Markus Promberger seems relaxed and satisfied. Since the beginning of December the “AMA Stay“ opened, the managing director proudly shows the area where guests can not only go on vacation but also work – the so-called “coworking space”. He opened the aparthotel together with his brother Klaus. What the guests want is something they were practically born with. The brothers’ parents had run the Almgasthof Ütia de Börz for more than 20 years, but Markus and Klaus didn’t want to be content with 24 rooms. Hence the idea of the “Dolomites Office”.
FOCUS online: The AMA Stay has been open since the end of 2022 – what has been the best time so far?
Markus Promberger: Winter is generally stronger than summer, and February in particular was very good this year.
Home office has been the new normal since Corona, but working somewhere else? Which target groups do this?
Promberger: On the one hand, there is the classic holiday guest, who is usually a bit younger. This also fits well with our youthful language in the house, which we like to associate with a “you”.
Italians and Germans prefer to do this?
Promberger: With almost 14,000 overnight stays so far, we have more than 60 nationalities from countries such as Norway, Belgium, the Netherlands, but also the USA and Burundi. We don’t want to become dependent on a market. After all, we are not just a hotel, but an apart-hotel with apartments.
In addition to individual bookings, companies that occupy the entire house are also inquiring. That’s a maximum of 100 to 120 people. We have 80 units and some want to be alone in their room, so we can’t get to a capacity of 160 guests.
Other target groups?
Promberger: Yes, these are the individual travelers. We differ here from the accommodation that a “modern backpacker” primarily looks for in Bali, Portugal or Mexico. Digital nomads who are already settled in life and want to afford a certain level of comfort come to us – art directors, photographers or even coaches.
Has the pandemic increased your potential?
Promberger: The target group is growing. Since the pandemic, the number of freelancers has doubled, and we are also benefiting from this. In addition, companies are becoming increasingly flexible as employers. In Berlin, hardly any young employee signs a contract without a fixed quota of location-independent work, which is fully credited.
So the pandemic was a stroke of luck for you.
Promberger: A stroke of luck was the opportunity to build the “AMA Stay” in the middle of the town. We previously worked for our parents and noticed there that companies like Miele and Lufthansa wanted their employees to get out of their familiar surroundings in order to clear their heads. But with 24 rooms the possibilities were limited, now we can make it happen. And all of this in the center of St. Virgil and very close to the Dolomites, a UNESCO World Heritage Site.
What surprised you in the first nine months?
Promberger: Little, overall we are very satisfied. For example, it would have made sense to immediately provide the wooden floor with a protective layer. Or we would probably no longer have the fitness room on the 4th floor but on the 1st floor. Otherwise it’s just small anecdotes on the sidelines.
I hear.
Promberger: Three times in the winter I had guests come in front of me who had arrived on the wrong date, for example on February 17th instead of March 17th as announced. And some guests don’t read everything either. On several occasions, guests have brought their dogs into the wellness area, even though the signs clearly state that this is not allowed.
Well, I don’t like a Doberman in the sauna either.
Promberger: But there are also things that we can only improve by “learning by doing”. For example, a while ago a guest ordered the same gin and tonic twice, but from different employees. The drink came in different glasses and one with lemon, the other with lime. These are small things, but we strive for a harmonious overall picture.
How do you deal with the issue of sustainability?
Promberger: Within our possibilities. We have a solar system on the roof that produces 133 kilowatts. We pay attention to waste separation and little waste, but we cannot rule out that suppliers deliver the rocket in plastic boxes. It is also important that guests stay with us longer, which means fewer arrivals and departures and therefore less dirty laundry, for example.
How long do guests stay on average?
Promberger: Currently 4.5 days in winter and 3.5 days in summer. Our goal is to bring summer at least to the level of winter. And of course also to increase long-term stays when guests book a whole month to relax and work here.