Strawberry is one of the largest hotel companies in Scandinavia with 240 hotels in Scandinavia, Finland and the Baltics and over 16,500 employees. It is a franchisee of Choice Hotels International. The franchise agreement gives the company the right to use three brands and their umbrella brands. Apart from that, Nordic Choice Hotels is in most aspects run independently from Choice International. Strawberry also runs more than 120 restaurants, 20 SPAs and a number of gyms, conference halls and arenas.

Choice Hotels International, Inc. is an American multinational hospitality company based in North Bethesda, Maryland. The company, which is one of the largest hotel chains in the world, owns several hotel brands ranging from upscale to economy. As of the third quarter 2023, Choice Hotels franchised nearly 7,500 hotels, representing nearly 630,000 rooms, in 46 countries and territories.