Anna Spjuth is returning to key role in new Strawberry

Anna Spjuth will lead the branding- and concept development of the chain hotels at Strawberry.

With great ambitions for the rebranding of Nordic Choice Hotels to Strawberry, a new position as Senior Vice President Brand & Concept for the chain hotels has been created.

– It is fantastic to welcome Anna Spjuth back. Anna took Comfort Hotel in a clear direction which has resulted in it being the clear first choice of hotel for those who want a budget alternative with a clear sustainability profile. The hotel chains in Strawberry are now being revitalized, and Spjuth's experience with brand building, her operational skills and hotel experience means that we get exactly the right profile to lead this important, and very central part of the process by creating the company we have ambitions of by becoming Strawberry, says Katalin Paldeak, Chief Operating Officer at Nordic Choice Hotels, which will change its name to Strawberry by the end of May.

Revolutionary ambitions
Spjuth was Chain Director at Comfort Hotel in the Nordics from 2016 to 2020. Prior, she led the transformation of Brunkebergstorg in Stockholm which resulted in the successful hotels Hobo and At Six, which includes the award winning restaurant TAK. Spjuth has also been CEO at the Japanese spa hotel Yasuragi, as well as hotel director in Scandic Hotels, where she now comes from the position of commercial director in the same hotel chain.

– To have the opportunity to lead the development of both existing and new brands and concepts in what is the most exciting venture in travel and experiences, is a fantastic opportunity I had to accept. Strawberry will emerge with ambitions for both guests, employees and members which I believe will revolutionize the market, and I look forward to meeting old colleagues and getting to know new ones, says Spjuth, who starts in her position today, May 9th.

Will redefine the portfolio
Nordic Choice Hotels will become Strawberry on May 22nd this year. In the name change lies an ambition to become the starting point for experiences within hotels, meetings, restaurants, wellness, travel, activities, culture and other experiences in the Nordic region. Simplutainisly, the over 180 hotels in the four hotel chains as well as the over 40 independent hotels will retain their existing brands.

– Our task is to highlight our chains, service offerings and concepts further. Within these efforts, we will explore the possibility of launching new brands and chains. Spjuth will play a key role in defining how we will market our hotel and restaurant offer going forward. By becoming Strawberry, we have a new opportunity to review and sharpen our portfolio so that we can deliver the best experiences for our guests, says Paldeak.