A simpler kind
of hotel.
ASKA is a smarter alternative to traditional hotels — built around one idea: your stay should be simple, comfortable, and just work.
We handle the details. You handle the city.
Most hotels still optimise for the lobby. Queues, paperwork, an upsell dance at check-in, a front-desk call if the shower runs cold at midnight. We think that's a lot of friction for something as simple as getting into a room and sleeping.
ASKA skips the theatre. You book direct. Your door code arrives by email on arrival day. You enter the code at the keypad, walk into a clean room with a good bed, fast WiFi, and a kettle. Anything else — we're on WhatsApp, twenty-four hours a day.
That's the product. We'd rather spend the money on the bed and the WiFi than on a brass bell and a uniform.
Designed to feel the same, wherever you stay.
ASKA starts in Reykjavík — three properties, 91 rooms between them. But the brand isn't about Iceland. It's about the standard: smart entry, fast WiFi, comfortable beds, clean rooms, support when you need it. That combination is portable, and it's what you should expect from every ASKA stay in every city we open next.
No points, no tiers, no app to download. The member rate is free, direct-only, and unlocks 15% off from the first stay. Simple beats loyal.
Built by operators.
ASKA is operated by GreenKey ehf, a Reykjavík-based hospitality company running boutique, short-stay, and aparthotel properties across Iceland. We built the IBE, the check-in system, and the support stack ourselves — because nothing off the shelf got close to what we wanted guests to feel.
If you'd like to stay in touch or partner with us, we'd love to hear from you.