'The right competence is crucial'

The house itself is an important part of the investment. The property was built in the 1890s and is one of the few buildings on Vasagatan that remained after the Norrmalm redevelopment. Hotel operations have been conducted here since the early 1900s, and in connection with the transformation to Thon Hotel Vasa, several older details have been preserved or restored.

At the same time, the entire facility has been technically updated. The 144 rooms clearly differ in both size and character, from junior suites to smaller rooms under the eaves.

- I love the feeling that "something is in the walls," says the incoming hotel director Jessica Norgren, who has both Clarion Sign and Haymarket by Scandic on her CV.

- I have previously worked in newly built hotels and in a property from 1890. I really prefer the 1890s, as these buildings offer a personality and a comfort that modern properties find hard to achieve.

The location opposite the Central Station naturally gives the hotel a strong starting position, but the ambition is broader than that.

- We want to position ourselves as a warm and welcoming premium hotel. We truly care that everyone who comes to us feels expected and welcome.

This is also evident in how hospitality is discussed. In a time of increasingly automated solutions, Thon Hotel Vasa, for example, will offer personal service around the clock. According to Jessica Norgren, it is about security and recognition.

- Factors I would say determine whether the establishment will be successful are that we manage to convey that we want to create good relationships, where we see and hear what the guests wish for.

The target group is simultaneously broad. Business travellers are expected to be important during the weeks, while weekends are to a greater extent to be filled with private guests. In addition, the hotel also wants to attract an audience that does not necessarily stay overnight.

This is where the food and drink concept comes into play. The restaurant and the hotel will have separate entrances, so that the building functions just as naturally for those coming for dinner or a drink at the bar as for those checking in for the night.

- Salon Terminal, our brasserie and bar, has been a major focus of the project. It is open seven days a week from early breakfast to late evening service in the bar, says Jessica Norgren, adding that hotel guests will be offered a room service menu and minibar in all rooms.

Staff are also important for success. Getting the right team with the right skills in place on time is seen by Jessica Norgren as a key issue, both for operations and for the culture they want to establish from day one.

- Yes, it is directly crucial, and I am very happy to have found a top team consisting of caring super professionals from various parts of the Swedish restaurant and hotel industry, she says.

For her own part, the task is also about bringing together several parts of the experience she has built up previously.

- It is a fantastic opportunity to use my high ambitions regarding guest experience and workplace culture, as well as my experiences in hotel operations, leadership, and commercial development for this unique project.

Something that at the same time becomes a challenge is that Thon Hotels is still relatively unknown in Sweden. But even that, Jessica Norgren sees as something with positive potential.

- Here we have a great opportunity to show who we are.