On the surface, Chalet Al Foss is just another European chalet. The classic Swiss Chalet style architecture, a spa, 42 cozy rooms and a heated infinity pool.

Amazing, yet a standard offering in that area of the world.

Scratch below the surface and that's where you see the magic of this property:

• Private floating breakfasts or breakfasts in a secluded forest

• Hot tubs filled with rose petals, perched in the mountains

• Heated beds tucked into the snow

They designed everything from their amenities to their experiences for social media.

And it seems to be paying off…

Their Instagram posts have accumulated over 47 million views since they started the account. They consistently get hundreds of thousands of views, have 1.2M+ engaged followers and their most popular video reached 3.4M+ views.

The cherry on top of this is their “user generated content.”

Travel accounts, influencers, and other guests post videos that get tens of thousands, hundreds of thousands, or even millions of views.

All thanks to their perfectly Instagrammable designs, experiences and offerings.

The stark difference can be seen when you compare this to the accounts of other hotels in the same location:

• Spinale Hotel: Averaging a couple thousand views per video

• Lefay Resort Dolomiti: 10k - 40k views per video on average

How Chalet Al Foss Dominated Their Market

1. Their Secret Sauce

Every detail of the chalet has their ideal guest in mind–couples looking for a romantic escape.

Their Instagram posts, their amenities, their services and their experiences. All tying back to this guest demographic.

Selecting an ideal guest demographic is a mental exercise that many operators go through once and rarely think about again. This adults only hotel is using it as their driving force. 

2. Small, Private Amenities

Rather than building a massive spa, 150 person restaurant and a resort style pool, Chalet Al Foss opted for smaller, more private amenities.

• Treehouses, mini chalets and forest locations for couples dining

• Two person hot tubs tucked into the mountain

• A smaller spa, exclusively for hotel guests

• Multiple lawn areas for private lounging

This choice was likely strategic for two reasons: 

• They allow for more unique moments, perfect for Instagram

• They keep the “private and romantic” vibe

3. Curated Experiences

The experience list at Chalet Al Foss is truly magical.

• Guided trail walks with their alpacas (Happy & Bernard)

• Floating breakfast or drinks in the hot tub/ pool

• Breakfast in a heated bed surrounded by snow

• Stargazing and champagne in the pool

• Flowing dress rentals for photoshoots

4. Their “Love Sets”

Exactly what you’d want for anniversaries, birthdays, proposals and everything in between:

• Rose petals in private hot tubs, in your room or fully covering the pool

• Dining and champagne with a illuminated heart centerpiece

• Proposal setups with dramatic mountain backdrops

5. Their Instagram Content

Every aspect of the hotel comes together in harmony on their Instagram.

They showcase couples, rose petals in the pool, floating breakfasts and engagements– making it perfectly obvious who the hotel is for, even before booking.

The Results…

Looking across the average ADR for all room types at other 5 star hotels in the area, the average ADR at Chalet Al Foss is roughly 21% higher. Fetching $950+ in the summer and $1,000+ in the winter. 

This is even more amazing when considering Chalet Al Foss is located about an hour from the major tourist center, where most other resorts are located, in a more secluded location.

The ADR is also in line with the larger 5 star resort in the area–Lefay Resort. 

An impressive fact considering Lefay is in a prime location on the ski slopes with a huge spa, multiple dining options and arguably more modern rooms. 

The Main Takeaway

There is one major takeaway from Chalet Al Foss: find your ideal guest demographic and cater every aspect of their stay to them.

An ideal guest profile isn’t just a quick marketing exercise that we “have to do.”

It can be the driving force for higher ADRs, a larger social media presence and more direct bookings.