ALPS RESORTS: Responsible Growth

What is ALPS RESORTS & how did it all begin?

Mr. Payr, let’s imagine you meet someone who isn’t familiar with ALPS RESORTS yet. How would you describe the company in just a few sentences?

ALPS RESORTS is an Austrian holiday resort brand with more than 45 hotels and resorts in the Alps. We develop, market, operate, and rent out a wide variety of tourist accommodation concepts - bookable directly by guests who value freedom, individuality, and nature. Our offerings range from classic hotel rooms to cozy apartments, glamping accommodations, and holiday homes located right on the slopes, all the way to premium chalets with private wellness areas.

Positioning & Values of ALPS RESORTS

Many guests are familiar with either traditional hotels or booking platforms. What sets ALPS RESORTS apart from them?

We differ from traditional hotels primarily in the breadth of our offerings and our resort network: ALPS RESORTS brings together more than 45 hotels and holiday resorts across several Austrian states under a single brand.

For me, ALPS RESORTS’ strength lies precisely in this combination: We offer the diversity that guests expect today, but with the reliability of a professional tourism company. You can find inspiration, compare options, and book directly - all while knowing that behind the offerings are real people, clear processes, and a shared commitment to quality.

Growth, Milestones & Responsibility

Which development makes you personally especially proud?

When talking about a company’s growth, people often think first of numbers: more resorts, more overnight stays, more destinations. This growth is, of course, important. But for me, the truly decisive milestones have always been those moments when ALPS RESORTS evolved as a company. As a brand, as a digital provider, as a host, and as a driving force in tourism.

Take, for example, the launch of the ALPS RESORTS brand in 2021. This transformed individual projects and locations into a unified brand with a clear philosophy: “My Way of Holiday.” For guests, this means holidays that adapt to their own rhythm. For us as a company, this step was crucial because it provided a clear umbrella for our offerings and made the brand much more visible to the outside world.

We also place great emphasis on digital development, particularly the expansion of our website into a powerful platform for inspiration and booking. Especially with such a diverse range of offerings, clear navigation is crucial. Guests should be able to quickly understand which destination, resort, and offer suits them best and book directly. The website is therefore much more than just a sales channel for us. It is a central part of the brand experience and one of the most important touchpoints with our guests.

Another milestone: ALPS RESORTS reached the one-million-night stay mark for the first time in 2025.

Of course, growth like this makes us proud. For us, the million is far more than just a statistic. It shows that more and more guests are looking for the kind of vacation they find at ALPS RESORTS. And at the same time, it demonstrates that Alpine destinations don’t have to be viewed solely as seasonal destinations - they can thrive year-round.

The international recognition from the Financial Times was also a special moment: In 2025, ALPS RESORTS was named fastest-growing company in Austria. Even by European standards, we rank among the fastest-growing companies in the hospitality & travel sector. For us, this is above all confirmation that personalized vacation experiences and professional growth can go hand in hand.

To me, all of this shows that ALPS RESORTS hasn’t just gotten bigger. Step by step, we’ve refined what we stand for, how guests today want to search for and book their holidays - and how alpine holidays can be designed in a professional, flexible, and modern way.

Many people talk about growth. They often talk about responsibility. What do you mean by that?

For me, these go hand in hand: Growth brings with it greater responsibility. The larger a company becomes, the more important clear structures, reliable processes, and a shared understanding of what the brand stands for become. But that responsibility also extends beyond one’s own company.

Many Alpine destinations face challenges: succession planning, investment needs, changing guest expectations, skilled labor issues, or the question of how to sustain tourism year-round. When we operate a resort in a region, it’s therefore not just about adding more beds. Our goal is to ensure tourism activity, drive demand, create jobs, and strengthen local economic value.

This is also the case with our next flagship project, the Bergresort Berwanger Hof in Außerfern, which is set to open in the winter of 2026/27. The Bergresort is so exciting because it clearly demonstrates how we intend to further develop tourist destinations. It’s not just about creating new beds, but about making existing potential visible and tangible again. With around 300 beds, a wide range of hotel accommodations, and another ALPS KITCHEN, the Berwanger Hof will once again be a major driving force for the region. For guests, this will create a modern Alpine vacation experience that more closely integrates accommodations, cuisine, nature, and on-site recreational opportunities.

That’s why: For ALPS RESORTS, growth is always linked to responsibility. We don’t want to be everywhere, and not every project is a good fit for us. But where the location, demand, product concept, and regional outlook align, growth can have a very positive impact.