About First Hotels

Established in 1993, First Hotels has grown from a small hotel company consisting of six hotels in Sweden into a multinational hotel chain with more than 40 hotels across Scandinavia. Through acquisitions, new developments, and strategic partnerships, First Hotels has evolved into a hospitality brand unlike any other operating in the Nordic market. While we are proudly a franchise-based hotel company, our ambition extends far beyond the traditional role of a hotel chain. Our brand is built on a dual focus: we are equally committed to supporting our hotels through a strong Business-to-Business approach while creating meaningful and consistent guest experiences through a clear Brand-to-Consumer perspective. The strength of First Hotels lies in the brand we build together with our hotels: the recognition we create, the standards we uphold, the solutions we provide, and the opportunities we generate. Yet all of these efforts ultimately serve one purpose: creating value for the most important stakeholder in our industry - the guest. Our goal is to empower our hotels to deliver exceptional hospitality, foster genuine guest loyalty, and achieve long-term commercial success in an increasingly competitive market. Our brand strategy is designed to balance these objectives, reflecting our ambitions as a company while ensuring that the services, tools, and support we provide create meaningful value for both our hotel partners and every guest who chooses to stay with First Hotels.