Hooks Herrgård – where every guest feels seen, heard, and cared for

A historic place with modern ambitions

In the pink salon, overlooking Hokasjön and the golf course on one side and the grand blue and yellow salon on the other, we settle down to talk with Hans Edberg, CEO of Hooks Herrgård. We start from the beginning – in history and heritage – and the very reason we are sitting where we are today.

Behind the grand facade lies the story of a manor that has lived many lives. Already in the late 1700s, the landowner Stedt lived and worked at this very place, but it was not until Munksjö took over in 1912 that the facility began to take shape as a gathering point for guests and managers. In 1923, the manor opened its doors as a hotel and guesthouse under the leadership of the Åkerhielm family, then with only 18 beds in the main building. The following decades – under Rudolf Izo's management until 1963 – Hooks was a summer paradise for Stockholm's wealthy, where golf, good food, and socializing were at the center.

“When my grandmother and grandfather took over in the 1960s, they saw the potential to develop the facility into a year-round destination. Grandfather had Sweden's first standalone conference house built and was determined to develop the golf from the then 4 holes established in 1934 into a full-fledged golf paradise. Since then, the golf has grown to 36 holes with 1,400 members and around 10,000 visiting golfers per year,” says Hans Edberg.

Today, under the leadership of the Edberg family, Hooks Herrgård is more than ever a destination that stands firmly on its three pillars: golf, conference, and spa. With 105 rooms, 250 beds in 19 buildings, and the ambition to welcome 50,000 guests per year, the family constantly strives to develop the facility – without losing touch with the heritage that has shaped the place.

”We have always worked with long visions and dared to take risks”

During the conversation, a question arises for me; what is the key to successfully running a family business? The answer to that question, according to Hans Edberg, depends on several factors, but one thing he chooses to highlight is the importance of having the right person in the right place and allowing external experts to be involved in managing and developing the company.

”In our family, we have always worked with long visions and dared to take risks. It is something we all have in common and has been an important success factor for Hooks Herrgård's development. We hope and believe that what we have built will continue to be a legacy that both the fifth and sixth generations of Edberg want to continue to manage,” Hans explains.

“For us, the staff comes first, that's just how it is”

The familial feeling from the Edberg family is something that extends beyond blood ties – it’s in the walls – and in the employees. It’s hard to explain, but there’s something special about the way the staff interacts, primarily in their meetings with guests – of course – but also among colleagues. I take the opportunity to ask Hans what the secret to exceptional service is, and he responds like this;

“For us, the staff comes first. That's just how it is. In a service industry like ours, it ultimately comes down to caring about people. When we have staff who love people and service, the guests notice it. That’s why we focus in our recruitment on finding people with the right attitude rather than a complete CV,” says Hans.

Leadership development, staff accommodations, and community activities are additional initiatives that are part of the recipe for success at Hooks Herrgård.

“The guest should feel seen, heard, and taken care of – just like the staff,” concludes Hans.

A kind of more pleasant life, for both conference and private guests

Hooks Herrgård's slogan, "A kind of more pleasant life," summarizes the goal: to combine utility with pleasure. The conference guest should not only have effective workdays but also enjoy the food, environment, and service; couples and private guests should find peace, spa relaxation, and golf at the highest level. With a focus on a somewhat more mature and calm target group, Hooks Herrgård attracts companies and private guests every day of the week, year-round.

“Our guests should feel that they have received value for their money,” says Hans Edberg.

The Vision for the Future – constantly moving forward

In five years, Hans envisions thirty new, more luxurious hotel rooms, a spa that has grown with hot springs, and a restaurant area with even more space for community. The wings are carefully renovated and the golf courses are world-class. Hans describes it as a “3.0 version” of what we know today as Hooks Herrgård.

In summary, we can state that the family dares to invest big once again: just like when Hans's grandparents once invested in conference houses and golf, and the family later took the step into the spa world, the next chapter will leave its mark on the coming hundred years.

When we leave Hooks Herrgård, we have not only gotten a taste of the wings of history but also of the ambitions of the future. Here, in the forests of Småland, a family continues to manage its heritage while shaping a modern destination where every guest should feel seen, heard, and cared for. It is a place where you never really finish – that’s why we don’t say goodbye, but see you again.