as the strategic capital parent and potential platform for further Danish hotel roll-ups.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/montra

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 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 Montra