In the first episode of Hospitality Folks, Alicia Dick Wahlberg speaks with Magnus Busch, Co-Founder of nook society, about redefining upscale and luxury hospitality through human-centric experience, community building, and values-driven hiring.

Magnus shares how nook emerged from strong personal values before evolving into a brand and how that authenticity attracts both talent and like-minded guests. They explore building hotel teams without rigid playbooks, creating meaningful guest experiences, and designing hospitality spaces that foster real connection in a digital world.

The conversation also dives into nook’s innovative crowd investment model, the nook investor society, where community members finance growth and participate in the company’s success. Through bonfires, retreats, and shared ownership, Nook is building more than a hotel, it is building a society.

In this episode:

• Hiring for values in boutique hospitality

• Designing experience-led hotels & properties

• Building community through shared values

• Aligning investors with brand philosophy

• Financing hospitality through a crowd investment model

Welcome to Hospitality Folks, a video podcast hosted by Alicia Dick Wahlberg, CEO and Founder of Folksnest. We explore the future of upscale and luxury hospitality, hiring strategy, leadership, service quality, and team culture. Through conversations with hotel founders and industry leaders, this podcast examines how modern hospitality is being redefined through human connection and meaningful work.