Besides featuring a fresh, welcoming design, Scandic Go hotels will focus on sustainability and offer all the necessities for a ‘smart stay’. Credit: Scandic Hotels Group via Cision.

Scandic will open its first hotel under its new Scandic Go brand, a smart, sustainable hotel concept under the economy segment, at the beginning of September in Stockholm, Sweden.

Scandic Go aims to meet the demands of the new generation of hotel guests. and an existing Scandic hotel at Upplandsgatan in downtown Stockhold will be renovated and transformed to open as the inaugural Scandic Go hotel.

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Scandic is a large hotel company operating in the Nordic countries and has a network of 280 hotels and 58,000 hotel rooms in operation and under development in over 130 locations.

According to the company, the economy segment is the fastest-growing category of the hotel industry in Europe due to changed travel behaviour and financial constraints among travellers.

The economy segment currently accounts for less than 5% of the total hotel market in the Nordic region as against 15% in the rest of Europe. Scandic also plans to leverage the brand to boost its pace of expansion outside the Nordic region.

Scandic Hotels president and CEO Jens Mathiesen said: “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.”

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Besides featuring a fresh, welcoming design, Scandic Go hotels will focus on sustainability and offer all the necessities for a ‘smart stay’.

Rather than providing full-service restaurants, gyms and meeting facilities, guests will be able to avail a more limited but carefully curated offering of meals and beverages, breakfast options and room experiences at a good price. 

Scandic currently has a wide offering for the middle and upper-middle segments of the hospitality industry.

Mathiesen added: “This is why Scandic Go is the perfect complement to reach a new, more price-conscious target group. 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.”

Scandic Go is expected to add between 1,000 and 1,500 contracted rooms annually to the company’s portfolio.

The Scandic Go brand was first presented in 2020 but the concept was not rolled out due to the Covid-19 pandemic.