Situated in the breathtaking landscapes of Campo Tures in South Tyrol, Italy, OLM Nature Escape by Andreas Gruber Architects (AGA) is a forerunner in eco-conscious hospitality. This 4-star superior Eco Aparthotel has been recognized as one of the Luxury Lifestyle Awards’ Top 100 Sustainable Hotels & Resorts of the World for 2024. OLM Nature Escape, the Alps’ first off-grid resort, uses geothermal, solar, hydroelectric, and artesian systems to achieve CO2-neutrality and an annual energy surplus, morphing sustainability and nature.

In this exclusive interview, we speak with Board member, Thomas Steiner, whose leadership has been pivotal in realizing the resort’s vision of merging luxury and sustainability. Join us as he shares insights into the innovative spirit driving OLM Nature Escape and the future of eco-conscious travel.

Leading this dialogue is Alexander Chetchikov, President of the World Luxury Chamber of Commerce and a distinguished authority in luxury excellence. With over 16 years of expertise in identifying and celebrating the finest luxury brands through Luxury Lifestyle Awards, Chetchikov provides valuable insights into the dynamic trends shaping the luxury industry.

Questions:

Alexander Chetchikov: Can you share the vision behind OLM Nature Escape and how it aligns with the principles of sustainable luxury tourism?

Thomas Steiner: The initial idea was to create something truly extraordinary—far beyond just another hotel. The vision was to design something innovative and unique, unlike anything seen before. At the same time, it was essential for the concept to harmonize with the South Tyrol valley’s character. The goal was to seamlessly blend the rural charm of the region with a modern and forward-thinking design—a “perfect match.”

OLM embodies luxury in minimalism. Guests can enjoy their private suite, complete with a sauna and relaxation area. You have the freedom to cook in your own kitchen or savor a meal at our restaurant. Everything is possible—yet nothing is mandatory.

AC: OLM Nature Escape is celebrated for being the first fully autonomous tourist resort in the Alps. What were some of the biggest challenges and milestones in achieving this energy self-sufficiency?

TS: From the beginning, we didn’t just have an idea for OLM—we had a strong and clear vision. For us, sustainability is not just a promo-phrase; it represents a deeper purpose and something we aim to foster as part of our future culture.When it comes to energy, OLM stands out as the very first self-sufficient hotel in South Tyrol—and likely in the entire Alpine region. We achieve this through an innovative combination of hydrodynamic power, photovoltaics, and geothermal energy.One of our biggest milestones has been proving that this vision works. Now, after one year since opening, we are thrilled to see our dream come to life. We can proudly say that this approach is the right way forward for hotel management in the 21st century.

AC: Your bio-architecture incorporates local materials like larch wood and stone. How does this approach enhance both the guest experience and environmental sustainability?

TS: When it comes to handcrafted products, South Tyrol is renowned for its exceptional quality and high standards. The craftsmanship here is outstanding, and we place great trust in the skilled artisans of the region.Is there a conflict between using local materials and creating a luxurious ambiance? Not for us. In fact, we find it truly exclusive to know that the (raw) materials we use originate from our own region.

AC: With 90% of your staff being locals, how does OLM ensure that its operations contribute to preserving South Tyrol’s unique cultural heritage while empowering the community?

TS: We focus on fostering “local huts,” which means promoting cooperation between employees, guests, and the local community. This is achieved through various initiatives, such as supporting charity events in our valley, contributing to social projects, or assisting local facilities.Additionally, we participate in small festivals like the local “Cheese Festival,” offering our manpower and resources wherever needed.

AC: OLM promotes biodynamic farming and “0 km sourcing.” Can you elaborate on how this philosophy shapes the culinary experience for your guests?

TS: What I truly love about PRENN° is the casual and welcoming atmosphere. Chef Berni Aichner has created a space where guests can enjoy a variety of options—whether it’s a degustation menu, a traditional South Tyrolean-Mediterranean buffet, or other seasonal variations depending on the time of your visit. I particularly appreciate the thoughtful combination of typical regional products with other Alpine and Italian ingredients. The quality of the food here is exceptionally high, making every meal a delightful experience.

AC: OLM has set an example with its integrated renewable energy system and waste management practices. What advice would you give to other hoteliers looking to adopt similar sustainable initiatives?

TS: There’s a significant difference between starting fresh with unlimited options and developing something existing in a sustainable way. We had the opportunity to build something entirely new and set an example in the process. For those working with older hotels—say, buildings that are 50 years old—it’s important to take things step by step and create a clear vision tailored to your project.

AC: How do you see the role of education and guest engagement in driving the success of sustainability efforts within the hospitality sector?

TS: The most important thing is ensuring that guests feel they lack nothing. When visiting OLM for the first time, they may arrive with some skepticism. However, during their stay, they naturally “dive in” and embrace this new approach to luxury. Everything is possible, but there is nothing you have to do.

AC: What are your thoughts on the future of eco-luxury tourism, and how can the hospitality industry further evolve to meet the challenges of climate change?

TS: It all depends on the specific circumstances: the hotel’s location, the target audience, and other factors. For us, embarking on this eco-luxury project was the right path. For open-minded hotel managers, it’s crucial to broaden their perspective and focus on future challenges. Step by step, developing eco-friendly hotel businesses is not just an option—it’s inevitable.

AC: OLM Nature Escape has received numerous accolades for its innovative sustainability model. What future projects or advancements are you excited to implement to continue leading in this space?

TS: We are truly grateful for the many accolades we’ve already received in our first year of operation. We are what future projects will follow 😉

Thank you, Mr. Steiner, for sharing your invaluable insights and for taking the time to guide us through the inspiring vision and groundbreaking sustainability efforts behind OLM Nature Escape. We look forward to seeing what the future holds for your special retreat.

Visit http://www.olm.it/ to learn more today.