Strawberry (formerly Nordic Choice Hotels) and Norwegian have established a joint company in order to provide more services for members of their respective loyalty programmes. The partners both hold equal ownership stakes in the new entity.
The joint company will create a common loyalty currency and a platform where members can earn and use loyalty points across different programmes. This currency will replace the point system utilised by both company’s old programmes.
Members will be able to use the currency accrued to pay for air travel and hotel stays. In the future, the partners plan to expand the programme to include other companies from the region and to diversify its offer.
Together, Norwegian’s and Strawberry’s loyalty programmes total approximately 7.5 million members in the Nordic countries. The two existing programmes will maintain their current customer offering for the moment and continue to be owned respectively by each company.
Strawberry, which was formerly known as Nordic Choice Hotels until it changed its name last May to better represent the diversity of its offer, is one of the largest hospitality players in Scandinavia. Its portfolio boasts over 225 hotels across the Nordics.
We currently offer a universe of exciting experiences and an attractive loyalty programme with fantastic partners. Strawberry’s ambition it to be relevant to more people more often. Uniting two companies with Nordic roots and histories to create a common loyalty currency is part of reaching this ambition. This will be a game changer for members and guests, providing people in the Nordic countries better and more frequent opportunities to earn and use their loyalty points. We look forward to embarking on this journey together with Norwegian.
Petter A. Stordalen, Owner & Founder of Strawberry
We are developing our already popular loyalty programme, Norwegian Reward, by thinking outside the box and cooperating with new partners. I am very pleased to have found Strawberry as a partner and that by joining forces, we are developing a new platform which will give even more customers the opportunity to choose from a broader selection of services. We would also like to invite more partners to join this collaboration as we move forward.
Geir Karlsen, CEO of Norwegian