New Iceland hotel name has big Scandinavian plans

David Bayliss’s photo on Unsplash.

Legendary Hotels and Resorts, a new hotel operator, will enter the Icelandic hospitality market in the next two years with ambitious plans to build, buy or rebrand a portfolio of 12 hotels.

The first hotel has already been purchased in South Iceland, with a full rebrand to begin in early 2023.

Scandinavian expansion

The Reykjavik-based operator then plans to expand into the Nordic countries, opening its first hotels in Greenland, Norway and Denmark in 2024, before debuting in the Faroe Islands, Finland and Sweden at the end of 2025. The overall target is 50 hotels. It consists of at least 8,000 rooms by the end of 2026.

Each venue will meet strict corporate luxury and convenience standards, including flexible check-in and check-out times, free high-speed wireless internet as standard, and a range of amenities and home comforts.

Identifying opportunities

Dmitrijs Stals, CEO and founder of Legendary Hotels and Resorts, has 14 years of experience in the hospitality industry and manages 18 hotels in Austria, Germany and Portugal, as well as a broad portfolio of successful hospitality investments.

“Now that the worst of the Covid pandemic is over, we are optimistic about the growth of the travel industry in the next five to 10 years, and we have identified a wide range of exciting opportunities for growth in Europe. We are optimistic about the success of our new pan-European project, and beautiful spaces, total comfort and superior service. We look forward to surprising and delighting our customers.”

first site

The project to create Iceland’s first family resort is currently in its final stages before being approved. The site, which will cost billions of kronor, will be operational by the end of 2023.

Converting an existing hotel with more than 50 hectares of land, the family resort will be located in the south of Iceland, close to many major tourist attractions. Featuring stables, a large equestrian area and equestrian sports areas, the resort will feature attractions such as mini golf, ice rink, table tennis facilities and a shooting range.

rest and relaxation

For rest and relaxation there will also be a cinema with a selection of movies, food and blankets, a spa with cryosaunas, hot tubs, gym and yoga rooms, and a playground for children and special childcare facilities. Teens will also have their own graffiti wall.

Legendary is hoping for an average of 30-40% domestic visitors, with international tourists making up the rest of the hotel population. The average stay should reach up to five nights.

Stals added: “At all Legendary Hotels and Resorts, we would like to extend our sincere thanks to the Icelandic municipality for their hospitality and supportive approach, and our other projects across the country. This is an exciting project with many benefits to Icelandic and other families. We look forward to inaugurating the facility, which will stand shoulder to shoulder with the world’s best.”

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