Alpenhof Murnau

What Alpenhof Murnau does

Alpenhof Murnau Hotelgesellschaft mbH is a privately held, single-asset 5-star luxury hotel located at Ramsachstraße 8 in Murnau am Staffelsee, Upper Bavaria, Germany. The property comprises 106 wellness rooms and suites ('Wohlführräume') and a 2,000 m² wellness complex anchored by the Almsaunadorf — a Bavarian-style alpine sauna village opened in 2023. It also operates a restaurant (Murnauer Reiter), the Roots Bar, meeting and event facilities (Tagungsräume), a 120 m² holiday apartment (Ferienwohnung), and a structured Erlebnisprogramm (yoga, Moos-Spaziergang, E-Bike tours, Aqua-Fitness, guest cocktail events). The hotel is positioned as a Naturhotel with direct adjacency to the Murnauer Moos — the largest coherent preserved moorland in Central Europe — and is bundled with a regional Gästekarte providing access to Blaues Land attractions, museums, cable cars, and the Freilichtmuseum Glentleiten.

Revenue is generated across five streams: accommodation (rooms and suites on seasonal and packaged rates), wellness and spa services (Almsaunadorf, sauna, pool, fitness, treatments, Day Spa), gastronomy (restaurant, Roots Bar, breakfast buffet with organic products, wine pairings), events and celebrations (weddings, conferences, meetings), and bundled packages (Sommer, Herbst, Winter, Midweek, Weekend, Longstay, Honeymoon, Flexpreis, Early Bird). Pricing is seasonal and length-of-stay tiered, with both refundable (Flexpreis, 5% discount, free cancellation up to 7 days) and non-refundable (Early Bird, full prepayment) rate fences.

The go-to-motion is direct-to-consumer: bookings are processed via the hotel's own website (alpenhof-murnau.com) using the Onepagebooking reservation engine, with the Staymate-powered digital concierge app (staymate.de) handling in-stay digital services. Distribution is exclusively first-party — no OTA, channel-partner, or third-party reseller presence is indicated. Marketing is executed through the owned website (German and English), organic Instagram (@alpenhofmurnau), email newsletters, and SEO. No venture capital, private equity backers, or institutional investors are disclosed; ownership appears independent and privately held. Technology is third-party SaaS across reservation, digital concierge, and privacy compliance, with no proprietary platform, API, or AI/ML capabilities evidenced.

Name

Alpenhof Murnau

Legal name

Alpenhof Murnau Hotelgesellschaft mbH

Website

https://alpenhof-murnau.com

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

51–100 employees

Short description

Alpenhof Murnau is a privately held 5-star luxury hotel in Upper Bavaria with 106 rooms, a 2,000 m² wellness area, restaurants, and event facilities, serving affluent wellness, nature, romance, family, and corporate guests via direct booking.

Ownership category

akta.pro rank

Product category

Luxury Hospitality

NAICS

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

SIC

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

akta.pro primary industry

Luxury Wellness & Spa Resorts (THAGACAG)

akta.pro secondary industries

Destination Spa Resorts (THAGAMAA), Corporate Conference Center Hotels (THAGALAF), Resort Convention Hotels (THAGALAC)

Keywords

• Luxury hotel services
• Wellness spa retreats
• Alpine hospitality Bavaria
• Nature hotel getaway
• Gourmet dining events

Headquarters

HQ city

Murnau Am Staffelsee

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Accommodation: Room and suite rentals across 106 light-filled 'Wohlfühlräume' (wellness rooms). Revenue generated through nightly rates with seasonal pricing, various package inclusions, and length-of-stay discounts.
2. Wellness & Spa Services: 2,000m² wellness area including Almsaunadorf (opened 2023), sauna facilities, pool, fitness, treatments, and Day Spa access. Additional revenue from massage and treatment services.
3. Gastronomy: Restaurant dining (Murnauer Reiter), Roots Bar with cocktails and signature drinks, breakfast buffet with organic and vital products. Food and beverage revenue including wine pairings.
4. Events & Celebrations: Wedding venues, event spaces, meetings, conferences, and celebration packages. Tagungsräume (meeting rooms) and celebration facilities.
5. Packages & Add-ons: Various vacation packages including seasonal specials (Sommer, Herbst, Winter, Fruehling), honeymoon, anniversary, birthday celebrations, and extended stay options. Honeymoon package includes 5 nights, champagne, 5-course candlelight dinner with wine pairing.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Alpenhof Murnau is a 5-star luxury hotel in Murnau am Staffelsee, Bavaria, offering 106 wellness rooms and suites, a 2,000 m² spa and wellness area with the Almsaunadorf (alpine sauna village), regional gastronomy across the main restaurant, Roots Bar, and Staffelseewirte concept, and dedicated event and wedding venues. The hotel sells overnight stays, day spa access, massage and treatment services, F&B offerings, and meeting/event packages, complemented by a 120 m² self-catering holiday apartment and a digital concierge app for in-stay services.

Product overview

Alpenhof Murnau is a 5-star luxury hotel in Bavaria, Germany, offering a unified hospitality experience centered on wellness, nature immersion, and regional Bavarian culture. The core portfolio includes 106 Wohlfühlräume (wellness rooms and suites), a 2,000 m² Wellness & Spa area with the Almsaunadorf (2023), Gastronomie (restaurant, Roots Bar), and Feiern & Tagen (event/meeting facilities). Supporting offerings include Vacation Packages (Urlaubspakete), the Digital Concierge App (powered by Staymate), an Experience Program (Erlebnisprogramm), and a Holiday Apartment. The hotel positions itself as a 'Naturhotel' (nature hotel) with focus on sustainability and nature-based experiences in the Murnauer Moos region.

Differentiator

Problem solved

Functional benefit

Products and services

• Wohlfühlräume (Wellness Rooms and Suites) 106 light-filled wellness rooms and suites with modern design, natural materials, and generous space for relaxation; sold as overnight accommodation for leisure, romantic, family, and event guests.
• Wellness & Spa (including Almsaunadorf) A 2,000 m² wellness area comprising sauna facilities, pool, fitness area, treatments, and Day Spa access; includes the 2023-opened Almsaunadorf with traditional Bavarian sauna huts and an outdoor massage pavilion, sold to overnight guests and external Day Spa visitors.
• Gastronomie (Restaurant, Roots Bar, Staffelseewirte) Hotel dining outlets including the main restaurant (Murnauer Reiter), the Roots Bar serving signature cocktails, and the Staffelseewirte regional cuisine concept, plus an organic breakfast buffet; generates food and beverage revenue from overnight guests and external visitors.
• Feiern & Tagen (Events and Meetings) Event and conference facilities including Tagungsräume (meeting rooms) and celebration spaces for weddings, family celebrations, corporate meetings, and conferences, with package-based event services for organizational buyers.
• Urlaubspakete (Vacation Packages) Seasonal and themed vacation packages including Sommer Special (-10%), Herbst Special (5=4), Winter Special (4=3), Midweek Special, Weekend Special, Longstay Special (-14%), Flexpreis, Honeymoon, and Early Bird rates, combining discounted or bundled room stays with included breakfast, F&B, and Alpenhof inclusive services.
• Digitaler Concierge (Staymate-powered Guest App) A mobile digital concierge app powered by Staymate, providing A-Z hotel information, restaurant and bar menus, cycling and hiking tour details, and experience program bookings for guests before and during their stay.
• Erlebnisprogramm (Experience Program) Complimentary recurring guest activities including Early Bird Yoga, Meditation, Moos-Spaziergang (bog walk), E-Bike Tours, Aqua-Fitness, and Gäste Cocktail events; bundled into the Alpenhof inclusive services for staying guests.
• Ferienwohnung (Holiday Apartment) A 120 m² self-catering holiday apartment with private entrance, kitchen, living area, multiple bedrooms, and terrace, marketed to families and pet owners who want apartment independence with hotel luxury access.

Quantifiable outcome

• Ranked #4 in Luxury Hideaways category among 101 Best Hotels in Germany

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

Two partnerships are on record, tiered core.

• OnepagebookingcoreTechnology or IntegrationBooking platform integration powering online reservations for the hotel. Handles room availability, pricing, and booking transactions through a white-label booking engine. Website links directly to Onepagebooking for reservations.
• staymate.decoreTechnology or IntegrationDigital concierge and guest services app platform. Provides mobile app for guest information access, restaurant menus, cycling and hiking tour details, and activity program booking.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hotel Bayerischer Hof: Iconic 5-star luxury hotel in Munich with comparable German elite-tier positioning. Direct overlap in affluent domestic guests, events, and F&B; comparable scale and brand status, though urban versus Alpenhof's nature location.
• Sonnenalp Resort: Family-owned 5-star wellness resort in Ofterschwang, Allgäu (Bavaria). Directly comparable luxury alpine wellness positioning, spa scale, multi-revenue-stream structure, and DACH leisure clientele.
• Schloss Elmau: Luxury wellness retreat and cultural hideaway in the Bavarian Alps. Comparable on 5-star luxury, deep wellness/spa focus, and nature-immersed setting; similar customer overlap in the German DACH luxury market.
• Stanglwirt: Bio-destination luxury wellness and sport hotel in Going am Wilden Kaiser, Tyrol. Comparable on 5-star classification, large spa/wellness area, sustainability positioning, and affluent German/Austrian leisure guest base.
• Wellness Residenz Gmachl: Luxury wellness hotel in Elixhausen near Salzburg with comparable scale, family ownership, and spa-driven DACH luxury positioning. Cross-border competitor for German wellness travelers.

Broad incumbents

• Hotel Adlon Kempinski Berlin: Flagship 5-star luxury hotel in Berlin under the Kempinski group. Comparable German elite-tier positioning and corporate/event revenue mix; broader brand, international distribution, and urban-versus-nature positioning differ.
• Mandarin Oriental Munich: International luxury group property in Munich. Overlaps on 5-star luxury standards, international high-net-worth clientele, and F&B/events revenue mix; broader network and corporate backing differ.
• Rosewood Schloss Fuschl: Luxury castle-resort near Salzburg under an international luxury group. Comparable lake-region nature setting, luxury wellness offerings, and DACH leisure segment; broader corporate distribution and global brand differ.
• Hotel Sacher Salzburg: Historic 5-star luxury hotel in Salzburg, part of the Sacher hotel group. Comparable tier and DACH luxury guest overlap, though broader portfolio play and urban-versus-nature positioning differ.

Emerging players

• Der Öschberghof: 5-star resort in the Black Forest with comparable wellness, golf, and events focus. Niche German resort competitor in the broader southern German luxury wellness segment, though less of an alpine-moors brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/alpenhofmurnau
• Xx.com/AlpenhofMurnau
• Facebookfacebook.com/AlpenhofMurnau
• LinkedInlinkedin.com/company/alpenhof-murnau

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 Alpenhof Murnau