The magic begins outside the comfort zone
Interview with Jasmin Walser, owner and managing director of Hotel Vier Jahreszeiten GmbH
Jasmin Walser has a vision: an alpine sports competence center that consciously takes guests out of their comfort zone. 'DAS VIER' offers more than classic wellness at an elevation of 1,700 meters on the Pitztal Glacier – a place for alpine performance and deep recovery. A discussion about the challenges in tourism and authenticity as the key to success.
Wirtschaftsforum: Ms. Walser, three years ago you took over your parents' hotel. What was the initial situation?
Jasmin Walser: We are the 2nd generation. In 1992, in the farthest Pitztal, my parents got the opportunity to build a hotel as part of a development process with an international architectural competition. This marked the beginning of the story of a classic four-star hotel. 33 years later, I was allowed to take over and continue running the business. I see that the location is very good for the future. This summer, we transformed the Vier Jahreszeiten hotel into 'DAS VIER' – a sports and wellness hotel.
Wirtschaftsforum: How do you define your target group?
Jasmin Walser: We cater to sporty gourmets. Our USP is the variety of sports combined with wellness and culinary delights. We offer inspiration and the opportunity to try new things – trail running, climbing, training. My vision is an alpine sports
Competence center where we consciously take guests out of their comfort zone. Because outside the comfort zone is where the magic begins: Alpine performance and deep relaxation.
Wirtschaftsforum: The hotel is located at 1,700 m on the Pitztal Glacier. What role does the altitude play?
Jasmin Walser: A crucial one. With us, one goes alpine hiking, with high mountains on both sides. This change of perspective at the summit: going up to come down, that's what our guests are looking for. Originally, the main tourism season in the region was in the summer. Skiing was only added from the 1970s, and then came the boom in 1982 with the glacier cable car. Nowadays, guests come in the summer to escape the high temperatures. At 1,700 m you have a different climate. We have 150 beds and between 45 and 50 employees, depending on the season. Overnight stays are evenly distributed throughout the year.
Wirtschaftsforum: What are the biggest challenges at the moment?
Jasmin Walser: The pandemic has changed travel behavior. There is a lot of last-minute booking. Our big challenge is dealing with this short-term nature. Guests make spontaneous decisions: Mallorca or Pitztal? They check the weather app and decide. But I need the necessary staff at all times. In addition, there are political conditions - wages, incidental costs, energy. Everything has become so much more expensive. However, we operate in a segment from four-star superior with affluent guests. The summer was good, we are satisfied. We are counting on a strong winter because we have the altitude. If anywhere still offers snow-sure skiing, it's in the glacier regions. Another challenge of course is the shortage of skilled workers. We are countering this by providing our own training. Meanwhile, we have four trainees in various areas. I'm always happy when young people are eager to work in tourism. We have decent, regulated working hours. I think in that respect, tourism has learned from its mistakes.
Wirtschaftsforum: How important is sustainability to you?
Jasmin Walser: Very important. We try to buy as much as possible regionally, have been heating with pellets for a long time. Next year there is a big construction site lined up: replacing windows, improving insulation. For me, sustainability also has to do with employment relationships - people like to work where they feel comfortable. They stay there as well.
Wirtschaftsforum: Where do you see the future of the hotel industry?
Jasmin Walser: It is important to remain agile and to learn to deal with short-term nature - whether in purchasing or with personnel. I am continuing down my path and want to develop the alpine sports competence center at a high level. With guides, trainers, great people. The hotel industry needs focus. Focus equals strategy. The competition is high; everyone has a pool and sauna. Therefore, it needs focus on a target group, an idea. And the most important thing is authenticity. Everyone here is athletic themselves, and therefore we can also convey our concept. Also, the trend word longevity fits us. Not just ice bathing or pills, but a holistic view with our slogan 'Performance and Soul'.
Wirtschaftsforum: You originally wanted to study law. How did you come to work in the hotel industry?
Jasmin Walser: Classically, as it was in the past: You grew up at the hotel, the parents sent you to hotel management school. Afterwards, you were let out into the world. I was long in New Zealand and could have stayed there. But the decision to come back was voluntary and I am glad that I made it. I love the Pitztal, I love the mountains, I love sports. And if I can inspire guests for it, that is one of the most beautiful things for me as a hotelier.