Slättö and Petter Stordalen's Strawberry are launching a new hotel chain aimed at filling a gap in the Nordic hotel market, with a focus on strategic locations, quality and high sustainability ambitions.
Strawberry and Slättö are introducing hotels designed for both short and long-term stays, with a focus on technology and sustainability.
For Slättö, which manages institutional capital in its funds, this project aligns well with the company's investment strategy.
The hotels will be situated in multiple strategic locations, primarily in regional markets, catering to both leisure and business travellers. Slättö views this hotel venture as complementary to its larger investment strategies in residential, light industrial and social infrastructure.
The hotel initiative has high sustainability ambitions, with plans to use wood in construction, renewable energy production with solar panels and geothermal heat, resource efficiency through digital solutions, fast EV charging and environmental certification.
The concept includes offering hotel guests services and experiences through external collaboration partners. Sweden is the initial launch market for the new hotel chain, with ambitions to expand across the Nordic region in the coming years.
The first hotel is expected to open in Q2 2025 in Falkenberg, in southern Sweden, featuring 151 rooms. The first agreements with landowners and strategic partners have been signed to enrich the hotels with services and offerings.
What they said
Erik Möller, head of hotels at Slättö, said: "We have identified an attractive investment opportunity in a niche market. Strawberry stands as one of the strongest hotel operators in the Nordics. Together, we will generate substantial returns for our investors in a property segment known for its stability but also significant potential for innovation and value creation.”
"Hotels need continuous development to attract their target group. They must also be able to quickly adapt to new market demands, contributing to both excellent guest experiences and stable, secure profitability. The new hotel chain is being developed as a versatile service destination to meet market trends.”
Petter Stordalen, owner of Strawberry, said: "The hotel market is constantly evolving, and Strawberry has been proud to lead this change. This new hotel chain is a clear example of how we've accurately captured the needs and desires of travellers. In collaboration with external partners, we offer guests services and experiences that transform their journey from mere travel to an opportunity to recharge and prepare for upcoming adventures.”