Clarion Collection rebrands to Home Hotel and launches the concept "Home until you’re home"

On February 3, 2025, one of the Nordic region's largest hotel chains, Clarion Collection, will revert to its original name, Home Hotel, further emphasizing the feeling of home in the hotel experience. Alongside the rebranding, the chain will introduce a new concept, "Home until you’re home". The initiative is based on a recent survey by Novus, which reveals that 59% of respondents appreciate hotels that encourage social interaction, and nearly half express a desire for more influence over the food served.

Founded in Sweden in 1983 by Jan Torgé, Home Hotel was acquired by Petter Stordalen in 1997, when it consisted of just a few hotels. The chain pioneered an innovative concept: centrally located hotels with 60–100 rooms, often housed in historic buildings or charming new constructions. Each hotel's name drew inspiration from its building's history or surroundings, with interiors designed to be personal rather than standardized. Operated by passionate hosts with a focus on personal service and coziness, the hotels have always offered guests breakfast, afternoon coffee and dinner. This tradition remains an integral part of the chain's warm and welcoming atmosphere.

– There’s something special about these hotels. It’s not just that Home Hotel marked the beginning of my serious ambitions in the hospitality industry, transitioning from a few hotels to many. There’s also something in the air, the atmosphere when you step into the lobby. The staff, the open fireplace, the scent of a freshly baked cake for afternoon coffee, and the laughter from the kitchen as dinner is prepared. It feels familiar. It feels warm. It feels like coming home says Petter Stordalen.

Strengthening the offering with "Home until you’re home"
A significant portion of Home Hotel’s loyal guests are business travelers who spend their weekdays in hotels and value the opportunity to enjoy a homemade dinner in an welcoming environment. A new Novus survey underscores this need for connection: 21% of Swedish and 18 % Norwegian solo travelers report feeling lonely at hotels, and 59% appreciate hotels that actively promote social interaction.

With these insights, Home Hotel introduces its guest promise and the concept "Home until you’re home" to further enhance the sense of home in a hotel setting. As nearly half of respondents (46%) expressed a desire to have a say in the food served at hotels, Home Hotel now invites guests to submit their favorite recipes, which may later feature on the dinner menu at hotels nationwide. Coinciding with the rebranding, the chain will also undertake renovations and upgrades to both guest rooms and common areas. Local initiatives focusing on social sustainability and community engagement will continue to grow.

– Home Hotel invites and welcomes guests into a warm and cozy environment where personal service and homeliness are at the forefront. In a time of increasing loneliness and anxiety, we see a growing need for spaces where people feel cared for and at home. Our conversations with guests highlight the strong connection between food and a sense of home, which is why we want to include them in our tradition of gathering around the table. Perhaps we’ll see Johan’s favorite Tuesday pasta on the menu soon—and hopefully, this will foster new connections and conversations among our guests, says Anna Spjuth, Brand Manager at Strawberry.

The name change to Home Hotel will begin on February 3, 2025, and will roll out gradually over six weeks across the chain’s 54 hotels in Sweden, Norway, and Finland. Guests’ dinner suggestions will be welcomed onto hotel menus starting in early 2025.

About the survey
The survey was conducted by Novus on behalf of Strawberry in Sweden and Norway between October 3–10, 2024. A total of 2,240 respondents participated, with 1,120 respondents from each country (aged 18–84) taking part in the survey.

About Home Hotel
Home Hotel, formerly Clarion Collection® Hotel, is a collection of intimate and tranquil hotels offering a warm atmosphere and genuine care for both guests and the planet. With its guest promise, "Home until your home", the chain aims to create a true sense of home in a hotel setting. This ethos is evident in every detail, particularly through its unique dining concept, where guests are treated to breakfast, afternoon coffee, and dinner. Part of Strawberry, the chain has won multiple awards as the best service hotel in the Nordic region.