In the fall of 2026, Hotel Öresund Conference & Spa in Landskrona and Hotel Carlshamn in Blekinge will become part of Strawberry’s hotel portfolio. Through a franchise agreement with Thandagruppen, local entrepreneurship will be combined with Strawberry’s Nordic reach and growing loyalty program.
Reducing the impact of the supply chain requires innovative thinking and circular solutions. Through a unique collaboration between Strawberry, juice producers Råsaft and Rscued, and Dafgård, pulp leftovers from juice production are now being transformed into fiber-rich breakfast rolls. The new rolls will be a permanent feature of the breakfast buffet at most Strawberry hotels.
For several year
Strawberry, Viscaria Kiruna AB, and MG Link have entered into a comprehensive agreement to build and operate "Viscaria Village" in Kiruna. The initiative comprises 132 residential rooms and is scheduled for completion in the summer of 2026.
At a time when the construction industry is hitting the brakes and many are tightening their purse strings, Strawberry is doing the opposite. In 2026, the hotel group will execute its largest renovation initiative ever in Sweden. Together with property owners, over SEK 400 million is being invested to develop Stockholm's most iconic hotels.
Strawberry is now taking the next step in its continued expansion in Finland through a partnership with NCC. The parties aim to jointly establish a new hotel in Lahti.
With a Swedish-made furniture collection designed exclusively for the hotel.
Stratum Suites is opening on the top floor of Clarion Hotel Sign: three new signature suites created in close collaboration between the hotel and Bernadotte & Kylberg. The result is interiors where every detail has been carefully crafted and where the focus on Swedish design and craftsmanship deepens the hotel's de
Echoes of history meet the pulse of the future as Petter Stordalen’s hotel company, Strawberry, and the real estate company Tosito present their joint vision for Munksjöstaden. In the historic factory premises where Jönköping’s industrial cradle once stood, a spectacular resort hotel with 120 rooms is now emerging.
Strawberry Living, part of the Strawberry Group, is launching a new business segment focused on creating and operating complete living environments for large-scale industrial and infrastructure projects. The first initiative is Aurora Village, a unique collaboration with SSAB in Luleå, where Strawberry Living will be responsible for the operation of 2,000 new project homes being built by Adapteo.
In a short period of time, Strawberry has switched its environmental certification to the Nordic Swan ecolabel, and almost 240 of the hotels in the group's portfolio now carry the label.
The Nordic Swan Ecolabel is the official ecolabel in the Nordic countries and sets strict requirements for energy consumption, waste management, chemicals, and resource use. The Nordic Swan Ecolabel aims to mak
Hotel Kämp, Northern Europe’s legendary grand hôtel and the iconic heart of Helsinki since 1887, will open the renovated restaurant À La Kämp and the iconic Kämp Bar on November 14th. This marks one of the most significant milestones in the hotel's extensive refurbishment project, set for full completion in 2026.
Today, Strawberry is opening the doors to the very first hotel in its new Stopover chain – a completely new concept of modern roadside hotels located along Sweden’s major highways. Stopover Falkenberg is now officially open, and it has also been confirmed that the next hotel will be built in Mariestad, with a planned opening in 2026.
With a shared ambition to develop Gotland, Strawberry and Gotlandsbolaget are embarking on a collaboration. In the summer of 2026, Quality Hotel will take over Gotlandsbolaget's hotel in Visby, currently operated as a Scandic franchise. Following this, the focus is on several collaborative projects that will contribute to further building an attractive Gotland.
One of Jönköping's most popular hotels, Vox Hotel, is expanding. Together with property owner Fastighets AB Regio, the hotel will add 76 new rooms, bringing its total capacity to 219 rooms.
In the heart of central Malmö, Strawberry will open its absolute smallest hotel in Sweden at the end of the year. Home Hotel Baltzar will not only offer 45 newly renovated hotel rooms, but the jewel in the crown is the four 45 square meter tower suites with views over Malmö's rooftops.
Reitan Retail becomes one of three owners of Spenn. Together with founding companies Norwegian and Strawberry, Reitan Retail will continue developing Spenn into the largest loyalty currency in the Nordics.
Spenn will be owned equally by the three companies, and will offer an attractive combination of retail, air travel and accommodation. Surveys show that groceries, fuel and chargi
Strawberry strengthens its team in Tromsø with Scandic Grand Tromsø, which will become the sixth hotel in the Arctic City for the hotel company. What will become Quality Hotel Grand Tromsø in December, is located in the city center and has 176 guest rooms, including several family rooms, five meeting rooms, a bar, café, and restaurant. The hotel is owned and operated by the Nordic Group.
With an ambitious goal of being emission-neutral in its own operations by 2030, Strawberry has now entered into a sustainability-linked loan agreement with DNB where the interest rate is controlled by the hotel company's climate accounts. Strawberry Hospitality Group has recently refinanced a loan of NOK 2.8 billion with DNB and tied the margin determination to the company's sustainability work.
On February 3, 2025, one of the Nordic region's largest hotel chains, Clarion Collection, will revert to its original name, Home Hotel, further emphasizing the feeling of home in the hotel experience. Alongside the rebranding, the chain will introduce a new concept, "Home until you’re home". The initiative is based on a recent survey by Novus, which reveals that 59% of respondents appreciate hotel
Hotel Kämp will undergo a major expansion, adding 3,100 square meters to its premises. Including the historic Helander House on North Esplanade which is currently undergoing a transformation into an extension of the iconic Hotel Kämp. Moreover, Hotel Kämp will introduce a new wellness oasis with water elements as part of its expanded amenities.
Kristianstad's flagship Hotel Christian IV becomes part of Strawberry. The hotel, which was originally built to become the city's new bank in 1901, is now being renovated to open under a new flag on April 1, 2025, and become part of the Clarion Collection hotel chain.
