Our Market

Markets and competitors

The hotel market in Scandinavia is unique in having strong regional operators and loyal domestic travellers. It is dominated by the mid-range segment, with well-balanced prices and service offerings. The international giants of the hotel industry are under-represented here, compared with other countries and regions. The leading players include First Hotels, Scandic Hotels and Rezidor Radisson Blu.

Our customers

First Hotels has a diverse customer base that includes both private and corporate customers from various sectors. Our loyalty programme, First Member, has over 470,000 members, representing a large base of satisfied and loyal customers.

Market trends

The future of the hotel market is being shaped by several key trends:

  1. Digitalisation and automation: Hotels are embracing fully automated check-in and check-out processes and using technology to streamline operations and improve the guest experience.
  2. Green initiatives: Sustainability is being prioritised, with ecofriendly measures and energy-efficient solutions focused on everything from packaging to energy savings.
  3. Plant-based food: Demand for vegan and plant-based options is on the rise, leading to a wider range of menu choices and lower ingredient costs for restaurants.
  4. Personalisation: Personalised service will be the key to long-term customer relationships, using data and analytics to understand guests’ needs and preferences.
  5. Local experiences: Consumers are looking for local character and charm, increasing the demand for local products and experiences.
  6. Health and wellness: Hotels and restaurants are focusing on health-orientated products and services to meet customers’ growing interest in wellness.
  7. Contactless technology: Technical innovations such as contactless payment and ordering improve the guest experience and streamline operations.
  8. Artificial intelligence (AI): AI is being integrated to improve customer service, automate processes and create more personalised experiences for guests.
  9. Bleisure travel: Greater work flexibility is leading to an increase in business and leisure travel, with hotels offering convenient solutions for both business and pleasure.
  10. Flexible hotels: Successful hotels adapt quickly to market needs through agility, flexibility and access to technology and data insights.