There are few hotels in the world that stop you in your tracks. Not because of over-the-top opulence or theatrical design, but because the experience justfeels right. Ett Hem, a stunning townhouse tucked away in residential Stockholm, is one of those rare places.
In the latest episode ofMatt Talks, Mews CEO, Matt Welle, sits down with Nicole Torbiörnsson, Director of Sales and Reservations at Ett Hem, to explore what makes this boutique hotel so distinct – and what lessons the broader hospitality industry can learn from it. Here are some of the highlights.
Hospitality that strips away the script
Ett Hem means “a home” in Swedish. And true to its name, the hotel doesn’t just look like a home – it operates like one. There’s no front desk to check in at. No uniforms. No clear front-of-house vs back-of-house divide. Staff, management, and even office teams share the space with guests. The effect is disarming in the best way.
Jeanette Mix, Ett Hem’s founder, wanted to create a feeling that couldn’t be found anywhere else; somewhere where guests feel immediately comfortable. It’s really more like staying at your best friend’s house than staying in a hotel
, says Nicole.
A team built on heart, not hierarchy
The Ett Hem team doesn’t come from traditional hotel schools. Many have backgrounds in food and beverage. What they do have in common is a natural instinct to serve.
Service comes from the inside, from your heart
, says Nicole. In other words, you can’t train someone to care, but you can give them the space and autonomy to show it.
That space comes, in part, from reducing friction. Admin tasks are kept to a minimum so the team can focus on people, not paperwork. It’s a culture of emotional intelligence, not standard operating procedures.
Rethinking the guest journey
Personalization is embedded in every part of the guest journey. A pre-arrival letter is sent two weeks in advance to understand guest preferences, the goal being to anticipate needs rather than respond to them.
But Ett Hem doesn’t just throw tech at the problem. The team is deliberate about which tools they use and how they use them. Mews powers the property management side, with guest-centric profiles helping staff tailor experiences. Atomize supports revenue optimization. SMS tools boost pre-arrival check-in adoption.
Technology needs to be invisible. It should empower human connection, not get in the way of it, and the team at Ett Hem get the balance just right.
Dining that doesn’t demand decisions
There’s no buffet at Ett Hem. No printed menus. Instead, you’re offered what the house is serving – simple, seasonal meals prepared in open kitchens.
Guests can dine communally or in a quieter corner. Local produce is the rule, not the exception. You won’t find avocado or orange juice on the menu – they don’t grow in Sweden. Youwill find house-made granola, fresh apple juice, and butter churned on-site.
Even the plates and glasses are locally crafted. It’s not just about quality but about supporting small makers and telling a story through the details. This sense of connection and community can help set hotels apart.
A website that knows less is more
Even Ett Hem’s digital presence reflects its philosophy. The website is intentionally minimal – no full gallery, no virtual tours, no overwhelming rate options. Just a glimpse, enough to spark curiosity.
Most hotels have a video of the suite, a video of the communal areas, a video of everything. So you have almost already been to the hotel before you have actually traveled there
, says Nicole. Ett Hem, on the other hand, wants people to discover the hotel by being there – and it’s an approach that works.
That simplicity extends to pricing too. One room type, one rate. No confusing rate plans or upsell traps.
OTA presence without losing identity
The hotel works with OTAs, but only selectively. It’s a visibility play, not a volume game. Most people don’t start by Googling Ett Hem – they’re searching for hotels in Stockholm.
But once guests find Ett Hem, they often return by booking direct. That’s the power of loyalty.
Advice for hoteliers: lose the desk, keep the soul
When asked what advice she’d give to other hoteliers to create more personal, homely experiences, Nicole keeps it simple: remove the physical and psychological barriers between staff and guests.
Don’t build a barrier between the guest and the staff
, she says. Avoid as much administration for front-of-house staff so they can actually be engaged with the guests.
It doesn’t have to be radical – just start somewhere. This philosophy aligns deeply with the Mews vision of hospitality: one where humans lead and tech supports, not the other way around.
The emotional return on experience
What Ett Hem has created goes beyond service. It’s a feeling. A sense of being looked after, of being remembered, of belonging.
Guests often return not just because of the city, but because of the hotel. This is the dream for any hotel: to be the destination, not just the place to leave your bags and rest your head.
And when you create this kind of unique experience, word of mouth becomes so powerful. People return with their families, their partners. They hear about the hotel from their friends. That’s the most powerful kind of marketing.
This sums up the success of Ett Hem. No flashy loyalty schemes, no mass marketing email bursts. It’s not about having the fanciest lobby or the finest food. It’s the feeling that guests take with them, and why they always come back. Because it feels like coming home.
To hear the whole conversation, watch the Matt Talks episode here:
About Mews
Mews is the leading platform for the new era of hospitality. Powering over 12,500 customers across more than 85 countries, Mews Hospitality Cloud is designed to streamline operations for modern hoteliers, transform the guest experience and create more profitable businesses. Customers include BWH Hotels, Strawberry, The Social Hub and Airelles Collection. Mews was named Best PMS (2024, 2025) and listed among the Best Places to Work in Hotel Tech (2021, 2022, 2024, 2025) by Hotel Tech Report. Mews has raised $410 million from investors including Growth Equity at Goldman Sachs Alternatives, Kinnevik and Tiger Global to transform hospitality.
