Home Hotel

What Home Hotel does

Home Hotel is a mid-scale Nordic hotel sub-brand within Strawberry Hotels AS (privately held, headquartered in Oslo, Norway), targeting leisure and business travelers with an all-inclusive hospitality proposition in which breakfast, fika (a Swedish coffee-and-pastry break), and dinner are bundled into the room rate. Properties are typically housed in restored historic buildings — former post offices, wallpaper factories, and prisons — that the brand uses to differentiate itself from standard chain hotels. The brand operates across Sweden, Norway, Finland, Denmark, and selected adjacent markets including Lithuania and the Faroe Islands, and is part of Strawberry's wider network of 250+ hotels in 6 countries.

The underlying technology stack is shared across the Strawberry group rather than Home Hotel-specific. It centers on a direct booking platform (strawberryhotels.com), iOS/Android apps with Mobile Keys (developed with ASSA ABLOY on the Seos platform) and digital check-in/check-out, and the Spenn loyalty programme with tiered membership and point redemption. Distribution runs through direct digital channels, third-party OTAs (excluded from the Best Price Guarantee), and corporate agreements, with the Spenn programme and a Strawberry Mastercard designed to pull share of wallet into the group ecosystem.

Revenue is generated primarily through overnight room bookings (with meals bundled in), food and beverage beyond the inclusive offering, conference and meeting services (the group hosts 100,000 tailor-made meetings annually), and ancillary spa and wellness services at participating properties. Pricing varies by city, property, and season (typical starting rates of roughly 1,000–2,000 SEK/NOK per night), with members receiving 5–15% discounts and the group operating a Best Price Guarantee against equivalent public rates. Home Hotel competes on homely atmosphere, inclusive meals, historic building character, and group-wide loyalty rather than on technology or AI differentiation.

Name

Home Hotel

Legal name

Strawberry Hotels AS

Website

https://strawberryhotels.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

101–250 employees

Short description

Home Hotel is a mid-scale Nordic hotel sub-brand within Strawberry Hotels AS, offering all-inclusive stays (breakfast, fika, dinner) in restored historic buildings across Norway, Sweden, Denmark, Finland, and adjacent markets, serving leisure, family, and business travelers.

Ownership category

akta.pro rank

Product category

Hotel Accommodation

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211), Accommodation (721)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011)

akta.pro primary industry

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

akta.pro secondary industries

Hotel & Resort Restaurants (THAFACAH), Conference Retreat Hotels (THAGALAG)

Keywords

• Hotel accommodation services
• Conference meeting facilities
• Spa wellness services
• Loyalty program points
• Nordic hospitality brands

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hotel Room Bookings: Primary revenue stream from overnight accommodation bookings across Home Hotel properties in Nordic cities. Revenue is generated through direct bookings (website, app) and third-party channels. Pricing varies by hotel, date, and room type.
2. Food & Beverage: Revenue from on-site restaurants, bars, and fika offerings. Home Hotel includes breakfast, fika, and dinner in the room rate, with additional revenue from bar services and à la carte offerings.
3. Conference & Meeting Services: Revenue from hosting meetings, conferences, and events. Home Hotel offers flexible conference spaces with modern technical equipment. The group hosts 100,000 tailor-made conferences and meetings annually.
4. Spa & Wellness: Revenue from spa treatments and wellness services at participating Home Hotel properties.
5. Membership Program (Spenn): Free loyalty program where members earn points on stays and spending. Members can redeem points for hotel stays, partner offers, or pay with Spenn. Drives customer retention and direct bookings.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Home Hotel is a hotel sub-brand within the Strawberry (formerly Nordic Choice Hotels) portfolio that sells overnight accommodation across cities in Norway, Sweden, Denmark, Finland, Lithuania, and the Faroe Islands. Every stay bundles breakfast, fika, and dinner into the rate, and the properties are housed in converted post offices, prisons, wallpaper factories, and other historic buildings to provide a distinctive local atmosphere. The brand also sells conference and meeting venue hire, on-site restaurant and bar services, and spa and wellness treatments.

Product overview

Home Hotel is a hotel sub-brand within the Strawberry (formerly Nordic Choice Hotels) portfolio operating across the Nordic region (Sweden, Norway, Denmark, Finland, Lithuania, Faroe Islands). The brand differentiates itself by offering all-inclusive hospitality where breakfast, 'fika' (Swedish-style coffee break with pastries), and dinner are always included with every stay. Home Hotel properties are known for their unique locations in historic buildings, including converted former prisons, post offices, and wallpaper factories, offering guests an authentic local experience. The brand also provides conference and meeting services with flexible facilities suitable for various group sizes, complete with modern technical equipment and personalized service.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Hotel Overnight Accommodation Overnight hotel stays in Nordic cities (Oslo, Stockholm, Helsinki, Malmö, and other locations), housed in distinctive historic buildings. Every room rate includes breakfast, fika (a Swedish coffee-and-pastry break), and dinner, with on-site restaurants and bars available. Targeted at leisure travelers, business travelers, and families visiting Norway, Sweden, Denmark, Finland, Lithuania, and the Faroe Islands.
• Home Hotel Conference & Meeting Services Flexible conference and meeting venue hire at Home Hotel properties with modern technical equipment, exclusive use of the hotel's historic surroundings, and bundled breakfast, fika, and dinner for delegates. Designed for corporate meetings, seminars, team sessions, and group events of varying sizes in Nordic cities.
• Spa & Wellness Services Spa treatments and wellness services at participating Home Hotel and Strawberry properties, available as a paid add-on for hotel guests and day visitors.

Quantifiable outcome

• 239 of Strawberry's hotels are Nordic Swan Ecolabel certified, demonstrating environmental leadership
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• ASSA ABLOYcoreTechnology or IntegrationASSA ABLOY developed the Mobile Keys solution for Strawberry's app using the Seos platform. This technology enables guests to use their smartphones as room keys, eliminating physical key cards. The partnership set a world record in January 2018 when 2,000 guests used Mobile Keys at Strawberry hotels in Stockholm.
• Choice Hotels InternationalcoreStrategic or Co-development PartnerStrawberry is part of Choice Hotels International, Inc. (CHI), sharing the same booking system. Personal information about accommodation orders is processed in the USA with CHI as the data processor. This partnership enables technology infrastructure and global distribution.
• TripAdvisorminorGTM or Marketing PartnerTripAdvisor provides traveler review integration on Strawberry hotel pages, displaying ratings and reviews to influence booking decisions.
• Nordic Swan Ecolabel (Svanemerket)coreOthers239 Strawberry hotels are certified with the Nordic Swan Ecolabel, the official and most recognized ecolabel in the Nordic region, supported by authorities in all Nordic countries. The certification requires compliance with strict environmental standards.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Marriott International: Marriott is a global hotel major with growing Nordic presence (Marriott, Courtyard, Moxy), competing for both leisure and corporate travel with globally recognized loyalty (Marriott Bonvoy).
• Radisson Hotel Group: Radisson is a global hotel group with strong Nordic presence (Radisson Blu, Radisson RED), competing in the same full-service city hotel segment as Home Hotel across Oslo, Stockholm, and Helsinki.
• Hilton Worldwide: Hilton is a global hotel major expanding in the Nordics (Hampton, Hilton Hotels & Resorts, DoubleTree), offering full-service urban competition with strong loyalty programs (Hilton Honors) competing with Spenn.

Direct peers

• Scandic Hotels: Scandic is the largest Nordic hotel operator with ~280 hotels across the region, directly competing with Strawberry/Home Hotel in major Nordic cities for both leisure and MICE business with a similar full-service offering.
• First Hotels: First Hotels is a Nordic hotel chain with properties across the region, competing for leisure and business travelers in the same mid-scale to upscale segment as Home Hotel.
• Thon Hotels: Thon is a major Norwegian hotel chain with broad Nordic presence, overlapping in city locations, business travelers, and conference segments that Strawberry's brands including Home Hotel serve.
• Comwell Hotels: Comwell is a Danish hotel chain focused on conference and meeting facilities, directly competing with Strawberry's conference segment (100,000 meetings annually) across Denmark and the Nordics.
• Nordic Hotels & Resorts: Nordic Hotels & Resorts is Strawberry's sister brand for independent upscale properties; competes in the same Nordic full-service segment and shares Strawberry's loyalty ecosystem.
• Elite Hotels of Sweden: Elite Hotels is a Swedish full-service hotel chain competing in similar city locations and meeting/conference segments that Home Hotel targets across the Nordics.

Regional players

• Best Western Hotels & Resorts: Best Western operates a Nordic presence via member hotels, competing in mid-scale city and leisure segments overlapping Home Hotel's positioning across the region.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

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

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries7 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 Home Hotel