Swedish investment group Slatto has revealed plans to back a new hotel chain that it plans to roll out across Scandinavia. The chain, whose name has yet to be revealed, will launch in 2025 with its first hotel due to open in Falkenberg, southern Sweden.
Slatto has teamed up with another stalwart in the Nordic hotel market, Strawberry group, to provide operational excellence for the new brand. Together the pair have promised a new hotel format to welcome short and long term guests, equally addressing both leisure and business travellers. The new chain will have sustainability at its heart, aiming to maximise the use of wood in construction, using renewable energy via solar panels and geothermal heat. There will be a digital focus to reduce operating costs, and meet the growing demand from younger guests for flexible communication formats.
“The hotel market is constantly evolving,” said Strawberry owner Petter Stordalen. “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.”
Strawberry is an experienced hotel operator with more than 200 hotels across Sweden, Norway, Denmark, Finland and the Baltics. Partnering with international group Choice Hotels, it operates the Clarion, Comfort and Quality brands across the Nordics, in addition to a collection of independent hotels across the region. The partners will launch more hotels in Sweden, and plan to expand their new brand across other, adjacent Nordic countries over coming years.
“We have identified an attractive investment opportunity in a niche market,” said Erik Möller, head of hotels at Slättö. “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.”
For Slatto, the investment in the hotel sector complements its other built environment investments, in sectors including logistics and residential.
Other accommodation partners that Slatto works with include aparthotel operator Bob W, with whom it has two live projects in Finland. Its first purchase, a brownfield project in Helsinki, will open in 2024 with 55 apartments. That was followed in January 2024, by the purchase of an office building in the city for conversion to create 99 apartments. Following construction work, the second Bob W site in Helsinki is expected to open in Q2 of 2025.
