echo interview with Silvano Beltrametti, Hotelier and former ski racer
elipsLife echo: Lenzerheide counts as a top-drawer bike destination. And this implies major investments in infrastructure and events. Will it pay off?
Silvano Beltrametti: Yes it does. We’re very pleased with our strategy. We began investing in the bike sector a good ten years ago and now the Lenzerheide bike kingdom is established as a first-class biker destination. We have something to offer in all categories. Enduro-, Freeride and Downhill bikers are just as much catered for as e-bikers and families. The cable cars yield a profit because bikers buy day passes and not just single tickets like the hikers. And the hotel sector also benefits. During the summer months, the guests in my hotel are evenly split between hikers and bikers. So the biker share is substantial.
You’re focused on certain market segments rather than mass tourism. Is this the smart way to go given the COVID-19 situation?
We have our eye on the sport and family segments, both in winter and summer. Lenzerheide doesn’t only pursue a strategy for the biker market, we’re also a very attractive region for skiers. The possibilities for snow enthusiasts during the winter are extremely varied and cover not only alpine skiing but also cross-country skiing and winter hiking. We made a deliberate choice not to address all segments, but rather to concentrate on certain areas and to do that really well. At all events, focusing on the bikers during the summer season has proved to be a very successful policy.
Has focusing on summer trade been to the deriment of your business in the winter months, or has Lenzerheide benefited overall from this policy?
Our winter business certainly hasn’t suffered as a result, on the contrary. During the summer, there’s fierce competition between the resorts for every guest. We see time and again how people who come to us for biking during the summer, return in winter for skiing. Or the other way round, the winter visitors come back to us in summer for biking.