In conversation with Matthias Winkler, CEO Sacher Group (Exclusive Interview)

How has the Sacher Vienna performed in 2024, and what are your expectations for 2025?

Vienna has fully recovered after the challenging crisis years. The pandemic is behind us, and both cities are enjoying rising tourism numbers. Salzburg, in particular, shines with its authentic history, stunning architecture, fantastic museums, and music from all eras. Combined with excellent accessibility, safety, and sustainability, both cities are perfectly in line with current trends.

The SACHER Hotels, the only five-star hotels that are family-owned and family-run, benefit from this trend thanks to their excellence in service, top-renovated properties, and undoubtedly the best employees. As a result, 2024 was a very successful year, which will continue in 2025.

What about the other hotels of the group?

Our hotels in Salzburg and Seefeld have also benefited from the increasing demand for high-quality experiences. Salzburg, with its year-round cultural appeal, and Seefeld, as an exclusive alpine retreat, each offer guests a unique experience. We focus on individuality, regional authenticity, and top-tier service to continuously set new standards in these properties as well.

Please tell us more about your views on Austria as a luxury destination and Vienna in particular.

Austria enjoys an excellent reputation as a luxury destination, thanks to its unique combination of culture, history, nature, and outstanding hospitality. Vienna, in particular, holds a prominent position: the city offers a perfect blend of imperial heritage, modern lifestyle, and world-class cultural events. High quality of life, exceptional culinary offerings, safety, and warm hospitality make Vienna a top destination for discerning travelers.

What has been the evolution of rates for Vienna’s luxury hotel sector? What should be done to improve ADR?

In recent years, rates in the luxury segment have remained stable, particularly due to the increasing demand for exclusive experiences. To further improve ADR, a clear positioning, differentiated services, and a focus on personalized experiences are crucial. At the same time, revenue management plays a central role in continuously optimizing the price-value ratio.

How do you regard competition from Airbnb and apart-hotels? What about the confusion with far too many hotels ranked as “five-star”?

Airbnb and apart-hotels have changed the market, but we do not see them as direct competitors; rather, they serve alternative segments. Guests who appreciate the unparalleled service level and exclusivity of a luxury hotel will continue to choose properties like Sacher. The increasing number of hotels labeled as “five-star” sometimes leads to a dilution of the luxury concept. Clear standards and transparent communication of unique selling points are essential in addressing this issue.

Many luxury hotels in the most diverse destinations are still challenged by staffing. What has been your approach?

While staffing remains one of the key challenges in the industry – Our employees, alongside the recipe for the Original Sacher-Torte, are the greatest secret of the Sacher Hotels. We focus on targeted employee retention measures, including attractive working conditions, personalized development opportunities, and a corporate culture that emphasizes appreciation and team spirit. Additionally, we invest heavily in training to inspire young talent early on to pursue careers in hospitality.

Why is the younger generation less inclined to be attracted by a career in hospitality?

We have a different view and different experiences with the next generations. We experience young people as highly dedicated to their jobs in our business. Nevertheless hospitality industry competes with other sectors that seemingly offer more attractive working hours and career perspectives. To counter this, we need to clearly highlight the benefits of a career in luxury hospitality: international opportunities, the chance to create memorable experiences for people from around the world, and career development in a dynamic environment. Modern work models and a better work-life balance also play a significant role.

Competition has been increasing in the luxury sector in Vienna, with another international luxury brand opening this year.

The growing competition underscores Vienna’s appeal as a luxury destination. For us, this means refining our profile even further—offering unique experiences, unparalleled service, and a deep connection to Viennese tradition. Guests seek authenticity and individuality, and that is precisely our strength.

You have been expanding your stand-alone Restaurants & Cafés but also pop-up cafés. Tell us more.

Our stand-alone restaurants and pop-up concepts are a fantastic way to make the Sacher brand accessible beyond the hotels. They provide guests with new, creative culinary experiences while strengthening our gastronomic presence. Through innovative concepts and collaborations, we reach new audiences and complement the classic hotel experience.

Triest, St Moritz, Geneva and many other destinations have been a great success and we will continue to evaluate further hotspots.

What novelties shall we be anticipating in 2025?

2025 will be an exciting year with new, tailor-made experiences for our guests. We are working on innovative culinary concepts including experiences “money cant buy” by cooperating with our local partners like museums, artisan businesses etc. Further more we will expanded digital services, and sustainable initiatives that will offer an even more exclusive and comfortable stay. Apart from that, we are launching a Sacher Academy for Better Aging at the Alpine Resort Sacher Seefeld.

 

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