Well, the thing is, as a hotel chain which (due to its inclusion in HHonors) has been marketing to travelers worldwide, this may be a thumbs up for someone like you who is in or very close to Scandinavia, but for those of us on the other side of the world who get to visit Sandinavia only occasionally, it is so far looking like a thumbs down: Given my overseas travel patterns (all leisure), the points I would earn with my stays would expire before I could use them, and so far there's no indication I could use them for anything here in the US where I live (no airlines, no other kinds of transfer partners).

I hope there something further announced which changes it, but for me it's like no program at all, if all the points I earn evaporate before I can use them (because I only visit Scandinavia once every two or three years).