“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 discusses 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 hotel industry. What vision drives you today?
Karl Reiter:In truth, my vision has hardly changed. We began in 1975 with my parents’ inn, the Posthotel Achenkirch. By 1982, we had effectively crafted the blueprint for wellness there. The notion was to fashion a place—with kind people for kind people—where one might enjoy good health and dignity for as long as possible. The possibilities have changed, but the important things have remained the same: The focus is on people and their health. Here in Burgenland, we added the idea of creating a place for different generations—with one hotel for adults and one for families. This way, children, parents, and grandparents can vacation together while still enjoying their own space.

Sustainability plays a major role in this. What does that entail in practice?

We have held the Austrian Environmental Label and the EU Ecolabel since 2023, and these certifications entail rigorous scrutiny of our operations. We collaborate with some 500 suppliers, the majority of them local, and while this certainly makes financial management more complex, it is the only way to authentically embrace regionality. In addition, we operate our own farm and animal husbandry in accordance with welfare standards, generate energy from biomass and solar power, utilise waste heat, and recycle food scraps.
But to what extent can sustainability be consistently combined with luxury hospitality?

Of course, we cater to guests who’d like to enjoy a delicious sole or a line-caught fish every now and then. To me, that’s not a contradiction. We’re not preaching a gospel. I don’t like anything rigid or uncompromising. We want to offer quality while staying relaxed. After all, well-being also includes enjoyment, emotions, and a good mood. Above all, we want to be a “home away from home.” We are currently welcoming 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 with nice people. People can find peace here. You can do ten or twelve activities a day. But you can just as easily do nothing at all.

As one of Austria’s original wellness pioneers, what has changed since your early days? Much of what we offered back then remains available today, though new options 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. What matters is that you don’t feel cramped. And of course, today people would much rather look out at the landscape from the panoramic pool or the sauna than sit in the basement like they used to.

These days

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the wellness industry is constantly talking about longevity. For you, is that essentially an old idea with a new name?

My grandfather would probably have called it “staying healthy” 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 food that’s both healthy and enjoyable. You’re 76 years old. How involved are you still in the day-to-day operations today?
For the first time, we now have a director who handles day-to-day operations. I’m currently somewhat limited due to my back surgery. But I’m still the one who greets the guests. My wife, Nicola, takes care of the Family Resort. I spend most of my time with golf, animals, horses, and farming. I still do all of that with great joy.

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 second marriage, 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 simple: appreciation, clear communication, freedom to make decisions, leading by example, keeping the guest front and center, and fostering team spirit. This philosophy applies to each and every one of us. We currently employ just under 400 individuals, 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 approach proven successful?


Yes, experience shows that it works. This is possible above all because we enjoy an extraordinary amount of space—125 hectares. Adults and families each have their own zones yet can still 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 most among your guests?

Younger guests think differently from their parents. Of course, we still rely on the 50-plus generation, but we are now seeing a surprising number of younger people coming to us. 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/