The Future of Luxury
Is Personal 

Maison Ë You’re familiar with both worlds, making design accessible through the development of the Motel One hotel group, and creating a luxury retreat such as the Chiemgauhof. For a long time, luxury was defined by visibility, status, and exclusivity. Today, it seems increasingly rooted in perception, atmosphere, and emotion. Are you observing this shift as well.

Ursula Schelle-Müller Absolutely. Of course, there will always be different ideas of luxury. But our vision was indeed that of “quiet luxury.” First and foremost, it’s about the place itself. This location here on Lake Chiemsee has something magical about it. For me, however, luxury also arises from the little things, for example, when materials are handcrafted or when fabrics, plaster, or wood possess a special quality. This careful curation of a space evokes emotions. And all of this should be palpable to guests without coming across as loud or intrusive.

M. Ë Is the best hotel one that doesn’t need to be explained?

U. S.-M. Yes, actually it is. Of course, it’s helpful and ultimately a form of marketing to explain to guests what a hotel has to offer. You have to manage expectations to some extent. But a minimalist offering can sometimes be even more exciting. It takes the pressure off of constantly having to do something. Here at the Chiemgauhof, you can simply be yourself, enjoy the view of the lake, and just do nothing for a change. I also believe that every hotel finds its guests. Ideally, over time, a community of people emerges who share similar values and feel at home in the same places.

M. Ë Have guest expectations regarding luxury hospitality changed in recent years?

U. S.-M. Individuality plays a much greater role today. Many guests want to personalize their stay well in advance, from breakfast right down to the small details in their room. It’s less about standardization or rigid etiquette and more about personalized experiences and enjoyment. Guests want to be able to be themselves. At the same time, they want not only perfect service but also inspiration, such as recommendations for excursions or special places nearby. The team accompanies guests throughout their stay rather than simply serving them.

M. Ë What does this kind of personalization look like? What might a “money can’t buy experience” be?

U. S.-M. It could be a spontaneous concert. A short boat ride. Setting out onto Lake Chiemsee at five in the morning with our fisherman. A visit to a craftsman’s studio. The indescribably beautiful sunset over Lake Chiemsee. Experiences like these often can’t be planned at all; they arise in the moment, yet they linger in the memory much longer. Guests always want to be surprised with something unexpected. That’s exactly where enthusiasm arises and memories, too. You take something home with you that goes beyond the place itself.

M. Ë Is exceptional hospitality ultimately a choreography of thoughtful gestures? After all, memories are almost always associated with people and gestures rather than objects and spaces. Are human encounters perhaps even more important than a beautiful suite?

U. S.-M. Architecture and design shape a space, a stage. They create an atmosphere and the setting where encounters take place. But ultimately, it’s always the people and the encounters that stay with you. For me, however, the two go hand in hand. I need a place with a special atmosphere and a design that appeals to me. But it’s the people who work there who turn a good stay into a special one. Our team embodies this passion for our guests and strives to make everything possible but with a pleasant sense of restraint. For me, this balance is a fine art of being present without being intrusive and allowing guests their personal space.

M. Ë Which qualities of German hospitality are underestimated internationally?

U. S.-M. I’m not even sure if German hospitality really differs from that of other countries. Sure, there are cultural differences. Italy is famous for its charm and spontaneity and France for its fine cuisine. German hospitality is often underestimated because it’s less boisterous. On the other hand, we’re perhaps a bit more precise here. That also manifests itself in reliability, attentiveness, and high quality down to the last detail. Guests sense that everything runs smoothly without it having to be constantly emphasized. It’s precisely this unassuming form of hospitality that I see as a great strength.

M. Ë What interests me most about people, especially those who don’t just come up with ideas but actually implement projects and make things happen, is what drives them. Where does this passion come from?

U. S.-M. For me, it’s probably this passion for beauty and for being a host. I really enjoy it when our guests have a good time, when they understand the concept behind the property—the layout, the design, and the architecture—and feel at home. In the case of the Chiemgauhof, it was our desire to create something unique. And at the same time, it was a personal goal of mine to collaborate with the Italian Architect Matteo Thun. I wanted to work on a project with him at least once in my life.

M. Ë So was Matteo Thun the obvious choice for this project from the outset?

U. S.-M. Yes. His philosophy, his way of working, and his architecture have always inspired me. That’s why it was clear to me that I wanted to bring the Chiemgauhof to life together with him. We had very inspiring conversations right from the start, even before the old building was demolished. He was incredibly interested in the place, in Lake Chiemsee, in the surfers, and in everything that makes this place special. After all, Matteo Thun’s philosophy of the genius loci views architecture as a dialogue with the site, the landscape, the materials, and the craftsmanship. His architectural language, his sense for clean lines and sustainable design allow elegance to emerge not from spectacle, but from a feeling of belonging. He does not create buildings that could exist anywhere; instead, he designs places that feel as though they could only exist right there.

M. Ë When thinking about the future of luxury hospitality, what will be the major changes? What will remain, and what can be left behind?

U. S.-M. I don’t think certain forms of luxury will disappear completely. People are far too different for that. But luxury will become even more individualized in the future. Everyone defines it differently. For some, luxury means sustainability, regional and handmade products, and natural materials. For others, it might be a large yacht or a super-sized suite. Both will continue to exist.