Motorcycle investment brings innovation to the tourism sector, cycling and car tourism in Norway:
The digital Hubriding.no concept grows to include 9 hotels and 5 counties in 2021

February 14, 2021 - Hubriding.no, an innovative and digital tourism initiative in Norway, will be launched for motorcycles, bicycles and cars in 2021. The pilot of Hubriding.no was created as a direct consequence of the Covid-19 crisis last spring by Straand Hotel in Vrådal in Telemark. The 156-year-old hotel, which started operating with a focus on the road as a shunting station in 1864, is now back with a focus on the road.

Hubriding.no is a new standard for motorcycle, bicycle and car tourism with a fully digital map solution. The result is more and longer visits to the hotel with overnight stays over several days. At the same time, visitors get to explore exciting roads in the region and experience many great adventures along the way. Today's launch coincides with the start of "Motorcycle Week 2021" in Norway. It is a joint project among more than 500,000 car and motorcycle enthusiasts in Norway who will share information about motorcycle interest digitally in the coming week. Furthermore, through Motorsportforbundet, the message will reach the entire sport with 2.1 million members in the Norwegian Sports Confederation.

- "This is one of the most innovative things I've seen in Norwegian tourism in the past year," says innovation professor Tor W. Andreassen at the Norwegian School of Economics and Business Administration (NHH) about the concept.

- "We have actively used the Corona crisis for product and concept development. We never expected such a good and immediate positive response to the Hubriding.no concept," says Lars Arne Straand,CEO of Straand Hotel. "We had a record number of motorcycle enthusiasts who took advantage of the offer last summer. Now we will be able to offer the same to cyclists and motorists. Straand Hotel in Telemark has now joined De Historiske Hotel og Spisesteder with 91 members throughout Norway in the Hubriding.no strategy. Thus, the digital Hubriding.no travel concept will grow and include more hotels from across our vast country.

The following hotels, destinations and counties are in the process of preparing for Hubriding.no. More will be added in the weeks and months ahead.

• Straand Hotel - Hubriding in Vestfold and Telemark
• Mrs. Haugans - HubRiding Helgeland in Nordland
• Røros Hotel - HubRiding Røros in Trøndelang
• Kronen Gård Hotel - HubRiding Rogaland in Rogaland
• Gamlaværket - HubRiding Rogaland in Rogaland
• Grand Hotel Egersund - HubRiding Rogaland in Rogaland
• Sola Strand Hotel - HubRiding Rogaland in Rogaland
• Hotel Victoria - HubRiding Rogaland in Rogaland
• Losby Gods - HubRiding Oslo in Viken

- We expect a large influx of guests if the Covid-19 time opens up for it as soon as the driving season starts in April. Last year, it turned out that we had between 50-150 motorcycles, cyclists and great cars visiting every long weekend. If it works out, there will probably be many more who will try Hubriding.no this year. One of the most surprising things for us was that we had to upgrade the wine list. Motorcyclists, car and bike enthusiasts turned out to like good wines and good dinners," says Katrine Straand, who runs the hotel with Lars Arne Straand.

The innovative solution is now being adapted for bicycle and car tourism this fall and winter. De Historiske Hotel og Spisesteder has become a national partner and the solution will initially be launched at 9 hotels in 5 counties in Norway.

Innovation professor is impressed by Hubriding.no
- "It is interesting to see what has been established in the Hubriding.no concept through great efforts by Straand Hotel in Vrådal in Telemark," says innovation professor Tor W. Andreassen at theNorwegian School of Economics, NHH, in a comment. "Hubriding.no is the most innovative thing I have seen in the tourism industry in the Covid-19 era.

- "A number of hotels are now becoming part of the Straand solution through the De Historiske Hotel og Spisesteder chain using the digital solution with a focus on motorcycles, bicycles and classic cars at other tourism destinations in Norway," says Tor W. Andreassen. The road is used as the main ingredient, combined with a digitally facilitated map and service offering. This brings in more guests, and visitors stay at the hotel for several days to have the opportunity to explore more driving routes.

- De Historiske will offer some of the best Norway has to offer, and the Hubriding initiative provides Norway's best riding experiences for motorcycles, bicycles and classic cars. This is the perfect way to experience the best our destinations have to offer," says Nils Henrik Geitle, CEO of De Historiske Hotell og Spisesteder i Norge.

- Through digital marketing and segmentation, the relevant vehicle groups can be reached in a simple, affordable and targeted way. In practice, this is a good example of how it is still possible to find innovative solutions within hotels and tourism in these incredibly challenging times," says Nils Henrik Geitle, CEO of De Historiske Hotell og Spisesteder i Norge.

- The proportion of repeat purchases is also high, as a result of data being retained and reused in renewed marketing efforts. We see that this helps to create growth in a sector that has been heavily affected by the Covid-19 situation in Norway," says innovation professor Tor W. Andreassen at NHH in a comment.

For more information about Hubriding.no see www.hubriding.no

Further information
Lars Arne Straand, Managing Director, Straand Hotel, telephone 916 76 934, email: lars.arne@straand.no

Fact box about Straand-Hotel

Straand Hotel is a full-service hotel with 125 rooms that the Straand family has run since 1864. Beautiful cultural landscape suitable for good driving experiences, a good kitchen, swimming pool, terrace, course and conference department, beach club with playground and rental of bicycles, paddle boards, boats and canoes. Great hiking opportunities, golf course, the vintage boat M/S Fram and good skiing opportunities in winter. Member of De Historiske hotel og spisesteder. The Straand group also includes Vrådal Booking, which arranges cabins and apartments in beautiful Vrådal. Hubriding.no is a digital tourism concept developed by Straand Hotel with a focus on motorcycle/MC, bicycle and great cars. Through digital maps and services, they offer an overview and digital map routes that help visitors to stay in the same location for several days. De Historiske Hotel og Restauranter with over 91 hotels and restaurants in Norway is now working to implement Hubriding.no as a standard at a number of tourism destinations in Norway. This work is coordinated by Straand Hotel in Vrådal through www.hubriding.no