Hotel Flora AB

What Hotel Flora AB does

Hotel Flora AB is an independent boutique hotel operator founded in 1993 by Carina Högberg, conducting business from a single property at Grönsakstorget 2 in central Gothenburg, Sweden. The hotel occupies a historic pink building (approximately 135 years old) and operates 71 uniquely themed rooms designed by Danish studio Design By Us, with categories ranging from Tiny single rooms to Twin X-Large family rooms. The company also operates Södra Larm Bar & Bistro, an on-site restaurant serving Swedish and Nordic cuisine for breakfast, lunch, and dinner, and Flora Workspace, a coworking and meeting venue open weekdays. Additional commercial offerings include gift cards (from 100 SEK) and curated packages such as the "Dine and Dream" experience (from 1,000 SEK).

The business generates revenue primarily through nightly room bookings, restaurant transactions, and usage-based coworking passes (265-495 SEK), with a "Friends of Flora" direct-booking program offering a 12% discount and perks (restaurant credit, free workspace access) to encourage direct-channel demand. Distribution is concentrated on direct online booking via boka.hotelflora.se, supplemented by the BookVisit third-party platform and walk-in traffic to the restaurant and coworking space. Marketing is executed through a content-led blog (event-driven local guides), Facebook, and Instagram, with corporate agreements handled via email.

The company is privately held by founder Carina Högberg, has no external investors, no parent company, no subsidiaries, and no disclosed funding rounds. With approximately 9 employees and a single-site footprint, it is a small, founder-led boutique operation. Customer segments span leisure travelers, business travelers, event attendees visiting Gothenburg, and local residents using the restaurant, coworking space, gift cards, and packages. No revenue or financial figures are publicly disclosed.

Name

Hotel Flora AB

Legal name

Hotel Flora AB

Website

https://hotelflora.se

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

Hotel Flora AB is an independent boutique hotel in central Gothenburg, Sweden, operating 71 uniquely themed rooms, an on-site restaurant (Södra Larm Bar & Bistro), and a coworking space (Flora Workspace), serving leisure travelers, business visitors, and local residents. Founded in 1993 by Carina Högberg.

Ownership category

akta.pro rank

Product category

Hotel Packages and Vouchers

NAICS

Hotels (except Casino Hotels) and Motels (72111)

SIC

Hotels & Motels (7011)

akta.pro primary industry

Boutique Inns (THAGAHAB)

akta.pro secondary industries

Art & Culture (Gallery/Museum) Hotels (THAGADAC), Hotel & Resort Restaurants (THAFACAH)

Keywords

• Boutique hotel accommodation
• Hotel restaurant dining
• Coworking workspace
• Hotel guest packages
• Hospitality services

Headquarters

HQ city

Gothenburg

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Hotel Accommodation: Room bookings across 71 uniquely decorated rooms, ranging from Tiny (single) to Twin X-Large (family). Revenue generated through nightly stays with direct booking discount available.
2. Restaurant & Dining (Södra Larm Bar & Bistro): On-site restaurant at Södra Larmgatan 9 serving Swedish cuisine. Revenue from breakfast, lunch, and dinner service, plus bar. Open Mon-Sat 7:30-22:00, Sun 7:30-17:00 (dinner closed).
3. Flora Workspace (Coworking): Coworking space and meeting rooms for freelancers, remote workers, and teams. Offers day passes (full day 380 SEK, half day 265 SEK) and all-day packages with lunch (495 SEK). Includes amenities like breakfast, coffee, snacks, printer access.
4. Packages & Gift Cards: Pre-packaged deals (e.g., 'Dine and Dream' from 1,000 SEK) and gift cards starting from 100 SEK, redeemable for hotel stays, restaurant visits, or workspace access.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Hotel Flora AB operates a 71-room boutique hotel in central Gothenburg, Sweden, offering individually designed guest accommodations. The property includes the Södra Larm Bar & Bistro restaurant, a coworking facility called Flora Workspace, and curated guest packages including gift cards. The hotel has been family-founded since 1993 and combines lodging, food and beverage, and workspace services under one roof.

Product overview

Hotel Flora AB operates a boutique hotel in central Gothenburg, Sweden, founded in 1993 by Carina Högberg. The company offers three interconnected core services: (1) Hotel Accommodation with 71 uniquely themed rooms designed by Design By Us, ranging from single to family occupancy; (2) Södra Larm Bar & Bistro, an on-site restaurant serving Swedish/Nordic cuisine open daily from breakfast through late evening; and (3) Flora Workspace, a coworking and meeting/event venue open on weekdays. Additional offerings include variable-value gift cards and themed packages such as 'Dine and Dream' that bundle dining with accommodation. The company operates as a single unified service model where all offerings are available through a unified booking platform at boka.hotelflora.se.

Differentiator

Problem solved

Functional benefit

Products and services

• Hotel Accommodation

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• APCOA Parking (P-Huset Kungsgaraget)minorOthersHotel Flora partners with APCOA Parking's Kungsgaraget facility at Ekelundsgatan 5-7, approximately 350m from the hotel. The hotel purchases 24-hour parking tickets at a discounted rate (350 SEK) and resells them to guests at reception, providing convenient parking access.
• Da MatteominorOthersDa Matteo operates a café with roastery and bakery inside Victoriapassagen, near Hotel Flora. They supply fresh bread and pastries for the hotel's breakfast service, delivering fresh rolls and sourdough every morning from their Magasinsgatan location.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Scandic Hotels: The largest Nordic hotel operator with multiple Gothenburg properties and on-site restaurants. Comparable to Hotel Flora in serving the same Gothenburg business and leisure demand, but at scale with broader pricing and a different brand proposition.
• Clarion Hotel Post: A large full-service hotel in central Gothenburg with restaurant, meeting, and event space. Comparable to Hotel Flora in its integrated accommodation + F&B + meeting model in the same Gothenburg market, but at full-service chain scale.
• Radisson Blu (Gothenburg / Nordic): A major international hotel chain with Gothenburg properties including on-site restaurants and meeting facilities. Comparable to Hotel Flora in serving the same Gothenburg business and leisure demand with integrated amenities, though at chain scale.

Regional players

• Nobis Hotel Group: A Nordic boutique and luxury hotel operator with restaurant-led properties. Comparable to Hotel Flora in boutique/luxury positioning, on-site dining, and focus on design-driven hospitality across the Nordics.
• Elite Hotels of Sweden: A Swedish hotel chain with multiple properties across the country including Gothenburg. Comparable to Hotel Flora in serving Swedish urban travelers with combined hotel and restaurant offerings, though broader and chain-operated rather than boutique.

Direct peers

• Hotel & Ristorante Bellora: A boutique hotel with on-site restaurant in central Gothenburg, closely matching Hotel Flora's integrated accommodation + F&B model and its urban Gothenburg leisure and business traveler audience.
• Avalon Hotel: A design-led boutique hotel in central Gothenburg, directly comparable to Hotel Flora in product category (design boutique), customer base (urban leisure and business travelers), and Gothenburg city-center location.
• Hotel Eggers: Historic boutique hotel in Gothenburg with a strong on-site restaurant tradition, comparable to Hotel Flora in product concept (boutique hotel + dining), city-center location, and family-owned heritage positioning.
• Story Hotel (Story Hotels): A boutique hotel brand focused on design-led, independent-feeling urban hotels in the Nordics. Comparable to Hotel Flora in boutique concept, design differentiation, and urban leisure/business target audience.

Emerging players

• Cowork Booking / Fixate Workspace (Gothenburg coworking): A coworking marketplace covering Gothenburg and other Nordic cities, comparable to Hotel Flora's Flora Workspace offering by addressing the same remote-work and meeting-room demand in the same city.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/hotelfloragbg
• Instagraminstagram.com/hotelflora
• LinkedInlinkedin.com/company/hotel-flora-ab

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hotel Flora AB