Located within the enchanting Saanenland region, the mountain village of Gstaad is one of Switzerland’s most idyllic Alpine escapes. With minimal overdevelopment and an aesthetic that faithfully preserves the traditions of the Bernese Oberland, it remains as magical today as it was decades ago. Only two hours from Geneva and three hours from Zurich, it’s the perfect destination for a refined weekend retreat. Here, the Swiss cowbell charm and mountain air are complemented by the elegance of designer boutiques, fine dining, and exclusive chalet-style luxury.

Gstaad’s reputation as a high-altitude haven is far from recent. In the 1960s, The Sound of Music star Julie Andrews famously called the village “the last paradise in a crazy world.” Since then, a stream of legendary names has followed: Princess Diana, Madonna, Michael Jackson, Leonardo DiCaprio, Margaret Thatcher, and Hugh Grant among them. What captivated them all so much? The postcard-perfect Swiss chalets, the fashionable promenade, and, of course, the discretion offered by the renowned hotels here.

“Gstaad’s charm lies in its strong commitment to tradition. In an era when many Alpine resorts pursue change, this village preserves its heritage with pride,” says Ariane Ludwig, head of marketing at Gstaad Tourism. As early as the 1950s, local authorities introduced regulations requiring that all buildings—even commercial ones—conform to the traditional Simmental architectural style, with its low-pitched roofs, brown exteriors and ornately carved facades. The result is a village that remains highly authentic while being exclusive. “Gstaad has 11,000 cows and 11,000 residents,” Ludwig adds. “It’s a place of centuries-old traditions and still stays very down to earth.”

A stunning winter view of the picturesque village of Gstaad, in the middle of the Swiss Alps

The picturesque mountain village also hosts the winter campus of Institut Le Rosey — the prestigious boarding school often referred to as the “School of Kings.” Its alumni include royals, heirs, and members of renowned and illustrious dynastic families. Each winter, students travel to Gstaad, where skiing becomes part of the curriculum.

Until recently, Gstaad remained a destination only known to insiders. But thanks to the viral success of Gstaad Guy—the satirical Instagram personality with a flair for mocking high society—even those who’ve never set foot in the village have probably heard of it by now. Through his comedic lens, Gstaad’s beauty and charm have reached a younger, international audience, making the resort more talked-about than ever.

Despite its international fame, Gstaad remains serene and unpretentious. The town’s motto, ‘Come up – Slow down,’ is still an accurate description of the relaxed atmosphere in the village. Even during peak season, the town still feels private and exclusive. It’s the perfect ski resort for those who prefer tranquillity over crowds, privacy over paparazzi, and authentic quality over flashy displays.  “You realise luxury here isn’t about showing off. It’s about having the space and silence to appreciate life’s real pleasure. In a world of Instagram filters and manufactured experiences, Gstaad remains genuine, and that’s the greatest luxury of all,” says Ludwig.

Inside the lobby of The Alpina Gstaad, featuring its iconic ceiling mural

In Gstaad, much of the social scene takes place in private: behind the chalet walls, over long dinners, and out of the spotlight. For those who want to be close to the action, a stay at The Alpina Gstaad is your best option. Since opening its doors in 2012, the five-star hotel has become a symbol of the town, reflecting the quiet elegance that defines Gstaad. Known for hosting one of Gstaad’s most sought-after New Year’s Eve celebrations, The Alpina Gstaad is a must-visit destination if you’re planning to be in town over the festive season.

At The Alpina Gstaad, be prepared to be impressed and pampered. By having its own in-house Six Senses Spa, the hotel prioritises wellness and fitness. The spa offers a comprehensive wellness experience rooted in the Six Senses’ signature approach to holistic health. Designed to enhance both physical and mental wellbeing, the spa combines modern science with traditional therapies. Facilities include a 25-metre indoor pool, a new Himalaya salt room, hydrotherapy pools, hammams, and a heated outdoor pool with mountain views. Guests can book personalised treatments ranging from massages and facials to sleep support and detox programmes. The focus is on results-driven therapies delivered in a calm, minimalist environment, making it an ideal space to unwind, reset, and recover after an active day in the mountains.

The relaxation area at the hotel’s exclusive Six Senses Spa

With easy access to the slopes, The Alpina Gstaad makes an obvious choice for visitors who come for the skiing. Guests can comfortably rent their equipment upon check-in, and the hotel shuttles take them directly to the ski lifts. But Gstaad also appeals to those who prefer après-ski activities over piste pursuits. The atmosphere in The Alpina Lounge & Terrace is always lively: in winter, guests meet around the fireplace, while in summer, they drink cocktails on the terrace far after midnight. Dining options are diverse and notably international: from Michelin-starred cuisine by Chef Martin Göschel to refined Japanese dishes at MEGU, and a curated Japanese whisky bar, perfect for a night cap. For Swiss cuisine, guests can enjoy sharing-style meals at the new Monti restaurant, which has already earned 15 points from GaultMillau.

The Whiskey Bar at The Alpina Gstaad

The Alpina Gstaad’s 56 rooms and suites feature an Alpine decor: wooden-panelled walls, leather headboards, stone fireplaces, and black-and-white photographs of Gstaad and the Saanenland region. The design sits somewhere between a traditional Swiss farmhouse and a contemporary mountain retreat. Each room opens onto a spacious balcony with views of the surrounding Swiss Alps, the hotel’s outdoor pool, and its summer terrace.

Inside the cozy suites, showcasing a mix of traditional Alpine style and modern luxury

During their stay at the hotel, guests can enjoy skiing, snowboarding and hiking, or simply relax and rejuvenate in the spa all day. In the summer, they can e-bike through the mountains, go horse riding, and even go paragliding. Additionally, they can rent an E-Vespa or a classic Porsche 911 Targa to explore the best Gstaad has to offer. Guests can also privatise the hotel’s very own cinema room, complete with a popcorn machine and red velvet chairs.

Privatize your own cinema room at The Alpina Gstaad

With its ambition to be one of the best hotels in Switzerland, it’s no surprise that the service at The Alpina Gstaad is nothing short of exceptional. The team combines Swiss precision with heartfelt hospitality, offering guests a sense of home — just elevated to the highest standard. Every stay feels thoughtfully personalised, whether it’s your preferred coffee waiting at breakfast, the room set up just the way you like it, or a luxurious pair of fluffy slippers you can take home after your stay. This intuitive attention to detail is what makes The Alpina Gstaad feel both exclusive and genuinely welcoming — and what keeps guests returning season after season.

Skier or not, The Alpina is Gstaad’s premier address. Expect five-star luxury wrapped in the comfort of home, just with a Michelin star, impeccable service, and an even more spectacular view.

The best part about staying at The Alpina Gstaad is that everyone can shape their own experience. Want to socialise? It’s effortlessly social. In need of peace? Discover your wellness retreat. Drawn by the winter wonderland? Soak in the original Swiss mountain charm. Whatever your wish, The Alpina Gstaad guarantees a perfect holiday, every single time.

This article written by Lisa van Leer was originally published in the September issue of Numéro Switzerland (2025) © Numéro Switzerland.

IMAGE COURTESY: THE ALPINA GSTAAD

AUTHOR: LISA VAN LEER