With its new marketing concept, the hotel group will inspire guests and members to experience more, with the goal of solidifying Strawberry's position as the gateway to experiences in the Nordics.
It has been a year and a half since Strawberry became the name of one of the largest and most talked about hotel groups in the Nordic region. The name change marked a change in the company's strategy, where the goal was to become more relevant to more people, more often. Since May 2023, Strawberry has started a joint venture with Norwegian around the Nordic region's new preferential currency, Spenn, Sweden's national arena is now Strawberry Arena, and recently it was decided that the Clarion Collection chain will change its name to Home Hotel.
– When I founded Strawberry, it was a pure hotel company and in 25 years we have transformed from an underdog in the hotel industry into something much bigger. Today we not only have 250 hotels, but also the Nordic region's largest portfolio of restaurants, 2,000 meeting rooms, bars, cafes, gyms and spas, and we have been named the best hotel chain in the Nordic region. We create experiences across the Nordic region, and that is exactly what we want to convey with our new concept. We are gearing up and accelerating into 2025, says Petter A. Stordalen, owner and founder of Strawberry.
Launching new concept
The concept has been named Anycation, with the aim of highlighting the company's portfolio of experiences that range from accommodation and conferences to spas, restaurants and food experiences across the Nordic region. Research shows that vacations contribute to better health, creativity, performance at work and increased life satisfaction. With the new concept, Strawberry will inspire both leisure and business travelers to experience more.
– Most people in the Nordic region know that Stordalen has built one of the Nordic region's largest hotel groups, but Strawberry offers so much more than traditional hotel stays. That is exactly what we want to highlight with our investment in Anycation. The rebranding of Strawberry was the first step towards creating the Nordic region's most exciting provider of experiences, and with Anycation we are redefining what a holiday or hotel stay can mean for our guests. As a company, we live by the values of "Room for All", as we celebrate diversity and uniqueness. In line with these values, we have developed a concept that offers an endless universe of small and large experiences, for all occasions and for all types of people, says Marianne Orderud, Vice President Brand, Marketing & Digital Sales at Strawberry.
From idea to concept
The goal of Anycation is to show that a vacation doesn't have to be two weeks in Gran Canaria or a long weekend in Paris, but instead to find moments in everyday life – whether it's playing undisturbed in one of Strawberry's gaming rooms, enjoying a dinner at TAK, taking a weekend trip with friends to Gothenburg or just sleeping in when you have small children at home. The group's unique portfolio of experiences, combined with four hotel chains and over 40 individual premium hotels, gives guests the opportunity to find the holiday feeling right on their doorstep.
The concept will be launched in Norway and Sweden on January 27, 2025.
According to the press release.
