Spenn, Norwegian Reward and Strawberry went live on GRAVTY on June 3, 2026, moving three of the Nordics’ largest loyalty programs onto one platform and standing up a shared points ecosystem across the region.
Spenn Group, the company operating the shared currency, is jointly owned by Norwegian Air Shuttle, Strawberry Hotel Group and Reitan Retail. Its founding partners represent over $20 billion in Nordic turnover. Members earn and spend flexible points across Norwegian, Strawberry Hotels, Uno-X, 7-Eleven, Narvesen and REMA 1000, with more partners planned over time.
Strawberry brings scale on the hospitality side: the group operates more than 250 hotels across the Nordics under brands including Clarion, Quality and Comfort.
Christoffer Sundby, CEO of Spenn, said the launch “gives us a highly scalable technology foundation that enables us to accelerate innovation.” Cecilie Nybø Carlsen, VP Products and Customer Experience at Norwegian, called the replatforming “an important step towards providing an even better offering.”
For Loyalty Juggernaut, the go-live adds a multi-country, multi-brand ecosystem to a platform that, per the announcement, powers 80+ loyalty programs across 110 countries. CEO Shyam Shah framed the launch as evidence that “the future of loyalty lies in ecosystems, interoperability, intelligent engagement, and customer-centric value creation.”
The launch follows the May 2024 agreement between Norwegian and Strawberry to establish a jointly owned loyalty company, initially held 50/50, which Reitan Retail later joined as a co-owner.
