The next step

We're redrawing the map

Recently renamed StayAt Hotel Apartments, we lead the hotel apartment industry and have initiated a major campaign that will double the size of the chain over three years.

StayAt Hotel Apartments is the only hotel chain in the Nordic region that has implemented the Extended Stay concept, which is the hotel industry's fastest growing trend. The purpose of Extended Stay is to offer business and leisure travellers' freedom of choice and the opportunity to save money by providing a modern, comfortable and affordable hotel alternative. The vision is to have at least 15 hotels by 2010. Following locations in Stockholm, Malmö, Helsinki and Prague, Helsingborg gained its first apartment hotel in October 2006. This is the first visible step in the planned expansion that will double the size of the chain by 2010.

In September 2007, StayAt opened its ninth hotel in Espoo, which has a high concentration of businesses and is Finland's second largest city. It is considered part of the Helsinki Metropolitan Area, which aims to become a conurbation with volumes equivalent to Europe's largest cities. For example, Espoo is home to Nokia's headquarters and the Helsinki University of Technology (TKK).

During 2007, decisions were made to open new hotels in Uppsala, Lund, Stockholm, Copenhagen, Gothenburg and Malmö. Real estate purchases and planned renovations will amount to an investment of around EUR 100 billion.

StayAt offers apartments with hotel service where guests can feel a bit more at home - where they can sleep, cook, work and receive visitors. The philosophy is to combine all of the advantages of a traditional hotel, such as service and accessibility, with the freedom of choice, spaciousness and well-being of being at home. The price philosophy is also simple: the longer you stay, the better the price. StayAt's hotel apartments maintain a high standard, targeting discriminating business travellers as well as price-conscious families.

In Sweden, hotel apartments comprise only a tiny fraction of the total hotel market, but factors such as increased international travel, global business mergers and an increased understanding of the concept indicate that the Swedish market will also grow quickly.

Statistics from the Swedish Hotel and Restaurant Association (SHR) show that the growth rate for StayAt Hotel Apartments in Stockholm, which has a high concentration of hotels, is stronger than for the hotel industry in general. As a market leader, the chain has played a role in promoting the concept in the Nordic region.

With growth as the driving factor, StayAt Hotel Apartments will, over the next several years, increase the flexibility of its offerings in terms of booking and pricing. It will also expand by establishing locations in several Nordic cities. The journey has just begun.

Johan Göthberg
Chief Executive Officer