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HotelREZ has announced that Scandinavian-based hotel group First Hotels has joined the company to drive strategic growth, supporting regional expansion.
First Hotels franchise group follows First Hotels Collection, which has been successfully collaborating with HotelREZ since 2023.
As a result of this, HotelREZ has added 20 hotels across Norway, Sweden and Denmark to its roster and is now representing all 57 properties in its portfolio of hotels and apartments.
First Hotels will also be engaging with the HotelREZ Niche Marketing programme – developed to enhance members’ international visibility and drive incremental revenue as a free, commission-based programme.
To further boost visibility, the group is also investing in metasearch coverage on search portals Trivago, Kayak, Tripadvisor and Google.
The portfolio will feature as a new addition to the Best Loved Hotels consumer brand for leisure agency business and consumer bookings.
First Hotels CCO Percy Henriksson 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, added: “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.”
