Hugely exciting things are in the offing during the next ten years. Our ambition is to double the number of hotels available to our guests, as well as more member benefits and completely new kinds of services to turn your hotel stay and everything around it into a seamless and memorable experience.

This is what the boss himself, owner Petter A. Stordalen, had to say:

“Growth is in this company’s DNA, and in order for the fantastic expansion that we have seen during the last 25 years to continue, we need change. It’s no longer enough just to adapt. We need to be in the driving seat. We want to be best in class when it comes to hotel experiences. And we are going to challenge our role as an actor in the travel industry by seeking to be more relevant for more people, more often. That is why Strawberry marks a new and exciting era for us.”

Dear Guest, you must be wondering,“What does that mean for me?”

Right now, it basically means that we will be changing the company name from Nordic Choice Hotels to Strawberry in 2023. So, don’t worry, it won’t affect your membership level, your bookings, the hotel names or hotel chains.

The other boss, CEO Torgeir Silseth, had this to say:

“The company is now moving into a new era to meet the future of travel, and for that we need to create an even more attractive loyalty programme with products and offers adapted to the needs of travellers in the future. At the same time, we will further develop what is at the core of Nordic Choice Hotels, namely sustainability, diversity and inclusion, giving people a chance and continuing the fight against exclusion.”

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