Finnish aparthotel provider furthers Swedish expansion

Business travel accommodation providers continue their expansion throughout Europe. Aparthotel providers such as Forenom are increasingly looking for local talent to aid in their growth.

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The Helsinki based aparthotel provider Forenom, has recruited Marie Louise Alderlid to open a regional office in Malmö, Sweden. She has a background as CEO of Destination Collaboration Malmö (Destinationssamverkan Malmö AB). Now she will aid Forenom to grow in Skåne Sweden’s second most densely populated province.

Serviced accommodation advances in Skåne

Forenom helps companies and their employees to find accommodations for both short and long periods. One can say that Forenom serves as a lubricant in both the residential and labour markets. I look forward facilitating for companies to attract competent staff to the Skåne region, said Marie Louise Alderlid, Forenom’s new Regional Manager in Skåne.The aparthotel provider’s provides temporary rent out accommodation to companies and individuals. The company offers both rooms in aparthotels and hostels, as furnished apartments and villas, for both short and long term – and works to ensure that the general housing shortage does not complicate companies’ ability to recruit competent personnel in the Nordics.In less than a year, Forenom has doubled its number of employees. The company is now looking to grow on the Swedish side of the Öresund region. Marie Louise’s main task is to establish Forenom’s presence in Malmö, Lund and Helsingborg, but also to take advantage of business opportunities in smaller towns such as Älmhult.

Using local knowledge to further expansion

The demand for housing solutions in Skåne is growing, establishing a regional office will allow the provider to offer customers further support. Marie Louise has a background as CEO of Destination Cooperation Malmö and years of experience in leading sales and marketing roles in the hotel industry in the region.It is a perfect combination for both Forenom and our customers, says Mats-Erik Lidström, Country Manager of Forenom Sweden.Marie Louise Alderlid begins her employment on October 16th. She becomes the tenth person Forenom Sweden recruits this year.
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Further recruitment in Sweden is the company’s strategy to become a market leader in the country. The expansion has been made possible after the investment company CapMan chose to invest in Forenom in 2016.Earlier this year, Forenom recruited, among others, these people:
  • Mats-Erik Lidström, former operating director of Clarion Hotels Sweden
  • Annika Öman, former general manager at Motel L Hammarby Sjöstad
  • Tom Jolanki, former star salesman at Mediaplanet
  • Mathias Grape, former business controller at Bravida
  • Jussi Saarinen, Director of International Operations, retrieved from Forenom’s headquarters in Finland
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