It’s Strawberry now, and it happens to be my primary Scandinavian hotel group. Speaking of which, even their Comfort hotels in Scandinavia are more comfy for me than Moxy properties in the region. Nordic Choice + Scandic indeed have been pretty dominant, as you note. Even Radisson ended up on the slow back burners in the face of those two.

Thon is basically almost nonexistent in Sweden and Denmark. IIRC Thon has more hotels in Belgium than in Sweden (2?)+ Denmark (1?) combined. Even Hyatt has more coverage in Sweden+Denmark than Thon has.

Best Western has more affiliated properties in Denmark alone than Thon has in total across all its markets outside of Norway. I even prefer some — or maybe even most — BWs in Scandinavia over the Moxy hotels in the region.

American brands in the region tend not to offer breakfast to all guests if going in with their own brands via organic growth. That is enough of a deal breaker in at least Sweden to make it an uphill battle for hotels that can’t live off just business travelers on expense accounts and peak season foreign tourists willing to eat the cost of breakfast out of pocket.