30 years with Sjusjøen Hytteutleie

A service for cabin owners in development

Sjusjøen Hytteutleie was established in 1996 at the initiative of local stakeholders and shareholders who recognized the need for an organized rental scheme in Sjusjøen. The background was largely linked to the development of water and sewage systems in the cabin areas. Many cabin owners faced significant connection costs, and renting out their cabins could be a way to finance this development.

To manage this offering, Jorunn Storbråten was engaged as general manager, together with her husband Johannes. On behalf of the initiators, they were given responsibility for building and operating the business.

Jorunn was—and Johannes still is—a central figure at Sjusjøen, playing a significant role in the development of the area as a destination. Jorunn led Sjusjøen Hytteutleie for 20 years, was a prominent spokesperson for tourism in the region, and had a strong commitment to developing the destination. Sadly, Jorunn passed away in 2022. Today, Johannes is best known for delivering world-class cross-country ski tracks with his team, but he started as a toll gate keeper in Rømåsen as early as 1988.

Today, around 90 percent of the cabins are connected to water and sewage systems, which has greatly improved the standard and attractiveness of the cabins—for both owners and guests.

The early years – small steps and important milestones

In the early years, operations were run from the toll keeper’s residence at Øvre Rømåsbom. Daily life was far from digital: each cabin had its own annual calendar, and all bookings were carefully recorded by hand. At one point, 50–60 calendars hung on the wall.

In the first year of operation, the portfolio consisted of three cabins, with a turnover of NOK 87,000.

The startup phase included many milestones—often small, but important:

• Each time a new cabin joined the rental program
• When the first international guests began to find their way to Sjusjøen
• The ability to match supply and demand in a period when demand often exceeded the number of available rental cabins
• The transition to a digital booking system in 2007

This was also a period of steady cabin construction. Where two to three cabins were previously built each year, the pace has been much higher in recent decades. Ownership has also changed, with a younger generation of cabin owners who are more open to renting out their properties.

A destination in development

The development of Sjusjøen as a destination has gone hand in hand with the growth of the rental business.

Sjusjøen Skisenter strengthened its alpine offering in 2003, while Sjusjøen Arena Natrudstilen established itself as an important venue for cross-country skiing and biathlon in 2008. The arena was further expanded in 2012, and the “Flerbrukshall” was completed in 2019.

Together with investments in infrastructure such as water and sewage systems, this has made the area an attractive year-round destination.

In 2005, Sjusjøen Hytteutleie moved to Sjusjøvegen 1595, where the business is still located today—still “at the foot of the mountain,” and for many a natural stop for information, questions, and assistance.

From manual systems to an international market

The internet and digital booking solutions have revolutionized the industry. Today, guests come not only from Norway but from all continents, with the majority from Europe—often after discovering Sjusjøen online.

Knowledge is still the key

Much has changed in cabin rentals and tourism over three decades, but one thing remains just as important: knowledge of Sjusjøen—and of each individual cabin.

Local expertise remains one of the greatest strengths. Familiarity with the cabin areas makes it possible to match the right cabin with the right guest. What kind of terrain do they want to explore? How experienced are they on skis? When are snow conditions most likely to be good in different areas? Where is the best starting point for sunrise? Where can you cycle? Where can you find places to eat?

This knowledge helps ensure guests have the best possible stay—and is a key reason why many return year after year.

The same applies to cabin owners: many have rented out their cabins through Sjusjøen Hytteutleie for 15–20 years, which is a clear mark of quality and the result of strong, long-term partnerships.

Another decisive factor behind the company’s continued success after 30 years is the people behind it. Skilled and genuinely dedicated employees with a passion for Sjusjøen have been a cornerstone of operations. In a business like this, dialogue and collaboration are essential—with guests, cabin owners, travel agencies, and other partners in Sjusjøen. Strong local knowledge combined with close follow-up and accessibility ensures that both owners and guests feel secure throughout the entire process, from first inquiry to completed stay. It is precisely this long-term relationship building that leads to repeat visits, lasting partnerships, and stable operations.

A local player that gives back

As part of the business community in Sjusjøen, Sjusjøen Hytteutleie also aims to contribute to the development of the destination, in line with the work Jorunn initiated from the very beginning. Each year, the company gladly pays its trail maintenance fee, helping to ensure 350 kilometers of well-groomed cross-country ski trails in winter—and hiking trails in summer.

By renting a cabin through Sjusjøen Hytteutleie, guests also help support this work.

Sjusjøen Hytteutleie also plays a central role in various events held throughout the year. By contributing accommodation, logistics, and coordination for organizers and participants, the company is an important part of both small and large events. The commitment to the mountain remains just as strong today as it was at the beginning—with a desire to contribute wherever possible, both to ensure good rental opportunities for cabin owners, give back to the local community, and strengthen Sjusjøen as a complete destination. Sjusjøen Hytteutleie aims to be an active partner, demonstrating a willingness to develop and participate in what is happening in the mountains—for the benefit of owners, guests, and the destination as a whole.

The road ahead

The tourism industry is constantly evolving, and in the future, sustainability, year-round tourism, and experience-based offerings will shape development.

With strong local knowledge, long-standing relationships with both cabin owners and guests—and nearly 30 years of experience—everything is in place for Sjusjøen Hytteutleie to remain a key player in Sjusjøen for many years to come.