In conversation with Christian Klaus, General Manager, SO/ Vienna (Exclusive Interview)

How is SO/ Vienna positioned in Vienna’s luxury hotel sector? USPs, comp set

Designed by Jean Nouvel and crowned by Pipilotti Rist, the hotel sits above the city – not just geographically, but in perspective.

We stand for contemporary luxury: fashion-forward, culturally connected, and emotionally driven. What truly sets us apart is the personal experience – real conversations, real empathy, and a team that puts people at the center of everything they do. Our guests don’t just stay with us, they feel us. The emotions they take home often matter more than the thread count. That’s where loyalty begins.

In terms of competitive set, we naturally play in Vienna’s luxury segment – but our real benchmark isn’t marble lobbies. It’s places that manage to create atmosphere, attitude, and a sense of belonging.

Or to put it differently: If Vienna were a dinner party, SO/ Vienna would be the place where people connect, laugh – and decide to stay a little longer upstairs.

Please share more about the performance in 2025. What are your expectations for 2026?

2025 was challenging, but character-building – the kind of year that sharpens your instincts. Rather than chasing every booking, we leaned into positioning, experience, and relevance – and the numbers followed in the right direction.

For 2026, we expect this strategy to fully unfold: stronger rate integrity, more defined demand segments, and a continued shift towards guests who don’t just stay with us – they choose us.

The property is affiliated to Ennismore’s SO/ Hotels. Please tell us more.

Being part of Ennismore means being part of a global hospitality ecosystem where food, drink and social experiences take center stage. Ennismore is known for creating F&B destinations people don’t just visit – they remember.

At SO/ Vienna, this spirit comes to life through our outlets, especially Das LOFT. It’s not just a rooftop restaurant; it’s a place where locals and guests celebrate, connect and create memories – often with Vienna at their feet and a drink in hand.

Do you have any plans in the near future to update your product?

Yes – but not with a big “now everything is new” moment. Our approach is continuous refinement, not disruption for the sake of it. We’re investing in ongoing renovations, technical upgrades, and subtle design enhancements – always respecting Jean Nouvel’s architecture while keeping the experience fresh.

Think of it less as a renovation and more as tailoring: small adjustments, perfect fit.

Many properties are challenged by staffing. Tell us more.

Staffing is a challenge in the industry – but for us, it’s more a strength than a struggle.

Our values clearly set us apart from the norm, and they naturally attract the right people – people who appreciate an environment where they can truly be themselves. That authenticity carries through everything we do. Our team doesn’t just work here, they actively shape the experience our guests remember.

A strong indicator of this culture is how many new team members come through personal recommendations. When people recommend their workplace to friends and former colleagues, you know something is working.

A big part of that appeal is also our food & beverage culture. Our restaurant operates as a standalone venue and generates almost 40% of the hotel’s revenue. In line with Ennismore’s philosophy, this creates a vibrant, creative workplace that attracts a highly motivated and dedicated team – people who want to be part of something dynamic, not just another hotel operation.

How are the wellness & dining offerings conceived?

Das LOFT is our showstopper. Rooftop dining with one of the most iconic views in Vienna – and yes, we’re proud of how often it’s fully booked. A reservation is strongly recommended, not because we want to be exclusive, but because everyone wants to be there.

Our wellness offering is exactly what a city hotel spa should be: high-quality, design-driven, and accessible – also for day guests. It’s a place to reset, not retreat.

To what extent do you also target locals?

Locals are not an add-on for us – they’re part of the core strategy. If a hotel wants to stay relevant, it has to be loved by the city it’s in.

Around 80% of Das LOFT’s guests are Viennese, which we see as the biggest compliment possible. It means people don’t come for the view only – they come back for the feeling.

Beyond dining, we actively target locals through spa and fitness memberships, curated lifestyle and cultural events, and our meeting and event spaces on the 4th floor.

The 4th floor is our blank canvas. One day it’s a black wedding, the next a couture garden, a product launch, or a creative workshop.
Business meets culture, locals meet international guests – and that’s where the city really enters the hotel.

What novelties are you planning for this year?

We’re continuing to strengthen SO/ Vienna as a cultural and lifestyle destination, not just a place to stay. Expect:

• new fashion and design collaborations
• curated events that blur the line between hotel, gallery, and social club
• further evolution of our F&B concepts
• and experiences that give people a reason to come back – even if they already know the view

Or to put it simply: We’re not adding noise. We’re adding moments.

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