The leading hotel chain in the Nordic region, Scandic Hotels, is launching a new hotel concept that is aimed at younger travellers. The new brand, called HTL, will be located in city centres, offer affordable rates and feature smart digital solutions and quality design.

Scandic is planning to roll-out 20 HTL locations in the major Nordic cities within five years, with the first 275-room HTL to open in Stockholm, Sweden, as early as May 2014.

HTL will mainly be established through new builds and conversions, particularly of office buildings. Discussions are underway with property owners across the Nordic region.

“We have seen similar initiatives emerging internationally but we are consolidating our position in the Nordic market by developing our very own concept,” says Scandic’s CEO, Anders Ehrling. “Few, if any, other providers could do the same due to the challenge of achieving the right contract models and the resources to create a strong concept and brand with which to build up a new chain.”

HTL will target travellers that have different priorities than traditional hotel guests. The chain will eliminate any unnecessary amenities to provide only what is most important to the target group: increased digitalization, greater transparency and speed.