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RESPONSIBLE HOTELS OF SWITZERLAND
Exclusivity, redefined
12/23/2025 Reading time: 3 Minutes
Values such as regionality and authenticity are becoming more important in tourism. Three examples from the Responsible Hotels of Switzerland show how this can be put into practice.
Responsible luxury instead of glitz - this motto is set to shape a new style of hotel business in Switzerland. It means moving away from superfluous ostentation and instead focusing on down-to-earthness, regionality and respect for people, animals and nature. The idea behind it:
Creating deeper connections to the places, their culture and cuisine. Three examples embody this change.
The Cervo Mountain Resort wants to prove that luxury is not synonymous with extravagance. Hotelier Daniel F. Lauber emphasizes that truly sustainable management is not image cultivation, but an attitude (see interview). The hotel's vision is interwoven with the alpine region, with closeness to nature and transparency in dealing with guests and employees. The aim is not to make empty promises, but to offer substance. The Cervo focuses on authentic regionality rather than imposing façades and exaggerated decoration. The aim is for guests to experience what is special about the place and feel that responsibility is being taken for the environment and society.
! "Sustainability is corporate responsibility." !
In an interview, Cervo Director Daniel F. Lauber explains what sustainability really means.
How do you implement sustainability in your hotel?
Daniel Lauber: Sustainability is part of our identity. We use 100% renewable energy, heat and produce hot water with geothermal energy and hot water recovery. We also work almost exclusively with producers within a radius of 150 km. In our architecture, kitchen and operations, we focus on longevity, circular thinking and the conscious use of resources.
How do guests react to your focus on sustainability and regionality?
Very positively. Our guests feel that we live sustainability authentically. They appreciate the quality, regionality and awareness, without it coming across as lecturing. However, sustainability is not a marketing tool for us - it is a corporate responsibility.
Is it even possible to reconcile sustainability and economic thinking in tourism? Yes, absolutely - if you think long-term. Sustainability creates trust, stability and genuine added value. It is not a contradiction to profitability, but the basis for a future-proof form of tourism.
The Castello del Sole in Ascona also pursues an ecological and social sustainability strategy , which should be part of the corporate culture. Certifications such as "EarthCheck" prove the commitment to conserving resources; plastic avoidance is one example of this. Guests are increasingly paying attention to the resort's commitment to sustainability, which also assumes social responsibility. This attitude is reflected in the daily work and the improvement of sustainability practices.
At the Schweizerhof Lenzerheide, the restaurant "Scalottas Terroir" is a culinary address for conscious enjoyment. The concept is based on the terroir philosophy: the ingredients come exclusively from producers who share these sustainability values. Our own mountain fields and close relationships with the producers guarantee short transportation routes and the highest quality. Guests can put together their own menu from a selection of fine, regional products and pay per plate - another sign of appreciation and conscious eating.
These three examples demonstrate how responsible luxury can be quieter, more mindful and locally rooted. This in turn calls for a new awareness that takes responsibility for the environment and the region seriously.
RESPONSIBLE HOTELS OF SWITZERLAND
The hotel group Responsible Hotels of Switzerland has been uniting around 40 leading hotels for ecological and socially sustainable travel since 2022.
The hotels are independent, full of character and quality-conscious. They are aimed at guests with high standards and a sense of responsible enjoyment.
www.responsiblehotels.ch
Creating deeper connections to the places, their culture and cuisine. Three examples embody this change.
The Cervo Mountain Resort wants to prove that luxury is not synonymous with extravagance. Hotelier Daniel F. Lauber emphasizes that truly sustainable management is not image cultivation, but an attitude (see interview). The hotel's vision is interwoven with the alpine region, with closeness to nature and transparency in dealing with guests and employees. The aim is not to make empty promises, but to offer substance. The Cervo focuses on authentic regionality rather than imposing façades and exaggerated decoration. The aim is for guests to experience what is special about the place and feel that responsibility is being taken for the environment and society.
! "Sustainability is corporate responsibility." !
In an interview, Cervo Director Daniel F. Lauber explains what sustainability really means.
How do you implement sustainability in your hotel?
Daniel Lauber: Sustainability is part of our identity. We use 100% renewable energy, heat and produce hot water with geothermal energy and hot water recovery. We also work almost exclusively with producers within a radius of 150 km. In our architecture, kitchen and operations, we focus on longevity, circular thinking and the conscious use of resources.
How do guests react to your focus on sustainability and regionality?
Very positively. Our guests feel that we live sustainability authentically. They appreciate the quality, regionality and awareness, without it coming across as lecturing. However, sustainability is not a marketing tool for us - it is a corporate responsibility.
Is it even possible to reconcile sustainability and economic thinking in tourism? Yes, absolutely - if you think long-term. Sustainability creates trust, stability and genuine added value. It is not a contradiction to profitability, but the basis for a future-proof form of tourism.
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The Castello del Sole in Ascona also pursues an ecological and social sustainability strategy , which should be part of the corporate culture. Certifications such as "EarthCheck" prove the commitment to conserving resources; plastic avoidance is one example of this. Guests are increasingly paying attention to the resort's commitment to sustainability, which also assumes social responsibility. This attitude is reflected in the daily work and the improvement of sustainability practices.
At the Schweizerhof Lenzerheide, the restaurant "Scalottas Terroir" is a culinary address for conscious enjoyment. The concept is based on the terroir philosophy: the ingredients come exclusively from producers who share these sustainability values. Our own mountain fields and close relationships with the producers guarantee short transportation routes and the highest quality. Guests can put together their own menu from a selection of fine, regional products and pay per plate - another sign of appreciation and conscious eating.
These three examples demonstrate how responsible luxury can be quieter, more mindful and locally rooted. This in turn calls for a new awareness that takes responsibility for the environment and the region seriously.
RESPONSIBLE HOTELS OF SWITZERLAND
The hotel group Responsible Hotels of Switzerland has been uniting around 40 leading hotels for ecological and socially sustainable travel since 2022.
The hotels are independent, full of character and quality-conscious. They are aimed at guests with high standards and a sense of responsible enjoyment.
www.responsiblehotels.ch
