Strawberry (formerly Nordic Choice Hotels)

Strawberry, formerly known as Nordic Choice Hotels, is one of the largest hotel groups in the Nordic region. The company operates hundreds of hotels across Norway, Sweden, Denmark, Finland, and the Baltics. The brand provides a diverse range of accommodations through its own chains—Comfort Hotel, Quality Hotel, and Clarion Hotel—as well as a significant portfolio of independent luxury and boutique hotels, such as the Thief and Amerikalinjen.

Originally founded in Norway, the brand underwent a major transformation and rebranding to Strawberry in 2023 to reflect its evolution into a broader experience-based company beyond just overnight stays. While the hotels are physical locations situated throughout Northern Europe, the corporate operations and brand management remain headquartered in Oslo, Norway. The group is widely recognized for its strong focus on social sustainability and environmental initiatives, often led by its high-profile founder, Petter Stordalen.

The ownership of Strawberry is held by the Stordalen family. The brand is managed under their investment umbrella, which oversees various ventures in real estate, finance, and travel. By pivoting to the Strawberry name, the company aims to offer a wider ecosystem of services, including restaurants, bars, spas, and unique member events, positioning itself as a lifestyle brand rather than a traditional hospitality chain.