Created a new travel experience during the crisis
Straand Hotel has been operating since 1864 and has survived two world wars and the Spanish flu. In 1924, the historic hotel burned down, but the family business once again had to think differently and ultimately built a much larger hotel inspired by traditional Norwegian storehouses.
When the COVID-19 pandemic struck in 2020, the hotel had to close and rethink its approach once again. It was a difficult start for the new operators, the fifth generation to run the family business.
From crisis to action
Tourism was one of the first and hardest-hit industries during the COVID-19 pandemic. We were able to help in this difficult situation by providing grants to support the tourism industry's transition and reopening. When we announced the funding, the hotel contacted one of our advisers and received guidance on what to apply for.
'Our support from Innovation Norway has been crucial in enabling us to make the changes needed to adapt to a new era. This funding reduces our risk and allows us to test new ideas and create new experiences for our guests that we probably would not otherwise have been able to offer. We are very fortunate to live in Norway and have access to this kind of support,' says Hotel Director Lars Arne Straand.
Our adviser Silje Sterner in Innovation Norway Vestfold and Telemark is impressed by how the hotel operators have handled the unforeseen situation.
'This is a good example of a company using the challenges of the pandemic to create new and sustainable travel experiences. Straand sees opportunities and has managed to turn its challenges into strengths,' she says.
A new end-to-end customer experience
Lars Arne highlights the HUB riding concept they have developed, which has proved successful in Vrådal. Guests stay at the hotel and can explore exciting routes each day. Several historic hotels and restaurants are strategically targeting motorcyclists, car enthusiasts and cyclists, and the HUB riding concept is now available in destinations including Røros, the Helgeland coast and Geiranger. The cluster is continuing to develop the concept into a strong nationwide offering.
'The tourism industry has been through turmoil in recent years, but having someone behind you who believes in you and supports you has been incredibly important. With the restructuring funds, we can now offer new activities, and together with local partners, we can give our guests a wide range of experiences. It is fun to come to work again,' says Lars Arne.