Sleepingfox Hotel Group

What Sleepingfox Hotel Group does

Sleepingfox Hotel Group AB is a privately held Swedish hotel group that develops, owns, and operates hotel properties primarily under the BWH Hotels brand umbrella (Best Western Hotels & Resorts, WorldHotels, SureStay Hotel Group). Founded in 2010 and headquartered in Sundsvall, the group was built by partners Johan Kukacka and Jonas Westring, with Kukacka previously serving as CEO of BWH Hotels Scandinavia (2003-2020) and Westring managing the group's flagship Stockholm property (2016-2024). The portfolio spans 10 hotels with 1,000+ rooms across Sweden — Sundsvall, Stockholm (two properties including Best Western Plus Sthlm Bromma with 202 rooms in the former SAS headquarters), Uppsala, Norrköping, Linköping, Borlänge, and Tällberg (Dalecarlia Hotel & Spa, BW Premier Collection) — plus a minority co-ownership in Le Manoir, a 16-room boutique hotel in Banyuls-sur-Mer, France. Service tiers range from 3-star city properties to 4-star full-service hotels with spa, conference, and restaurant facilities, including the award-winning Mamma Augustas Kök at Best Western Hotel Baltic.

The business model is asset-heavy hotel ownership and operation: revenue is generated from room nights, food and beverage (on-site restaurants, bars, conference catering), conference and meeting facilities, and ancillary services such as spa and wellness. Rooms are distributed through the BWH Hotels global reservation platform, individual hotel websites, and walk-in traffic. Customer segments are horizontal — split between business travelers (overnight stays, conferences, meetings) and leisure travelers (vacations, weekend getaways, spa) — with no enterprise anchor clients. A planned new product line, Wik Longstay in Upplands Väsby, will introduce a 150-room extended-stay concept with kitchenettes and laundry facilities, targeting relocations and long business assignments.

Quality assurance is multi-layered: Hotelstars and Visita classifications (4-star for Dalecarlia, Bromma, Gustaf Wasa, and Baltic; 3-star for the Stockholm and Linköping and-hotel properties), Svanen (Nordic Swan) environmental certification at Princess Hotel, and the BW Premier Collection affiliation at Dalecarlia. Pricing is not publicly disclosed; rates flow through the BWH Hotels booking system. The group operates with 51-100 employees and references a published annual report (årsredovisning) for financial detail. An ownership change was announced on August 20, 2025, making near-term strategic direction the principal open question.

Name

Sleepingfox Hotel Group

Legal name

Sleepingfox Hotel Group AB

Website

https://sleepingfox.se

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

Sleepingfox Hotel Group is a privately held Swedish hotel group that owns and operates 10 hotels (1,000+ rooms) across Sweden plus a minority stake in a French boutique hotel, primarily under the BWH Hotels (Best Western) brand, serving business and leisure travelers with a mix of 3-4 star properties and a planned long-stay concept.

Ownership category

akta.pro rank

Product category

Hotel and Hospitality Services

NAICS

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

SIC

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

akta.pro primary industry

Business & Corporate Full-Service Hotels (THAGAAAE)

akta.pro secondary industries

Urban & Downtown Full-Service Hotels (THAGAAAA), Large-Scale Headquarters Convention Hotels (THAGALAH), Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD)

Keywords

• Hotel accommodation
• Hotel operations
• Hospitality services
• Conference facilities
• Spa services

Headquarters

HQ city

Sundsvall

HQ country

Sweden

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Distribution channels3 records

Marketing channels3 records

Core offering

Sleepingfox Hotel Group develops, owns, and operates hotels and hotel properties under various brands and concepts in Sweden and France. The portfolio includes 3-star and 4-star hotels operating under the Best Western brand umbrella through membership in BWH Hotels, plus specialty properties such as a long-stay concept and a historic French boutique hotel.

Product overview

Sleepingfox Hotel Group operates a portfolio of hotel properties across Sweden and France, primarily under the Best Western brand umbrella through membership in BWH Hotels (Best Western Hotels & Resorts, WorldHotels, and SureStay Hotel Group). The portfolio spans different service tiers: 4-star properties (Dalecarlia Hotel & Spa, Best Western Gustaf Wasa, Best Western Hotel Baltic, Best Western Plus Sthlm Bromma) offering enhanced amenities including spa facilities and larger conference capabilities; 3-star properties (Best Western and hotel Stockholm, Best Western and hotel Linköping) providing comfortable city-center accommodations; and specialty offerings including the long-stay Wik property, the French boutique hotel Le Manoir (partly owned), and the Svanen-certified Best Western Princess Hotel. The group develops and owns hotels on strategic locations, offering quality accommodation with good service at competitive prices for both business and leisure travelers.

Differentiator

Problem solved

Functional benefit

Brands

• Wik Longstay: A longstay hotel concept being developed in Upplands Väsby, planned to have 150 rooms of 26 sqm each with kitchenette and laundry facilities.

Products and services

• Best Western and hotel Stockholm A 3-star hotel in Stockholm operated by Sleepingfox Hotel Group under the Best Western brand, offering accommodation for business and leisure travelers.
• Dalecarlia Hotel & Spa A 4-star spa hotel in Tällberg, Dalarna, operated as a BW Premier Collection property, featuring panoramic views of Lake Siljan and spa facilities.
• Best Western Gustaf Wasa A 4-star hotel in Borlänge operated under the Best Western brand.
• Best Western Hotel Baltic A 4-star hotel in Sundsvall featuring the Mamma Augustas Kök restaurant which has received restaurant awards.
• Best Western Plus Sthlm Bromma A 4-star hotel located in a historic building that formerly housed SAS headquarters, featuring 202 rooms and conference facilities for up to 180 persons in 15 conference rooms.
• Best Western and hotel Linköping A 3-star hotel in Linköping situated at Slottsparken in the city center.
• Best Western Hotel Svava A hotel in Uppsala operated under the Best Western brand.
• Best Western Princess Hotel A hotel in Norrköping city center with 117 rooms and 2 apartments, featuring a restaurant, conference facilities, lobby bar, and Svanen (Nordic Swan) environmental certification.
• Le Manoir A boutique property in Banyuls-sur-Mer, France with 16 rooms and 2 apartments. Sleepingfox Hotel Group is a co-owner. The historic building from 1825 features kitchen, dining room, bar, and large common areas.
• Wik - longstay Upplands Väsby A planned long-stay hotel in Upplands Väsby featuring 150 rooms of 26 sqm each with sofa beds for two persons, kitchenettes, and washing machines. Currently in planning/construction phase.

Quantifiable outcome

• Hotels classified and inspected through Hotelstars official classification system

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor and core.

• HotelstarsminorStrategic or Co-development Partner · 2 October 2018Sleepingfox hotels are classified and inspected through Hotelstars official classification system, providing quality assurance certification for their properties.
• VisitaminorStrategic or Co-development Partner · 2 October 2018Sleepingfox hotels have joined Visita's hotel classification system as part of their quality assurance program.
• BWH HotelscoreChannel Partner/ Reseller/ DistributorSleepingfox Hotel Group's hotels operate under the BWH Hotels (formerly Best Western Hotels & Resorts) brand. BWH Hotels is a global hotel chain consisting of three hotel groups: Best Western Hotels & Resorts, WorldHotels, and SureStay Hotel Group, offering over 4300 hotels in more than 100 countries. In Scandinavia, there are 190+ hotels across 100+ destinations with 17 different brands.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Pandox: Listed Swedish hotel property investor owning/operating hotel real estate across the Nordics and Europe. Comparable to Sleepingfox as a Nordic hotel real-estate owner-operator, but at much greater scale and with a primarily property-investor model rather than a franchised brand operator.
• Thon Hotels: Large Norwegian-owned hotel group with a wide portfolio across all tiers in the Nordics. Overlaps with Sleepingfox on urban full-service and conference hotels but operates at much greater scale and across more brands/segments.
• Clarion Hotel (owned by Strawberry): Full-service Nordic hotel brand within Strawberry's portfolio, strong on conference and meeting facilities. Comparable to Sleepingfox's Bromma property in targeting business travelers and conference demand in Sweden.

Direct peers

• Strawberry (formerly Nordic Choice Hotels): One of the largest hotel groups in the Nordics with hundreds of properties across full-service, conference, and resort categories. Comparable in operating model (owned, leased, and franchised hotels) and customer base (business + leisure) but at substantially larger scale than Sleepingfox.
• Elite Hotels of Sweden: Privately-held Swedish hotel group operating a portfolio of 4-star urban full-service hotels across Sweden. Most directly comparable to Sleepingfox in market (Sweden), tier (4-star), and ownership structure (private, founder-controlled).
• First Hotels: Scandinavian hotel collection of independent full-service hotels operating under a soft-brand/affiliation model. Highly comparable to Sleepingfox's relationship with BWH Hotels, and Johan Kukacka previously held an M&A leadership role at First Hotels.
• ProfilHotels: Nordic hotel collection of 4-star full-service and signature properties across Sweden, Norway, and Denmark. Comparable to Sleepingfox in tier, geographic focus on Scandinavia, and focus on independent-style urban full-service hotels.
• Scandic Hotels: The largest hotel operator in the Nordics, running 280+ hotels across multiple brands and full-service tiers. Highly comparable to Sleepingfox in core offering (urban full-service and conference hotels in Sweden) but at much greater scale and with a proprietary brand portfolio rather than franchise-only.

Others

• Best Western Hotels & Resorts (BWH Hotels) – Sweden: The global brand under which all of Sleepingfox's properties franchise. Included as a peer/ecosystem reference: Sleepingfox is essentially a multi-unit franchisee of BWH, so the brand's commercial strategy, distribution platform, and franchise economics are the single largest external driver of Sleepingfox's performance.

Regional players

• Comwell Hotels: Danish hotel group with a portfolio focused on conference and full-service hotels. Comparable in conference-driven full-service positioning to Sleepingfox's Bromma and Princess properties, but operating primarily in Denmark rather than Sweden.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/sleepingfox-hotel-group-ab

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries10 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 Sleepingfox Hotel Group