Sinatur Hotel & Konference

What Sinatur Hotel & Konference does

Sinatur Hotel & Konference is a privately held Danish hotel chain operating six nature-immersed properties across Jutland (Skarrildhus, Haraldskær), Funen (Sixtus, Gl. Avernæs, Storebælt) and Zealand (Frederiksdal near Copenhagen), generating revenue across three core service lines: Meetings & Conferences, Stays & Celebrations, and Restaurant & Gastronomy. The company targets corporate clients (meetings, conferences, team events), individual leisure travellers (romantic getaways, wellness stays), and private event hosts (weddings, confirmations, anniversaries), with a dedicated Sales & Conference Manager at each hotel plus a central sales department handling corporate inquiries. Pricing is denominated in DKK and sold primarily through a transactional direct-to-consumer website (Danish, German, English), per-hotel phone/reception channels, and a gift card programme, with conference and corporate bookings handled via direct sales rather than third-party OTAs.

The underlying technology is essentially a hospitality and nature-based guest experience rather than a software platform: a proprietary online booking engine, in-house catering and conference operations, and at Gl. Avernæs a dedicated biodiversity nature park (est. 2021) integrated into the hotel's kitchen supply chain via orchards, gardens, mushroom forests, and beehives. There is no proprietary AI, app, or digital platform described in the source material. Sinatur monetises a broad mix of unit-priced offerings — accommodation (rooms, seasonal stay packages), conferences (per-meeting/per-conference pricing), private events (per-person wedding and celebration packages from DKK 995 for Christmas dinner upward), restaurants and gastro-tourism events, wellness and spa services at Gl. Avernæs (DKK 400–850 per treatment), gift cards (valid 3 years), and external event catering such as at Klimafolkemødet. Notable commercial mechanics include a DKK 25 per-person climate surcharge on beef dishes (donated to the Danish Nature Fund), dog-friendly rooms at Gl. Avernæs, and free EV charging at that property.

Sinatur is owned by Danmarks Lærerforening (the Danish Teachers' Association), a non-profit union, and is differentiated in the Danish market by a stack of independently verified sustainability credentials: the first B Corp certified hotel chain in the Nordic countries, the first Danish hotel chain with a GHG-verified climate account, and the only Danish hotel chain holding the Økologisk Spisemærke (Organic Food Label) in silver, which guarantees 60–90% organic food and beverages across all properties. The company has won the Danish Travel Award as Denmark's Best Hotel Chain (2019) and the EU Environmental Prize in Environmental Management (2021), and operates an Elevplads trainee programme across cooking, service, reception, and conference disciplines to support talent supply and brand authenticity.

Name

Sinatur Hotel & Konference

Legal name

Sinatur Hotel & Konference

Website

https://sinatur.dk

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

251–500 employees

Short description

Sinatur Hotel & Konference is a privately held Danish hotel chain operating six nature-immersed properties under Danmarks Lærerforening ownership, serving corporate conference clients, leisure travellers, and private event hosts with conference facilities, organic restaurant services, and certified sustainable hospitality across Denmark.

Ownership category

akta.pro rank

Product category

Hotel & Conference 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

Hotel & Resort Convention Venues (Convention Hotels) (THAHAAAC)

akta.pro secondary industries

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

Keywords

• Hotel accommodation
• Conference venues
• Wedding hospitality
• Restaurant gastronomy
• Sustainable hospitality

Headquarters

HQ city

Nyborg

HQ country

Denmark

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Hotel Accommodation: Overnight stays across six hotels in Denmark (Jutland, Funen, Zealand) targeting leisure travellers, romantic getaways, and private events. Rooms include Singles, Mini Doubles, Small Doubles, Lux Rooms, and Suites. Dog-friendly rooms available at Gl. Avernæs (extra charge). Breakfast included. Direct online booking via proprietary booking engine and third-party platforms.
2. Conference & Meeting Services: Conference, meeting, and corporate event hosting across all six properties. Venues range from small, intimate rooms to large conference halls. Includes booking assistance, event planning, and catering. Primary GTM for corporate segment. Per-meeting/per-conference pricing.
3. Restaurant & Gastronomy: On-site restaurants at each hotel with seasonal, locally sourced, organic menus. Includes à la carte dining, tasting menus, communal dining events, Christmas dinners, and seasonal celebrations. Gastro-tourism events (e.g., seafood evenings, Morten's Eve dinners) also generate revenue.
4. Celebrations & Private Events: Wedding receptions, birthday parties, confirmations, anniversaries, and Christmas parties hosted at hotel properties. Packages include venue hire, catering, table setting, and event coordination. Gl. Avernæs hosts one wedding at a time (55–120 guests). Christmas dinner at DKK 995 per person.
5. Wellness & Spa Services: Wellness treatments offered at Gl. Avernæs hotel, including holistic facials (DKK 550–850), hot stone massage (60 min), massage & reflexology (DKK 650), back & neck massage (DKK 400), foot reflexology (45 min), and SANZI skincare products (DKK 45–190). Booked via hotel reception.
6. Gift Cards: Gift vouchers sold online and redeemable at all six Sinatur hotels. Can be partially redeemed, are valid for up to 3 years, and are available as physical (posted) or digital (email) formats. Cannot be used for parties and conferences/bookings.
7. Event Catering & External Sales: Off-site catering for external events (e.g., Klimafolkemødet), including food truck operations, restaurant tent services, takeaway meal delivery, and catering for corporate group events at the Climate Festival. Food tickets, communal dining, and 3-course menus sold per person.
8. Wedding Packages: Full-service wedding packages covering ceremony setup (park weddings), banquet coordination, catering, floral arrangements (optional), and bridal suite accommodation. Only one wedding held per time slot. Packages priced per person, with optional add-ons.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Sinatur Hotel & Konference operates a chain of six Danish hotels (Skarrildhus, Haraldskær, Sixtus, Gl. Avernæs, Storebælt, Frederiksdal) located in scenic nature settings across Jutland, Funen, and Zealand. The company sells overnight accommodation, professional conference and meeting facilities, restaurant dining with 60–90% organic food, weddings and private celebrations, wellness and spa treatments at Gl. Avernæs, and gift cards. It is the first B Corp certified hotel chain in the Nordic region.

Product overview

Sinatur Hotel & Konference is a Danish hotel chain consisting of six unique properties (Skarrildhus, Haraldskær, Sixtus, Gl. Avernæs, Storebælt, and Frederiksdal) located across Jutland, Funen, and Zealand in natural settings. The company offers three core services: Meetings & Conferences (professional event facilities with nature settings), Stays & Celebrations (accommodation and event hosting for weddings, parties, and getaways), and Restaurant & Gastronomy (emphasizing local, seasonal, organic ingredients with 60-90% organic certification). Additional offerings include wellness services at Gl. Avernæs, annual events (Klimafolkemødet, MTW på Hjul cycling event, Elevaften trainee evening), and gift cards. The company is notable as the Nordic region's first B Corp certified hotel chain with GHG-verified climate accounts.

Differentiator

Problem solved

Functional benefit

Products and services

• Skarrildhus Sinatur Hotel & Konference One of six Sinatur hotels, located in Skarrild, Kibæk (Herning municipality), Jutland, set in forest and natural countryside. Offers accommodation, meeting and conference facilities, and restaurant services to corporate and leisure guests.
• Haraldskær Sinatur Hotel & Konference Manor house-style hotel located in Skibet, Vejle, Jutland, offering meeting facilities, restaurant service, and accommodation in scenic estate surroundings.
• Sixtus Sinatur Hotel & Konference Hotel located on the Hindsgavl peninsula in Middelfart, Funen, right by Fænøsund and the Little Belt. Offers meeting and conference facilities, Restaurant No. 73, and accommodation.
• Gl. Avernæs Sinatur Hotel & Konference Hotel located on the South Funen peninsula between the Little Belt and Helnæs Bay near Ebberup. Offers 73 rooms across historic half-timbered buildings, Restaurant Garvin, wellness services, the Gl. Avernæs Biodiversity Nature Park, and event facilities including weddings.
• Storebælt Sinatur Hotel & Konference Hotel located in Nyborg, Funen, adjacent to the Great Belt (Storebælt) bridge. Offers meeting and conference facilities, restaurant service, and accommodation, and hosts the annual Elevaften trainee evening.
• Frederiksdal Sinatur Hotel & Konference Hotel located in Kongens Lyngby near Copenhagen, Zealand. Offers meeting and conference facilities, restaurant service, and accommodation.
• Møder & Konferencer (Meetings & Conferences) Professional meeting and conference hosting across all six Sinatur hotels, combining professional facilities, nature settings, organic catering, and personal service for corporate clients.
• Ophold & Selskaber (Stays & Celebrations)
• Restaurant & Gastronomi (Restaurant & Gastronomy)
• Wellness & Spa Services
• Gavekort (Gift Cards)

Quantifiable outcome

• 60–90% of food and beverages served are organic (Økologisk Spisemærke in silver)
• +9 more outcomes

Named customers4 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

Feature3 records

Scale indicators11 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Hilton Hotels & Resorts: Global hotel incumbent with Danish properties (e.g., Copenhagen). Overlaps in MICE and leisure segments but competes from a global brand and loyalty platform rather than a regional sustainability niche.
• Radisson Hotel Group: Global hotel group with significant presence in Denmark including Radisson Blu properties. Comparable on full-service Danish conference offerings but operates as a broad global brand rather than a regional specialist.
• Marriott International: World's largest hotel group, present in Copenhagen and other Nordic capitals. Comparable on conference and corporate travel, but lacks Sinatur's eco-certification focus and operates at vastly greater scale.

Regional players

• Hotel Hesselet: Independent Danish conference and leisure hotel located near Nyborg, directly competing with Sinatur's Storebælt property for Fyn-region corporate and leisure demand. Comparable on nature-immersive conference positioning.

Direct peers

• Comwell Hotels: Danish conference and hotel chain with multiple properties across Denmark, directly comparable to Sinatur's MICE-focused, multi-property model. Both target corporate conferences and leisure stays in scenic regional locations.
• First Hotels: Nordic hotel chain operating properties in Denmark, Norway and Sweden. Closely comparable business model: regional multi-property chain with conference and leisure offerings in secondary Scandinavian markets.
• Scandic Hotels: Largest Nordic hotel chain with extensive presence across Denmark, Sweden, Norway and Finland. Comparable on multi-property Nordic operations, conference infrastructure, and broad leisure/business traveller mix.
• Thon Hotels: Norwegian-headquartered Nordic hotel chain with properties across Scandinavia. Comparable as a multi-property regional chain combining business travel, conferences, and leisure stays.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sinatur
• LinkedInlinkedin.com/company/sinaturhotellerne

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Sinatur Hotel & Konference