Jonas Holmer
We will soon be transitioning to our new website. Therefore, you might experience being forwarded to the new booking portal.

Strong profile to lead Danish hotel chain to Swedish success

March 13th, 2019

Only two months after the Danish hotel chain, Zleep Hotels, opened its first hotel ever in Sweden, the chain is now hoping to conquer the Swedish hotel market. The dream has always been to expand further into the northern countries, and now with one hotel in Upplands Väsby near Stockholm the company’s appetite has been whetted for more. Therefore, Zleep Hotels has created a new position in the management.

12 Swedish locations are already on the wish list

The job title reads Director of Business Development Sweden, and the man to carry out the task answers to the name Jonas Holmer. As Director of Business Development Sweden, Jonas Holmer will lead the development of new Zleep hotels in Sweden to the delight of both new Swedish customers, Danish as well as international holiday visitors and the chain’s many corporate customers who regularly travel in the neighboring country. Zleep Hotels already has 12 Swedish locations on the wish list, which is why the time has now come to improve on the development front.

Strong sense of property development

Jonas Holmer runs the Swedish consulting firm Finio Real Estate Solutions AB, which offers qualified real estate development solutions. In addition, Jonas Holmer has experience from Stockholm Stad as Deputy Property Director, from the real estate company Vectura Fastigheter with responsibility for organizational development and finally, Zleep Hotels’ new Director of Business Development Sweden also has experience as Business Area Manager in the real estate company Centrumkompaniet in Stockholm. And that is just to name some of the experience Jonas Holmer will bring to Zleep Hotels:

“I am extremely happy to be part of Zleep and the company’s Swedish expansion. Both the business model and the excellent execution are impressive, and I am sure that Zleep Hotels as a concept will function really well in Sweden. There is certainly room for Danish design and cosiness at reasonable prices in the Swedish hotel market. With over 20 years of experience in property development in both Sweden and Scandinavia, I have a good amount of knowledge appropriate for the position as Director of Business Development for Zleep in Sweden,” says Jonas Holmer about starting at Zleep Hotels.

Jonas Holmer, who started on March 1, 2019, is employed as a consultant in Zleep Hotels and will work part-time.

The Swedish hotel adventure continues

Zleep Hotels deploys both new buildings and renovated hotel properties. An example of the former is Zleep Hotel Aalborg, which opened back in January, and an example of the latter, is the hotel chain’s only Swedish hotel so far, Zleep Hotel Upplands Väsby near Stockholm. Also, when expanding further into the Swedish market both types of properties are of value to Zleep Hotels. The hotel chain is constantly looking for property owners interested in investing.

Zleep depresses the accelerator

It has now been two months since the German hotel operator, Deutsche Hospitality, bought ownership in Zleep Hotels. With Deutsche Hospitality as support base, the Danish hotel chain now has capital for further expansion and growth. Therefore, it will be possible for Zleep Hotels to step harder on the accelerator in the coming years:

“Sweden and the other Nordic countries are obvious places for Zleep to develop further. As in Denmark, there is great potential for creating an economy chain with emphasis on design and quality. The competition in this segment is manageable and the potential is great. Jonas is therefore an extremely important capacity for Zleep’s further development in Sweden,” says Peter Haaber, CEO of Zleep Hotels.

About Zleep Hotels

Zleep Hotels is a part of Deutsche Hospitality’s brand family. Zleep’s vision is to always deliver quality, service and design at a great rate for the many. Today, the hotel brand consists of 10 hotels in Denmark and one in Sweden. A total of four hotel projects are already published and in the pipeline. The goal is to operate 40 hotels in 2025. To realize this goal, Zleep Hotels must prove its competences to be considered an attractive franchisor, partner and investment. Deutsche Hospitality’s acquisition of a stake in the brand is a stamp of approval for property developers. Beside Zleep Hotels the umbrella brand Deutsche Hospitality combines four well-known hotels brands: Steigenberger Hotels and Resorts, MAXX by Steigenberger, Jaz in the City and IntercityHotel. Deutsche Hospitality’s portfolio currently encompasses a total of over 130 hotels on three continents. Read more about Zleep Hotels. Read more about Deutsche Hospitality.


Peter Haaber
CEO, Zleep Hotels
+45 51 57 87 00

Other news