What 7132 Hotels does

7132 Hotels is a privately held Swiss luxury hospitality operator headquartered in Vals, canton of Graubünden, and legally operated through Priora Suisse AG (registered in Freienbach). The company runs a two-property resort complex anchored by the Peter Zumthor-designed 7132 Thermal Baths, an internationally significant work of contemporary architecture built from 60,000 slabs of local Vals quartzite using the naturally mineralized St. Peter spring at 30°C, and granted protected heritage status. Accommodations comprise the five-star 7132 Hotel 5S (with Giubbini-designed rooms and Kengo Kuma penthouse suites) and the 7132 House of Architects, a 73-room design hotel featuring four distinct wings by Pritzker Prize winners Peter Zumthor, Tadao Ando, Kengo Kuma, and Thom Mayne. The F&B portfolio spans the 2-Michelin-star 7132 Silver (Head Chef Marcel Koolen, 18 Gault Millau points), 7132 Cristal 10-course Champagne pairing, 7132 Red (15 Gault Millau points), 7132 Blue Bar, daPapà Italian, and a Coffee Shop; wellness is delivered through 7132 Spa (ESPA products) and thermal bath access.

The business operates a direct-to-consumer hospitality model with revenue streams from accommodation, F&B covers, thermal bath day tickets (CHF 70-85 per adult), spa treatments, and curated packages priced from CHF 870 (Alpine 3 for 2) to CHF 16,740 (7132 Vinothèque). Distribution combines the proprietary website (powered by SimpleBooking for rooms and Aleno for restaurant reservations), shop.7132.com for tickets and vouchers, and a Preferred Hotels & Resorts channel partnership. Customers are segmented into affluent individual travelers, architecture/design enthusiasts, and corporate/MICE clients. Marketing relies on editorial content, a 360-degree virtual tour platform, social channels (Instagram, TikTok, YouTube, Facebook), PR via Pillow & Pepper, and cultural programming (Thermal Cinema, anniversary concerts, BespokeSound Spotify playlists). The company employs 61 people; revenue is not publicly disclosed.

Name

7132 Hotels

Legal name

Priora Suisse AG

Website

https://7132.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

51–100 employees

Short description

7132 Hotels operates a luxury Swiss alpine resort in Vals, comprising two hotels (Hotel 5S and the 73-room House of Architects), Peter Zumthor's heritage-listed thermal complex, Michelin-starred dining, and curated experiences for affluent travelers seeking architecture, wellness, and culinary prestige.

Ownership category

akta.pro rank

Product category

Luxury Alpine Hospitality

NAICS

Hotels (except Casino Hotels) and Motels (72111), Hotels (except Casino Hotels) and Motels (721110), Traveler Accommodation (7211), Accommodation (721)

SIC

Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Historic & Heritage Full-Service Hotels (THAGAAAG)

akta.pro secondary industries

Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD), Design-Led Boutique Hotels (THAGADAA), Hotel & Resort Restaurants (THAFACAH)

Keywords

• Luxury alpine hospitality
• Thermal bath resort
• Architect-designed hotel
• Michelin-starred dining
• Spa wellness retreats

Headquarters

HQ city

Vals

HQ country

Switzerland

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Hotel Accommodation: 7132 Hotels operates two distinct properties: the 7132 Hotel 5S (five-star luxury hotel with suites including Penthouse Suites by Kengo Kuma, Spa Suites, Spa Deluxe rooms, and Double Rooms) and the 7132 House of Architects (73 compact rooms across four architectural wings by Zumthor, Ando, Kuma, and Mayne). Rooms are booked directly via SimpleBooking or through the website.
2. Fine Dining & F&B: Multiple F&B outlets including 7132 Silver (2 Michelin stars, 18 Gault Millau points), 7132 Red (15 Gault Millau points), 7132 Cristal (10-course paired with Champagne), 7132 Blue Bar, daPapà (Italian pizza and pasta), and a Coffee Shop. Revenue generated through per-cover dining charges and beverage pairings.
3. Thermal Baths & Spa Access: The 7132 Thermal Baths are open to external day visitors (with online ticketing at CHF 70-85 per adult) and included for hotel guests. The spa offers ESPA treatments, hair and beauty services, and a 24-hour gym. Spa treatments are priced and booked separately.
4. Packages & Curated Experiences: The brand offers themed multi-day packages including the Cristal Experience (from CHF 7,570 for two), Once in a Lifetime (from CHF 8,270), Extended Escape, Silver Sundays, Silver Thursdays, Alpine 3 for 2, Spa Time You & Me (from CHF 1,440), Room Roulette, Swimming in Darkness, Friday Night Dinner, and the Thermal Anniversary Concert Package. These bundle accommodation, dining, and activities.
5. Retail & Vouchers: 7132 operates an online shop for thermal bath tickets, vouchers, and curated products including items made from Vals quartzite and architecture publications. ESPA products are also sold at the spa.
6. Transfer Services: Private helicopter transfers (Airbus EC 130) and limousine transfers within Switzerland. Zurich airport transfer quoted at CHF 850, Chur railway station at CHF 250, Ilanz railway station at CHF 100. Helicopter transfers are included for Penthouse Suite guests.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels10 records

Core offering

7132 Hotels operates a luxury hospitality resort in Vals, Switzerland, comprising two hotels (the five-star 7132 Hotel 5S and the design-focused 7132 House of Architects with rooms by four Pritzker Prize winners), the Peter Zumthor-designed 7132 Thermal Baths, an ESPA-based 7132 Spa, and a portfolio of restaurants led by the 2-Michelin-starred 7132 Silver. The complex sells accommodation, thermal bath access, fine dining, spa treatments, curated multi-day packages, and luxury transfer services to affluent global travelers, architecture enthusiasts, and corporate clients.

Product overview

7132 Hotels is a luxury hotel and wellness resort portfolio located in Vals, Switzerland, offering a coordinated ecosystem of accommodations, dining, thermal baths, and spa experiences. The portfolio comprises 7132 Hotel 5S (five-star luxury hotel with rooms by Giubbini Architects and Kengo Kuma penthouse suites), 7132 House of Architects (design-focused hotel with 73 rooms by Peter Zumthor, Tadao Ando, Kengo Kuma, and Thom Mayne), 7132 Thermal Baths (iconic Peter Zumthor-designed thermal complex from 60,000 quartzite slabs), and 7132 Spa (ESPA-based wellness treatments). The dining collection includes 7132 Silver (2 Michelin stars, Marcel Koolen), 7132 Cristal (10-course champagne pairing), 7132 Red (Gault Millau 15 points, Matthias Schmidberger), 7132 Blue Bar (cocktails), 7132 daPapa (Italian), and Coffee Shop. Experiences include thermal cinema, Silver Sounds music programming, helicopter/limousine transfers, and curated packages like Cristal, Once in a Lifetime, Room Roulette, and Spa Time You & Me. Meeting facilities accommodate up to 40 guests. The properties share a unified booking infrastructure via SimpleBooking and Aleno reservation systems.

Differentiator

Problem solved

Functional benefit

Products and services

• 7132 Hotel 5S Five-star luxury hotel featuring light colors, natural materials, and rooms with mountain views; the top floor includes three penthouse suites designed by Kengo Kuma with fully glazed fronts. For affluent leisure and corporate guests.
• 7132 House of Architects Design-focused hotel with 73 rooms across four architect wings (Peter Zumthor, Tadao Ando, Kengo Kuma, Thom Mayne); each ~20 sqm room offers a distinct architectural experience. For architecture enthusiasts and design travelers.
• 7132 Thermal Baths Iconic thermal complex designed by Pritzker Prize-winning architect Peter Zumthor, built from 60,000 slabs of Vals quartzite with highly mineralized water from the St. Peter spring at 30°C; granted protected heritage status. Open to both hotel guests and external day visitors.
• 7132 Spa Wellness facility offering ESPA treatments made from sustainably grown ingredients, including essential oils, marine extracts, massages, facials, body therapies, hair and beauty services, plus a 24-hour gym. For hotel guests and external spa clients.
• 7132 Silver Restaurant Two Michelin-starred fine dining restaurant holding 18 Gault Millau points; led by Head Chef Marcel Koolen, offering a surprise menu with locally sourced seasonal ingredients and selected international products. For luxury diners and hotel guests.
• 7132 Cristal Experience Exclusive 10-course dining experience in Marcel Koolen's kitchen paired with rare Louis Roederer Cristal Champagne, including aperitif options on remote glaciers and trips to Maison Louis Roederer in Champagne. For ultra-high-end gastronomy clients.
• 7132 Red Restaurant Restaurant led by Executive Chef Matthias Schmidberger, holding 15 Gault Millau points; serves timeless culinary classics and offers the Vals alpine breakfast for House of Architects guests. For hotel guests and external diners.
• 7132 Blue Bar Cocktail bar and lobby lounge serving cocktails and snacks with mountain views; hosted by Tony Lampis. For hotel guests and external guests.
• 7132 daPapa Italian restaurant offering pizza and pasta with a relaxed atmosphere; features Berkel-prosciutto slicing and wines from Piedmont and Tuscany. Hosted by Giacomo Mura. For casual diners and hotel guests.
• 7132 Coffee Shop Coffee shop featuring architecture books, freshly ground coffee, products made of Vals quartzite, and homemade bakery specialties. For hotel guests and external visitors.
• Meeting & Event Facilities Fully equipped meeting rooms (Seven, One, Two, Three) with state-of-the-art infrastructure, natural light, and catering options for 6 to 40 people. For corporate retreats, incentive trips, board meetings, and private events booked via [email protected].
• Helicopter and Limousine Transfers Private luxury transport via Airbus EC 130 helicopter or limousine from Swiss airports and railway stations; Zurich airport CHF 850, Chur railway CHF 250, Ilanz railway CHF 100; complimentary for Penthouse Suite guests. For hotel guests arriving from across Switzerland.
• 7132 Gift Vouchers and Retail Shop Online shop selling gift vouchers for hotel stays, dining, thermal baths, and spa treatments, plus ESPA products, items made from Vals quartzite, and architecture publications. For gift purchasers and external retail customers.
• Thermal Baths Day Trip Tickets Day visitor access to the Peter Zumthor thermal baths priced at CHF 70–85 adults and CHF 55–60 children depending on day and inclusions. For external wellness visitors and local guests.
• Curated Multi-Day Experience Packages Portfolio of curated multi-day packages bundling accommodation, dining, thermal baths, and activities, including Cristal (from CHF 7,570), Once in a Lifetime (from CHF 8,270), Extended Escape (from CHF 3,200), Silver Sundays (from CHF 810), Silver Thursdays, Alpine 3 for 2 (from CHF 870), Spa Time You & Me (from CHF 1,440), Room Roulette, Swimming in Darkness (from CHF 855), Friday Night Dinner (CHF 210 pp), and Thermal Anniversary Concert Package. For luxury travelers seeking bundled signature experiences.

Quantifiable outcome

• 7132 Silver holds 2 Michelin stars and 18 Gault Millau points, making it one of the highest-rated restaurants in Switzerland.
• +4 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature3 records

Partnerships

One partnership is on record.

• Preferred Hotels & ResortscoreChannel Partner/ Reseller/ Distributor7132 Hotel is featured in the Preferred Hotels & Resorts collection, gaining visibility among member properties and access to the iPrefer loyalty program. This partnership provides exposure to a global network of travel advisors and affluent travelers booking through the Preferred platform.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Grand Hotel Kronenhof Pontresina: Historic luxury hotel in the Engadin valley with heritage architecture, fine dining, and spa facilities. Comparable to 7132 as a Swiss heritage luxury hotel in an alpine setting with premium positioning and architectural pedigree.
• The Chedi Andermatt: Five-star alpine luxury hotel in central Switzerland combining design-led interiors, Michelin-recognized dining, and a destination spa. Comparable to 7132 as a full-service luxury alpine property with strong architectural identity and premium F&B.
• Tschuggen Grand Hotel Arosa: Swiss alpine luxury hotel famous for the Mario Botta-designed Tschuggen Bergoase spa and architecture-forward design. Directly comparable to 7132 in the architectural-signature-meets-destination-spa positioning within the Swiss Alps.
• Aman Le Mélézin Courchevel: Aman resort in the French Alps offering ski-in/ski-out luxury, destination spa, and intimate scale (similar room count to 7132 Hotel 5S). Comparable as an ultra-luxury alpine property emphasizing privacy, design, and curated experiences over volume.
• Badrutt's Palace Hotel St. Moritz: Iconic luxury palace hotel in St. Moritz combining heritage architecture, multiple Michelin-level restaurants, and a destination spa. Comparable to 7132 as a top-tier Swiss alpine luxury property with strong culinary reputation and ultra-premium pricing.
• Bürgenstock Resort: Luxury Swiss resort above Lake Lucerne combining heritage architecture, panoramic alpine/lake setting, multiple dining venues, and a destination spa. Directly comparable to 7132 in scale, integrated F&B/spa/wellness offering, and ultra-luxury positioning within the Swiss hospitality market.
• Carlton Hotel St. Moritz: Member of Preferred Hotels & Resorts (same soft brand as 7132), offering ultra-luxury suites, fine dining, and spa in St. Moritz. Comparable as a Switzerland-based luxury hotel targeting HNW international travelers through the Preferred distribution network.

Broad incumbents

• Hotel de Crillon Paris (Rosewood): Heritage palace hotel in Paris combining historic architecture, Michelin dining, and luxury spa. Comparable as a broader luxury hospitality incumbent whose combination of architectural heritage and Michelin-starred dining mirrors 7132's positioning, though in an urban rather than alpine context.
• Hotel Negresco Nice: Iconic historic hotel on the French Riviera combining landmark architecture, fine dining, and luxury accommodations. Comparable to 7132 as a heritage-protected luxury hotel whose architectural and culinary reputation drive premium positioning, though in a coastal resort context.

Regional players

• Therme Vals (original Therme complex): The adjacent thermal bath facility operated independently in Vals prior to integration with 7132. Related as the natural thermal resource partner and prior operator, offering directly overlapping day-visitor thermal bathing in the same village.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/7132hotel
• YouTubeyoutube.com/channel/UCMHJ6DFqqIzaEoKoaipE6sQ
• Facebookfacebook.com/7132page
• LinkedInlinkedin.com/company/7132-hotel
• Instagraminstagram.com/7132hotel

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 7132 Hotels