Super Stockholm Sisters: Meet Tea & Ellen Pettersson, the dynamic siblings bringing Crafted to Sweden.

The beautifully attractive, yet achingly hip boutique hotels, Hotel Ruth and Hotel Frantz, have recently joined the WorldHotels? Crafted collection and the powerful force behind the success of these two properties comes from two siblings, Tea & Ellen Pettersson.

Q: Good Morning Ladies, first congratulations on two stunningly designed hotels! Can you tell us a little more about the story that is behind the hotel names?

A: Well, Hotel Frantz was our first property, which opened in 2019, the story is easy to explain as the building was established in 1647 and inhabited by Mr Frantz Bock, a master Tailor of the era, who built the house and was a huge inspiration to the area.?We wanted to pay homage to this man who we were careful should never be forgotten, so we built the entire concept around him.?Much like Frantz Bock, we believe our guest experience should be tailor-made, our furnishing is made from high quality garments and fabrics, and custom-made design.?We picked the name Ruth to go with Frantz as his female counterpart and stands for Rebel Unique Tailored and Humble – all values that we embrace.?We want to be brave, but rebellious in the hotel market, breaking rules, and the usual standards, offering a unique experience for our guests. We’re always looking for unique properties, but also humble as we are all about serving and giving guests that homely feeling – it’s a 5 star authentically homely feel!?It’s also very much about the people working at the hotel and true personalities of those who work and connect with the guest.

Q: Why did these stories resonate with you personally??And why did you make it your mission to pay tribute to the stories?

A: It’s more than just a stay; it aligns with our values of what hospitality is all about – we want to feel authentic, not like a theatre or a show - not be too obvious.?We feel a responsibility to keep the story of Frantz Bock alive – sometimes we even ‘ask’ him what he would do in a situation!

Q:?Who designed the hotels and what was the thought process behind each?

A: We had different architects for each building, Spik Studios in Gothenburg and Hippo-Ray in Stockholm.?When we work with a big supplier, we call it a ‘collaboration’, it needs to be a give and take partnership between the architects or designers and ourselves.?We love the initial process of having a completely clean sheet and building an idea from its seed. The studios are often quite annoyed with us for getting involved so much but quite frankly it wouldn’t be the same if we didn’t.

?Q: What is something that is completely unique to Hotel Frantz??And Hotel Ruth?

A: At both Hotel Frantz and Hotel Ruth it is the staff; they are humble and down to earth and encapsulate our philosophy of ‘when luxury feels relaxed’, our staff will always make our guest feel valued and we are very careful when we recruit.?At Hotel Frantz we have many unique aspects, it is a 17th century building and we have an original wine cellar, which our American guests find amazing that it existed as America was founded! We also host art exhibitions that reflect our values and design aesthetic. I guess too the fact that Frantz Bock is a true story and gives an authentic atmosphere.?At Hotel Ruth the uniqueness lies in the Neighbourhood where locals meet the out of towners.?Hotel Ruth is where locals come to enjoy the vibe.

Q: The hotels are family owned; how do you think this is reflected in the guest’s experience during their stay?

A: The Scandinavian market is mostly chain hotels, so it is quite a unique thing to be family -owned and we care about every detail. A bad review will literally make me cry!?I’ll call the reviewer up and make it right.?By the same token, a good review will make our day. We care about every single detail and maintain the quality of each and every object so there is none of the normal wear and tear that you find in some larger, more corporate hotels. As a family, we also care more about the long-term value to the guest and not the short-term profit and I think this is picked up by guests during their stay.?We have no shareholders to please so we can focus on our guest.

Q: How does being sisters contribute towards your success?

A: Having a colleague who is equally as passionate as you is good and quite rare.?We’re passionate about different things in the hotel so we double the quality of the work and lend each other emotional support.?There are no barriers that you tend to have with normal colleagues, there are no secrets, everything is on the table.?If Tea is having a bad day I will know!?It’s also biological, we balance each other, when one goes down, the other lifts up; especially during the pandemic – we helped each other through.?We also both know that our parents are just a call away if we need them.?Possibly the best dynamic of us leading as sisters together is our differences, and there is strength in our diversity.?I (Ellen) graduated in hospitality and Tea in economics – we are the yin and yang for a balanced business approach.?And what we appreciate is that we always end the day on good terms.

Q: You mention that Hotel Ruth is Vasastan’s (meaning 'Vasa Town', a district of Stockholm) new and perhaps only real boutique hotel – do you think you are changing the dynamic of the district?

A: Vasastan is a lively vibrant area, it works well as a neighbourhood, and we have become the extended living room for family visitors that are keen to visit their family members who don’t have room to host.?This concept will only grow in popularity as it is exactly the size and atmosphere that these guests are after; boutique hotels create more value, especially as a reassuring homely venue during the pandemic for less risky family visits.?The other signal for boutique hotel growth is the switch in importance from business to leisure travel (which was the other way around prior to Covid).?Human interaction has become so important, the guest is picky and knowledgeable in equal measure – they know what they want and go for finer details.?I have even had to send the colour codes of our walls and designs to our guests!

Q: What are the best things about your neighborhoods?

A: Both neighbourhoods are so different.??A visit to Hotel Ruth means meeting locals, it’s very residential, it’s home to media agencies and the best restaurants – it has a quirky residential vibe.?Hotel Frantz is in an area very much like Soho in London, hipster, vibrant, down to earth, boho with historical quarters, great communities, plus you can take the boat to wherever you need to go – they area has been under development for a long time and soon it will finally be a hub for communications and offices -we have had to be very patient but we’re nearly there now.

Q:?Why did you join the WorldHotels? Crafted collection?

A: ?We learned about WorldHotels’ Crafted values and resonated with them straight away.?Humble, expert service and emotional connection with the guest is exactly what we want to accomplish and being associated with this collection will help us get there.?Plus, there are not many options to team up with this type of community, and with other like-minded hotels, and be inspired by them.?It will be great to meet them and discuss ideas and outlooks,

Q: What is your vision for your hotels?

A: ?To create the most rebellious, unique, tailored, and humble hotels possible.

Q: What is your philosophy when it comes to leading your teams?

A: As we have two properties it’s a challenge, but it’s all about presence, being there to lead by example.?We are always present at the hotels; we don’t have offices and we always fill in at the bar or to check-in the guests if the staff are not there.?Presence makes the difference, and we optimize every corner for our guest, so the luggage room often doubles up as office space when we need it!

Q:?And what values do you look for in staff when you are recruiting?

A: We look at what each individual can bring to the team, diversity is key and moreover, a great personality.?We go by the mantra that skills can always be taught but it’s that natural talent of connecting with the guest that is crucial.

Q: Bringing up the dreaded ‘C’ word; How has COVID changed the industry for you? And what have you changed that you feel is here to stay?

A: I think a large impact on the industry is how digital meetings have (and will continue to) impact hotel stays and MICE business, but smaller boutiques will stand strong.?We are currently fully booked but we still must see how concerts and events in our areas will pick up.?Another shift is the ‘Bleisure’ market, where travellers are opting to mix business with leisure and maximizing their travel value, they are looking for more quality – it has to be something ‘extra’ and that’s good for us, but we haven’t seen the pattern yet, it’s early days.?And finally, bigger properties may need to think differently. Another impact is being able to find the right talent, many have abandoned the hospitality business fearing its instability during the pandemic.

Q:?How were you resilient during the pandemic??And how did you inspire your staff?

A: We were quite quick to react and change our approach, which is easier as a smaller hotel.?We put a lot of marketing efforts into getting locals to visit, and promoting ‘staycations’, and it really worked well.?We also created more value for the stays themselves; a glass of Cava on arrival, including the dinner in the rate, rather than simply dropping prices.?In Sweden we didn’t get much government support, so you had to get creative.

Q:?As Female Entrepreneurs in the Hospitality Industry, what have been the challenges??Have there been advantages?

A: There is so much happening all at once, but the more experience you can generate the more confident you become. And we’ve learned a lot over the last 2 years.?Unfortunately, it can be the case that if women are assertive, you are perceived as angry, and men are deemed to be self-assured and showing clarity.?It boils down to that confidence.?Male leaders can appear confident in their leadership even when sometimes they may not feel it, but women tend to have a hard time ‘faking’ confidence, they tend to question themselves and have the need to earn it. ?It has been a journey for us as we have had to take over from our parents, doing roles that belonged to them, and the hard work they put in – it’s a huge responsibility to fill those shoes. In Sweden we are quite lucky as there is generally more equality here and it gives you a natural lift in confidence where you are rewarded for your work, but you notice the shift in balance in other countries.?For us it’s hard to deal with authority in other countries, we’re not used to different expectations of how to behave, we are more like Pippi Longstocking in Scandinavia! Despite the better equality, there is still a long way to go, also in hospitality. I don’t think hospitality is behind in equality in Sweden..

Q: You are almost certainly role models for other aspiring female hospitality professionals, what advice would you have for these women?

A: Our generation is not patient; we tend to want fast results, but you mustn’t be afraid to roll your sleeves up and get your hands dirty first if you want to succeed

Q:?Who are your role models?

A: Other small family business and entrepreneurs, regardless of gender, have been our role models and it’s inspiring to see how much they have adapted to their environment and what they’ve achieved. We see many male role models as leaders, and it is sometimes hard to relate – there is often a lack of compassion and sensitivity.

Q: What do you think you bring to the table as female leaders, that may otherwise be missing?

A: You want your place of work to be a nice place to be, I feel we bring sensitivity and empathy to our staff – we can usually see if staff don’t feel well before they do! It’s important for us how the group feels and to be a good employer.?Our focus is on the group as a whole more than the individual.?We also believe in giving back and making room for diversity. Some of these values can come very naturally as a female leader.

Q: If you stayed at your hotels, which room would you stay in & why?

A: I (Tea) would stay in the junior suite in the Hotel Ruth, it offers elements you wouldn’t normally get at home such as watching the TV from the bathtub – the bathroom is vibrant and colourful and it’s set in a corner of the hotel where the light floods into the room.?I (Ellen) would stay at Hotel Frantz in either room 306, where you get an amazing view of the sea and the old town, or room 307 as it is shaped like a flat iron and speaks to the history of the building.

Q: Where are your favourite spots at the hotels?

A: At Hotel Ruth the lobby on a Friday afternoon; locals are coming by for a drink to start the weekend and we have a DJ playing music, it’s such a friendly vibe.?At Hotel Frantz it has to be the wine cellar, it’s a true gem and you can feel the history of the space seeping from the walls

Q: So, what’s next for you both?

A: Time to mend! To focus on the organization and reestablish stability. Longer term we want to expand and get more hotels that build on the boutique experience.?We also want to personally develop as entrepreneurs and as leaders we’ll continue to get our hands dirty!

Q: Do you have a parting quote to leave us with?

A: “The hotel is ugly without its’ guests; it’s so much more beautiful with people in it” Tea Pettersson.

?This interview was conducted by Joanna Becker-Birck, Communications Director EMEA at WorldHotels.

Did you enjoy the interview? Leave us your comments and let us know!

About WorldHotels Collection:

WorldHotels? Collection is a privately held hotel soft brand within the BWH Hotel Group global network. Founded by independent hoteliers dedicated to the art of hospitality, and celebrating its 50th year anniversary in 2021, WorldHotels offers one of the finest portfolios of independent hotels and resorts around the globe, expertly curated to inspire unique, life enriching experiences that connect people and places. WorldHotels is comprised of four unique collections, each with its own personality and style to appeal to the needs of today’s traveler. The collections include: WorldHotels Luxury, WorldHotels Elite, WorldHotels Distinctive and WorldHotels Crafted.

For more information visit www.worldhotels.com.

* Numbers are approximate, may fluctuate, and include hotels currently in the development pipeline.