Primehotels is selling Hotel AX as part of its new strategy

After the corona pandemic started during spring 2020 and the war in Ukraine afterwards have these crises together had an extensive effect on the profitability and growth opportunities for the entire accommodation and restaurant industry. The impacts have also been clearly seen in the hotel market of Helsinki, which has changed significantly and still has not recovered to the level before the crisis.

Primehotels is strengthening its operations and adapting its strategy to existing market situation. As part of implementing its new strategy, Primehotels has concluded a business deal, with which Hotel AX will become part of the Strawberry companies. In this context, all employees of Hotel AX will be transferred to be part of Strawberry’s personnel. Hotel AX, that has been designed in cooperation with Finnish contemporary artists, opened in May 2022. From the beginning this hotel has been a valued addition to Helsinki’s hotel offering and an important part of the development of the new and vibrant Jätkäsaari area. Regarding this, Hotel AX was recently rewarded as Finland’s Leading Design Hotel in the World Travel Awards.

Positive business development has been particularly seen in the events and leisure segments. Also, individual travel experiences with unique hotel concepts have become a trend which are expected to last. In addition to the recognition received by Hotel AX, also Hotel Sveitsi has been awarded as the Finland’s Leading Resort, for the fourth time already, in the World Travel Awards.

In the future, Primehotels will particularly invest in customer experience and strengthening the business operations and profitability of its unique hotel portfolio in Helsinki, Hyvinkää, Savonlinna and Varkaus.


Additional information:

Tomi Peitsalo, CEO, Primehotels Oy, 050 609 31