Strawberry (hotel company)

Last updated
Nordic Choice Hotels AS
Company typePrivate
IndustryLodging/Travel
Founded1990
Headquarters,
Area served
Scandinavia, Finland and the Baltic
Key people
Petter Stordalen, Owner and President
Torgeir Silseth CEO
ProductsComfort Hotel
Quality Hotel
Clarion Hotel
Clarion Collection Hotel
Nordic Hotels & Resorts
Number of employees
>17 000
Website http://www.strawberryhotels.com
Headquarters in Oslo, Norway Frederik Stangs gate 22-24.jpg
Headquarters in Oslo, Norway

Strawberry (formerly known as Nordic Choice Hotels) is one of the largest hotel companies in Scandinavia with 240 hotels in Scandinavia, Finland and the Baltics and over 16,500 employees. [1] [2]

Contents

In 2018, Petter Stordalen transferred ownership of the company to his three children – Emilie, Jacob and Henrik Stordalen. [3] In 2006 Torgeir Silseth became CEO for the Nordic Choice Hotels Group and continues to be the CEO in 2024. [4]

Named Nordic Choice Hotels until May 2023, [5] it is a franchisee of Choice Hotels International. The franchise agreement gives the company the right to use three brands and their umbrella brands. Apart from that, Nordic Choice Hotels is in most aspects run independently from Choice International.

Strawberry also runs more than 120 restaurants, 20 SPAs and a number of gyms, conference halls and arenas. [6]

Brands

Quality Hotel Globe near Avicii Arena Quality Hotel Globe.jpg
Quality Hotel Globe near Avicii Arena
Clarion Hotel Post, near Gothenburg C Clarion Hotel Post (15368556852).jpg
Clarion Hotel Post, near Gothenburg C

The hotels are marketed under four brands:

  • Sweden: Hotel At Six, Hobo, Nordic Light Hotel, Hotel C Stockholm, Aronsborg Konferenshotellet, Selma Spa+, Copperhill Mountain Lodge, Strömstad Spa, Stenungsbaden Yacht Club, Avalon Hotel, Vox Hotel, Ice Hotel Jukkasjärvi, Hotel Mårtenson and Frösö Park.
  • Norway: Sommerro, The Thief, Hotel Christiania Teater, Farris Bad, Hotel Oleana, Hotel No13, Hotel Brosundet, Norefjell Ski & Spa, Son Spa, Funken Lodge, Lily Country Club, Hotel Riviera and Amerikalinjen.
  • Denmark: Villa Copenhagen.
  • Finland: Hotel Kämp, Hotel St. George, Klaus K Hotel, Hotel Haven, Hotel Fabian, Hotel Lilla Roberts, GLO Hotel Kluuvi, GLO Hotel Art, GLO Hotel Airport, GLO Hotel Sello and Hotel F6.

History

Nordic Choice Hotels was established in Norway 1990 as Choice Hotels Scandinavia. During 1994 the company signed a franchise agreement with Choice Hotels International that gave them the right to market its hotels as Comfort, Clarion and Quality hotels. The company was listed at the Oslo stock exchange in 1997, but was lifted in 2005 when Home Invest (owned by business man Petter Stordalen) bought 100% of the stock.

In 2021, the chain was hit with a Conti (ransomware) attack and hackers demanded $5 million in ransom. [8] After the attack, the chain adopted ChromeOS on its computers company-wide. [9] [10] Hackers had previously leaked sensitive customer and employee data on the dark web. [11]

On 22 May 2023, Nordic Choice Hotels is renamed Strawberry. [5]

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References

  1. "Nordic Choice Hotels byter namn till Strawberry". Fastighetsvärlden (in Swedish). 2022-06-20. Retrieved 2024-01-15.
  2. Pilsetnek, Nellie (2023-05-22). "Petter Stordalens hotellkedja byter namn – Nordic Choice Hotels blir Strawberry". Resumé (in Swedish). Retrieved 2024-01-15.
  3. "Stordalen ger hotellkedjan till barnen". SvD.se (in Swedish). 2018-01-20. Retrieved 2024-01-15.
  4. "Corporate Management at Strawberry". Strawberry. 2023-01-24. Retrieved 2024-01-15.
  5. 1 2 "Nordic Choice Hotels is becoming Strawberry". www.strawberryhotels.com. 2023-04-30. Retrieved 2023-05-21.
  6. "Nordic Choice blir Strawberry – "Målet är fortfarande att vara bäst"". Realtid (in Swedish). 2023-05-22. Retrieved 2024-01-15.
  7. "State of Nordic Choice". State of Nordic Choice.
  8. Stupp, Catherine (2022-01-12). "Inside a Ransomware Hit at Nordic Choice Hotels". WSJ. Archived from the original on 2022-01-12. Retrieved 2024-01-15.
  9. "Hotel chain switches to Chrome OS to recover from ransomware attack". The Record by Recorded Future. 2022-01-11. Retrieved 2022-01-12.
  10. "Nordic Choice Hotels bounces back from ransomware attack with ChromeOS Flex".
  11. Andersson, Gustaf (2021-12-21). "Efter attacken mot Stordalens hotell – hackare läcker känsliga uppgifter". Dagens industri (in Swedish). Retrieved 2024-01-15.