Scandinavia has emerged as the ideal destination for those seeking a unique corporate and leisure crossover. Having only recently gained widespread popularity as a tourism hotspot however, the Nordic front has very few hotels that are adequately equipped to cater for both business and casual travellers.
First Hotels: Embracing business
Business Destinations spoke to First Hotels about the ways in which they have adapted to the region’s newfound status among the higher echelons of European business, and how they make sure their guests have a distinctly Scandinavian experience.
“The Scandinavian market is still growing and we will continue to hone our focus on countries in the region wherever possible,” says André Braathen, Marketing and Digital Director at First Hotels. “The business traveller is our biggest segment for both rooms and conferences. However, the private casual traveller is our most important segment for weekends. We tailor offers to suit each group and facilitate the two.”
First Hotels has capitalised on Scandinavia’s influx of visitors to great effect, utilising this opportunity to develop an impressive understanding of what travellers want. Not content with providing a uniform and predetermined experience for all, as is customary in so many chain hotels, First Hotels, “wants to give our guests top service tailored to each of their individual needs. First Hotels has a wide range of hotels though we do not standardise the look and design, but always give our guests a unique experience.”
Sweden and Copenhagen
First Hotels’ principal focus is twofold: targeting the global hub for innovation that is Sweden, as well as Europe’s fresh centre of business, Copenhagen. By addressing these areas, First Hotels reinforces its commitment to corporate clients and demonstrates understanding of Scandinavia’s place in Europe’s corporate landscape.
First Hotels has a total capacity of more than 8,000 for conferences and meetings in Sweden, Denmark and Norway
Considering the region’s importance to European business, First Hotels ensures its services satisfy those visiting on corporate matters. “First Hotels has a total capacity of more than 8,000 for conferences and meetings in Sweden, Denmark and Norway. Our First Conference experience sees us creating and facilitating successful conferences, with a particular focus on detail and excellent catering.”
First Hotels also caters for additional leisure activities, lending its local expertise to those unfamiliar with the surrounding region. “Most of our hotels are centrally located and we have a well-trained staff that can offer our foreign guests local experience and knowledge tips. Many of our hotels offer the possibility to experience local events and adventures. As a part of Global Hotel Alliance, we offer our Platinum and Black members ‘Local Experiences’, which is only available for them.”
As a member of the world’s largest hotel alliance, First Hotels has jointly pioneered a loyalty programme so regular guests can enjoy benefits that would otherwise be unavailable. “Before we started cooperating with Global Hotel Alliance we were discussing how we could give our loyal guests not only a good hotel experience, but also value, and in this way exceed our guest’s expectations. We joined GHA and we are now represented in 61 countries and partnered with some of the world’s leading airlines and agencies. First Member is Scandinavia’s most rewarding loyalty programme. First Members have local benefits such as discounted hotel prices at all First Hotels, and worldwide benefits through Global Hotel Alliance such as bonus points on all First hotels in the alliance.”
Abiding by the slogan, ‘Your second home is First’, First Hotels is among Scandinavia’s best in dealing with travellers of a corporate persuasion and, if it maintains its current high standards of service, will no doubt continue unchallenged.
