Scandic unveils its budget brand

2 min reading time

Published on 02/05/23 - Updated on 02/05/23

Scandic Go Stockholm

To meet the demands of a new generation of hotel guests, Scandic will open its first hotel under its new Scandic Go brand, a smart, sustainable and economic concept at the beginning of September in Stockholm.

The economy segment has grown in recent years, meeting needs of nowadays guests who are facing strong inflation. The segment is not as developed in the Nordic region as in other European countries, accounting for less than 5 percent of the total hotel market compared with 15 percent in the rest of Europe.

With Scandic Go, Scandic is now entering this rapidly growing segment with a clear ambition to lead the market. These brand new hotels will feature a fresh design with a focus on sustainability and offer all the essentials. Instead of full-service amenities guests will enjoy a more limited but carefully selected offering of F&B options and room experiences.

With the new Scandic Go configuration, Scandic will introduce more compact rooms and fewer shared spaces than the company’s full-service hotels. In addition to conversions, the plan is to primarily grow the brand through new builds and takeovers of existing hotels.

The new brand is expected to contribute to Scandic’s growth by adding between 1,000 and 1,500 contracted rooms per year to the company’s portfolio. First presented in 2020, but rolling out the concept was paused due to the Covid-19 pandemic. Now, work is underway to prepare for the launch after the summer. The first hotel in downtown Stockholm will be in an existing Scandic hotel on Upplandsgatan that will be renovated.

The fast-growing economy segment is a fantastic and unique opportunity to further strengthen our portfolio to meet the rapidly evolving demands of a new generation of hotel guests. With Scandic Go, we will secure a leading role in developing the segment in the Nordic countries – and I also see great expansion opportunities outside our Nordic markets. […] I’m convinced that this new brand and initiative will further strengthen our growth potential and I see excellent opportunities to open Scandic Go hotels in about 50 cities in our markets.

Jens Mathiesen, President & CEO of Scandic Hotels

Scandic Hotels Group

Scandic Hotels Group

Hotel Group

  • Scandic Hotels Group Sweden
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