Service Design/

Scandic Hotels/


The leading Nordic hotel chain Scandic wanted to create a new type of hotel and asked us to develop a point of view on the future of the hotel, looking specifically at the “budget” market. To establish the vision of this new hotel concept and the guests’ experience, we chose a human-centered innovation process and planned a two day co-creation workshop in Stockholm.


To better understand the target audience we recruited 12 frequent travelers from the Nordic countries. In co-creation workshop we asked the participants and some of the Scandic stakeholders to define insights and and to build quick and dirty prototypes of new and improved space and service solutions. We then used the framework of the customer journey of the guests’ hotel experience to structure insights and ideas from the workshop. Ideas that translated  into software, space and service touch points.


The first HTL hotel opened its doors 2014 in Stockholm. A second hotel opened in Oslo in early 2015. Two more HTL hotels are going to open in Copenhagen and Helsinki. Below you can find images of the final hotel experience.