Nordic hotel chain and Strawberry brand Clarion Collection will rebrand to its original name, Home Hotel, on 3 February, and will launch a new “Home until you’re home” concept for guests.
Home Hotel was founded in Sweden in 1983 by Jan Torgé and was acquired by Petter Stordalen in 1997.
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Home Hotel has been recognised for its unique approach, with properties in historic buildings or appealing new constructions, each with a distinct name and personalised interior design.
The decision to revert to the original name and introduce the new concept aligns with findings from a Novus survey, which indicates that 59% of participants value hotels that promote social interaction.
Additionally, nearly half of the respondents expressed a wish for greater influence over the food served.
In response, Home Hotel will begin incorporating guests’ dinner suggestions into its menus starting in early 2025.
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By GlobalDataThe rebranding will also include renovations of guest rooms and common areas, along with ongoing local initiatives focused on social sustainability and community engagement.
The transition to the Home Hotel brand will be implemented across 54 hotels in Sweden, Norway, and Finland over a six-week period.
Strawberry brand manager Anna Spjuth said: “Home Hotel invites and welcomes guests into a warm and cosy environment where personal service and homeliness are at the forefront. In a time of increasing loneliness and anxiety, we see a growing need for spaces where people feel cared for and at home.
“Our conversations with guests highlight the strong connection between food and a sense of home, which is why we want to include them in our tradition of gathering around the table. Perhaps we’ll see Johan’s favourite Tuesday pasta on the menu soon—and hopefully, this will foster new connections and conversations among our guests.”
