Heimstaden has entered a 15-year agreement with hotel operator Core Hospitality to lease and manage the "A Place to" hotel in Esbjerg, Denmark.

This partnership will expand the hotel's capacity, with 97 apartments being converted into hotel rooms.

The expansion will increase the hotel's guest room count from 117 to 214. Alongside the capacity growth, the hotel will undergo a name change in tandem with the international alliance.

Core Hospitality is due to take over the hotel's operations in the second half of this year.

It has set a September target for the rebranding, with a complete transformation of the hotel slated for early 2025.

Heimstaden co-CEO Helge Krogsbøl said: “It’s a big day for Heimstaden and for Esbjerg. We have always aimed to expand the hotel and attract a known hotel chain to the city to meet the demand.”

Designed by Bjarke Ingels Group (BIG), the hotel features a modern interior and offers guests a view of the North Sea.

Among amenities at the hotel include a restaurant situated on the 17th floor, a sky bar, a relaxation area, communal space, a fitness room, and a communal kitchen. 

Core Hospitality CEO Peter Haaber said: “This is a big deal for us at Core Hospitality as we finally get a hotel in Esbjerg – the city has been on our wish list for a long time and to take over an existing hotel that fits one of our partners’ brands makes it an ideal entry into the market.

“The hotel is well managed and already has strong leadership through Helle Tingberg, who we look very much forward to working with to develop the hotel further.”

This development follows the recent merger announcement of Danish hotel company Zleep Hotels with Core Hospitality.

As a result of the merger, all 14 Zleep Hotels in Denmark will be managed by Core Hospitality.