What Grace Hotels does

Grace Hotels operates as a luxury hospitality softbrand, licensing the GRACE HOTELS name and logo to independent hotel owners globally. The group holds exclusive trademark rights to the brand in Switzerland, the European Union, the United Kingdom, the United States of America, Israel, Thailand, and other jurisdictions. The operating legal entity is Grace St. Moritz GmbH, Via Serlas 5, 7500 St. Moritz, Switzerland. The brand's only physically disclosed property is Grace La Margna St. Moritz, a 5-star superior boutique hotel operating 365 days per year with 74 rooms and suites split between a modern Grace Wing (27 rooms) and a historic Art Nouveau La Margna Wing (47 rooms). The property targets affluent travelers and serves secondary segments including families, wellness seekers, food and wine enthusiasts, active lifestyle travelers, and art and culture connoisseurs.

The flagship property operates an integrated luxury product stack under one roof: five F&B concepts (THE VIEW — Mediterranean, Beefbar St. Moritz — Monaco-licensed, Stüvetta Moritz — Swiss Alpine, N/5 THE BAR, Living Room — afternoon tea), a 700m² wellness facility with a 20-meter pool and treatment rooms, a 120m² MORITZVILLE Kids Club, and curated experiences including photography retreats and festival partnerships. The technology stack is conventional hospitality SaaS — SevenRooms for restaurant reservations, e-guma for voucher management, Google Analytics/Tag Manager/DoubleClick for digital marketing, and TrustYou/HolidayCheck/TripAdvisor for review aggregation — with no disclosed proprietary technology, AI/ML capability, or app. Distribution runs through direct channels (proprietary booking engine, concierge phone, email, walk-in traffic from the central St. Moritz location opposite the train station) supplemented by Small Luxury Hotels of the World, Fine Hotels + Resorts (American Express), Mr & Mrs Smith, and Capital One Travel. Auxiliary offices in Munich (brand identity, A Manual GmbH) and Ummendorf (web management, workmatrix GmbH) handle outsourced non-core functions.

Revenue is generated across five streams: accommodation (74 rooms, rate-on-application in CHF, includes breakfast, spa access, public transport, and summer cable cars); food and beverage across five outlets; spa and wellness (treatments, CHF 90 day access, memberships); gift vouchers sold via e-guma (valid 2 years); and sports/activities including ski rental through Skiservice Corvatsch, ski passes, and golf packages (CHF 255 Engadine golf package). Pricing tiers span flexible rates with 56-day cancellation and 10% non-refundable deposit, non-refundable discounted rates, and 1-to-30-day cancellation windows. Ancillary unit pricing includes CHF 40/night parking, CHF 55/day pets, and CHF 55/day ski passes. The CLUB5 loyalty program (5% kickback on direct bookings) was launched in 2025 alongside spa memberships, both signaling a deliberate shift toward recurring-revenue mechanics. The company is privately held with no disclosed funding rounds, parent company, or subsidiaries.

Name

Grace Hotels

Legal name

Grace St. Moritz GmbH

Website

https://gracehotels.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Grace Hotels is a luxury hospitality softbrand licensing the GRACE name to independent owners, with flagship Grace La Margna St. Moritz — a 74-room, 5-star superior boutique hotel in Switzerland serving affluent travelers through accommodation, five F&B outlets, a 700m² spa, and curated experiences.

Ownership category

akta.pro rank

Product category

Luxury Boutique Hotels

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 industry

Boutique Resorts (Small-Scale Resorts) (THAGADAJ)

Keywords

• Luxury hotel services
• Boutique accommodation
• Alpine resort hospitality
• Spa wellness retreats
• Fine dining venues

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Accommodation: The hotel generates primary revenue from room rentals across 74 rooms and suites in two wings (Grace Wing - modern/27 rooms, La Margna Wing - historic Art Nouveau/47 rooms). Room rates include breakfast, spa access, public transportation, and summer mountain cable cars.
2. Food & Beverage: Multiple F&B outlets including THE VIEW (Mediterranean), Beefbar St. Moritz (international meat concept), Stüvetta Moritz (Swiss Alpine cuisine), N/5 - THE BAR (cocktail bar), and Living Room (Afternoon Tea). Revenue from restaurant covers, bar sales, and private dining/events.
3. Spa & Wellness: The 700m² spa generates revenue through treatment bookings, day spa access (CHF 90), and spa memberships for locals. Treatments include Aesop botanical rituals, myBlend skincare, and medical aesthetic services by Dr. Ursula Kraneburg.
4. Gift Vouchers: The hotel sells gift vouchers for overnight stays, dining experiences, spa treatments, and special occasions through e-guma platform. Vouchers are valid for 2 years from purchase.
5. Sports & Activities: Revenue from ski rental and service (Skiservice Corvatsch), ski passes, golf packages, and activity bookings. The hotel also offers ski depot services.

Pricing tiers

Go-to-market motion2 records

Distribution channels10 records

Marketing channels10 records

Core offering

Grace Hotels operates a 5-star superior boutique hotel (Grace La Margna St. Moritz) with 74 rooms and suites across two wings, offering luxury accommodation, five distinct F&B outlets, a 700m\u00b2 spa, kids club, and curated experiences. The group also functions as a softbrand, licensing the Grace Hotels trademark to independent hotel owners under simple license agreements across multiple jurisdictions.

Product overview

GRACE HOTELS is a softbrand offering the Grace name and logo under license to independent hotel owners. The flagship property is GRACE LA MARGNA ST MORITZ, a 5-star superior boutique hotel in St. Moritz, Switzerland, operating 365 days a year. The hotel features 74 rooms and suites across two distinct wings: the modern GRACE WING (27 air-conditioned rooms with contemporary design) and the historic LA MARGNA WING (47 Art Nouveau rooms). The property's F&B portfolio includes five distinct venues: THE VIEW (Mediterranean fine dining with lake views), Beefbar St. Moritz (premium beef concept from Monaco), Stüvetta Moritz (traditional Swiss cuisine), N/5 – THE BAR (cocktail bar), and Living Room (afternoon tea). THE SPA spans 700m² with pool, saunas, steam bath, and fitness center, offering treatments with Aesop, myBlend, BYNACHT, EX NIHILO, and Thomas de Monaco products. Additional offerings include MORITZVILLE Kids Club, the CLUB5 loyalty program, and curated experiences like photography retreats. The property integrates with SevenRooms for restaurant reservations and various analytics/marketing platforms.

Differentiator

Problem solved

Functional benefit

Brands

• THE VIEW: Mediterranean-inspired restaurant with panoramic views of Lake St. Moritz
• Beefbar St. Moritz
• Stüvetta Moritz
• N/5 – THE BAR
• Living Room
• THE SPA
• CLUB5

Products and services

• Grace La Margna St. Moritz Flagship 5-star superior boutique hotel in St. Moritz, Switzerland, with 74 rooms and suites across the modern Grace Wing and the historic Art Nouveau La Margna Wing, operating year-round (365 days). Includes multiple restaurants, a 700m\u00b2 spa, kids club, and curated experiences for affluent leisure, family, wellness, and culinary travelers.
• THE VIEW Mediterranean-inspired restaurant at Grace La Margna St. Moritz with panoramic views of Lake St. Moritz. Serves breakfast, lunch, and dinner featuring dishes like Amalfi lemon risotto, Bottarga crudo, stone-oven pizza, and grilled octopus. Available to hotel guests and external diners.
• Beefbar St. Moritz International restaurant concept from Monaco operating at Grace La Margna, offering premium cuts of Wagyu, Kobe, and Black Angus beef, creative street-food classics, cocktails, and Swiss/European wines. Operates seasonally with an outdoor terrace overlooking the Engadin mountains.
• St\u00fcvetta Moritz Traditional Engadin restaurant at Grace La Margna serving Swiss and Alpine specialties including cheese fondue, r\u00f6sti with alpine herbs, and Zurich-style veal. Recognized by Cond\u00e9 Nast Traveler as one of the best restaurants in the world.
• N/5 \u2013 THE BAR Art Nouveau-style cocktail bar at Grace La Margna featuring signature cocktails, classic drinks, premium spirits, fine wines, and refined comfort food. Provides relaxed lunch, aperitifs, and evening entertainment for hotel guests and visitors.
• Living Room Lounge at Grace La Margna offering afternoon tea service with Mariage Fr\u00e8res tea selection, views over Lake St. Moritz, and seating by the open fireplace. Available to hotel guests and external visitors.
• THE SPA 700m\u00b2 wellness facility at Grace La Margna featuring a 20-meter heated pool, Finnish sauna, organic salt sauna, steam bath, fitness center with TechnoGym equipment, and treatment rooms. Treatments use Aesop and myBlend products, with additional medical aesthetic services by Dr. Ursula Kraneburg.
• Spa Memberships Year-round spa membership programs offering unlimited access to THE SPA facilities, exclusive services, and benefits for locals and frequent guests of Grace La Margna St. Moritz.
• Dr. Ursula Kraneburg Medical Spa Services Medical aesthetic consultations and treatments offered at THE SPA by specialist in plastic and aesthetic surgery Dr. med. Ursula Kraneburg, including Botox, fillers, dermato-surgery, and personalized health coaching.
• CLUB5 Loyalty Program Exclusive direct-booking loyalty program offering 5% kickback on in-house consumption, priority upgrades, early check-in, late check-out, exclusive offers, VIP events, and partner benefits to direct-booking guests of Grace Hotels.
• Gift Vouchers Digital and print gift vouchers for Grace La Margna St. Moritz, redeemable against hotel stays, overnight packages (summer/winter), breakfast, afternoon tea, and sharing menu experiences. Vouchers are valid for 2 years from purchase via the e-guma platform.
• MORITZVILLE Kids Club 120m\u00b2 supervised children's club at Grace La Margna for guests aged 3 and above, open Wednesday to Sunday 9:30am to 6pm. Features play areas, supervised activities, and a children's menu; designed by my little room.
• Indian Summer Photography Retreat Curated four-day photography retreat hosted by Swiss fine art photographer J\u00fcrg Kaufmann, including daily Engadin excursions, fine dining, and alpine wellness (scheduled October 15\u201318, 2026).
• Grace Hotels Softbrand Licensing Softbrand offering for independent luxury hotel owners worldwide, granting the right to use the Grace Hotels name and logo under simple license agreements to gain brand recognition and guest loyalty while retaining operational independence.
• Ski Unlimited Package Winter package combining accommodation at Grace La Margna with daily ski passes at CHF 55 per day.
• Golf Unlimited Package Summer package offering green fees at CHF 255 per person on Engadine golf courses at Samedan and Zuoz-Madulain, valid from a 2-night stay between May 9 and October 18.

Quantifiable outcome

• Michelin 1 Key recognition (prestigious hotel distinction)
• +2 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Partnerships

23 partnerships are on record, tiered core, flagship and minor.

• Skiservice CorvatschcoreOthersSports shop operating within the hotel premises offering ski rental, equipment service, and outdoor gear. Provides ski depot facilities for guests and manages sports equipment retail operations.
• Small Luxury Hotels of the WorldflagshipChannel Partner/ Reseller/ DistributorGlobal collection of independently owned luxury hotels providing distribution, brand association, and referral bookings. Grace La Margna St. Moritz is featured as a member property.
• Fine Hotels + Resorts (American Express)coreChannel Partner/ Reseller/ DistributorAmerican Express premium card member program offering exclusive benefits including room upgrades, breakfast, and other perks when booking through Amex Travel.
• Mr & Mrs SmithminorChannel Partner/ Reseller/ DistributorCurated platform for luxury boutique hotels providing booking distribution to their member base of discerning travelers.
• Capital One Travel Premier CollectionminorChannel Partner/ Reseller/ DistributorCapital One premium travel booking program featuring luxury hotel properties for cardholder bookings.
• AesopcoreTechnology or IntegrationPremium botanical skincare brand providing amenities and retail products for the spa. Aesop's natural cosmetics featuring herbal formulations are used in treatments and available for purchase at the spa.
• myBlendcoreTechnology or IntegrationHigh-tech skincare brand combining nutritional supplements, cosmetic skincare, and beauty tools. Provides advanced spa treatments and personalized skincare protocols.
• Dr. med. Ursula KraneburgcoreStrategic or Co-development PartnerPlastic and aesthetic surgeon offering medical aesthetic services at the spa including Botox, fillers, dermato-surgery, and personalized health coaching. Former Stanford University and National University of Singapore experience.
• Pietro TerzinicoreStrategic or Co-development PartnerItalian artist whose handwritten art and creative statements transform the hotel's façade and interior spaces. Collaboration brings contemporary light and fashion-inspired art to the property.
• Jürg KaufmanncoreStrategic or Co-development PartnerSwiss fine art photographer whose Engadin alpine series 'Hidden Paradise' is permanently exhibited throughout the Grace Wing. Also hosts photography retreats at the hotel.
• Federico SetteminorStrategic or Co-development PartnerFine art photographer from Engadin whose nature photography is displayed in the La Margna Wing rooms.
• Tony KellyminorStrategic or Co-development PartnerBold, vibrant photographer known for cinematic, theatrical style. Works displayed at the hotel.
• Christopher Mark GarsideminorStrategic or Co-development PartnerPhotographer from Zurich and Andermatt whose wellness-themed photography is featured in the spa area.
• Susan TaussminorStrategic or Co-development PartnerArtist whose intense color contrast triptych artwork is displayed at the concierge desk.
• Johann FeuersteinminorStrategic or Co-development PartnerHistorical photographer (1871-1945) whose works documenting Engadin culture are displayed at the hotel.
• Seraina FeuersteinminorStrategic or Co-development PartnerContemporary artist from Scuol whose 'Forest' series abstract landscapes are displayed at the hotel.
• Festival da JazzminorGTM or Marketing PartnerAnnual jazz festival in July transforming St. Moritz into a stage for jazz concerts. Partnership for guest experiences during the festival period.
• St. Moritz Gourmet FestivalminorGTM or Marketing PartnerCulinary excellence festival hosting world-class chefs. Grace St. Moritz participates as venue for guest chef events.
• British Classic Car MeetingminorGTM or Marketing PartnerAnnual classic British car event in July featuring over 100 vehicles. Partnership attracting luxury automotive enthusiasts.
• St. Moritz Summer PolominorGTM or Marketing PartnerThree-day polo tournament in July attracting international teams and polo enthusiasts to St. Moritz.
• St. Moritz Ski SchoolminorChannel Partner/ Reseller/ DistributorLegendary ski school since 1929 offering lessons that can be booked through the hotel concierge.
• Beefbar (Monaco)coreOEM/ Whitelabel/ Licensing PartnerInternational beef restaurant concept originating from Monaco. Grace La Margna operates the Beefbar St. Moritz, featuring premium cuts of Wagyu, Kobe, and Black Angus with creative street-food classics.
• Engadin Airport SamedanminorGTM or Marketing PartnerPrivate aviation airport 10 minutes from hotel. Hotel offers shuttle services and arranges private transfers for guests arriving by private jet.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Cheval Blanc Courchevel: LVMH-owned luxury palace hotel in Courchevel with comparable F&B concept diversification (multiple restaurants) and ultra-premium positioning. Direct competitor in the alpine luxury ski segment.
• Suvretta House: 5-star deluxe resort hotel in St. Moritz with extensive spa, dining, and ski-in/ski-out positioning. Competes head-to-head with Grace for affluent winter and summer guests in the same destination.
• Bürgenstock Resort Lake Lucerne: Swiss luxury resort with multiple hotels, restaurants, and a major spa complex. Comparable to Grace in 5-star superior classification, multi-F&B diversification, and lake/alpine scenery positioning.
• Badrutt's Palace Hotel: Iconic 5-star luxury hotel in St. Moritz with longer heritage, larger room count, and broader amenities. Directly competes for the same affluent traveler segment at the same destination.
• Kulm Hotel St. Moritz: Historic 5-star luxury hotel in St. Moritz with comparable full-service amenities and F&B. Direct competitor targeting the same HNW leisure and events guests as Grace La Margna.
• Hotel Eden Roc Ascona: 5-star superior boutique hotel in Ascona, Switzerland, with comparable room scale, lake views, spa amenities, and multiple dining concepts. Closest Swiss boutique luxury peer to Grace outside St. Moritz.
• Aman Le Mélézin: Boutique luxury alpine hotel in Courchevel with comparable room count and ultra-premium positioning. Competes with Grace for international HNW alpine travelers during winter ski season.
• Carlton Hotel St. Moritz: 5-star superior boutique hotel in St. Moritz with similar room scale and luxury positioning. Directly comparable in tier and destination, competing for the same pool of international luxury travelers.
• The Omnia Hotel: 5-star luxury boutique hotel in Zermatt with comparable room scale, modern design, and curated art program. Closest analog to Grace's boutique-art positioning outside St. Moritz.

Others

• Small Luxury Hotels of the World (SLH): Distribution and brand network of which Grace is a member. Not a direct competitor but a key ecosystem enabler, comparable as a softbrand/collection model that competes for the same independent luxury hotel owners and guests.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks3 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/gracestmoritz
• LinkedInlinkedin.com/company/grace-group-of-hotels-limited
• Instagraminstagram.com/gracestmoritz

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Grace Hotels