The Secret to Scaling Denmark's Independent Hotels

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Denmark’s hotel market is growing, with revenue set to hit US$2.42 billion (DKK 15.39 billion) by 2030 and online bookings making up 86% of sales, according to Statista. For independent and boutique hotels, this presents an opportunity to shine—offering travelers authentic Danish experiences that big chains simply can’t replicate.

For standalone properties, however, the reality can vary greatly by location. In Copenhagen, strong demand means many hotels benefit from a steady flow of travelers, but outside the capital, independents often face slower markets where competition is driven by discounts, especially in the leisure segment. Large hotel chains dominate with advanced technology and global marketing, while a recent GuestCentric survey of over 600 Danish hotels shows that properties struggle with OTA dependence and operational inefficiencies.

This begs the question: how can Danish hotels maintain their unique charm and authenticity, yet compete on a global stage? To get the answer, we interviewed Finn Kræfting, CEO of Denmark’s largest boutique chain, Small Danish Hotels (SDH), and GuestCentric’s CEO Pedro Colaco to share how collaborative marketing and guest-first HyperCommerce technology can showcase Danish hospitality worldwide and drive profitability.

Local Marketing Support & HyperCommmerce Technology: The Key to Success

Small Danish Hotels brings together more than 80 member hotels, giving them visibility, marketing muscle, and operational support that would be hard to achieve alone. GuestCentric’s HyperCommerce fits right in, helping these hotels grow direct bookings and run smoothly—without making things complicated.

“Small Danish Hotels was founded more than 40 years ago by visionary innkeepers and hoteliers who realized that standing together under one brand would make them stronger,” says Finn Kræfting. “Shared marketing, sales, and concepts gave them a voice they could not have had alone. Those same values remain the foundation of our business today—and are they more relevant than ever. At the heart of any hotel lies distribution and accessibility. CRS and booking technology are strategic, critical factors for both competitiveness and seamless guest experiences. GuestCentric provides us with strong tools, agility, and conversion power, which are essential for our success.”

“Guest-centred thinking is why independent Danish hotels stand out. Owners and teams still create authentic hygge, greet guests by name, and run properties that feel like home,” adds Pedro Colaco. “Small Danish Hotels complements this with expert sales, marketing, and reservations, making sure Danish hospitality reaches travelers everywhere. GuestCentric’s HyperCommerce takes this further by giving these hotels chain-level technology without chain-level compromises.”

Reaching More Guests Worldwide, Without Losing Identity

Today, guests are booking in many different ways—researching on social media, shopping on mobile (52%, according to HubSpot), and expecting seamless, direct booking experiences. At the same time, traditional channels like the GDS remain critical for reaching corporate travelers and premium leisure guests who work with travel agents. Small Danish Hotels and GuestCentric’s HyperCommerce provide the best of both worlds:

“Our HyperCommerce booking engine is fast, mobile-first, and multilingual. Each property keeps its personality but gains a digital experience that rivals and often outperforms the big brands. This is how you scale with the most modern commerce stack while keeping the soul of independent hospitality intact,” says Pedro Colaco.

“Our strategy at Small Danish Hotels is to help our members connect to GDS channels and other distribution platforms in a way that strengthens, rather than dilutes, their individuality. For our member hotels, this translates directly into growth opportunities, improved efficiency, and the freedom to focus on what they do best—delivering exceptional, individual guest experiences,” explains Finn Kræfting.

How Danish Hotels are benefiting from Small Danish Hotels & GuestCentric’s HyperCommerce

With Small Danish Hotels’ local marketing efforts and expertise and GuestCentric’s HyperCommerce powering international reach, Danish hotels connect authentically with guests at home and around the world. Both companies also help hotels tackle everyday challenges like OTA dependence, operational complexity, and the struggle to stand out in a competitive market.

Here’s what joining the Small Danish Hotels network and GuestCentric’s HyperCommerce can do for your property:

Easy booking tools: Manage rates, availability, and content across all channels in real time.
Direct-first focus: Smooth booking flows, upsells, and packages to boost direct revenue.
Strength in numbers: Centralized marketing and network campaigns give even small hotels global reach.
Keep your identity: Chain-level technology without losing your hotel’s unique charm.
Reach more guests: Connect with travelers via social media, mobile, and traditional channels like the GDS.
Work smarter: Free your team from operational tasks to focus on creating unforgettable guest experiences.

Step into the future of independent Danish hospitality with Small Danish Hotels and GuestCentric’s HyperCommerce by Your Side!