London, 9 June 2025 – First Hotels franchise has joined HotelREZ to drive strategic growth, supporting regional expansion for direct, GDS, and corporate business with enhanced international visibility.
Extending its partnership with the world’s leading and fastest growing hotel representation company, the Scandinavian-based hotel group has added a further 20 properties to the HotelREZ roster. In joining forces with HotelREZ as its distribution partner and booking technology supplier, First Hotels franchise will improve demand opportunity and reduce the cost of bookings, while providing a better booking experience.
With properties in Sweden, Norway and Denmark, First Hotels franchise group follows First Hotels Collection, which has been successfully collaborating with HotelREZ since 2023. As a result of this deal, HotelREZ is now representing all 57 properties in its portfolio of hotels and apartments.
First Hotels will benefit from the HotelREZ GDS chain-code, with full connectivity, marketing and sales support. This includes REZBooker, the HotelREZ booking engine, which is embedded into the First Hotels website and property branded pages for direct-to-consumer bookings.
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. Included in the partnership, the portfolio will feature as a new addition to the Best Loved Hotels consumer brand for leisure agency business and consumer bookings.
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.”
As part of the HotelREZ membership, all First Hotels franchise properties qualify for World Rainbow Hotels®, the world’s only GDS-enabled LGBTQ+ global hotel consortia. World Rainbow Hotels proudly showcases exceptional LGBTQ+ friendly properties, selected for their commitment to inclusivity and their unique appeal.
HotelREZ draws on its vast experience and connections across the hospitality sector to provide distribution, revenue, sales and marketing services, and consultancy, alongside key technology to drive bookings. With more than 2,500 customers, HotelREZ tailors solutions and advice by gaining in-depth knowledge of its members to drive results.
All branded First Hotels are now bookable on the GDS under HO Chain Code. Discover more about HotelREZ at www.hotelrez.com or First Hotels at www.firsthotels.com
About First Hotels
First Hotels founded in 1993 in Norway, includes a portfolio of 56 hotels across Norway, Sweden, Denmark, and Greenland.
Enter Tromsø Hotels & Apartments AS has recently acquired First Hotels, becoming a major player in the Scandinavian hotel market. This strategic acquisition marks a major milestone as the Northern Norwegian company steps onto the larger Scandinavian stage, transitioning from a regional operator to a key player in the hospitality industry.
The company has set ambitious targets for future expansion and aims to strengthen its position in the market significantly. Under new ownership, First Hotels will return to a hybrid model combining hotel operations, property development, and franchising—echoing the brand’s original structure from the 1990s. The company will pursue new opportunities for hotel operations and acquisitions, with a strong focus on the Norwegian and Swedish markets. The goal is to build a robust presence in major cities, offering guests a broader, high-quality hotel experience.
