Hotel Marina is part of Sure Hotel Collection by Best Western

Danish hotel taps into global distribution

August 19th, 2019

Hotel Marina, a well-known hotel north of Copenhagen, enters a new collaboration with global megabrand Best Western starting early October. The hotel will continue having an independent profile by tapping into the soft brand Sure Hotel Collection by Best Western.

Situated near Vedbæk harbor and beach, with a view of the Oresund ocean, Hotel Marina is a unique property that now wants to boost its international visibility and strengthen its market position. To do this, the hotel is teaming up with Best Western to be part of the Sure Hotel Collection. “Hotel Marina has a unique and well-known history and location. We have a strong global distribution and one of the most popular hotel loyalty programs in the world. I’m very confident that our Danish office in collaboration with the on-property team and Core Hospitality will make the hotel an ideal choice for the growing number of travelers that are visiting Denmark,” says Søren Nystrøm optimistically, Country Manager of Best Western in Denmark.

A destination for locals

The decision to partner up with Best Western is part of a glocal strategy for the property; while it will be internationally recognized as part of the Sure Hotel Collection brand, it will remain known as Hotel Marina locally. The operator, Core Hospitality, of course wants to increase sales but it also wants to become an integral part of the local environment. Best Western’s mantra, ‘same different everywhere’, gives the hotel the exact amount of flexibility to be part of a global hotel chain and remain a unique destination.

We have spoken with many other local businesses and neighbors that come by the hotel. They are all very positive and look forward to the changes we plan on making. We want the hotel to be part of the local environment again, offering a place for all to meet, becoming as much a destination for international travelers as for locals,” says Manuela Iorga, General Manager at Hotel Marina.

Increased value-for-money

Despite having had other Scandinavian brand names over the years, Core Hospitality is confident that adding the first global brand will have more success. One of the reasons also give added value to guests of the hotel: they will now be offered Best Western Rewards, a loyalty program with nearly 40 million members which gives guests the opportunity of collecting and redeeming bonus points at more than 4,000 hotels worldwide.

Just last week, Core Hospitality announced that it will rebrand its hotel by Copenhagen Airport to a Best Western Plus. The collection under one brand family gives the company stronger synergies, which makes it possible to improve service across the organization.

About Hotel Marina

126 rooms situated at an amazing location with a view over Oresund. That is Hotel Marina in Vedbæk. The hotel is located on the edge between Greater Copenhagen and North Zealand; in the middle of Copenhagen and Elsinore. The hotel was taken over by new owners with a grand vision in 2018 and is operated by the Danish hotel management firm Core Hospitality. For more information:

About Best Western

Celebrating more than 70 years of hospitality, Best Western Hotels & Resorts is an award-winning global family of hotels with more than 4,000 hotels located in nearly 100 countries. In Scandinavia, it is a member organization with more than 150 privately owned hotels.

About Core Hospitality

Core Hospitality does one thing and one thing only: operate hotels. As a Nordic white label hotel operator, it is independent of brands and flexible to implement and manage the brand that best fits the property and location. Core Hospitality was established as a sister company to Zleep Hotels, giving the organization a strong foundation in the Nordics. For more information about Core Hospitality, visit


Per Denker Sørensen
CEO, Core Hospitality
+45 50 53 15 44

Søren Nystrøm
Country Manager, Best Western Denmark
+45 31 66 16 22

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