Mr. Flory, how did you enter the hospitality industry?

Hospitality brings together everything I am passionate about: my love for guest service, the international dynamism of the industry—shaped by diverse cultures, fascinating encounters, and global exchange—along with my appreciation for detail and excellence. I find great fulfillment in creating lasting experiences for our guests, welcoming them, and inspiring them with a place where they feel completely at ease.

What five features set your hotel apart?

The Ultima Hotel Gstaad follows the philosophy of the entire Ultima Collection. This brand represents unique, ultra-luxurious villas, chalets, hotels, and residences in the world's most stunning locations—offering absolute privacy.

Newly renovated: Ultima Hotel Gstaad. (Image: Courtesy)

Since its founding in 2016 and the opening of its first property, the Ultima Hotel Gstaad, the Ultima Collection has sought to redefine luxury hospitality by creating iconic experiences for guests. In my view, five key features make this boutique hotel truly unique:

1. Bespoke service for an unforgettable stay: Every visit is tailored to guests’ personal preferences, ensuring a unique experience that blends relaxation, indulgence, and joie de vivre.
2. Proximity to the ski lifts: Just a two-minute walk away, Ultima Hotel Gstaad is the perfect retreat for winter sports enthusiasts and nature lovers seeking an alpine lifestyle and active recreation.
3. World-class wellness: A newly renovated, award-winning 800-square-meter spa featuring a heated outdoor pool, indoor pool, Jacuzzi, hammam, sauna, fitness center, and personalized wellness experiences like yoga, Pilates, and treatments from renowned brands Augustinus Bader and Seed to Skin.
4. Unique chalet concept: Three interconnected wooden chalets house 11 luxurious suites and six residences, capturing the rustic charm of a Swiss village in an ultra-luxurious setting.
5. Private cinema and refined indulgence: A private in-house cinema, a 1920s-style bar, and the «Haute Brasserie,» which offers an elegant yet relaxed ambiance and a modern culinary experience inspired by Europe's gastronomic heritage.

What is the most unusual experience you’ve had in your career?

I could fill an entire book with extraordinary hotel stories. But discretion is paramount in our industry. One particularly memorable story, however, occurred during the COVID-19 pandemic: A guest arrived with a personal employee whose sole responsibility was to press elevator buttons and open doors so that the guest would not have to touch anything.

800-square-meter luxury spa. (Image: Courtesy)

How do you define hospitality and exceptional guest service?

For me, hospitality means combining luxury with personality—unobtrusive, individualized, and emotionally engaging. Exceptional guest service is the art of blending perfection in detail with intuition and discretion. It’s about creating experiences that impress and remain unforgettable.

Which high-profile guests have you hosted?

Discretion is our hallmark—so names remain one of our best-kept secrets. That said, if our walls could talk, they would share stories from the worlds of film, music, sports, and politics. Our goal is to provide every guest—famous or not—with an unforgettable experience in absolute privacy.

Marble bathrooms in guest suites. (Image: Courtesy)

What makes for a perfect weekend for two at your hotel?

The Ultima Hotel Gstaad offers a blend of luxury, relaxation, indulgence, and romance for an unforgettable stay. The spacious suites feature steam fireplaces, marble bathrooms, and private balconies with breathtaking Alpine views. With ski slopes and scenic walking trails right outside the door, personalized top-tier service, and an award-winning spa, the boutique hotel offers the perfect mix of luxurious privacy and unmatched relaxation—an ideal setting for a «perfect weekend» for two.

What are your plans for the hotel?

We recently renovated the Ultima Hotel Gstaad, with a particular focus on the spa area, to enhance the exclusive wellness experience for our guests. Additionally, we are currently working on exciting collaborations and look forward to further strengthening the hotel’s position both nationally and internationally.

How is your hotel’s gastronomy evolving?

Our gastronomy focuses on extraordinary culinary experiences. We are currently working on an exciting winter pop-up with international recognition—it will surely be a highlight, but we can’t reveal more just yet.

Restaurant and Bar «Haute Brasserie» at Ultima Hotel Gstaad. (Image: Courtesy)

What is your insider tip for the region?

My top recommendation in the area is the restaurant La Bagatelle in Gstaad. It offers an outstanding culinary experience, alpine charm, and a fantastic sun terrace—a true paradise for food lovers.

What is the best advice you received from your parents?

The best advice I ever received from my parents was to always stay positive, curious, and open-minded. Treating others with respect and meeting them at eye level is essential—it fosters genuine connections and enriches both professional and personal life.

Sven Flory (born 1988) has been CCO of the Ultima Collection, which includes the Ultima Hotel Gstaad, since January 2024. He is an expert in international luxury hospitality, having held leadership positions over the past ten years at prestigious hotels such as The Chedi Andermatt, the Giardino Group, and the Bürgenstock Collection. Flory's extensive expertise and passion for bespoke luxury travel are driving the Ultima Collection’s new vision of luxury vacations.