Client
Schlosshotel Fiss
Industry
Luxury Hospitality. Family. Wellness. Ski.
Services
Consulting. Strategic Marketing & Positioning. International PR. Sales Development.
Location
Austria. Tirol. Fiss.
Unveiling creativity
Internationalisation in the alpine premium segment
International-
isation in the alpine premium segment
Strategic consulting to achieve 5-star classification.
Repositioning as an alpine luxury 5-star family, wellness and ski destination. Establishment of a strategic corporate communication framework.
Development of targeted media relations through press trips and media partnerships in the DACH region, UK, BENELUX and Eastern Europe.
Production of high-quality magazines, price lists and sales materials tailored to the premium segment.
Expansion into Czech Republic, Slovakia and Poland. Building brand visibility and market presence through international multi-channel marketing and PR.
Development of new distribution channels and international partnerships.
Introduction of the new steak and fine-dining concept to strengthen the premium culinary segment.
Sustainable positioning and reputation-building in Europe’s key markets.
Success begins with
Clarity. Concept. Strategy.
With the achievement of the 5-star classification in 2016, Schlosshotel Fiss entered its next strategic development phase. The objective was to clearly refine the new level of quality, translate it into a strong brand identity and establish the hotel internationally as a leading alpine luxury family, wellness and ski destination.
The focus was on maintaining the 5-star classification and subsequently implementing a precise positioning strategy, building relevant core markets, strengthening international PR, developing sales structures and optimising all communication touchpoints. This process transformed exceptional quality into a strong, internationally visible premium brand.
After the first milestone – achieving the 5-star classification – the focus shifted to strategically translating this new level of quality into a clear international market positioning.
The objective was to position the hotel not only as a high-end holiday property, but as a leading alpine luxury family, wellness and ski destination. The brand identity was sharpened around four key pillars: alpine elegance, family excellence, outstanding spa expertise and ski-in & ski-out access as a strong differentiating feature.
This transformation turned an excellent hotel into a clearly profiled international premium brand with strong recognition value.
The international perception of Schlosshotel Fiss was developed through strategic PR, high-quality media partnerships and culturally sensitive communication.
Key markets included DACH, the UK, BENELUX and Eastern Europe. In addition to classical press relations, international press trips, editorial collaborations and targeted story placements were implemented.
A key success factor was the precise linguistic and cultural adaptation of communication. Content was not simply translated but developed specifically for each market – emotionally precise, brand-consistent and optimised for the respective audiences.
The result was an international brand presence built on relevance, trust, sustainability and quality rather than volume.
Beyond communications, sales development and market expansion were central priorities. The goal was to open new distribution channels and strengthen international occupancy.
Market-specific sales strategies were developed, partner networks established and existing markets systematically expanded.
Key focus markets included:
- DACH and Southern Germany
- The UK as a luxury source market
- Italy as a nearby premium market
- BENELUX with strong affinity for Alpine luxury
- Czech Republic, Slovakia and Poland as fast-growing markets
This combination of sales structure, international partnerships and consistent brand communication significantly strengthened the hotel’s economic market position
A central component of the project was the systematic optimisation of all communication touchpoints along the guest journey.
From website, magazine and price lists to pre-stay communication, sales materials, in-house communication and international PR, the brand was managed with linguistic, visual and conceptual precision.
Particular attention was given to native, culturally sensitive communication. Content was developed specifically for different markets and guest mentalities without diluting the brand identity.
This approach created a consistent guest experience from first inspiration to the on-site stay, strengthening trust, conversion and long-term brand loyalty.
- Strategic consulting
- Refinement of positioning
- Definition of luxury USPs
- Brand architecture and messaging
- Strategic media relations
- International press trips
- Story placements and media partnerships
- Reputation building
- Development of new distribution channels
- Partner networks and market expansion
- Sales materials and pricing strategy
- Demand generation in core markets
- Culturally sensitive brand communication
- Native speaker content and market adaptation
- Guest journey communication
- In-house communication and guest messaging
- Print, digital, PR and sales touchpoints
- Strategic brand leadership
- International positioning
- International PR & media relations
- Sales & market development
- Online marketing
- Social media marketing
- Guest journey communication
- Native and culturally sensitive market communication
Located at 1,436 metres above sea level, Schlosshotel Fiss is today one of the leading alpine 5-star hotels in the German-speaking world. With the achievement of its 5-star classification in 2016, the hotel entered a new phase of strategic brand development, positioning itself internationally as a luxury family, wellness and ski destination.
With 135 individually designed rooms and suites, the hotel offers a refined living concept defined by space, style and privacy. Families benefit in particular from generous suites, a dedicated children’s world, kids club, teen club, cinema and thoughtfully designed infrastructure that creates a seamless family-friendly luxury experience.
The 5,000sqm spa represents one of the hotel’s most distinctive features. Aqua Monte, Family Spa, Splash children’s world, panoramic pools, sauna landscapes, hammam and private spa areas create a holistic regeneration system for families, couples and wellness guests alike.
Culinary experiences combine regional slow-food quality with a modern approach to gastronomy. Carefully curated menus, family-friendly dining concepts and spa cuisine ensure culinary enjoyment throughout the entire stay.
In 2019, the Beef Club introduced a new culinary highlight: an urban steak and fine-dining concept with international appeal.
As the only ski-in & ski-out hotel on the Sonnenplateau, Schlosshotel Fiss combines alpine luxury with maximum experiential quality. In winter, guests enjoy direct access to the slopes; in summer, the region offers hiking, biking and nature experiences at the highest level.
A premium destination for discerning guests throughout the year.
Photos: Schlosshotel Fiss, Rabensteiner, marketing deluxe, freepik
We develop tailor-made strategies, concepts, brand architectures and market structures for luxury hospitality, holistic health and medical spas & resorts. From positioning and international identity to design and communication – all the way to a holistic marketing system with method and international media visibility.
Strategy begins with clarity. And with the right team.
