Interview
Reto Gurtner
Renowned for turning LAAX into one of Europe’s leading freestyle and lifestyle destinations, Reto Gurtner is more than just the man behind the slopes. With a background in law and economics, a relentless spirit for innovation, and a belief in acting before it’s too late, he has revolutionized mountain tourism.
From hosting the LAAX OPEN to embedding sustainability into every layer of the business model, Gurtner’s leadership offers a wealth of inspiration for future hospitality leaders. We are honoured to speak with him today – and to deepen our ongoing dialogue between LAAX and EHG.
Reto, many see you as the mastermind behind LAAX’s transformation. If you had to summarize your journey in one bold sentence, what would it be?
“Thinking without limits and acting boldly made it possible to transform LAAX from a traditional ski resort into an international lifestyle and freestyle destination always with the goal of moving ahead before others dare to do so.”
You began your career as a lawyer and evolved into a pioneer of alpine tourism. What inspired this shift from law to lifestyle hospitality?
“I never practiced law, I just studied law and economics at the university in St. Gallen and in Bern after visiting UCLA. The freedom to create something new and the drive not to get stuck in rigid structures were my main motivations that rooted in my California excursion. I never wanted to just manage, but to shape and challenge the industry with fresh ideas.”
You’ve often spoken about “not waiting” and the importance of bold action. Where does this urgency stem from, and how has it shaped the LAAX philosophy?
“The mountains teach you that weather and circumstances can change quickly. If you wait, you fall behind. That’s why it’s essential to recognize opportunities and seize them immediately because standing still means falling back. This shapes our philosophy at LAAX: we act before we have to and set trends instead of following them.”
You were ahead of your time in fusing tourism with environmental responsibility. Can you walk us through the core pillars of your Greenstyle sustainability concept?
“Greenstyle stands for consistent sustainability: energy from 100% renewable sources, a circular economy, CO₂ neutrality, and the principle of living off the yield of nature, not its substance. Sustainability is not just a marketing phrase, but the core of our business model and a promise to future generations.”
LAAX is often referred to as a lifestyle brand rather than a ski resort. What are the ingredients that turn a destination into a living, breathing experience?
“It’s the interplay of an authentic community, innovative design, lived youth culture, and a clear identity. Infrastructure alone isn’t enough it takes emotions, stories, and a sense of place that inspires both guests and employees.”
Many resorts focus purely on infrastructure. You have invested in community, design, youth culture, and even urban art. Why do these non-traditional elements matter so much?
“These elements create connection and give LAAX a unique face. They foster creativity, diversity, and innovation and turn guests into fans who return. A vibrant environment attracts talent and ensures sustainable success.”
The LAAX OPEN is now a world-renowned snowboarding and freestyle skiing event. What has this event taught you about guest experience, branding, and legacy building?
“Major events like the LAAX OPEN are more than just sports competitions, they are platforms for encounters, innovation, and brand building. They strengthen the sense of community, put LAAX on the international map, and show how experience, branding, and sustainability go hand in hand.”
At EHG, we believe that hospitality education should include storytelling, culture, and a sense of place. How do you see the role of hospitality schools in supporting the kind of ecosystem LAAX embodies?
“Institutions like EHG are essential for sharpening awareness of storytelling, culture, and sustainability. They prepare the next generation not just to manage, but to develop and implement visions that truly make a difference.”
You’re known for running LAAX more like a movement than a company. What leadership values do you live by?
“Agility, courage to embrace change, openness to new ideas, and the willingness to see mistakes as learning opportunities. Leadership means inspiring people, pursuing goals together, and taking responsibility for the team, the region, and the environment.”
What do you look for in the next generation of leaders joining your teams whether on the mountain or in your hotels?
“Passion, an innovative spirit, and the ability to think outside the box. I look for people who are ready to take responsibility, embrace risks, and commit wholeheartedly to their visions.”
If a young graduate from EHG or any top school knocked on your door and said, “I want to build the next LAAX,” what advice would you give them?
“Have the courage to go your own way. Build networks, learn from mistakes, and stay resilient even when facing resistance. Visions aren’t realized by trying to please everyone, but by convincing others and persevering.”
We are proud to count LAAX among our partners and are exploring synergies, from educational visits to student insights. What excites you about building a bridge between your teams and institutions like EHG?
“The exchange with young talents and fresh ideas is inspiring. Together, we can set new standards for sustainable tourism and learn from each other combining theory and practice to drive innovation.”
What role do you think education should play in shaping the sustainable tourism leaders of tomorrow?
“Education is the key to conveying values, creativity, and entrepreneurial thinking. It must empower people to take responsibility and actively shape the industry, not just manage it.”
Looking ahead, what is the next big idea brewing at LAAX that you’re most passionate about?
“Consistent digitalization from autonomous cable cars to the LAAX App and the further development of sustainable mobility and experience offerings. The goal is to establish LAAX as the benchmark for sustainable, digital, and experience-driven tourism.”
Finally, when you're on the slopes or walking through LAAX, what moment still gives you goosebumps?
“It’s those moments when I see people from all over the world sharing unforgettable experiences and realize that with LAAX, we have created a place that inspires, connects, and shapes the future.”
With gratitude and admiration, we warmly thank Reto Gurtner for this rich and inspiring conversation. Through his bold vision, his commitment to sustainability, and his ability to reinvent the tourism experience, he reminds us that the hospitality of tomorrow is being built today with courage, creativity, and conviction.
We encourage our entire community to learn more about LAAX, its unique ecosystem, and its sustainable initiatives by visiting the official website: www.laax.com
