Grand Hotel Les Trois Rois SA

What Grand Hotel Les Trois Rois SA does

Grand Hotel Les Trois Rois SA operates a 5-star luxury hotel in Basel, Switzerland, situated directly on the Rhine in the Old Town. The property traces its roots to 1681 as the inn "Drei Könige" and was re-established under the current brand by the Thomas Straumann family in 2004-2006. It operates across two buildings: the historic main building at Blumenrain 8 and the newly renovated head building at Blumenrain 2, the latter redesigned by Herzog & de Meuron and completed in June 2025. The hotel offers luxury accommodations including City and River rooms, Junior Suites, and signature suites (notably the 240 sqm Suite des Rois), alongside a comprehensive hospitality ecosystem: five F&B venues including the 3-Michelin-star Cheval Blanc by Peter Knogl (ranked #1 on La Liste 2026), the Brasserie Les Trois Rois (15 GaultMillau points), Bar Les Trois Rois (named Best Hotel Bar in Switzerland by GaultMillau in 2019 and 2015), the cigar lounge The Council (200+ cigars), and Restaurant BANKS (opened September 2025); the Seijaku Japanese-inspired wellbeing area; and dedicated meetings, weddings, and events facilities including the Salle des Rois ballroom and an in-house floral boutique (Fleurs des Rois).

The underlying technology stack is standard hospitality web infrastructure — SSL/TLS, CloudFlare, Google Analytics, Facebook Pixel, and Vimeo/YouTube/Google Maps integrations — with no proprietary platform or AI capabilities described. The business model is direct-to-consumer, with reservations handled through the hotel's own website, telephone, and email teams, supplemented by distribution through Leading Hotels of the World and Swiss Deluxe Hotels consortia. Revenue streams span accommodation (quote-based, seasonal), food and beverage across five venues, spa and wellness treatments, private events and weddings, curated experience packages (Arts & Culture, Le Roi Gourmet, Design Escape by Vitra, Rhine Romance, Green & Grand), and gift vouchers. The hotel is a privately held Swiss corporation (Company number CH-270.3.003.238-5) under the Straumann family's continued ownership, led by General Manager Mark Jacob (appointed September 2024) with a Board of Directors chaired by Stefan Meister.

Name

Grand Hotel Les Trois Rois SA

Legal name

Grand Hotel Les Trois Rois SA

Website

https://lestroisrois.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Grand Hotel Les Trois Rois SA operates a historic 5-star luxury hotel on the Rhine in Basel's Old Town, offering luxury accommodations, award-winning dining (including 3-Michelin-star Cheval Blanc), a Japanese-inspired spa, and event venues for affluent leisure travellers, corporate clients, and culinary tourists.

Ownership category

akta.pro rank

Product category

Luxury Hotels

NAICS

Hotels (except Casino Hotels) and Motels (72111), Hotels (except Casino Hotels) and Motels (721110), Food Services and Drinking Places (722)

SIC

Hotels & Motels (7011), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Urban Luxury Hotels (City Luxury) (THAGACAE)

akta.pro secondary industries

Luxury Wellness & Spa Resorts (THAGACAG), Special Occasion & Destination Restaurants (THAFACAK), Hotel & Resort Convention Venues (Convention Hotels) (THAHAAAC)

Keywords

• Luxury hotel accommodations
• Fine dining restaurants
• Spa and wellness services
• Meetings and events hosting
• Curated hospitality experiences

Headquarters

HQ city

Basel

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Technology or R&D, Others

Revenue model

1. Hotel Accommodation: Revenue from overnight stays in rooms and suites across two buildings (Blumenrain 2 and Blumenrain 8). Pricing varies by room category (City/River views, Junior Suites, Suites) and seasonal demand. Valet parking available at CHF 40 per night.
2. Food & Beverage: Revenue from multiple dining venues: Brasserie Les Trois Rois (Swiss/French cuisine, 15 GaultMillau points), Cheval Blanc by Peter Knogl (3 Michelin stars, 19 GaultMillau points), Restaurant BANKS (European-Asian social dining), Bar Les Trois Rois, Afternoon Tea, and Brunch services. Corkage fee applies if outside food/beverages are brought in.
3. The Council Cigar Lounge: Cigar lounge offering over 200 premium cigars from 35 brands across six countries. Sophisticated cocktail and cigar pairings curated by the Bar team. Open daily 12pm to 12am with limited seating.
4. Seijaku Wellbeing (Spa & Wellness): Japanese-inspired wellness area with massages (25/60/90 min base treatments) and supplementary treatments. Hotel guests receive free access to the wellness area; external guests can also book treatments. Gym open 24 hours.
5. Meetings & Events: Private event hosting including weddings, business events, exclusive occasions. Venues include the Salle des Rois, Library, Chef's Table, Boardroom, and rooms named Caspar, Melchior, and Balthazar. Comprehensive banquet and catering services with tailored menus.
6. Special Offers & Packages: Curated packages including Arts & Culture, Le Roi Gourmet, Design Escape by Vitra, Rhine Romance, Green & Grand, and 3-for-2 stay promotions. These packages bundle accommodation with dining, cultural, and wellness experiences.
7. Vouchers: Gift vouchers sold for hotel stays, dining, and experiences.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels11 records

Core offering

Grand Hotel Les Trois Rois SA operates a 5-star luxury hotel in Basel, Switzerland, providing overnight accommodations, fine dining, spa, and event services. Its core offering consists of rooms and suites across two buildings, multiple on-site restaurants (including the 3-Michelin-star Cheval Blanc by Peter Knogl), bars and a cigar lounge, a Japanese-inspired wellbeing spa (Seijaku), and dedicated weddings and corporate events facilities. The hotel also sells curated cultural, culinary, and design experience packages, and runs an in-house floral boutique (Fleurs des Rois) for event styling.

Product overview

Grand Hotel Les Trois Rois SA operates as a luxury 5-star hotel offering integrated hospitality services. The product portfolio comprises accommodations (rooms, suites, and junior suites across two buildings), dining experiences (Brasserie Les Trois Rois, Bar Les Trois Rois, The Council cigar lounge, Restaurant BANKS, and Cheval Blanc by Peter Knogl), Seijaku Wellbeing spa and wellness center, and Meetings & Events venues. The hotel recently completed a comprehensive renovation by Herzog & de Meuron at Blumenrain 2, adding new suites, the Seijaku wellbeing area, event spaces, and the BANKS restaurant. Guests can also book curated experience packages including museum visits, golf, Rhine cruises, and design-focused getaways.

Differentiator

Problem solved

Functional benefit

Brands

• Cheval Blanc by Peter Knogl: Fine dining restaurant awarded 3 Michelin stars and 19 GaultMillau points.
• Fleurs des Rois
• Banks
• Seijaku Wellbeing
• The Council
• Brasserie Les Trois Rois

Products and services

• Luxury Accommodations (Rooms and Suites) Luxury 5-star hotel accommodations including rooms and suites across two buildings (the historic Blumenrain 8 main building and the newly renovated Blumenrain 2 wing designed by Herzog & de Meuron, completed June 2025). Offerings range from City Queen Rooms to premium suites with views of the Rhine and Basel Old Town, intended for luxury leisure travellers, business stays, and event guests.
• Brasserie Les Trois Rois Swiss and French brasserie restaurant serving market-fresh ingredients, awarded 15 GaultMillau points. Located in the heart of Basel, offering stylish, relaxed dining for hotel guests and external visitors.
• Bar Les Trois Rois Hotel bar offering crafted cocktails and beverages in a stylish setting where locals and hotel guests mingle. Open daily from 9 am to midnight; recognized as GaultMillau Hotel Bar of the Year Switzerland 2015, 2016, and 2019.
• The Council Cigar Lounge Premium cigar lounge spanning 40 square metres across two floors, offering over 200 cigars from 35 brands across six countries with a focus on Cuban cigars, plus sophisticated cocktail and cigar pairings curated by Chef de Bar Thomas Huhn. Open daily 12 pm to 12 am.
• Cheval Blanc by Peter Knogl Three-Michelin-starred and 19-GaultMillau-point French haute cuisine restaurant combining Mediterranean flair with Asian inspiration. Led by Chef de Cuisine Peter Knogl. Ranked #1 on La Liste 2026, #2 on La Liste 2023.
• Restaurant BANKS Social dining restaurant with European-Asian cuisine opened September 2025 at the renovated Blumenrain 2 wing, featuring a vibrant, playful atmosphere and an art installation by Gerda Steiner and Jörg Lenzlinger.
• Sunday Brunch Services Sunday brunch offering in the Brasserie with views of the Rhine, including a classic à la carte brunch (CHF 175/person) and the L'Instant Ruinart deluxe experience with Beluga caviar and Ruinart Blanc de Blancs Champagne (CHF 250/person). Every Sunday 11:30 am to 3:00 pm.
• Afternoon Tea British-style afternoon tea featuring dainty sandwiches, sweet pastries, and teas from L'art du thé in Lucerne. Options include Afternoon Tea 'Deluxe' (CHF 79), 'Royal' with Champagne R de Ruinart (CHF 99), and 'Royal' with Ruinart Rosé (CHF 109). Available daily in the lobby or terrace.
• Seijaku Wellbeing (Spa and Wellness) Japanese-inspired wellbeing sanctuary designed by Herzog & de Meuron, located high above Basel rooftops. Features Finnish saunas, steam bath, cold plunge pool, rooftop terrace, three massage rooms, Shiatsu room, two relaxation rooms, and a snack lounge. Gym open 24 hours. Free for hotel guests; external guests can book treatments.
• Meetings and Events Private event hosting for weddings, corporate meetings, conferences, board retreats, and exclusive celebrations. Offers event venues including the Salle des Rois, Library, Chef's Table, Boardroom, and banquet halls, with comprehensive catering and tailored menus handled by a dedicated banquet sales team.
• Experiences and Special Packages Curated bundled packages including Arts & Culture (Fondation Beyeler, Kunstmuseum Basel, Basel Old Town tour), Le Roi Gourmet (Cheval Blanc dining), Design Escape by Vitra (private guided tour and Weil Chair workshop), Rhine Romance (private Rhine cruise with picnic and champagne), Green & Grand (golf at Golf Club Saint Apollinaire), and a 3-for-2 stay offer with BaselCard.
• Fleurs des Rois (Floral Boutique) In-house floral boutique creating floral artistry for weddings, events, table décor, and bridal bouquets, including a Floral Masterclass experience. A wholly operated boutique of the hotel ensuring consistent, high-quality event styling.

Quantifiable outcome

• Cheval Blanc by Peter Knogl ranked #1 on La Liste 2026
• +5 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered minor and core.

• Water for Water (WfW)minorOthersThe hotel sources its water from the Water for Water (WfW) foundation, which is committed to ensuring equitable and sustainable access to clean drinking water globally. This is a sustainability-driven partnership aligned with the hotel's environmental responsibility values.
• Leading Hotels of the World (LHW)coreChannel Partner/ Reseller/ DistributorGrand Hotel Les Trois Rois is a member of Leading Hotels of the World, a global collection of independent luxury hotels. LHW provides global distribution, the Leaders Club loyalty programme, and quality standards certification, driving high-value bookings from international luxury travellers.
• Swiss Deluxe HotelscoreChannel Partner/ Reseller/ DistributorThe hotel is listed on Swiss Deluxe Hotels, the premier association of Switzerland's finest luxury hotels, providing curated visibility and distribution to affluent travellers specifically seeking Switzerland's top properties.
• VitracoreStrategic or Co-development PartnerThe hotel has partnered with Vitra to offer the 'Design Escape by Vitra' package, which includes a private guided tour of the Vitra Campus — home to buildings by Zaha Hadid, Frank Gehry, and Herzog & de Meuron — and a hands-on Weil Chair workshop. This partnership positions the hotel as a gateway to Basel's world-class design culture.
• Basel TourismusminorGTM or Marketing PartnerThe hotel collaborates with Basel Tourismus for city tours and cultural experiences. The Arts & Culture package includes a private guided tour of Basel's Old Town conducted by a Basel Tourismus city guide, providing guests with authentic local expertise.
• Fondation BeyelerminorGTM or Marketing PartnerThe Arts & Culture package includes free admission to the Fondation Beyeler (René Berger) as well as a restaurant voucher worth CHF 30 per person. This partnership integrates Basel's premier art museum into the hotel's guest experience offering.
• Kunstmuseum BaselminorGTM or Marketing PartnerThe Arts & Culture package includes free admission to the Kunstmuseum Basel, complementing the hotel's positioning as the cultural hub of Basel for art-forward guests.
• Golf Club Saint ApollinaireminorGTM or Marketing PartnerThe 'Green & Grand' package includes a green fee per person at Golf Club Saint Apollinaire, just outside Basel. The partnership combines golf activity with luxury accommodation and dining, targeting active leisure travellers.
• Fleurs des RoiscoreStrategic or Co-development PartnerFleurs des Rois is the hotel's in-house flower boutique, creating floral artistry for weddings and events — from bridal bouquets to table décor. As a wholly operated boutique within the hotel, it represents a strategic internal partnership ensuring consistent, high-quality event styling.

Scale indicators8 records

Recent moves12 records

Expansion highlights5 records

Direct peers

• Beau-Rivage Palace Lausanne: Historic 5-star luxury hotel on Lake Geneva with comparable heritage (since 1861), multiple restaurants (including 2-Michelin-star Anne-Sophie Pic), spa, and Leading Hotels of the World membership. Direct Swiss luxury competitor with similar urban-lake positioning and culinary anchor strategy.
• Hotel de la Paix Geneva: Boutique luxury 5-star hotel in Geneva with heritage, contemporary design, and curated experiences. Part of Leading Hotels of the World, directly comparable Swiss urban luxury positioning.
• La Réserve Eden au Lac Zurich: Boutique luxury hotel in Zurich with similar curated culinary offerings, design-forward positioning, and urban-lakeside heritage property characteristics. Competes for the same Swiss urban luxury and design-conscious traveler segment.
• Hotel Splendide Royal Lugano: 5-star luxury hotel in Lugano with similar heritage, fine dining, and Leading Hotels of the World membership. Competes within Swiss luxury segment for the same international affluent traveler base.
• The Dolder Grand: Luxury 5-star urban resort hotel in Zurich, recently renovated by Foster + Partners. Direct competitor in Swiss luxury hotel segment with similar amenities (fine dining, spa, events), and Mark Jacob was previously MD here before joining Les Trois Rois.
• Hotel & Palace Gstaad: Iconic Swiss alpine luxury hotel with similar heritage, multiple Michelin-recognized restaurants, spa, and events infrastructure. Direct competitor for European luxury ski-season travel alongside other Swiss destinations.
• Carlton Hotel St. Moritz: 5-star luxury hotel in St. Moritz with heritage, multiple dining venues, spa, and panoramic views. Member of Leading Hotels of the World, targeting same affluent leisure traveler segment as Les Trois Rois.
• Badrutt's Palace Hotel: Iconic luxury grand hotel in St. Moritz, Switzerland, with similarly historic heritage (since 1896), multiple dining venues, spa, and membership in Leading Hotels of the World. Closest direct peer in Swiss heritage luxury hospitality with overlapping customer base (HNW European travelers, culinary tourism).

Broad incumbents

• Four Seasons Hotel des Bergues Geneva: Historic 5-star luxury hotel in Geneva operated by Four Seasons. Comparable urban Swiss luxury heritage property but as part of a global chain; competes with Les Trois Rois for international corporate and leisure travelers visiting Switzerland.

Others

• Gstaad Palace:

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/GrandHotelLesTroisRois
• LinkedInlinkedin.com/company/grand-hotel-les-trois-rois-sa
• Instagraminstagram.com/grandhotellestroisrois

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries4 records

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 Grand Hotel Les Trois Rois SA