VAYA Group

What VAYA Group does

VAYA Group (legal entity: VAYA Holding II GmbH) is a privately held Austrian Alpine hospitality company operating 26 hotels, apartments, and residences across 18 Alpine destinations in Tirol, Salzburg, and Vorarlberg. Founded in 2008 and headquartered in Kematen in Tirol, the company operates a tiered brand architecture: VAYA Resorts (full-service hotels with wellness and on-site F&B), VAYA Apartments (self-catering apartments with optional services), VAYA Unique (luxury properties including The Crystal in Obergurgl), and by VAYA (3-4 star budget tier). Accommodation ranges from standard rooms to 136-235 sqm chalets and penthouses with up to six bedrooms.

The core technology is a multi-language (German, English, Dutch) direct booking platform at booking.vayaresorts.com, supplemented by themed package bundles (Ski-in Ski-out, Family Bonus, Early Bird, Stay More Pay Less, Chalet Penthouse, Gletscher, etc.), a gift voucher shop, and an interactive map discovery tool. Distribution is primarily direct-to-consumer via the company's own booking engine, with third-party OTAs acknowledged as a secondary channel. Marketing includes a TV advertising campaign ('VAYA Memory Collector') running on German stations from April through August, plus organic social, email, SEO, and content marketing. The company employs 110 staff and generates revenue primarily from accommodation bookings, on-site F&B, curated vacation packages, and gift voucher sales, targeting winter sports enthusiasts, summer active travelers, families, couples, and wellness seekers in the Austrian Alpine market.

Name

VAYA Group

Legal name

VAYA Holding II GmbH

Website

https://vayaresorts.com

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

VAYA Group is a privately held Austrian Alpine hospitality operator running 26 hotels, apartments, and residences across 18 Austrian Alpine destinations under tiered brands (VAYA Resorts, Apartments, Unique, by VAYA), serving leisure travelers seeking ski, summer, family, and wellness experiences through direct-to-consumer digital booking.

Ownership category

akta.pro rank

Product category

Alpine Resort Hotels & Hospitality

NAICS

Hotels (except Casino Hotels) and Motels (72111)

SIC

Hotels & Motels (7011)

akta.pro primary industry

Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD)

akta.pro secondary industries

Resort Convention Hotels (THAGALAC), Large Group & Event-Friendly Homes (THAMAAAM), Unique & Specialty Stays (Tiny Homes, Treehouses, Houseboats, Yurts, Castles) (THAGANAG)

Keywords

• Alpine resort hotels
• Mountain hospitality services
• Ski resort accommodations
• Luxury alpine spa resorts
• Apartment hotel stays

Headquarters

HQ city

Kematen in Tirol

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Accommodation Bookings: Primary revenue from hotel room, suite, apartment, chalet, and penthouse bookings across 26 properties in Austrian Alpine regions
2. Gift Vouchers: Sale of gift vouchers through the VAYA Gutscheinshop
3. Vacation Packages: Curated vacation packages including Stay More Pay Less, Early Bird offers, Family bonuses, and seasonal promotions
4. Food & Beverage: On-site dining through VAYA Bar & Grill restaurants and other F&B services at resort properties

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

VAYA Group operates and markets 26 hotels, serviced apartments, and luxury resorts across 18 Austrian Alpine destinations under four sub-brands (VAYA Resorts, VAYA Apartments, VAYA Unique, by VAYA). The company sells accommodation stays, on-site food and beverage (VAYA Bar & Grill), wellness/spa access, and curated vacation packages, with bookings handled primarily through its own multilingual booking platform and supported by third-party travel channels.

Product overview

VAYA Group operates a portfolio of 26 hotels and apartments across 18 Alpine destinations in Austria, organized into four main product lines: VAYA Resorts (full-service hotels with wellness and dining), VAYA Apartments (self-catering apartments with optional services), VAYA Unique (luxury properties including The Crystal in Obergurgl), and by VAYA (3-4 star properties). The portfolio spans Tirol, Salzburg, and Vorarlberg regions, offering accommodations ranging from standard rooms to chalets and penthouses (136-235 sqm with up to 6 bedrooms). The company also provides themed collections (ski, family, pool, biking, etc.), seasonal packages (Early Bird, Family Bonus), gift vouchers, and an interactive map booking tool.

Differentiator

Problem solved

Functional benefit

Brands

• VAYA Resorts: Full-service hotels with wellness areas, typical VAYA design, high-quality furnishing using wood, glass and leather.
• VAYA Apartments
• VAYA Unique
• by VAYA

Products and services

• VAYA Resorts Full-service hotels offering rooms, suites, penthouses, and chalets with the signature VAYA design featuring wood, glass, and leather materials. Properties include wellness areas and the lifestyle restaurant VAYA Bar & Grill, targeting travelers seeking premium Alpine hospitality with on-site dining and spa amenities.
• VAYA Apartments Self-catering apartments in various sizes with integrated kitchen and dining area, complemented by optional services such as bread and pastry delivery. Targeted at guests seeking independent alpine stays with flexible self-service options.
• VAYA Unique Luxury Alpine properties featuring exceptional service, highest quality, and unique design. Properties have exceptional locations and include premium culinary experiences and high-end wellness facilities, with examples such as The Crystal VAYA Unique in Obergurgl offering direct mountain access.
• by VAYA Apartment buildings, hotels, and all-inclusive resorts in the 3- and 4-star range located in popular holiday regions and Austrian winter sports resorts, offering the typical VAYA design at a more accessible price point.
• VAYA Chalets & Penthouses Premium chalet and penthouse accommodations ranging from 136 sqm to 235 sqm with up to 6 bedrooms. Light-filled spaces feature Alpine design elements that bring the mountains into the living room, targeting families and groups seeking premium multi-bedroom stays.
• VAYA Voucher Shop Online shop for purchasing gift vouchers redeemable against VAYA accommodations, enabling gifting occasions and advance purchases.

Quantifiable outcome

• TV advertising reach across German TV stations during peak summer booking season

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

Three partnerships are on record, tiered minor.

• WESEO InternetagenturminorImplementation/ SI/ Consulting PartnerWeb agency responsible for concept, web design, and technical implementation of the VAYA website and digital platforms
• G.A. Service GmbHminorImplementation/ SI/ Consulting PartnerCollaboration partner for operational support services
• Tourism Boards and Regional Tourism AssociationsminorStrategic or Co-development PartnerPartnership with numerous regional tourism boards including Ötztal Tourismus, Tourismusverband St. Anton am Arlberg, Serfaus-Fiss-Ladis, Zell am See-Kaprun, Achensee, Saalbach, Seefeld, Nauders, Paznaun-Ischgl, Zillertal Arena-Gerlos, Zillertal, Tirol Werbung, Austria Werbung, and others for destination marketing and content collaboration

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Falkensteiner Hotels & Residences: Family-run Austrian/Adriatic hotel group with a portfolio of premium and lifestyle resorts, including Alpine properties. Most directly comparable to VAYA in its mix of full-service hotels and serviced apartments, DACH core market, and lifestyle-led branding.
• Travel Charme Hotels & Resorts: German-based operator of upscale resorts in German-speaking Alpine and Baltic destinations, with comparable premium wellness, family, and ski-adjacent positioning. Closely mirrors VAYA's premium full-service Alpine resort model.
• Hotel & Travel properties by Event Hotels: Austrian Alpine hotel group operating multiple properties across Tyrol and Salzburg, including premium wellness and ski-season resorts. Direct comparison to VAYA on geography, customer segments, and tiered room offerings.
• Leading Hotels of the Alps: Marketing alliance of independent luxury Alpine hotels across Austria, Germany, Switzerland, and Italy. Comparable on the guest demographic, premium pricing, and Alpine destination set, though structured as a soft brand rather than an integrated operator.
• Alpenresort (OTS Group / Obertauern hotels): Operator of multiple Austrian Alpine resort hotels with wellness-led positioning and seasonal ski demand. Comparable in product mix, Austrian-only footprint, and premium full-service resort model.

Broad incumbents

• Marriott International: Global lodging giant with extensive Alpine presence through luxury and premium collections (e.g. Luxury Collection, Autograph). Competes for the same international leisure and ski traveler VAYA targets, but at vastly greater scale and through a global loyalty program.
• TUI Blue / TUI Hotels & Resorts: Major European tour operator's hotel brand with Alpine and Mediterranean resorts; comparable on package-style vacation sales, family/wellness positioning, and seasonal leisure demand.
• Best Western Hotels & Resorts: Global membership-based hotel network with significant Alpine footprint, including 3-4 star and serviced-apartment-style properties. Most directly comparable to VAYA's 'by VAYA' and VAYA Apartments tiers in price point and product format.
• Accor: World's largest European-headquartered hotel group with brands spanning luxury to economy, including Alpine-relevant offerings under MGallery, Sofitel, and ibis. Overlaps with VAYA on demand-side competition and global distribution reach.
• Lindner Hotels & Resorts: German family-run chain with Alpine and European resort properties focused on sport, wellness, and conferences. Comparable German-speaking upscale-resort customer base and multi-property brand structure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/vayaresorts
• Instagraminstagram.com/vayaresorts
• LinkedInlinkedin.com/company/vayagroup

Revenue estimate

Valuation estimate

Number of profiles

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 VAYA Group