“Luxury means having time and space.”

Wellness pioneer and exceptional hotelier: Karl Reiter reveals to Connoisseur Circle the secret of his success.

He is widely regarded as one of Austria’s most accomplished hoteliers, although he prefers to describe himself as a host and farmer. As early as 1982, Karl Reiter (76) made wellness history with the Posthotel Achenkirch in Tyrol. Since 2004, he and his wife Nicola have been running Reiters Supreme—an adults-only five-star hotel—and Reiters Finest Family in Bad Tatzmannsdorf. Across 125 hectares, the family seamlessly marries refined hospitality with sustainable agriculture. In an interview with Bette Wenngatz, Karl Reiter reflects on authentic luxury, longevity without dogma, the indispensable value of his team—and why his children are under no obligation to follow in his footsteps.

Mr. Reiter, you are regarded as a visionary in the hospitality realm. What vision drives you today? Karl
Reiter:In truth, my vision has changed little. We began in 1975 with my parents’ inn, the Posthotel Achenkirch. In 1982, we more or less laid out the blueprint for wellness there. The idea was to create a place—with nice people for nice people—where one can live as long as possible in good health and with dignity. The possibilities have changed, but the important things have remained the same: the focus is on people and their health. Here in Burgenland, we expanded that vision to create a destination for multiple generations—one hotel for adults and another for families. In this way, children, parents, and grandparents may holiday together while each group enjoys its own sanctuary.

Sustainability underlies everything we do. How do you define it in practice?
Since 2023, we have held both the Austrian Ecolabel and the EU Ecolabel, each of which subjects our operations to rigorous examination. We collaborate with approximately 500 suppliers, the majority of whom are local. While this makes financial management more complex, it’s the only way to truly embrace regionality. In addition, we have our own farm and animal husbandry practices that respect animal welfare, energy from biomass and solar power, the use of waste heat, and the recycling of food scraps.

But to what extent can sustainability be consistently combined with luxury hospitality?
Of course, we cater to guests who might wish to enjoy a succulent sole or a line-caught fish every now and then. To me, that is no contradiction. We are not preaching a gospel. I have no taste for anything rigid or uncompromising. We strive to deliver exceptional quality while remaining relaxed. After all, well-being also encompasses enjoyment, emotion, and a cheerful disposition. We are about to welcome back a guest who has already been here 150 times.

What does luxury mean to you personally?
Luxury means having time—and plenty of space. Health is also part of it: living in a healthy environment, eating good food, and being around nice people. Here, people can find peace and quiet. You can do ten or twelve activities a day. Yet one can just as easily do nothing at all.

As one of Austria’s original wellness pioneers, what has changed since you began?
Much of what we offered back then remains available today, though new possibilities—such as cryotherapy and infrared therapy—have been added. We also have our thermal water and the moor here. Expectations regarding spaces have evolved, too; today, generous proportions are particularly important. You don’t need 15 swimming pools and 15 saunas. The key is not to feel cramped. And of course, today people prefer to gaze out at the landscape from the panoramic pool or the sauna, rather than sitting in the basement like they used to.

Today, the wellness industry is constantly talking about longevity. For you, is that basically an old idea with a new name?
My grandfather would probably have called it “maintaining health” or “preventive care.” Today, new options like cold therapy have emerged, and of course we’re keeping up with the times. But I’m not a fan of purchasing expensive machines that guests then have to pay a lot to use. For us, longevity means regeneration and a certain attitude toward life. That also includes eating food that’s both healthy and enjoyable.

You’re 76 years old. How involved are you still in day-to-day operations today?
My wife and I run the business together. Of course, we have a management team for each hotel and other departments where we work together every day to create the best experience for our guests—and thus ensure our success. But I especially enjoy spending time with the horses, the animals, farming, and golf—that will probably never change.

And what of the next generation?
My eldest son runs the Posthotel Achenkirch. My eldest daughter became a doctor, and another son is a farmer. From my marriage to my wife Niki, we have Maximilian and Jakob, who are both attending the hotel management school in Salzburg, and our youngest son, Johannes. It used to be very important to me that my son Karl take over the hotel. Today, I see things differently. The children should be happy and receive a solid education. This profession is demanding. If you don’t pursue it with love, there’s little point. You have to genuinely enjoy people and be passionate about it.

Many of your employees have been with you for decades. What sets your approach apart?
We strive to make everyone feel like part of an extended family. The guest is at the centre, yet the employees are equally important. Our credo is: appreciation, clear communication, freedom to make decisions, leading by example, keeping the guest in focus, and team spirit. This applies to every one of us. We currently employ just under 400 people, some of whom have been with us for more than 30 years.

With Reiters Supreme and Finest Family, you consistently separate adults-only and family vacations. Has this proven successful?
Yes, experience shows that it works. This is possible above all because we enjoy an exceptionally generous estate of 125 hectares. Adults and families each have their own zones yet can come together whenever they wish. The wellness area at the Supreme alone encompasses some 10,000 square meters.
Where do you see yourself in ten years?
Here. I used to travel extensively—to places like Tibet and China. But now this is the center of our lives. Our youngest is still in school. Over the past 22 years, with only a few exceptions, I have hardly ever been away from here for more than ten days in any given year, and I expect that will continue to be the case.

What has changed the most among your guests?
Younger guests have different priorities than their parents. Of course, we continue to rely on the 50-plus generation, but a surprisingly large number of younger people are now coming to us. Even today’s 50-year-olds are very different guests than they used to be. We welcome couples as well as extended families—for relaxation, wellness and health, golf, or the horses. This diversity is certainly one of our greatest strengths. https://reitershotels.at/