Interview series "5 questions for..."
St. Moritz - a synonym for luxury, tradition and exclusivity. In this top-class hotel world, Grace La Margna is setting new standards under the leadership of General Manager David Frei by combining historical grandeur with a modern lifestyle. But how does it manage to hold its own in one of the most competitive markets in the luxury hotel industry and inspire a new generation of guests? In this interview, David Frei provides exciting insights into the hotel's strategy, the importance of branding and social media and his vision for modern luxury.
David Frei, General Manager Grace La Margna
Brandcraft: St. Moritz is one of the world’s most competitive markets for luxury hotels. How does the Grace La Margna position itself to hold its own in this exclusive environment?
David Frei: St. Moritz is synonymous with luxury hospitality, and our aim is to create a new definition of elegance and exclusivity. The Grace La Margna combines the historic grandeur of an iconic house with a modern, cosmopolitan touch, creating a distinctive atmosphere.
Our concept is aimed at a new generation of luxury travelers who value authenticity, individuality and a unique ambience that inspires them and makes them feel at home. We focus on outstanding, personalized service, innovative cuisine and a stylish design that respects the history of our hotel but is also forward-looking. This combination enables us to establish a strong identity and sustain our position in the highly competitive St. Moritz market.
Brandcraft: Branding and targeted initiatives are essential today for remaining relevant in the hospitality industry. How does Grace La Margna approach branding, and what experiences do you create to leave a lasting impression on your guests?
David Frei: Our brand is not just a name, but a promise: We stand for timeless elegance and modern luxury, paired with an individual lifestyle. This is reflected in all points of contact - from design and service to the events we curate. Our branding thrives on emotions and stories. That's why we create experiences that touch our guests emotionally, be it through private culinary events, cultural collaborations or exclusive spa treatments with personalized applications. Every detail is designed to create a deeper connection with our guests.
"Modern luxury is no longer just a question of gold and marble, but of meaningfulness, individuality and memorable experiences."
Brandcraft: Luxury is changing—today, exclusivity no longer means just opulence, but also personalized experiences, authenticity, and emotions. How do you define modern luxury, and how is that reflected in your hotel?
David Frei: Modern luxury is no longer just a question of gold and marble, but of meaningfulness, individuality and memorable experiences. Our approach is to reinterpret luxury: through personalized services that meet the individual needs of our guests, through design that combines history and modernity, and through gastronomy that is both inspired and familiar. We believe that true exclusivity lies in moments that can only be experienced here - be it through a fondue experience in our "Stüvetta Moritz", a tailor-made spa ritual or an unforgettable evening in the Beefbar.
Restaurant Stüvetta Moritz
Brandcraft: Storytelling and social media are more important than ever for the hospitality industry. How do you use these channels to strengthen your brand and reach your target audience?
David Frei: We use social media not only as a communication channel, but also as a platform to create experiences and tell stories. Our content is authentic and aims to evoke emotions - be it through fascinating behind-the-scenes insights, guest testimonials or exclusive content that can only be experienced on our digital channels. Through targeted influencer marketing and strategic partnerships, we strengthen our reach and present Grace La Margna as a lifestyle destination that generates attention not only in St. Moritz, but internationally. An outstanding example of this is our collaboration with Pietro Terzini, whose artistic interpretation of our hotel has gone viral this winter season and has creatively brought our brand closer to a new, design-savvy audience. We also rely on interactive formats such as live sessions and behind-the-scenes stories to actively involve our community and convey a sense of exclusivity. This creates a digital world of experience that reflects the values and aesthetics of our company and creates a close bond with our target group.
Brandcraft: Looking ahead: What strategies are you pursuing to ensure the long-term success of Grace La Margna in such a dynamic and ever-changing market?
David Frei: Our focus is on sustainable growth and the continuous development of our brand. We rely on innovative concepts that surprise and delight our guests time and time again. At the same time, we remain true to our DNA: timeless elegance with a modern twist. The combination of tradition and future, coupled with excellent, personalized service, will set us apart in the long term. We also monitor the needs of our target groups very closely in order to respond to trends and changes with agility. A key advantage of our positioning is that we are open all year round. This allows us to continuously strengthen our brand, maintain a constant presence in St. Moritz and appeal to guests outside of the high season.
We are also constantly developing and creating new experiences - whether in the culinary or wellness areas. We keep a close eye on what works, what the trends are and what people know, and combine this with the unknown to create unique experiences. We redesign rooms, constantly add new details in the guest rooms and surprise our guests with fresh, inspiring accents. Our aim is not to optimize costs or reduce services - on the contrary: we consciously invest in order to further enhance the experience and sustainably increase revenue. St. Moritz may be a competitive market - but with a clear identity, constant innovation and a consistent investment strategy, we have the best prerequisites to survive in the long term.
