For the section «4questions for» … we spoke to David Frei, General Manager of GRACE LA MARGNA ST MORITZ, to find out his personal highlight of the 5-star boutique hotel.
There are already some top hotels in St. Moritz. How does the GRACE differ from a «classic» 5-star hotel?
As a luxury boutique hotel, we want to fill a niche that doesn’t yet exist in St. Moritz. I don’t really like the term «luxury». Luxury is automatically associated with heavy carpets, gold on the walls, heavy doors, etc. – that’s not us. We don’t have a five-star badge at the entrance or ten doormen who stand at the entrance and the guest hardly dares to enter. With the GRACE we want to show a different perspective on the hotel industry and want to use certain innovations, including in the digital field, to create an urban hotel where we can inspire guests individually. We also rely on employees who are curious, innovative and proactive.

What target audience are you addressing with the GRACE?
We want to appeal to the young at heart and active people who enjoy an urban «lifestyle» and also like simplicity on vacation in a cultivated environment. Moreover, we also want to appeal to young families. We don’t position ourselves as a family hotel, but we have all the infrastructure with a large kids› club for all age groups. With our 1000 square meter spa area, we also appeal to wellness enthusiasts. Geographically, the Swiss market is certainly important for us, especially Zurich. In southern Germany, it’s Munich, then Milan and, for the summer, guests from the Benelux countries. In winter, Scandinavia and, of course, we want to attract more British guests to St. Moritz. If we then look overseas, Brazil and the USA will certainly be interesting. Our rooms in the GRACE WING and some in the LA MARGNA WING are air-conditioned, which is one of our USPs and important for these groups of guests.
What is your personal highlight of the GRACE?
The reception desk – a granite block from Soglio. For me, this is the epitome of what the hotel represents.

Describe the GRACE LA MARGNA in three words:
Cool, urban and approachable