Clarion Collection, part of the Nordic hotel chain and Strawberry brand, will rebrand to its original name, Home Hotel, on February 3, 2025. This marks a nostalgic return to its roots, as Home Hotel was initially founded in Sweden in 1983 by Jan Torgé and later acquired by Petter Stordalen in 1997.

The rebranding initiative introduces the “Home until you’re home” concept, designed to foster a sense of comfort, connection, and community for guests. As part of this transformation, the 54 properties across Sweden, Norway, and Finland will undergo renovations of guest rooms and common areas, enhancing both aesthetic appeal and functionality.

The move is inspired by a Novus survey revealing that 59% of participants value hotels that encourage social interaction, while nearly half expressed a desire to influence the food served. Reflecting these insights, Home Hotel will begin incorporating guest dinner suggestions into its menus by early 2025, further personalizing the dining experience.

Anna Spjuth, Brand Manager at Strawberry, emphasized:

"Home Hotel invites and welcomes guests into a warm and cosy environment where personal service and homeliness are at the forefront. In a time of increasing loneliness and anxiety, we see a growing need for spaces where people feel cared for and at home."

She added, "Our conversations with guests highlight the strong connection between food and a sense of home, which is why we want to include them in our tradition of gathering around the table. Perhaps we’ll see Johan’s favourite Tuesday pasta on the menu soon—and hopefully, this will foster new connections and conversations among our guests."

Home Hotel has always stood out for its unique properties, which include historic buildings or contemporary constructions with distinct names and personalized interiors. The rebranding also aligns with ongoing local initiatives, focusing on social sustainability and community engagement, further strengthening the brand’s connection to its roots.

The six-week transition to the Home Hotel brand is poised to redefine hospitality across the Nordic region, blending tradition, innovation, and guest-centric services.