Norwegian and Strawberry ink joint loyalty platform agreement

Norwegian and Strawberry have fully agreed on a joint platform for their collective 10-million-member strong loyalty programmes, Norwegian Reward and Strawberry, formerly known as Nordic Choice Hotels, following an initial announcement made in June 2023. With this full agreement, Norwegian and Strawberry will each hold 50% ownership of the joint company from the start. A market launch is targeted for the second half of 2024. Following this revised transaction structure, the agreement with the financial service partner Avida will be revised to support the structure of the joint venture. Geir Karlsen, CEO of Norwegian, said: “I am very pleased that we have reached this agreement with Strawberry, to the benefit of our more than 10 million Norwegian Reward and Strawberry members. Our partnership will be a loyalty game changer, with the world’s first multi-partner rewards points ecosystem with a single loyalty currency."" Petter A. Stordalen, founder and owner of Strawberry, said: ""The deal marks an important part of history for our two Nordic companies, which both have a legacy of challenging our own industries. Norwegian shares our desire to develop innovative and better solutions for our guests and members, and our partnership is a strategic and cultural fit that will create enormous synergies for our members and partners.""