First Hotels is the franchise chain of the group, with the purpose of marketing and selling its brand and supporting services to franchisees.
First Hotels has a central team focusing on marketing, sales and distribution. Their revenue is based on franchise fees on provided services and overall brand value
First Hotels has a strong position in Scandinavia with a portfolio consisting of almost 100 hotels centrally located throughout Sweden, Norway, Denmark, Iceland and Spain.
First Hotels is independent of the hotel owner and operator. Currently the sister company, Tribe Hotels, is the predominant franchisee.
First Hotels has strategic Alliances with Thon Hotels and Global Hotel Alliance, providing an expanded and more efficient marketing- and distribution platform.