The core of the brand is the guiding idea of the “trendy base camp for active Alpine explorers.” This fundamental concept serves as both an external promise and an internal management mandate. The hotels do not see themselves as traditional accommodation providers, but rather as functional starting points for active mountain experiences. Accordingly, classic hotel services are deliberately reduced to a minimum and consistently tailored to the needs of active guests. Instead of extensive wellness or luxury offerings, the focus is on a rich, energizing breakfast, well-thought-out infrastructure such as sports lockers, workbenches for bikes and skis, and insider tips for tours. The Explorer Hotels are places of arrival and departure for people united by an insatiable curiosity and enthusiasm for mountain sports. All strategic decisions – from site selection and service offerings to the design of touchpoints – are consistently aligned with this profile.

The role of brand as a management tool in employer branding is particularly evident. At Explorer Hotels, employees are “Explorer Buddies” who meet guests at eye level and share their passion for mountain sports. The brand values – the so-called “Explorer Spirit” – shape daily interactions within the team. Values such as trust and personal responsibility, openness, and genuine joy in dealing with people are not just articulated but consistently lived. This unpretentious culture of values makes Explorer Hotels attractive to suitable talent and simultaneously ensures high identification and long-term retention.

The brand also sets clear guidelines for key future topics – above all, how to approach sustainability. At the Explorer Hotels, sustainability is not a marginal issue but a deep conviction. Anyone who sees themselves as a base camp for Alpine explorers takes responsibility for this very natural environment.

This attitude is initially reflected in the consistent structural and technical implementation: The hotels are built to 100% passive house standards, use green electricity as well as photovoltaic and solar thermal systems, and optimize their energy and water consumption through efficient systems. Crucially, however, the brand also provides orientation where things become uncomfortable. For example, Tetra Pak juices were consistently banned from all properties. And even orange juice, which is almost standard in the industry, was removed – simply because it is not regional.

The Explorer Hotels also make this commitment measurable. The overarching goal is the consistent reduction of the CO₂ footprint. Accordingly, all measures and decisions systematically contribute to this goal. This is based on transparent and holistic emissions accounting according to the established Scope model, which considers all three scopes. In doing so, the Explorer Hotels go significantly beyond industry standards and play a pioneering role in the hotel industry. Key figures such as the proportion of guests and employees who travel by public transport make progress concretely visible and manageable. They also remain consistent in the selection of partners, relying on regional and ecologically certified suppliers to reduce emissions along the entire value chain and simultaneously strengthen local economic cycles.

This creates a vacation with a doubly good feeling for guests: an intense nature experience – and at the same time the awareness of making a positive contribution with their stay.