Even Frydenberg photo
Even Frydenberg

President & CEO of Scandic Hotels

IHIF in conversation with Even Frydenberg, President & CEO, Scandic Hotels

Even will be speaking on the CEO Panel, Evolving Hospitality: The Trends Shaping the Future of Hospitality, 10.00 – 10.40 on Wednesday 6th March during the International Hotel Investment Forum (IHIF) which takes place 4-6th March at the InterContinental Hotel, Berlin www.ihif.com

1. How would you describe the hotel investment market in 2019?  
More cautious than in the last few years. There is much speculation about the industry being on top of the market so investors are cautious. However, a lot of international investors are looking to the Nordic countries. I do think we will continue to see consolidations with larger companies looking to secure their growth by buying not only smaller global companies but also more regional players.  

2. What is Scandic Hotels’ position and strategy for the year to come?   
To ensure we capitalize on Restel synergies and continue to enhance internal efficiency, To continue to “fortify” the Nordics while looking for growth outside Nordic countries with Germany leading the way. Also to develop the Scandic Brand and product offering with the guest in focus. Regarding distribution, we must be bookable in all relevant channels and maximize the existing portfolio through proactive portfolio management. We will also continue to lead the way in social and environmental sustainability. 

3. What are the biggest challenges faced by hoteliers/investors in the current hotel investment market?   
The biggest challenges faced by hoteliers are the increased operating and leasing cost pressures, availability of staff, control over booking channels and the guest. For investors, the challenges are the cost of real estate and the speculation associated with being at the top of the cycle.  

4. What existing hotel brands do you think are most interesting to watch?   
Accor and Marriott, Jin Jiang and the emerging budget life style brands.  

5. Who or what is the biggest inspiration guiding your career?  
Challenges. I always looked for where there were challenges as that is also where the opportunities lie. 

6. What are you most looking forward to at IHIF?   
Networking. It’s a unique situation having everyone in one place, seeing what the other brands are doing, checking-in on global and regional trends and innovation. 

7. You are taking part in the CEO Panel – ‘Evolving Hospitality: The Trends Shaping the Future of Hospitality’ – how do you think the customer experience will shape the future of our industry?   
Think it’s all been said before as we are all seeing the same things. Guests are in the centre expecting choices for them to create a personalized experience. The transparency and speed of the digital world will fuel faster changes in guest and customer expectation – a challenge for an asset heavy industry.

Hosted by

Questex Hospitality Group

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29-31 October 2019
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Location to be confirmed in due course

Asia Pacific Hotel Investment Conference (APHIC)

25-26 April 2019
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