Bavarian resort, Schloss Elmau, combines music, culture and spa, feeding both the mind and soul. Owner and creator, Dietmar Mueller-Elmau, speaks to Kath Hudson about why this all inclusive blend of the best things in life works so well
By Kath Hudson | Published in Spa Business 2018 issue 4
Mueller-Elmau sold software firm Fidelio to join the three-generation family business
Culture and spa are an innovative and perfect combination: you can relax in the spa and then clear your head for new ideas, music and literature,” says Dietmar Mueller-Elmau. “It’s wellness for the mind and body: both a mental detox and food for thought.”
Mueller-Elmau claims there’s no other spa in the world offering what Schloss Elmau offers. Culture and ideas were the starting point and spa – all seven of them – came later, which is what makes the concept inimitable. World class musicians perform, leading philosophers lecture and best-selling authors, like Julien Barnes and Ian McEwan, come to launch new books, perhaps attracted by the massive book shop and well-stocked library.
“There’s no other place in the world which I know of which has this combination, the musical tradition goes back more than 100 years, with a legendary concert hall,” says Mueller-Elmau. He became proprietor in 1997, taking the helm of the property which had been in the family for three culture loving generations. It was built by his grandfather, Johannes Mueller, in 1914, and since the 50s it’s been building its reputation for music.
After a successful career in IT, Mueller-Elmau sold his hotel software company, Fidelio, and returned home to help his parents. Sadly, in 2005, a fire destroyed most of the original schloss.
Space and freedom Turning disaster into opportunity, Mueller-Elmau decided the rebuild should include a luxury spa, which would attract more people and more top class musicians. However, he admits that he’s not a spa lover. “I tried to build a spa which would tempt me to use it,” he says. “I used the worst case scenario, taking the most extreme position in order to convince people like me, who don’t like spas to use it. But I still haven’t used it! I don’t like to be with other people!”
Space is one of the luxuries he has created for his guests: there’s both space to avoid people and the opportunity to meet them. The Luxury Spa Cultural Hideaway, in the restored original building, has 115 bedrooms while the Luxury Spa Retreat, built in 2015 to host the G7 summit, has 47 suites, a view of the mountains and the sound of the stream rushing by.
Guests then have the choice of eight restaurants, including one with a Michelin star and six pools, five of which are outside. “What you need in a spa is a sense of calm, fresh air and warm water,” he says. “People love being able to swim outside in warm water when it’s freezing cold.”
Three of the spas are aimed at families and three are adult only. The TCM Medical Spa is very popular, as well as anti-ageing treatments, but the most demand is for traditional western massages. “We’re seeing the mental detox becoming far more important than anything else,” says Mueller-Elmau.
“Everyone is mentally stressed out, not physically stressed out. They want to be inspired and meet inspiring people, discover new worlds in literature and participate in interesting political debates. All of our guests are attracted by the spa, the nature and the sport, so the cultural side is a new thing for many, but they all go away talking about the psychological and mental benefits.”
All inclusive One of the interesting aspects about the model is that children stay for free and all of the cultural experiences, the use of the spas, breakfast, dinner and renting an electric BMW to explore the area are included in the room rate.
“And it’s still only one third of the price of a [high end] UK hotel,” he jokes. “We’re not pedagogic, we don’t give people programmes, there’s no pressure. Most go to the spa, but the most sophisticated guests don’t anything. The biggest luxury is to just gaze at the mountains.”
Hiking and e-mountain biking are popular in the summer and skiing in the winter. The mountains also host a castle dating from King Ludwig, which Mueller-Elmau describes as “the most spectacular architecture in spectacular nature.”
The whole concept has been created according to what Mueller-Elmau likes personally: “I didn’t think about any market, I was just trying to build something which I’d like to use. I have six children, I like to be alone, I like music, literature and architecture.”
If it seems like there’s a lot on offer for adults, children are equally well served with a huge ‘edutainment’ programme available. It features culture and sport, including soccer camps every two weeks – taken by professionals from the German football league no less.
Keeping ahead The resort has been phenomenally successful. It’s consistently accoladed by magazines and polls, has been profitable since day one and runs at 75 per cent occupancy, with more than 90 per cent of guests returning. The bulk of the visitors – around 70 per cent – are from Germany or German-speaking countries and the rest are from the UK, Europe and the US. It’s a 50/50 split between families and couples.
The biggest operational challenge is to keep ahead of the game. “We’re rated as one of the best hotels in the world and the better you get, the thinner the air gets and the better you have to be,” says Mueller-Elmau. “There’s never an end, you have to continually improve, it takes a lot of energy to constantly run ahead of the curve and hire the people who have the energy. We are never happy, we have to lift the bar for everything.”
Mueller-Elmau might have hit on a concept which works perfectly, but he doesn’t think others will, or could, follow their lead: “It takes someone who has a passion to do this. We are running the hotel because of the cultural programme not the other way around and that’s why the artists come: we are the second biggest promoter of classical music in Germany. However, the spa is also a tremendous asset, it has made us even more unique and enriched the experience.”
Packages
A number of different packages are offered including jazz and classical music festivals; girls’ spa breaks, family breaks, yoga breaks, ski safaris. Prices are given when booking as they depend on a number of variables including the room, time of year and length of stay
Wellness facilities
Three adult-only spas featuring a 500sq m (5,382sq ft) oriental hammam, two outdoor lap pools and two outdoor saltwater pools, 14 saunas and steambaths, 25 treatment rooms, relaxation lounges, two spa restaurants and four tea lounges
The Shantigiri Family Spa at the Retreat has an outdoor lap pool, seven treatment rooms, gym, spa lounge and restaurant
TCM Medical Spa
Two gyms
The Family Spa in the Hideaway has an indoor lap pool, five saunas and steam baths, relaxation room and tea lounge
The Nature Spa is open during the summer with an outdoor lap pool, sauna at the creek, playground and three tennis courts
Jivamukti yoga centre
Yoga pavilion for retreats
Suppliers
Alpienne: body and massage products from Tyrol
Dermaviduals: Schloss Elmau’s signature skincare from Germany
Neom: body products, candles and room diffusers from the UK
Niance: premium skincare from Switzerland
Team Dr Joseph: natural skincare line
La Biosthetique: haircare
Und Gretel: natural make-up brand from Berlin
OPI: hand and footcare
Kath Hudson is a regular contributor to Spa Business magazine.
Email: [email protected]
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2018 issue 4
Interview: Thomas Klein
Senior living, family resorts and urban retreats are all on the cards for Canyon Ranch says COO and president Thomas Klein. Katie Barnes finds out more
Trends: Spa Foresight™ 2018/19
Spa Business’ predictions for the future include vegan spas, blue light antidotes, home wellness and plastic-free facilities
Interview: Dietmar Mueller-Elmau
The owner of Germany’s Schloss Elmau tells Spa Business why music, culture and spa feed the mind and soul
Promotional feature: Living Earth Crafts
Living Earth Crafts has distinguished itself with furniture for the spa industry that combines high design with seamless functionality. Brian Paris gives us insight into the company’s stylish new introductions
Event report: GWS 2018 - Bella vita
An Italian inspired Global Wellness Summit featured fashion, food, fitness and spa… and cameos from Hugh Jackman and Oprah Winfrey. Spa Business gives its highlights
Research: Growing up
Spa is the fastest growing sector of the US$4.2tn global wellness economy according to the latest GWI research
Event report: WTA Conference
What do wellness travellers want? And what issues need to be addressed as the wellness tourism sector grows? Anne Dimon reports from the inaugural meeting of the Wellness Tourism Association
Fitness: Inhale the future
Ashley Neese tells Spa Business about the possibilities of breathwork and opening up the practice to more people
Guests are attracted by the spa, nature and sport, so the cultural side is a new thing for many, says Mueller-Elmau
Guests are attracted by the spa, nature and sport, so the cultural side is a new thing for many, says Mueller-Elmau
The TCM Medical Spa is very popular, but mental health detoxing is fast becoming the most important offering
The TCM Medical Spa is very popular, but mental health detoxing is fast becoming the most important offering
Culture and spa are an innovative and perfect combination: you can relax in the spa and then clear your head for new ideas, music and literature, says Mueller-Elmau
Culture and spa are an innovative and perfect combination: you can relax in the spa and then clear your head for new ideas, music and literature, says Mueller-Elmau
Culture and spa are an innovative and perfect combination: you can relax in the spa and then clear your head for new ideas, music and literature, says Mueller-Elmau
Children stay for free and the resort offers a huge ‘edutainment’ programme
COMPANY PROFILES
DJW
David & Lynn Willrich started the Company
over thirty years ago, from the Audio Visual
Department [more...]
RMA Ltd
RMA Ltd is a one-stop global company
that can design, build and produce from a
greenfield site upw [more...]
IAAPA EMEA
IAAPA Expo Europe was established in 2006 and has grown to the largest international conference and [more...]
instantprint
We’re a Yorkshire-based online printer, founded
in 2009 by Adam Carnell and James Kinsella. [more...]
An opportunity to reimagine one of the UK’s most recognisable towers has been formally
opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its
next phase. [more...]
Bavarian resort, Schloss Elmau, combines music, culture and spa, feeding both the mind and soul. Owner and creator, Dietmar Mueller-Elmau, speaks to Kath Hudson about why this all inclusive blend of the best things in life works so well
By Kath Hudson | Published in Spa Business 2018 issue 4
Mueller-Elmau sold software firm Fidelio to join the three-generation family business
Culture and spa are an innovative and perfect combination: you can relax in the spa and then clear your head for new ideas, music and literature,” says Dietmar Mueller-Elmau. “It’s wellness for the mind and body: both a mental detox and food for thought.”
Mueller-Elmau claims there’s no other spa in the world offering what Schloss Elmau offers. Culture and ideas were the starting point and spa – all seven of them – came later, which is what makes the concept inimitable. World class musicians perform, leading philosophers lecture and best-selling authors, like Julien Barnes and Ian McEwan, come to launch new books, perhaps attracted by the massive book shop and well-stocked library.
“There’s no other place in the world which I know of which has this combination, the musical tradition goes back more than 100 years, with a legendary concert hall,” says Mueller-Elmau. He became proprietor in 1997, taking the helm of the property which had been in the family for three culture loving generations. It was built by his grandfather, Johannes Mueller, in 1914, and since the 50s it’s been building its reputation for music.
After a successful career in IT, Mueller-Elmau sold his hotel software company, Fidelio, and returned home to help his parents. Sadly, in 2005, a fire destroyed most of the original schloss.
Space and freedom Turning disaster into opportunity, Mueller-Elmau decided the rebuild should include a luxury spa, which would attract more people and more top class musicians. However, he admits that he’s not a spa lover. “I tried to build a spa which would tempt me to use it,” he says. “I used the worst case scenario, taking the most extreme position in order to convince people like me, who don’t like spas to use it. But I still haven’t used it! I don’t like to be with other people!”
Space is one of the luxuries he has created for his guests: there’s both space to avoid people and the opportunity to meet them. The Luxury Spa Cultural Hideaway, in the restored original building, has 115 bedrooms while the Luxury Spa Retreat, built in 2015 to host the G7 summit, has 47 suites, a view of the mountains and the sound of the stream rushing by.
Guests then have the choice of eight restaurants, including one with a Michelin star and six pools, five of which are outside. “What you need in a spa is a sense of calm, fresh air and warm water,” he says. “People love being able to swim outside in warm water when it’s freezing cold.”
Three of the spas are aimed at families and three are adult only. The TCM Medical Spa is very popular, as well as anti-ageing treatments, but the most demand is for traditional western massages. “We’re seeing the mental detox becoming far more important than anything else,” says Mueller-Elmau.
“Everyone is mentally stressed out, not physically stressed out. They want to be inspired and meet inspiring people, discover new worlds in literature and participate in interesting political debates. All of our guests are attracted by the spa, the nature and the sport, so the cultural side is a new thing for many, but they all go away talking about the psychological and mental benefits.”
All inclusive One of the interesting aspects about the model is that children stay for free and all of the cultural experiences, the use of the spas, breakfast, dinner and renting an electric BMW to explore the area are included in the room rate.
“And it’s still only one third of the price of a [high end] UK hotel,” he jokes. “We’re not pedagogic, we don’t give people programmes, there’s no pressure. Most go to the spa, but the most sophisticated guests don’t anything. The biggest luxury is to just gaze at the mountains.”
Hiking and e-mountain biking are popular in the summer and skiing in the winter. The mountains also host a castle dating from King Ludwig, which Mueller-Elmau describes as “the most spectacular architecture in spectacular nature.”
The whole concept has been created according to what Mueller-Elmau likes personally: “I didn’t think about any market, I was just trying to build something which I’d like to use. I have six children, I like to be alone, I like music, literature and architecture.”
If it seems like there’s a lot on offer for adults, children are equally well served with a huge ‘edutainment’ programme available. It features culture and sport, including soccer camps every two weeks – taken by professionals from the German football league no less.
Keeping ahead The resort has been phenomenally successful. It’s consistently accoladed by magazines and polls, has been profitable since day one and runs at 75 per cent occupancy, with more than 90 per cent of guests returning. The bulk of the visitors – around 70 per cent – are from Germany or German-speaking countries and the rest are from the UK, Europe and the US. It’s a 50/50 split between families and couples.
The biggest operational challenge is to keep ahead of the game. “We’re rated as one of the best hotels in the world and the better you get, the thinner the air gets and the better you have to be,” says Mueller-Elmau. “There’s never an end, you have to continually improve, it takes a lot of energy to constantly run ahead of the curve and hire the people who have the energy. We are never happy, we have to lift the bar for everything.”
Mueller-Elmau might have hit on a concept which works perfectly, but he doesn’t think others will, or could, follow their lead: “It takes someone who has a passion to do this. We are running the hotel because of the cultural programme not the other way around and that’s why the artists come: we are the second biggest promoter of classical music in Germany. However, the spa is also a tremendous asset, it has made us even more unique and enriched the experience.”
Packages
A number of different packages are offered including jazz and classical music festivals; girls’ spa breaks, family breaks, yoga breaks, ski safaris. Prices are given when booking as they depend on a number of variables including the room, time of year and length of stay
Wellness facilities
Three adult-only spas featuring a 500sq m (5,382sq ft) oriental hammam, two outdoor lap pools and two outdoor saltwater pools, 14 saunas and steambaths, 25 treatment rooms, relaxation lounges, two spa restaurants and four tea lounges
The Shantigiri Family Spa at the Retreat has an outdoor lap pool, seven treatment rooms, gym, spa lounge and restaurant
TCM Medical Spa
Two gyms
The Family Spa in the Hideaway has an indoor lap pool, five saunas and steam baths, relaxation room and tea lounge
The Nature Spa is open during the summer with an outdoor lap pool, sauna at the creek, playground and three tennis courts
Jivamukti yoga centre
Yoga pavilion for retreats
Suppliers
Alpienne: body and massage products from Tyrol
Dermaviduals: Schloss Elmau’s signature skincare from Germany
Neom: body products, candles and room diffusers from the UK
Niance: premium skincare from Switzerland
Team Dr Joseph: natural skincare line
La Biosthetique: haircare
Und Gretel: natural make-up brand from Berlin
OPI: hand and footcare
Kath Hudson is a regular contributor to Spa Business magazine.
Email: [email protected]
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2018 issue 4
Interview: Thomas Klein
Senior living, family resorts and urban retreats are all on the cards for Canyon Ranch says COO and president Thomas Klein. Katie Barnes finds out more
Trends: Spa Foresight™ 2018/19
Spa Business’ predictions for the future include vegan spas, blue light antidotes, home wellness and plastic-free facilities
Interview: Dietmar Mueller-Elmau
The owner of Germany’s Schloss Elmau tells Spa Business why music, culture and spa feed the mind and soul
Promotional feature: Living Earth Crafts
Living Earth Crafts has distinguished itself with furniture for the spa industry that combines high design with seamless functionality. Brian Paris gives us insight into the company’s stylish new introductions
Event report: GWS 2018 - Bella vita
An Italian inspired Global Wellness Summit featured fashion, food, fitness and spa… and cameos from Hugh Jackman and Oprah Winfrey. Spa Business gives its highlights
Research: Growing up
Spa is the fastest growing sector of the US$4.2tn global wellness economy according to the latest GWI research
Event report: WTA Conference
What do wellness travellers want? And what issues need to be addressed as the wellness tourism sector grows? Anne Dimon reports from the inaugural meeting of the Wellness Tourism Association
Fitness: Inhale the future
Ashley Neese tells Spa Business about the possibilities of breathwork and opening up the practice to more people
Guests are attracted by the spa, nature and sport, so the cultural side is a new thing for many, says Mueller-Elmau
Guests are attracted by the spa, nature and sport, so the cultural side is a new thing for many, says Mueller-Elmau
The TCM Medical Spa is very popular, but mental health detoxing is fast becoming the most important offering
The TCM Medical Spa is very popular, but mental health detoxing is fast becoming the most important offering
Culture and spa are an innovative and perfect combination: you can relax in the spa and then clear your head for new ideas, music and literature, says Mueller-Elmau
Culture and spa are an innovative and perfect combination: you can relax in the spa and then clear your head for new ideas, music and literature, says Mueller-Elmau
Culture and spa are an innovative and perfect combination: you can relax in the spa and then clear your head for new ideas, music and literature, says Mueller-Elmau
Children stay for free and the resort offers a huge ‘edutainment’ programme
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii
is preparing to open near the world-famous archaeological site in southern Italy.
Experience design company, BRC Imagination Arts, has completed a transition that sees founder
Bob Rogers pass ownership of the business to four long-serving senior executives, while
remaining actively involved with the company.
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th
anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s
longstanding “Hollywood in Germany” positioning.
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions
that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once
complete, according to prof David Russell, CEO of Therme UK.
Efteling has opened Hooghmoed, a new family drop tower designed to broaden the appeal of its
recently launched Sirene Island themed area and introduce younger visitors to thrill attractions.
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’
planned resort in Bedford are emerging as part of a wider transformation of the Oxford–
Cambridge Growth Corridor into a major centre for UK leisure and tourism inv
Shedd Aquarium has opened the Immersion Theater developed in partnership with SimEx-
Iwerks, as part of a wider strategy to enhance the guest experience and create additional
revenue opportunities.
The UK government has announced a temporary reduction in VAT on visitor attractions and
children’s meals as part of a summer cost-of-living support package designed to stimulate the
visitor economy and encourage family days out.
As designer Yinka Ilori prepares for his first solo gallery show in London, he speaks exclusively
to CLADmag about his mission to spread joy, the power of play, and his bold approach to using
colour (including the colours you won’t see in his work).
The government of Thailand is exploring plans for a THB300bn (£6.3bn, US$8.3bn)
entertainment complex in the country’s Eastern Economic Corridor (EEC), with officials
proposing a large-scale theme park and sports destination as part of a broader tourism and
economic development strategy.
+ More news
COMPANY PROFILES
DJW David & Lynn Willrich started the Company
over thirty years ago, from the Audio Visual
Department [more...]
RMA Ltd RMA Ltd is a one-stop global company
that can design, build and produce from a
greenfield site upw [more...]
IAAPA EMEA IAAPA Expo Europe was established in 2006 and has grown to the largest international conference and [more...]
instantprint We’re a Yorkshire-based online printer, founded
in 2009 by Adam Carnell and James Kinsella. [more...]
An opportunity to reimagine one of the UK’s most recognisable towers has been formally
opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its
next phase. [more...]
