The Nordic Choice Hotels brand Clarion Collection, takes the lead to become the world’s first ”hygge” hotel chain

Clarion Collection was the first chain acquired by Petter A. Stordalen during the 1990s. The chain was then called Home Hotels, which was subsequently changed to Clarion Collection. Now, Clarion Collection is taking the lead with a unique industry concept using the well-known Scandinavian term “hygge” as a platform. The chain has also appointed a “Director of Happiness” in charge of developing the concept and implementing it among employees.

Research shows that most people are trying to flee constant availability. Unlike before, we are seeking to “undigitalise” our lives, and trying to find oases of calm that offer true relaxation. The Clarion Collection chain is now strengthening its position to create these relaxing spaces and will offer “hygge experiences” at all of its 49 hotels. The concept was launched on 1 October 2019.

– The Clarion Collection chain has always had a special place in my heart as it was my first, but also because almost all the hotels are located in historic buildings, each one telling its own unique story. Clarion Collection and ‘hygge’ feel like a match made in heaven, since ‘hygge’ is a philosophy and lifestyle that is entirely in line with what the chain represents. One example is the unique food concept featuring “fika” and an evening meal, which none of the other hotel chains offer in full,” says Petter Stordalen, founder of Nordic Choice Hotels.

"Hygge” is a philosophy and a lifestyle that is all about adding warmth and joy to your life, understanding the importance of simplicity and taking time to unwind. At Clarion Collection, “hygge” means ensuring delivery and quality, both in terms of products and services. The popular food concept allowing guests to enjoy breakfast, “fika” and an evening meal have been upgraded. The music is carefully chosen, and the lighting and colours have been adjusted to create spaces for maximum enjoyment and relaxation.

– The word "hygge" was the second most popular word after “Brexit” in the Oxford English Dictionary in 2016. There are now more than 5 million hits for ‘hygge’ online, a subject that clearly engages people and evokes positive feelings. We have always had "hygge" and now plan to package our offer to be even better at meeting the needs of our guests,” says Øyvind Alapnes, Chain Director of Clarion Collection Hotel.

He adds:

– We have taken a lot of inspiration from researcher Meik Viking, CEO of the Happiness Research Institute, and author of The Little Book of Hygge, which has sold more than 1 million copies and has been translated into 26 languages. Meik, who has often been called on as an expert and speaker internationally, is a frequent traveller. It seemed obvious for us to consult him before the launch,” adds Øyvind.

A “Director of Happiness” has been appointed to ensure that the new concept is implemented at the hotels and among the employees.

– My role involves promoting joy at work among our employees. It is certainly no secret that happy staff means happy guests,” says Rebecca Wodajo, Director of Happiness at Clarion Collection Hotel.

Clarion Collection achieves top scores for both employee satisfaction (eNPS) and guest satisfaction NPS). Moreover, Clarion Collection also has the highest number of Nordic Choice Club members.

Clarion Collection has 20 hotels in Norway, 28 in Sweden and 1 in Riga. All the hotels are centrally located and more than half of them have the top position on TripAdvisor. Breakfast, Afternoon Sweets and an evening meal are included at all our Clarion Collection hotels.

More information:
Øyvind Alapnes, Chain Director, Clarion Collection Hotel
oyvind.alapnes@choice.no, +47 (0)911-32044

Rebecca Wodajo, Director of Happiness, Clarion Collection Hotel
rebecca.wodajo@choice.se, +46 (0)73-060 91 69