Scandic Hotels is launching a new hotel chain under a separate brand, HTL. Stockholm will welcome the first HTL as soon as May 2014, followed by a slated 20 HTL properties set to open within five years.
“We have seen similar initiatives emerging internationally, but we are consolidating our position in the Nordic market by developing our very own concept,” says Anders Ehrling, CEO of Scandic. “Few, if any, other providers could do the same due to the challenge of achieving the right contract models and the resources to create a strong concept and brand with which to build up a new chain.”
HTL is a streamlined hotel concept targeted towards the next generation of travelers, and will be primarily established through new-builds and conversions⎯⎯particularly of office buildings. Locations have already been secured for two new hotels in Stockholm⎯⎯one on Kungsgatan and one on Upplandsgatan at Norra Bantorget. Discussions are now underway with several selected property owners across the Nordic region.
“Things are going well for us and this is one project of many that we have in the pipeline. In recent years, we have invested many billions in expanding Scandic’s hotel portfolio and we intend to continue with that, but we have also spotted an opportunity to grow through a new brand in a partially new segment,” says Ehrling. “There is good potential at the moment, as we know that many property owners have empty office blocks that would be ideal for conversion into an HTL. It is also the case that our Nordic capitals still need more hotel capacity to continue attracting the major international conferences.”
