Best Western Plus Copenhagen Airport — Photo by BWH Hotel Group®

The Copenhagen hotel market is developing rapidly, and all hotels must be ready for change to improve their position. To this end, Core Hospitality, a Danish white label hotel operator, has decided to rebrand its airport property to a Best Western Plus.

Copenhagen Airport's passenger volume increased by 11% in in 2018 but the hotel capacity in near proximity to the airport is expected to grow by 84% in the next two years. "It's a distribution game, and we spoke with many brand families before settling on Best Western's platform. They are able to reach a large audience globally and are also big players locally," says Per Denker Sørensen, CEO of the hotel operator Core Hospitality. He further explains that being an established organization in Denmark makes it possible for Best Western to provide efficient local support and assist in making the rebranding process smoother.

As such, Quality Airport Hotel Dan will be rebranded to Best Western Plus Copenhagen Airport on October 1st. The 240-room hotel is Best Western's third hotel in the Copenhagen region. "The hotel market in Copenhagen is internationalizing, and the location near a strong international airport makes it ideal to enter a global hotel brand," says Kristian Haaber, Brand Manager at Core Hospitality.

Matching brand and hotel

By rebranding the property, the hotel taps into a global loyalty program with strong benefits for its nearly 40 million members, which existing guests of the hotel can now also enjoy. The new partnership is also important to Best Western due to the hotel's strategic location near Copenhagen Airport. Furthermore, the hotel's 240 rooms double Best Western's capacity in the Copenhagen region, increasing its competitive position.

"The hotel's location is very desirable due to the fast-growing airport nearby. The hotel has a huge potential, and we look very much forward to optimizing the performance of the property now that it has joined the Best Western Plus brand," says Søren Nystrøm, Country Manager of Best Western in Denmark.

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