Buyer persona of the people they attract to the Nobis are frequent travelers who are sick of sterile chain hotels and want something different. They make their own decisions on where to stay using the web and social media. Buyers want upscale luxury but in a modern style, not the old-world traditional style.

"The Nobis Hotel is a grand old lady who lives in a vast apartment in Stockholm. She's a dame of means. She has a cocktail party starting every day at 11:00 am and is slightly tipsy by 5:00 pm and that is when she is communicating to you via social networks as a friend.

"Animal question of the week: 'I am travelling with a duck, and would need a room with a tub'. I can't wait to see the cleaning ladie's face when she comes in to make up the room ! Well at least today we got nice weather, for ducks..."

"Note to all parents of 3-old boys: there is a subtle but very distinct difference between peeing in the steam room and peeing into the steam room. The first can be the sign of an emergency, the latter is a signal you might have a hooligan on your hands...."

Oliver told me that he does a semantic analysis of the Nobis Hotel listings on travel review sites such as Trip Advisor to find out what words and phrases visitors use in their reviews. These are then used in Nobis marketing.

Amazingly, the Nobis Hotel published a book! There is a copy in each room and in the common areas. I thought it was so cool that I purchased a copy.

There is a section of the book talking about the original building which was a bank made famous by the robbery and hostage taking that came to be known as The Stockholm Syndrome.