Welcome to this exclusive interview, where we are honored to host Mr. Boris Braun, General Manager of Hotel Am Konzerthaus – MGallery Vienna in Vienna, who has recently achieved the distinguished recognition as one of the TOP 100 Hotel General Managers of the World. Known for his visionary approach to luxury and his dedication to cultural authenticity, Mr. Braun has led Hotel Am Konzerthaus to become a shining light of style and refined service in Vienna’s historic heart. His leadership has positioned the Hotel Am Konzerthaus as a top-tier destination in the luxury hospitality sector, as the hotel was also selected among the TOP 100 Luxury Hotels & Resorts of the World. 

Guiding this conversation is Alexander Chetchikov, President of the World Luxury Chamber of Commerce, a global authority in luxury excellence. With over 16 years of experience recognizing and promoting the world’s finest luxury brands through the renowned Luxury Lifestyle Awards, Chetchikov brings a deep understanding of the luxury landscape and its ever-evolving dynamics.  

Together, they delve into the evolving landscape of luxury, exploring topics from the modern definition of luxury, the critical role of digital transformation, and the art of personalized service that is reshaping the luxury hospitality industry, while gaining insight into Mr. Braun’s approach to exceptional service and his vision for the iconic Vienna property. 

Alexander Chetchikov: Mr. Braun, the definition of luxury has evolved dramatically over the past decade. How do you personally define “luxury” in today’s world, and what elements do you believe are essential to this experience?

Boris Braun: The concept of luxury today has shifted from being purely about opulence and exclusivity to being deeply rooted in experiences, authenticity, and personalization. For me, true luxury is about access to something that feels rare and profoundly meaningful, whether that is a custom-tailored experience, time spent with loved ones, or craftsmanship that tells a story. 

In today’s world, essential elements of luxury include quality, personalization, and a sense of purpose. Quality is timeless; it is about materials, design, and attention to detail. Personalization adds a layer of intimacy that makes a person feel truly valued and understood. Purpose is also key; people want to invest in brands and experiences that align with their values, whether that’s sustainability, community engagement, or support for artisans. 

Luxury has become more about creating moments that resonate deeply, giving us a sense of connection, well-being, and fulfillment. It is no longer about what we own but about how we live and the quality of experiences we cultivate.

AC: The rise of digital transformation has significantly impacted many industries, including luxury hospitality. In your view, how is digital innovation reshaping luxury hospitality and the experiences of discerning travelers?

BB: Digital innovation is enhancing luxury hospitality by blending convenience with a personalized touch. Through data-driven insights, hotels can anticipate guest preferences, creating unique experiences. Technology like smart room controls, digital concierge services, and virtual tours add convenience and immersion, allowing guests to customize their stays and explore local culture. The balance lies in using digital tools to elevate the experience while preserving the personal, attentive service that defines true luxury.

AC: Sustainability is becoming a priority for luxury brands. Could you share how you see the luxury industry balancing lavishness and environmental responsibility in the coming years?

BB: The luxury industry is increasingly integrating sustainability into its core, finding ways to balance opulence with environmental responsibility. Many brands are shifting towards sustainable materials, ethical sourcing, and transparent supply chains to reduce their environmental impact. In the coming years, I expect luxury to focus on “responsible lavishness,” where products and experiences are crafted with longevity, quality, and minimal environmental footprint in mind. This approach not only appeals to conscious consumers but also preserves the exclusivity of luxury by investing in quality over excess, offering beauty and indulgence that align with responsible values. 

AC: Partnerships between luxury brands are increasingly popular. How important do you think cross-industry collaboration is for luxury hotels, and could you share any examples of partnerships that have been successful for Hotel Am Konzerthaus?

BB: Cross-industry partnerships are crucial for luxury hotels, as they allow for unique, elevated experiences that resonate with discerning travelers. Collaborations with brands in fields like fashion, art, or fine dining add a distinctive touch, offering guests something truly exclusive and memorable. 

At Hotel Am Konzerthaus, partnerships have played a key role in enhancing guest experiences. For instance, collaborations with local wineries and artists have allowed guests to enjoy special tastings and curated exhibitions, immersing them in the local culture and adding a rich, personal dimension to their experience.

AC: Mr. Braun, as one of the world’s top luxury hotel general managers, what inspires your approach to creating memorable guest experiences? Is there a particular philosophy or value that guides your leadership?

BB: Creating memorable guest experiences is inspired by a commitment to personalization, authenticity, and genuine care. My approach is guided by the belief that luxury is about meaningful, unique experiences rather than just opulence.  

Empowering my team to anticipate and respond thoughtfully ensures that each stay feels personal and unforgettable. My guiding philosophy is simple: My employees are my guests. 

AC: Personalized service is a key differentiator for Hotel Am Konzerthaus. Could you tell us more about how it has influenced your approach to guest engagement and tailored services?

BB: At Hotel Am Konzerthaus, personalized service is fundamental to how we engage with guests. From the booking stage onward, we focus on understanding each guest’s unique preferences and needs to create a seamless, tailored experience. Our team anticipates guest desires—whether it is arranging private art tours, sourcing a favorite wine, or curating in-room touches that reflect individual tastes. This commitment to personalization creates a warm, welcoming atmosphere, ensuring each stay feels exclusive and deeply memorable.

AC: Is there a particular moment or experience that stands out to you during your time at Hotel Am Konzerthaus, which best exemplifies the hotel’s dedication to luxury and cultural connection?

BB: One standout experience that reflects our dedication to luxury and cultural connection was when we arranged an exclusive “Backstage, On Stage” evening for a couple celebrating their anniversary. Since the Konzerthaus plays such a significant role in our hotel’s identity, we organized a private backstage tour, where they could see the inner workings of the concert hall and learn about its rich history. 

Following the tour, we surprised them with a private dinner “on stage” at our hotel, styled as a performance space with elements evoking the magic of Vienna’s performing arts. Watching them enjoy this immersive, personalized experience was a perfect example of how we bring Vienna’s artistic heritage to life in an intimate, luxurious way for our guests.

AC: With so much recognition already achieved, what are your goals for Hotel Am Konzerthaus in the coming years? How do you envision the hotel’s future as it continues to uphold its status among the TOP 100 Luxury Hotels & Resorts of the World?

BB: We aim to strengthen our commitment to sustainability by integrating eco-friendly practices and working with local artisans, ensuring that our luxury experience aligns with a responsible approach. We envision Hotel Am Konzerthaus as a leader in both luxury and cultural immersion, providing guests with unparalleled service, meaningful local connections, and memorable, bespoke experiences that honor Vienna’s rich heritage. 

As we conclude this conversation with Mr. Boris Braun, it is clear that his leadership at Hotel Am Konzerthaus exemplifies the very essence of modern luxury – where timeless cultural richness meets innovation and personal connection. Guided by a focused commitment to excellence, Mr. Braun’s vision harmonizes the storied charm of Vienna with the evolving expectations of today’s luxury travelers. His insights on digital transformation, sustainability, and the art of personalized service highlight a passion for creating immersive experiences that leave a lasting impression. Under Mr. Braun’s stewardship, Hotel Am Konzerthaus continues to set a remarkable standard, promising guests a journey into Vienna’s heart and an elevated experience in every sense. 

Visit hotelamkonzerthaus.com today and step into the heart of Vienna’s artistic and historical legacy.