Strawberry is born and takes on the role as the Nordic travel industry's biggest challenger

Today, Strawberry is launched. The leading hotel group in the Nordics changes its name and positions itself as a challenger and rebel within the travel industry. The company's DNA of constant growth and a strong passion for society remains, but the scope of what it offers to guests will be significantly broadened.

For over 25 years, Nordic Choice Hotels has been a player in the hotel industry with the ambition to challenge a traditional market and provide new experiences for guests. Today, the company changes its name and launches the new company, Strawberry.

- We are no longer just a hotel company. Today, we operate 120 restaurants, 20 spas, gyms, meeting places, and arenas. We offer experiences throughout the Nordic region, and therefore, we want a brand and a name that represents the entire portfolio. The goal is still to be the best when it comes to hotel and guest experiences, but with a new name, we will expand the universe offered to guests and the loyalty club's 2.4 million members, says Petter Stordalen, founder and owner of Strawberry.

The name change marks the company's ambition to be an expert in experiences in the Nordics – through more external partners, hotels, restaurants, and much more. The core of the new Strawberry is the loyalty club. Members do not only have access to Strawberry's own hotels and products but also to the wide range of services and products offered by loyalty program partners.

- The heart of Strawberry is still the hotels, but with partner collaborations, we will be able to offer a more diversified range than today. For example, members will be able to spend their Strawberry points to access hotels around the world with our partner Preferred Hotels & Resorts when they want to stay at any of their 450+ unique hotels across Europe and the Americas. And through concert organizer Live Nation, they will have exclusive access to concerts and events throughout the Nordic region. And this is just the beginning. The launch we are doing today is the first step. It is not a finished product but will continue to develop and grow. One thing is certain, Strawberry will never be finalized, says Stordalen.

To actively contribute with solutions to society's major challenges will continue to be an important part of Strawberry's operations. Announced today as well is the fact that Strawberry enters into a partnership with the Nobel Peace Center.

- We have a long history of supporting causes and organizations that fight for the values we stand for, whether it is UNICEF, Pride, or legal aid for refugees. As we now change our name, it is important for us to signal that our values are just as strong as before. The Nobel Peace Center is an important institution that promotes dialogue and peace, and as their partner, we want to support their work because we know that dialogue promotes understanding, respect, and tolerance, says Torgeir Silseth, CEO of Strawberry.

The name change to Strawberry does not affect the names of the hotels or hotel chains.