Hotel Marina enters collection brand and loyalty program

October 8th, 2019

Hotel Marina, north of Copenhagen, has now installed its Sure Hotel Collection sign on its façade and is now part of the global loyalty program Best Western Rewards.

The locally well-known Hotel Marina in Vedbæk, a city north of Copenhagen, has now fully entered its partnership with Best Western and is part of its Sure Hotel Collection brand. The unique property, which is located across the street from the beach and harbor, will continue being marketed as Hotel Marina, remaining independent of a chain brand, but the hotel will receive all the benefits of a global powerhouse in sales and distribution. Best Western’s mantra, “same different everywhere,” seems very telling for the collection that Hotel Marina is now a part; each hotel complies with shared standards, but each is individually designed with different identities.

In the past few months, the hotel has been through a soft renovation, making the hotel more attractive to travelers. Meanwhile, the hotel has also begun the process of becoming a destination for locals again. “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 locals as for international travelers,” says Manuela Iorga, General Manager at Hotel Marina.

Introducing a loyalty program

Hotel Marina has previously been promoted by several Scandinavian hotel brands, but the new operator of the hotel, Core Hospitality, believes that it is better to maintain a local identity by promoting it through a soft brand, such as Sure Hotel Collection. The decision also gives stayover guests a new advantage through the loyalty program, Best Western Rewards, which allows them to earn and redeem bonus points at more than 4,000 hotels worldwide. The program has nearly 40 million members and is among the most popular in the industry.

When the partnership was announced in August, Country Manager of Best Western Denmark, Søren Nystrøm said, “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.”

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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