Best Western Buys Sweden Hotels in Latest Consolidation Move

Phoenix-based Best Western Hotels & Resorts has acquired Sweden Hotels, a collection of 59 hotels across Sweden, for an undisclosed sum. The acquisition makes Best Western the largest hotel chain in Sweden, with a total of 135 properties.

Sweden Hotels, which has been in business since 1977, now gets access to Best Western’s loyalty program, Best Western Rewards, its distribution channels, and its customer relations, marketing, and purchasing services. Best Western said the deal will help the company grow its newly formed SureStay Hotel Group brand, as well.

In a statement, David Kong, CEO of Best Western said, “Best Western is always on a quest to grow our offerings around the globe. The opportunity to broaden our footprint with a quality partner like Sweden Hotels is one that we couldn’t turn down. We look forward to what I’m confident will be a longstanding and prosperous venture.”

Johan Kukacka, CEO of Best Western Hotels & Resorts, Scandinavia, added, “It is a distinct pleasure to welcome Sweden Hotels to Best Western. This partnership brings together two esteemed hotel companies looking to grow business competencies and better serve customers. We have already started the discussion with individual Sweden Hotels owners regarding the integration and they are excited about the new opportunities that are being presented.”

In another press statement, Jenny Bänsch Larsson, chairman of Sweden Hotels said, “It feels very good to be part of BWHR (Best Western Hotels & Resorts). With the merger with BWHR, we will now be able to help hotels better in areas such as distribution, marketing, purchasing and sales.”

As for whether Sweden Hotels properties will be rebranded under Best Western, a spokesperson for Best Western said, “As it relates to rebranding the hotels to Best Western, it is not mandatory, but we have received very positive responses from the properties thus far.”