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Petter A. Stordalen, owner and founder of Strawberry (former Nordic Choice Hotels), and Geir Karlsen Photo, CEO of Norwegian. Photo credit: Espen Solli
Petter A. Stordalen, owner and founder of Strawberry (former Nordic Choice Hotels), and Geir Karlsen Photo, CEO of Norwegian. Photo credit: Espen Solli

Press release -

Norwegian and Strawberry to establish shared “currency” for loyalty programmes

Norwegian and Strawberry are to establish a joint company that will provide a wider selection of services to the members of the companies’ respective loyalty programmes. The company will create a common loyalty currency and a platform where members can earn and use loyalty points across different programmes. The entity will be jointly owned by Norwegian and Strawberry, each retaining an equal ownership stake.

The digital loyalty currency will replace the loyalty point systems which are used by various loyalty programmes today. In this way, members who earn points at hotel stays can choose to use them to pay for airfares, or vice versa.

“We are developing our already popular loyalty programme, Norwegian Reward, by thinking outside the box and cooperating with new partners. I am very pleased to have found Strawberry as a partner and that by joining forces, we are developing a new platform which will give even more customers the opportunity to choose from a broader selection of services. We would also like to invite more partners to join this collaboration as we move forward,” said Geir Karlsen, CEO of Norwegian.

For now, the cooperation involves the loyalty programmes Norwegian Reward and Strawberry’s loyalty programme. The ambition is to grow and include new partners from the Nordics to give members even more opportunities to earn and spend loyalty points. The new company will reach out to a significant share of Nordic households from the beginning.

“We currently offer a universe of exciting experiences and an attractive loyalty programme with fantastic partners. Strawberry’s ambition it to be relevant to more people more often. Uniting two companies with Nordic roots and histories to create a common loyalty currency is part of reaching this ambition. This will be a game changer for members and guests, providing people in the Nordic countries better and more frequent opportunities to earn and use their loyalty points. We look forward to embarking on this journey together with Norwegian,” said Petter A. Stordalen, owner and founder of Strawberry (former Nordic Choice Hotels).

Norwegian’s and Strawberry’s loyalty programmes have a total of around 7.5 million members in the Nordic countries. Details about the company and the loyalty currency will be made public at the launch later this year. The two existing loyalty programmes of Norwegian and Strawberry will maintain their customer offering as today and continue to be owned by Norwegian and Strawberry respectively.

For further information, please contact:

Esben Tuman
SVP Communications at Norwegian / +47 905 08 400

Bettina Flatland
Communications Director at Strawberry / +47 975 98 000



About Norwegian

Norwegian is the largest Norwegian airline and one of Europe’s leading low-cost carriers. The company has around 4,500 employees and offers a comprehensive route network between Nordic countries and destinations in Europe. Since 2002, more than 300 million passengers have flown with Norwegian. The most important task has been to offer affordable plane tickets to all and to offer more freedom of choice along the journey.

Norwegian is a driving force for sustainable solutions and the transformation of the aviation industry. The company’s goal is to reduce its CO2 emissions by 45 percent within 2030. To this means, the company is renewing its fleet, promoting sustainable aviation fuel, reducing its waste, and using wind and weather data to calculate the most efficient fuel-saving flights routes. Norwegian wants to become the sustainable choice for its passengers.


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Press contact Norwegian Press Office +47 815 11 816
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The Norwegian group is a leading Nordic aviation company, headquartered at Fornebu outside Oslo, Norway. The company has over 8,200 employees and owns two of the prominent airlines in the Nordics: Norwegian Air Shuttle and Widerøe’s Flyveselskap. Widerøe was acquired by Norwegian in 2024, aiming to facilitate seamless air travel across the two airline’s networks.

Norwegian Air Shuttle, the largest Norwegian airline with around 4,700 employees, operates an extensive route network connecting Nordic countries to key European destinations. In 2023, Norwegian carried over 20 million passengers and maintained a fleet of 87 Boeing 737-800 and 737 MAX 8 aircraft.

Widerøe’s Flyveselskap, Norway’s oldest airline, is Scandinavia’s largest regional carrier. The airline has more than 3,500 employees. Mainly operating the short-runway airports in rural Norway, Widerøe operates several state contract routes (PSO routes) in addition to its own commercial network. In 2023, the airline had 3.3 million passengers and a fleet of 48 aircraft, including 45 Bombardier Dash 8’s and three Embraer E190-E2's. Widerøe Ground Handling provides ground handling services at 41 Norwegian airports.

The Norwegian group has sustainability as a key priority and has committed to significantly reducing carbon emissions from its operations. Among numerous initiatives, the most noteworthy is the investment in production and use of fossil-free aviation fuel (SAF). Norwegian strives to become the sustainable choice for its passengers, actively contributing to the transformation of the aviation industry.