Scandic creates signature brand, renames HTL

Scandic Hotels is launching a group of signature hotels, which will be marketed under their own names with the extension “by Scandic.” The Stockholm-based company also said its limited-service lifestyle brand, HTL, at the beginning of 2016 will tie itself closer to the Scandic brand and will change its name to “HTL by Scandic.”

The new signature properties will be characterized by their unique history and character, and designed as distinct social meeting places. For example, the first hotel in the collection will be the existing Scandic Grand Central that will be rebranded as “Grand Central by Scandic” on February 1, 2016. The group’s hotel development in the PUB department store building in Stockholm, Haymarket, will also be a signature hotel when it opens in the spring of 2016.

Scandic is planning to expand its collection of signature hotels by adding a handful of hotels in the Nordic countries in the next few years through rebranding existing hotels and opening new establishments/hotels.

“By launching a collection of signature hotels, we will realize the hotels’ full potential in terms of customer offering and profitability,” said Frank Fiskers, president and CEO of Scandic Hotels.