Interview series "5 questions for..."
Magnus Busch, founder of the up-and-coming hotel brand Nook Society, gives us a fascinating look behind the scenes. He talks about the importance of authentic community building and explains how Nook Society is creating a platform for creative networking and sustainable value. We also take a look at the future of Workation and the strategic role of merchandise and events as additional revenue streams. A vivid example of a bold brand taking the pulse of modern hospitality and reshaping the way people travel and interact with each other today.
Magnus Busch, founder and managing director of Nook Society
Brandcraft: Could you tell us more about the Nook Society concept? What sets your brand apart and makes it so special?
Magnus Busch: Nook Society is a lifestyle community that aims to meet the demands of modern life. We founded the brand with the clear aim of establishing Nook as a value-oriented premium brand that goes far beyond the conventional hotel standard. Our focus is on sustainability, creativity, culture and social commitment - values that not only shape our philosophy, but also determine our daily actions. These values form the solid foundation on which our positioning and our entire business processes are based. Our guiding principle, "Our mission is to activate our guests' comfort zone and inspire lasting connections between people and space in nature", perfectly describes what we want to achieve: We don't just want to offer guests a place to stay, we want to create spaces for them that activate their comfort zone and inspire lasting connections between people and space in nature. We strive to create unique experiences that go beyond the traditional hotel experience and offer guests a deeper, more personalized experience that connects them to the brand for the long term. Our goal is to make Nook a place where people come to meet, be inspired and return with lasting memories.
Brandcraft: Building authentic communities is considered one of the major trends in the hospitality industry. Why do you think that is, and in what direction do you think the industry will head in the coming years?
Magnus Busch: We see Nook as a stage on which others perform. I like to compare us to Madison Square Garden, where there is a basketball game one day, a concert the next and then a corporate event. At Nook, however, the value positioning determines the program. This then encourages the likelihood that guests who didn't know each other before will come together with us and have really in-depth conversations. Our goal is for as many guests as possible to have made new friends after their stay. Authentic communities foster a strong sense of belonging and provide platforms for sharing stories, experiences and values. This leads to enriching and unforgettable stays. We want our guests to identify with Nook beyond just staying overnight.
"Our philosophy at Nook is: We celebrate the art of human-centric hospitality."
Brandcraft: In addition to lodging and dining—what role do additional revenue streams, such as merchandise or exclusive events, play in monetizing your brand?
Magnus Busch: Merchandise and events contribute significantly to the diversification and long-term loyalty of our community. They make Nook Society more than just an operating brand - they create a lifestyle. These areas are hugely important to further establish our brand while remaining authentic and true to our values. I'm particularly looking forward to the launch of our merchandise collaboration with artist Oljanna Haus - an exciting combination of art and lifestyle that fits perfectly with our philosophy.
Brandcraft: How do you assess the relevance of "workations" for the hospitality industry, and do you believe this trend will endure in the long term?
Magnus Busch: Workation is more than just a change of location. It offers the chance to transform work into an enriching experience that both drives work forward and provides moments of relaxation and inspiration. We combine productive work environments with the activating power of nature to create spaces where creativity thrives and collaboration reaches new heights.
The demand for such experiences will continue to grow, especially as hybrid and remote working models become increasingly popular. Hotels and hospitality brands that can provide both professional infrastructure and inspiring retreats will play a key role in shaping this change. At Nook, we go one step further and design not only places to work, but also experiences that motivate, enrich and connect teams.
Brandcraft: What major developments do you anticipate in the hospitality industry, and what are your visions for the future growth of Nook Society, both nationally and internationally?
Magnus Busch: That's a great question! I think that digital serviced apartment concepts will continue to grow strongly. The profitability of these models is hard to beat and the commercial real estate market currently offers enormous growth opportunities. In the traditional hotel industry, my opinion is somewhat more critical. I personally find many offers boring and uninspired. Our philosophy at Nook is: "We celebrate the art of human-centric hospitality." Our focus is on people. We use technology where it supports the guest journey and meets the requirements and expectations of our guests. Our vision is to establish Nook as a brand that creates real connections and puts people at the center of every experience.