Monday, June 9, 2025
Sweden, Norway, and Denmark are seeing a significant boost in their hospitality sector as First Hotels expands its portfolio to over fifty properties through a strategic partnership with HotelREZ. This alliance is set to revolutionize the brand’s booking systems and marketing strategies, allowing First Hotels to tap into new distribution channels and enhance global visibility. By leveraging HotelREZ’s advanced booking technology and comprehensive marketing support, First Hotels aims to streamline its operations, attract a broader international audience, and drive increased revenue across its properties in Scandinavia.
In a significant step to enhance its international outreach and fuel regional expansion, First Hotels has expanded its collaboration with HotelREZ, one of the world’s fastest-growing and most respected hotel representation companies. This move marks a decisive strategy by the Scandinavian hospitality brand to drive new revenue streams, boost global visibility, and enhance the guest booking experience across its growing portfolio.
Headquartered in Scandinavia, First Hotels has been steadily gaining ground in Sweden, Norway, and Denmark. The latest development sees the franchise adding 20 new properties to the HotelREZ network, bringing the total number of First Hotels represented by HotelREZ to 57. This includes both hotels and serviced apartments, all of which will now benefit from the powerful global distribution systems (GDS), booking technology, and marketing expertise that HotelREZ offers its member properties.
This partnership is not entirely new—First Hotels Collection, a sister brand under the same group, began working with HotelREZ in 2023. Encouraged by the success and measurable growth seen through that initial collaboration, the group has now expanded the partnership to include all First Hotels franchise properties. The comprehensive inclusion signals the group’s confidence in HotelREZ’s ability to deliver results that matter in today’s increasingly competitive hospitality sector.
Empowering Distribution and Bookings Through HotelREZ Technology
A core part of the value First Hotels gains from this alliance lies in the seamless integration of HotelREZ’s proprietary booking engine, REZBooker. This technology is now embedded across the First Hotels official website and each property’s branded landing page, offering guests a user-friendly, direct-to-consumer booking experience. The engine is optimized for mobile, enhances booking conversion rates, and ensures that guests receive the most accurate and up-to-date room availability and pricing information.
First Hotels now also operates under the globally recognized HO chain code within the GDS platform. This unlocks powerful new channels for distribution—making their rooms visible to thousands of travel agents and corporate bookers worldwide. As a result, the group expects to see greater traction among corporate travelers, global business accounts, and niche travel agencies that still rely heavily on the GDS network for accommodation booking.
Marketing Innovation Meets Regional Identity
In addition to technology, HotelREZ is equipping First Hotels with a robust marketing infrastructure designed to amplify brand reach and drive occupancy. One major initiative is the integration of First Hotels into the HotelREZ Niche Marketing Programme. This commission-based scheme is tailored to help participating hotels increase revenue and exposure in key international markets. It’s a no-risk program that links hotels with targeted audiences through focused promotions, industry events, and digital campaigns.
First Hotels is also investing in broader visibility through key online travel metasearch engines. Through HotelREZ, the group is enhancing its presence on platforms such as Trivago, Kayak, Google, and Tripadvisor. This strategy aims to capture the attention of modern travelers who often begin their journey by browsing such portals for the best deals, reviews, and options.
On the consumer branding front, the First Hotels portfolio will now feature prominently within the Best Loved Hotels network—an established brand known for promoting charming and high-quality hotels to leisure travelers. This inclusion offers another valuable channel for exposure, especially among discerning travelers seeking personalized, high-service stays in culturally rich destinations.
Percy Henriksson, CCO, First Hotels said:
“With a 20-year strong track record of delivering results, HotelREZ has already proven to be a great partner for us. The team has given us the confidence to expand our market presence and drive growth through our direct channels, as well as raise our visibility on the GDS. We see immense value investing further in other HotelREZ best-in-class systems, specifically to improve our loyalty scheme through CRM integration with the booking engine. In addition, HotelREZ has a valuable network of TMC and consortia partners, plus knowledge and experience to support RFPs, which are key for generating high-value corporate demand.”
Daniel Simmons, CCO of HotelREZ, said:
“We’re so pleased to welcome the entire First Hotels franchise to HotelREZ. It’s a wonderful group of three and four star properties that has huge potential for further growth. We see direct business and high-value bookings via enhanced visibility on the GDS as being especially strong opportunities. We’re looking forward to developing some solid strategies and results, and bringing new opportunities to First Hotels to help facilitate the growth of the franchise.”
Championing Inclusivity Through World Rainbow Hotels
Another distinctive advantage of joining HotelREZ is the eligibility to be part of World Rainbow Hotels®, a global consortium exclusively featuring LGBTQ+ friendly accommodations. As a member, each First Hotels property will be promoted as a welcoming, inclusive space for LGBTQ+ travelers. These listings appear in the GDS and are also marketed through dedicated LGBTQ+ travel agencies and platforms—further diversifying the group’s appeal and demonstrating a strong commitment to inclusive hospitality.
World Rainbow Hotels carefully curates its list based on properties’ approach to inclusivity, safety, and overall appeal to LGBTQ+ guests. First Hotels’ participation in this program signals a thoughtful alignment with values that resonate globally, especially with a younger, values-driven travel audience.
A Smart Move to Support Long-Term Growth
By joining forces with HotelREZ, First Hotels is not just expanding its digital footprint—it is also positioning itself for sustained growth in the face of evolving travel trends. HotelREZ brings to the table over two decades of experience and an active client base of more than 2,500 hotel partners worldwide. The company’s consultative approach ensures that each hotel’s strategy is tailored to its unique market position, with a strong emphasis on optimizing occupancy, improving profitability, and enhancing customer satisfaction.
First Hotels can now tap into this vast ecosystem of support, including revenue management services, global sales outreach, digital marketing solutions, and real-time performance tracking tools. For a franchise-driven model like First Hotels, this partnership translates into more efficient operations, reduced booking costs, and greater control over how and where their properties are marketed.
A Future Focused on Reach and Relevance
Sweden, Norway, and Denmark are set for significant growth as First Hotels expands its portfolio to over fifty properties through a strategic alliance with HotelREZ, enhancing bookings and marketing strategies.
As the travel industry continues to rebound and reshape itself post-pandemic, hotel groups must innovate and collaborate to stay relevant. For First Hotels, doubling down on its relationship with HotelREZ is a clear signal that it is ready to scale, modernize, and appeal to a wider global audience.
From independent travelers seeking authentic Scandinavian experiences to corporate clients booking meetings and extended stays, the enhanced booking infrastructure and global representation will enable First Hotels to capture more demand, better serve guests, and stand out in a crowded marketplace.
In conclusion, this expanded alliance with HotelREZ marks a pivotal moment for First Hotels as it works to blend regional charm with global reach. With advanced technology, niche marketing support, and an inclusive ethos at its core, the group is poised to redefine success for mid-sized hotel franchises in the international hospitality arena.
