After nearly three decades of hands-on leadership, Brigitte and Thomas Frei are passing on the majority ownership of Hotel Bernerhof Gstaad. Few hotels in the Saanenland are as closely associated with the people who have shaped them, and the Frei era leaves behind a house that has grown steadily in reputation, confidence and culinary standing.

Since taking over in 1996, the Freis have transformed the Bernerhof into one of Switzerland’s leading gourmet destinations, combining a strong sense of place with an openness to an international clientele. Their approach was personal rather than programmatic, rooted in continuity rather than spectacle, a philosophy that resonated far beyond the village centre.

Asked why now was the right moment to step back, Thomas Frei answered with his familiar wit: at 66, he says, even a hotelier eventually stumbles over his own biography.

Continuity, not disruption
The majority stake has been transferred to two Swiss investment groups: RMG – The Risk Management Group SA and Holdingstone AG. Both emphasise a long-term commitment and a cautious, respectful approach to the property.

Rather than radical change, the new owners speak of careful evolution, with a focus on strengthening Gstaad’s village centre year-round. A “warm-bed” strategy, aimed at maintaining vitality beyond peak seasons, lies at the heart of their thinking, alongside adapting the hotel’s offer to a changing guest profile.

Jean-Guillaume Pieyre, founder and CEO of RMG, underlines the personal dimension of the project. Having spent much of his childhood in the Bernese Oberland, he describes the Bernerhof not simply as an asset, but as a place with emotional and cultural weight. Together with Emmanuel Kilchenmann of Holdingstone, he stresses the importance of working closely with local authorities, businesses and residents, and of proceeding with humility.

A familiar face returns
Operational leadership remains firmly anchored in experience. François Grohens has been Managing Director of the Bernerhof since December. For Grohens, the role marks a return: he worked at the hotel from 2002 to 2011, then moved to Park Gstaad, where he served as director for six years.

Internationally trained and deeply familiar with the local hospitality landscape, Grohens now assumes responsibility for the 46-room hotel and its four award-winning restaurants, which together hold 42 Gault-Millau points. His appointment was a deliberate choice, personally supported by the Freis themselves – a final gesture of stewardship before stepping back.

Looking ahead, and letting go
Details of the new owners’ concrete plans will be communicated at a later stage, once concepts have taken clearer shape. For now, the emphasis is on continuity and dialogue.

As for Brigitte and Thomas Frei, there is no grand sequel waiting in the wings. “For the moment, we’ll live day by day, without a fixed destination,” Frei says, before adding, with a smile, that perhaps one day they might buy their favourite restaurant, the Pinte des Mossettes in Cerniat. But that, he insists, is still future "music".

For Bernerhof Gstaad, the transition hopefully marks not an ending, but a carefully considered generational shift, one that seeks to honour the past while quietly preparing for what comes next.

BASED ON AVS