One of the Nordic region’s largest hotel chains, Clarion Collection, has returned to its roots by rebranding as Home Hotel. The move aims to strengthen its long-standing commitment to creating a warm, welcoming atmosphere where guests feel truly at home. Alongside the name change, the chain is introducing a new concept, “Home until you’re home,” designed to enhance social connections and personalise the guest experience.
The decision to rebrand comes as a response to changing guest expectations. A recent survey by Novus found that 59% of travellers appreciate hotels that encourage social interaction, while nearly half expressed a desire to have more influence over the food served during their stay.
A Return to the Brand’s Origins
Home Hotel’s journey began in Sweden in 1983, when hospitality visionary Jan Torgé founded the chain with a focus on creating cosy, character-filled spaces in central locations. In 1997, entrepreneur Petter Stordalen acquired the brand, growing it from a handful of properties to a well-respected name in Nordic hospitality. Unlike large, standardised hotel chains, Home Hotel has always embraced individuality-each property reflects the history and charm of its building, and the experience is shaped by dedicated hosts who create a homely atmosphere.
“There’s something special about these hotels. It’s not just that Home Hotel marked the beginning of my serious ambitions in the hospitality industry, growing from a few hotels to many. There’s something in the air-the atmosphere when you step into the lobby. The staff, the open fireplace, the scent of a freshly baked cake for afternoon coffee, and the laughter from the kitchen as dinner is prepared. It feels familiar. It feels warm. It feels like coming home,” says Stordalen.
A Guest-Centred Approach
The rebrand isn’t just about a name change-it’s about deepening the connection between Home Hotel and its guests. Many of the chain’s most loyal visitors are business travellers who spend their weekdays in hotels, often seeking a homely, communal experience rather than isolation. The new “Home until you’re home” initiative is designed to foster this sense of belonging, inspired by survey findings that 21% of Swedish and 18% of Norwegian solo travellers feel lonely in hotels.
“Home Hotel invites guests into a warm and cosy environment where personal service and homeliness take centre stage. At a time when loneliness and anxiety are on the rise, we see a growing need for spaces where people feel cared for and connected,” says Anna Spjuth, Brand Manager at Strawberry. “Our conversations with guests highlight the strong link between food and a sense of home, which is why we want to involve them in our tradition of gathering around the table. Perhaps we’ll soon see Johan’s favourite Tuesday pasta on the menu-hopefully sparking new friendships and conversations among our guests.”
Looking to the Future
Alongside the rebrand, Home Hotel is investing in renovations and upgrades to both guest rooms and communal spaces, ensuring an even more inviting atmosphere. The chain will also continue to grow its local initiatives focused on social sustainability and community engagement. With a renewed emphasis on warmth, personalisation, and social connection, Home Hotel is set to redefine the hospitality experience-proving that a hotel stay can be more than just a place to sleep; it can feel like home.
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