What is true luxury?
What if the ordinary is, in fact, the extraordinary? Kitzbühel is more than just luxury and prestige. It is an attitude, a way of life – characterised by genuine encounters, authentic moments and a special sense of light-heartedness. Kitzbühel is something you have to see and experience for yourself.
Luxury is spending time together
Two people. One place. Silence.
Sometimes that’s all it takes for a moment to become a memory.
Luxury is living in the moment
A night that should never end.
And a morning that makes it unforgettable.
Luxury is a morning like this
No ‘Kaiser’s Breakfast’, but breakfast with the Wilder Kaiser instead.
Sometimes it’s the simple things that make a moment extraordinary.
Luxury is feeling a sense of lightness
Snow under your feet and suddenly you’re a child again.
The best moments are often the ones nobody planned.
What is luxury?
#WeAreAllKitzbühel
This is not a question that has only recently come to our attention here in Kitzbühel. Back in 2021, we discussed it at length with more than 70 participants as part of the #wirsindKitzbühel brand-building process. One thing was clear back then: luxury must not be confused with ostentation. Nevertheless, we still approached the topic cautiously, preferring to speak of ‘premium’ or ‘value creation’.
Today, we are more daring. After all, a destination that is perceived worldwide as a luxury destination should play an active role in shaping this discussion. With our new promotional film, we ask: What is contemporary luxury?
The answer, drawn from numerous surveys, lies not solely in the extraordinary or in material possessions. True luxury is found in the simple and the everyday: in time, freedom, nature, genuine encounters and the feeling of being in the right place. This is precisely what our guests find so precious – and it is in this that we, the people who live here, also recognise the special quality of our living environment. Luxury means being able to focus on what really matters. Kitzbühel can be a place for that.
From luxury to ‘New Premium’
Luxury is changing. What used to be defined primarily by status, exclusivity and material possessions is now increasingly reflected in what cannot be taken for granted: time spent together. Freedom. Lightness. Nature. And experiences that last.
For Kitzbühel, this does not mean a break with the past, but rather a contemporary evolution. Quality remains our standard – yet ‘premium’ is taking on a new meaning.
New Premium
New Premium combines the very highest quality with a modern attitude to life. The focus is on quality time, joie de vivre and special experiences – authentic, high-quality and consciously enjoyed.
Acting with consideration is increasingly becoming second nature. At the same time, collaboration with New Premium Brands is generating new impetus and connections that help to develop Kitzbühel’s established identity in a contemporary way.
In this way, luxury becomes a way of life – and ‘Premium’ becomes ‘New Premium’.