What are Mission Vision & Core Values of Scandic Company?

How does Scandic align growth with guest-centric purpose?

Scandic's mission and vision act as a strategic compass, guiding operations across ~280 hotels and 58,000 rooms in six countries. These statements ensure consistent service design and investment choices that support market leadership and resilience.

As of mid-2025 Scandic leverages its corporate identity to capture business and leisure demand, contributing to projected net sales above 23.5 billion SEK for 2024–2025. The company embeds values into governance to deliver a cohesive guest experience and sustainable growth.

What are Mission Vision & Core Values of Scandic Company? Scandic Porter's Five Forces Analysis

Scandic's mission centers on accessibility and Nordic hospitality, delivering consistent, sustainable hotel stays across Northern Europe for diverse travelers through value-focused design and standardized guest services.

Accessible Hospitality

Focuses on serving a broad customer base from families to business travelers with affordable, reliable stays.

Sustainability

Commits to cutting emissions and sustainable operations; Scandic reported a 25% reduction in CO2 per room since 2015 (2024 data).

Value for Money

Standardized offerings like the breakfast buffet and efficient room design deliver predictable quality across properties.

Scale and Reach

Operates over 270 hotels and approximately 50,000 rooms across the Nordics and Germany (2024 figures), enabling consistent guest experiences.

Inclusive Design

Designs functional rooms and services to meet broad needs while keeping costs down.

Brand Innovation

Expanded the Scandic Go sub-brand in 2024–2025 to capture budget travelers without sacrificing core values.

Scandic's mission emphasizes democratizing quality hotel stays through scale, sustainability and predictable guest experiences, aligning with its corporate philosophy and company values.

For more context see Brief History of Scandic

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Scandic's vision is to be a world-class Nordic hotel company, leading in sustainable hospitality, guest satisfaction and operational efficiency across the Nordics and selected European markets.

Nordic leadership

To set Nordic standards in service and sustainability across hotels in Sweden, Norway, Finland and Denmark.

Sustainability first

Reduce food waste to below 300 grams per guest and phase out single-use plastics.

Guest experience

Deliver high guest satisfaction scores by standardizing service excellence and local authenticity.

Operational excellence

Achieve efficiency metrics that rival global peers through digital and process innovation.

Regional growth

Expand Nordic model into Germany and Poland while maintaining market leadership in Sweden and Norway.

Responsible tourism

Promote circular economy initiatives and measurable ESG outcomes across the portfolio.

Scandic's vision is realistic in 2025: dominant in Sweden/Norway, active pipeline in Germany/Poland, and measurable sustainability targets supporting a world-class Nordic hotel ambition. Read more on financials and model in Revenue Streams & Business Model of Scandic.

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Scandic's core values shape its people-first, sustainable corporate philosophy and guide everyday decisions across operations. These values—Be Caring, Be You, Be A Pro and Be Bold—reflect Scandic's commitment to guests, employees and the planet.

Be Caring

Focuses on guest safety, employee well‑being and sustainability; over 90% of Scandic hotels are Nordic Swan Ecolabelled as of 2025, underpinning its Scandic sustainability mission.

Be You

Promotes diversity and inclusion with a workforce representing over 120 nationalities, reinforcing Scandic employee values and culture and making the brand welcoming and modern.

Be A Pro

Drives professionalism through training like Scandic Business School and disciplined operations; recent EBITDA margins have ranged around 10–15%, showing strong business principles.

Be Bold

Encourages innovation such as Scandic Go, digital check‑ins and mobile keys, keeping the company competitive and aligned with its Scandic Vision for the future.

Read next: how mission and vision influence Scandic's strategic decisions and shape priorities across sustainability, operations and growth — and see Owners & Shareholders of Scandic for context: Owners & Shareholders of Scandic

• Scandic operates under four core values that define its culture and business conduct.
• Be Caring: commitment to people and planet; over 90% of hotels Nordic Swan Ecolabelled in 2025.
• Be You: diversity and inclusion with employees from over 120 nationalities.
• Be A Pro: professional training and operational discipline; EBITDA roughly 10–15%.
• Be Bold: innovation through digital services like Scandic Go and mobile keys.

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Mission and vision statements shape Scandic's strategic choices, guiding market focus, investment priorities and employee engagement. They steer decisions from portfolio optimization to digital guest experiences, aligning day-to-day actions with long-term targets.

Core purpose and strategic role

Scandic's mission and vision frame business priorities, balancing growth with social responsibility.

• The mission centers on 'the many', prioritizing accessibility and guest-centric services
• The vision aims for world-class operations across the Nordic home market and selective Northern European expansion
• Financial discipline: target net debt/EBITDA below 2.0x
• Operational metric: RevPAR around 880 SEK in latest 2024–2025 data

Market focus

Strategy prioritizes the Nordic market where the Scandic brand promise is strongest, with selective expansion in Northern Europe.

Growth approach

Emphasis on organic growth and portfolio optimization rather than aggressive M&A to protect margins and brand fit.

Financial targets

Maintaining leverage below 2.0x net debt/EBITDA enables strategic investments while protecting credit metrics.

Digital transformation

Mission-driven investment in guest-facing technology improved booking flows and on-property experiences for tech-savvy guests.

Employee engagement

Great Place to Work certifications reflect embedding of Scandic company values into daily operations and culture.

Measuring success

Success tracked via RevPAR, employee engagement scores, sustainability KPIs and leverage ratios tied to the mission and vision.

Read how these strategic principles translate into concrete improvements and updated targets in the next chapter: Core Improvements to Company's Mission and Vision — then explore Mission, Vision & Core Values of Scandic.

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Four targeted improvements can align Scandic's mission and vision with rapid technological change and escalating sustainability expectations. These changes aim to strengthen Scandic Mission Vision Core Values while preserving its Nordic identity.

Embed a Clear Digital Leadership Commitment

State an ambition to become the most technologically integrated hotel company in Europe, emphasizing contactless guest journeys, data-driven personalization, and scalable IoT deployments to boost RevPAR and guest satisfaction.

Adopt Explicit Net‑Zero and Regenerative Targets

Replace general sustainability language with a commitment to net‑zero operations by a specified year and regenerative tourism practices that reduce scope 1–3 emissions and enhance biodiversity around properties.

Quantify Guest- and Employee‑Centric Outcomes

Include measurable goals such as improving Net Promoter Score by 15% and achieving employee engagement scores above 80%, linking Scandic Company Values to KPIs used in management reporting.

Broaden Global Ambition Without Losing Nordic Roots

Frame vision language to combine Nordic hospitality principles with scalable global standards for inclusion, digital innovation, and sustainable growth, positioning Scandic for expansion while retaining brand authenticity.

Improvements

While Scandic's mission and vision are strong, they could be refined to better reflect the accelerating pace of technological change; competitors like Accor and Marriott explicitly cite digital innovation and global connectivity, whereas Scandic's vision remains rooted in Nordic identity. A clear growth opportunity exists to evolve the vision toward digital leadership — for example, an ambition to be the most technologically integrated hotel company in Europe — and to strengthen the mission with explicit net‑zero and regenerative tourism targets, shifting from creating great hotel experiences to creating sustainable and regenerative hotel experiences to meet Gen Z and Millennial expectations; see this analysis in Growth Strategy of Scandic.