Cover Switzerland's Laax ski resort founder Reto Gurtner (Photo: courtesy of Laax)
Switzerland's Laax ski resort founder Reto Gurtner (Photo: courtesy of Laax)
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Switzerland is synonymous with snow sports and luxury, but Laax ski resort founder Reto Gurtner is working to make that combination sustainable too
Gstaad, St Moritz, Verbier: these names that even those who have never hit the slopes will immediately recognise as long-established ski resorts and areas. Perhaps less generally known—though beloved by winter sport aficionados—is Laax, styled LAAX, perhaps to differentiate it from the municipality of the same name in which it is located.
Aside from offering world-class slopes and the world’s largest halfpipe for snowboarders, Laax is renowned for its sustainable approach to an often-indulgent pastime. The company’s founder and chairman Reto Gurtner speaks to Tatler about the vision and the Swiss spirit that runs through everything the company does.
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Above Skiing and snowboarding are only part of the appeal of Laax (Photo: courtesy of Laax)
Skiing and snowboarding are only part of the appeal of Laax (Photo: courtesy of Laax)
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Tell us about your ski resort, Laax.
Laax is a product of the Swiss spirit. Although Switzerland is not a large country, it is inclusive and diverse. It brings together four completely different cultures, like a miniature version of Europe: French, German, Italian and Romansh—a language derived from Latin, which happens to be my mother tongue.
Growing up in such a multicultural environment, we only learn to be open to differences but also develop the habit of dialectical thinking. Even when we hold different opinions, we try to understand each other’s cultures and pursue harmonious coexistence. When we apply this mindset to the skiing industry, we consider how to provide the most inclusive yet unique services, allowing travellers from all over the world to experience one-of-a- kind Swiss-style hospitality.
Above Travellers come from all over the world to experience Swiss hospitality (Photo: courtesy of Laax)
Travellers come from all over the world to experience Swiss hospitality (Photo: courtesy of Laax)
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Laax’s ski resorts cover approximately 100 sq km; how do you ensure everything runs smoothly?
A sophisticated support system is behind the integration of different sectors, from the cable cars and ski schools to the hotels and catering. I often compare Laax to a symphony orchestra: only when the conductor and dozens of musicians collaborate perfectly can they play a stunning movement; a single musician cannot achieve such an amazing effect.
What supports our continuous progress is Laax’s values themselves; they are like a musical score that determines how this symphony should be played. [Most importantly, we aim to ensure] every guest can find a sense of belonging here. We have gathered a group of people who love this sport, are willing to help and are happy to share, jointly building a community with a human touch.
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Above The ski resort founder hopes people find community at Laax (Photo: courtesy of Laax)
The ski resort founder hopes people find community at Laax (Photo: courtesy of Laax)
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Tell us more about the three keywords that define the Laax ski resort: freestyle, greenstyle and lifestyle.
Freestyle refers not only to snowboarding but also to a mindset—giving people as much freedom as possible. Modern life is already full of constraints. When you come to Laax, you can completely relax without any worries or being bound by tedious rules. You just need to be your freest self on the ski slopes.
Greenstyle embodies our respect and responsibility for nature. Laax fully embraces the circular economy, reducing waste, conserving resources and enjoying nature’s gifts without overexploiting them. Our goal is to achieve full carbon neutrality by 2030, with all operations powered by clean energy. This is not just an environmental gesture but also a commitment to future generations.
Above Laax highlights respect and responsibility for nature (Photo: courtesy of Laax)
Laax highlights respect and responsibility for nature (Photo: courtesy of Laax)
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Finally, we aim to provide a unique lifestyle rather than conforming to stereotypes. Laax’s style integrates the best aspects of Switzerland—delicious food, magnificent natural scenery, clear water sources, pure air, reliability and openness. Together, these elements form Laax’s unique charm … Switzerland has always been open to the world, which is why the Red Cross, the United Nations and various humanitarian organisations established their headquarters here. We remain neutral, stay out of politics and focus solely on serving people and continuously improving.
What are the plans for Laax’s next decade?
While a sudden pandemic, political upheaval or economic shock can disrupt all plans, my vision remains unchanged—to continue promoting the circular economy and make Laax Resort achieve 100 per cent carbon neutrality by 2030, without sacrificing quality or the guest experience. Their feelings will always come first.
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Above Reto Gurtner hopes Laax will become as popular in summer as winter (Photo: courtesy of Laax)
Reto Gurtner hopes Laax will become as popular in summer as winter (Photo: courtesy of Laax)
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I also see another rapidly growing opportunity—the potential of summer activities in our resorts. Global warming has made mountain resorts more attractive than ever as an option for summer holidays.
I am promoting a decentralised autonomous model [for the company]. It is like a precisely functioning Swiss watch—no longer relying on the command of a single big boss but delegating decision-making power to smaller, frontline teams, enabling them to take the initiative and assume responsibility. This mechanism makes the organisation more flexible and [more attuned] to the actual needs of guests.
Above Laax celebrates Swiss nature (Photo: courtesy of Laax)
Laax celebrates Swiss nature (Photo: courtesy of Laax)
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This model is very similar to the way Switzerland operates: there are 26 cantons, each enjoying a high degree of autonomy, with real power in the hands of the communities.
From Switzerland to Laax, the logic remains consistent—the truly enduring strength comes from wisdom, innovation and collaboration. As I often say, wisdom is the only kind of wealth that grows when shared: the more you give, the more you gain. This is also my personal life philosophy—to keep giving, keep helping and make others’ lives better. Even if the rewards do not appear immediately, in the long run, they are priceless.
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By Fan Li. Additional reporting by Austin Chan
