The Nordics • Insider guides • Trend watch: why aparthotels are the new Nordic travel trend to try
Combining the comfort of a hotel with the flexibility of a holiday rental, aparthotels seem to be the perfect marriage between the two. But until now, the concept has often been dismissed as bland and uninspiring. That’s changing fast. With cutting-edge designs, a strong focus on sustainability and the chance to experience cities like a local, Nordic aparthotels are redefining the way we travel. Read on to discover why this once-overlooked option is quickly becoming the must-try trend in Nordic travel.
Portrait photography courtesy of Bob W, Nord Collection, Att and Noli Studios
Aparthotels are the clever love child of hotels and private rentals, offering the best of both worlds: the perks of hotel service with the space and freedom of an apartment. They’re no longer a quirky niche; in the Nordics, aparthotels have become a serious contender in the travel game. Think of them as the cool, sophisticated cousin of the typical hotel room.
Imagine walking into your accommodation and finding not just a bed and a desk but a proper living space where you can actually stretch out. Separate areas for sleeping, working and lounging make aparthotels feel more like home, especially if home had a minimalist Scandinavian makeover. And then there’s the kitchen – a godsend for anyone who’s ever balked at yet another night of restaurant food. For travellers, it means the freedom to whip up a meal whenever you fancy, which, let’s face it, is a luxury when you’re on the road.
But aparthotels are also about a shift in what people want from their stay – comfort, flexibility and a dash of local flair. For the industry, it’s a profitable model that fits today’s evolving travel landscape, catering to everyone from the work-from-anywhere crowd to families who need more than a bed and a minibar. Aparthotels might just be proof that when it comes to accommodation, you really can have it all – unless, of course, you’re still holding out for room service in your Airbnb.
The rise of Nordic aparthotels is driven by evolving traveller preferences and the hospitality industry’s need to innovate. Today’s guests seek flexible, comfortable spaces that feel like home while offering the services of a hotel. This shift is particularly evident in the Nordics, where aparthotels have stepped in to provide the perfect blend of design, convenience and sustainability.
A significant factor behind this trend is the demand for longer stays, fuelled by the rise of remote work and the growing desire for extended city breaks. Aparthotels cater perfectly to these needs, offering larger living spaces with separate areas for working, relaxing and cooking. This flexibility makes them ideal for digital nomads, business travellers and families who want more than a standard hotel room can offer.
More than ever, travellers are seeking to experience destinations like locals, rather than as tourists. Aparthotels provide a unique opportunity to stay in lesser-known neighbourhoods, offering guests a taste of authentic urban life. They can cook meals in their own kitchens, shop at local markets, and explore neighbourhoods that might otherwise be overlooked. Noli Studios, for example, is located in vibrant areas like Katajanokka in Helsinki and has collaborated with local designers such as Joanna Laajisto, Koko3 and Dsign Vertti Kivi & Co to create interiors that reflect the local culture and design ethos. These collaborations allow aparthotels to seamlessly blend into their surroundings, making it easy for guests to feel like they’re part of the neighbourhood, not just passing through.
Sustainability plays a pivotal role in the popularity of Nordic aparthotels. Brands like Bob W are leading the charge, pushing the boundaries of what it means to be a sustainable accommodation provider. Bob W isn’t just talking the talk – they are fully transparent about their environmental impact, sharing their greenhouse gas emissions per guest night as part of their bold ‘Show us your numbers’ campaign. By revealing that their emissions average 29 kg CO2-eq per guest night – significantly lower than the industry standard of 40 kg – they challenge other hospitality providers to do the same. This radical honesty sets them apart, demonstrating that sustainability doesn’t have to come at the cost of comfort or style.
Additionally, many Nordic aparthotel brands are embracing adaptive reuse – the practice of repurposing existing buildings instead of constructing new ones. This not only reduces the environmental impact of new construction but also extends the lifecycle of urban structures. Noli Studios, for instance, has converted the former Kesko headquarters in Helsinki into a modern aparthotel, while Stay in Copenhagen has revitalised industrial and harbourfront buildings.
Nordic aparthotels have also embraced design as a central element, blending Scandinavian aesthetics with functionality. From locally sourced art and materials to thoughtful layouts that maximise light, the design philosophy of these aparthotels resonates with travellers who value style and substance.
On the industry side, aparthotels present a highly efficient business model. Lower operational costs, due to fewer turnovers and self-service elements, allow operators to maximise revenue while offering a superior guest experience. This combination of high design standards, sustainable operations and adaptable space usage makes aparthotels a compelling choice for investors and developers looking to tap into the growing demand.
Aparthotels are thriving across the Nordic region, with certain cities emerging as hotspots for this booming accommodation trend. These cities not only draw travellers seeking stylish and adaptable stays but also attract investors and developers keen on tapping into a lucrative market.
Copenhagen leads the aparthotel boom with a mix of pioneering brands that have set high standards in design, sustainability, and guest experience. Stay was one of the first to enter the market, offering high-end serviced apartments like Stay Nordhavn, located on the harbourfront with sleek interiors featuring top Danish and international design brands such as Hay, Louis Poulsen and B&B Italia. Following Stay, Zoku brought a unique blend of home comfort and office functionality, appealing to digital nomads and professionals with their loft-style apartments designed for living, working and socialising. Nord Collection has since joined the fray, known for meticulously designed properties that provide a fun and funky Scandinavian aesthetic. Bob W, the latest entrant, brings a bold approach with climate-neutral stays and partnerships with local designers.
Read the article on Copenhagen’s best aparthotels for design enthusiasts.
Helsinki has become a key player in the aparthotel market, driven by brands that blend cutting-edge design with sustainable practices. Noli Studios stands out for its thoughtfully designed spaces that cater to both short and extended stays, offering a seamless integration of work and leisure. Meanwhile, Bob W continues to make an impact with their fully carbon-neutral operations, setting a benchmark for transparency and environmental responsibility. These brands align with Helsinki’s broader ethos of innovation and eco-consciousness.
Oslo is quickly establishing itself in the aparthotel scene with unique concepts that set it apart. Att is leading the way with a house model filled with restaurants, communal spaces and high-design apartments, creating a vibrant atmosphere that goes beyond a traditional stay. The focus on community and high-quality amenities appeals to long-stay guests and travellers seeking a blend of local culture and modern comfort
Stockholm and Reykjavík are still developing their aparthotel offerings compared to their Nordic counterparts. However, both cities are seeing steady growth driven by rising demand for flexible accommodations that cater to a mix of business and leisure guests. While they may lag slightly in innovation, the potential for further expansion is evident, with a growing interest from both travellers and developers looking to invest in these vibrant markets.
Nordic aparthotels are set to evolve in exciting ways, driven by changing traveller needs, advanced technology and a commitment to sustainability. But perhaps the most captivating development is their focus on going local – bringing in the best regional designers, artists and materials to craft spaces that feel truly connected to their surroundings.
Aparthotels are shifting beyond traditional stays, evolving into multifunctional spaces that merge living, working and socialising. Concepts like Zoku in Copenhagen are at the forefront, offering co-working lounges, private meeting areas and community-driven events. The trend is catching on, with more aparthotels reimagining what it means to stay in a space that serves multiple purposes, all while fostering a sense of connection among guests.
Sustainability continues to lead the way in the aparthotel scene. Brands like Bob W are pushing the boundaries with fully climate-neutral operations and transparent environmental initiatives, setting the tone for future developments. Expect more aparthotels to incorporate eco-friendly building materials, energy-saving technologies and circular economy practices, reinforcing the Nordic ethos of responsible and sustainable travel.
Technology is transforming the aparthotel experience, bringing personalised, seamless stays to the forefront. Advanced AI and IoT integrations mean guests can enjoy tailored services, from room settings to activity recommendations, enhancing the overall guest experience. The aim is to make each stay feel unique and responsive to individual preferences, leveraging technology to deliver a highly curated, intuitive environment.
One of the standout trends in Nordic aparthotels is their commitment to showcasing local design talent. Noli Studios, for example, has partnered with renowned Finnish designers like Joanna Laajisto, Koko3 and Dsign Vertti Kivi & Co, incorporating their unique aesthetics into the interiors. The use of local materials and artwork creates a distinctly Nordic feel that resonates with guests seeking an authentic experience. These collaborations not only support local creative industries but also set the stage for aparthotels that feel deeply rooted in their environment.
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