ulf_150_ENG

Welcome to
an independent boutique hotel in Gothenburg.

Being away from home can be sweet. That's where we come in. Staying with us you can be the way you choose. Dressed up or relaxed. Private or in good company. Online or completely disconnected. Be what you are and make yourself at home.

Read more

Welcome to
an independent boutique hotel in Gothenburg.

Being away from home can be sweet. That's where we come in. Staying with us you can be the way you choose. Dressed up or relaxed. Private or in good company. Online or completely disconnected. Be what you are and make yourself at home.


Flora is located in what was once a fish market at Grönsakstorget, back in the days when an open market was held here. Our story begins in the early nineties when our first 16 rooms stood ripe and ready to receive guests from near and far.

Over the years, Flora has grown into a 65 room creative bolthole for both local and global travelers. We have rooms for almost every need and wish you can possibly have – from XS crash pads to the Royal Swedish Room.

Our great aim is to be pleasing and pleasant, so don’t be afraid to ask us about this and that. What we don’t know, we can always find out. Our neighborhood is soaked in that hospitable Gothenburg spirit. Kungstorget with the market hall of today is just around the corner and close by you’ll find the best shopping in town – unique shops and brands all over Magasinsgatan and Södra Larmgatan. And don’t miss taking a stroll through the lovely Victoriapassagen.


It’s so easy to get around town. Walking is easy. Taking the tram is easy (with a stop just outside the hotel). And biking is easy, thanks to a great system of lending bikes for a small fee that is called Styr och ställ, (translated it would be something like “bike around and then leave it in a convenient nearby spot”).

But staying in our lobby is perhaps the easiest. A warm, inviting space where people are always welcome to congregate, socialize, work or wind down. The interior is designed by Rasmus Larson – Design By Us – who has made a truly perfect creation for truly creative people.

All this and free wifi is open and available to all. Our doors are always open to both our guests and the people of Gothenburg. And the rest of the world.