A Place for Good Times
Interview with Viviana Gutheinz, Co-Owner
At a time when digitization and artificial intelligence are reshaping industries across the globe, Austria’s Hotel Jungbrunn remains convinced that genuine human connection is what makes or breaks the experience their guests can enjoy. Combining exceptional wellness facilities, personalized service, and a strong commitment to employee development, the family-owned hotel has built a reputation as a true “place for good times.”
European Business: Ms. Gutheinz, Hotel Jungbrunn describes itself as a “place for good times” – a destination where guests can truly enjoy themselves. What does that promise mean to you?
Viviana Gutheinz: For us, people will always make the difference, especially in a world that is increasingly shaped by digitization and AI. This philosophy is largely driven by our family: my parents, who transformed the hotel into what it is today, as well as my brother, who took over in 2016 as the third generation, and myself, having joined the company five years ago. Together with our staff, we share a common goal: creating genuine human connections. From our welcome tour, the stay itself, and a pleasant departure after a relaxing visit, we strive to make every interaction as meaningful as we can. For us, the most powerful marketing tool is a happy guest. If someone enjoys an unforgettable stay in a beautiful setting, they are likely to return in the future.
European Business: The hospitality industry changed dramatically after the pandemic. How has Hotel Jungbrunn responded to these market shifts?
Viviana Gutheinz: Many hotels reacted by removing services
from their standard offering and turning them into paid extras. We chose a different path, because we wanted to continue inspiring our guests by enhancing their stay with a spa treatment or an evening cocktail. With a spa that spans 8,000 m2, three restaurants to choose from, and a wide range of additional amenities, our goal remains to provide a truly comprehensive experience.
European Business: At the same time, budgets of consumers and travelers are becoming tighter.
Viviana Gutheinz: That is certainly true. One noticeable trend is that average lengths of stay have become somewhat shorter. For us, this means that we must help guests unwind more quickly so they can fully enjoy their time with us and return home not only with wonderful memories but also with a renewed sense of balance and well-being. It also becomes increasingly important to attract the right guests for our hotel. Based on what we know about previous visits, we want to communicate with our guests in a much more targeted way, depending on whether they particularly enjoyed the spa, our restaurants, the 40 sports classes we offer, or the natural environment that surrounds our estate. That approach is far more effective than broad, generic marketing campaigns.
European Business: It also requires significant digital expertise, though.
Viviana Gutheinz: Absolutely. We have designated 2026 as a key year for optimizing our internal processes, including through the use of AI. We operate a highly sophisticated systems landscape that spans guest management, spa bookings, payment processing, and many other areas. Our focus now is on integrating these systems more effectively so we can unlock the full value of the data they contain. Naturally, this will also improve efficiency, but our primary goal is to free our employees to focus on what they do best: engaging with our guests on a genuinely human level.
European Business: That is no small task given the ongoing labor shortage in hospitality, particularly in a highly competitive market like Tyrol, Austria.
Viviana Gutheinz: It is certainly a challenge, but it is also an exciting one, and we have been addressing it proactively for many years. Back in 2016, my brother launched our employer brand, the Jungbrunn Crew, complete with its own logo, values, and in-house academy – long before many other hotels adopted similar concepts after the pandemic.
European Business: How does your approach work?
Viviana Gutheinz: Our strategy rests on three pillars: leaders, employees, and apprentices. We support all three groups through ongoing workshops and development programs. However, these initiatives are not primarily about technical skills such as setting a table correctly or ensuring perfect room cleanliness. Rather, they focus on personal growth and human development: How can I grow as a person? How can I give effective feedback? How can I manage stress constructively? We firmly believe that anyone can continue to grow, regardless of their background, and that hospitality can be an incredibly fulfilling profession. Helping a couple or a family enjoy a memorable evening through meaningful conversations, genuine interactions, and authentic emotions is a truly rewarding experience.
European Business: Before joining your family’s business, you spent many years working as an actress. What inspired your career change?
Viviana Gutheinz: When I started out as an actress, that was a choice for my original profession and not against my family’s hotel. I remain deeply grateful to my parents for the support they gave me then and continue to give me today. When I turned 30 and continued to be a free spirit, I began looking for new ways to grow as a person. At the same time, I saw the remarkable business my parents had built and felt a desire to contribute to it. There is a saying that has always inspired me: “If you never leave, you can
never truly come home.” I think that sentiment captures my journey perfectly