At PURE Resorts guests enjoy the perfect blend of a luxury stay with easy access to the Austrian Alps all year round
With picture-perfect Alpine architecture and pristine slopes, the skiing resorts of Austria offer exceptional luxury holidays for skiers of all standards. Increasingly, the myriad pleasures of the Austrian Alps are being appreciated during the summer months, too, by those who want an alternative to a beach holiday. PURE Resorts has five locations in the Austrian Alps, at Ehrwald, Schruns, Warth-Arlberg, Westendorf and Lermoos. Each of the properties offers high-end accommodation and spas, while three also offer restaurants, alongside spectacular views and a wealth of activities.
With a selection of self-catering or hotel accommodation, guests can choose what works best for them. “Guests can stay in a luxury hotel or choose to book an apartment with multiple bedrooms and a living room, where they can stay as a family,” says Egon Kramer, Commercial Director. “They are free to cook for themselves or visit the restaurant in the resort. Our guests sometimes have a cook in their apartment or penthouse who will look after the family. That means that instead of staying in a hotel where it is difficult to socialise, they can still have a relaxing time after skiing, instead of going to an après-ski location.”
For those would rather enjoy après-ski with fellow skiers, Austria is the perfect location, as the country’s ski resorts are well-known pioneers in the art. Egon identifies this as one of the notable aspects of Austrian ski culture, along with the range of skiing. Another is the high standard of the facilities. “Our visitors from Germany have very high expectations, which we are able to deliver,” says Egon. “This is something you find in Austria – from the ski lifts to the restaurants and all the amenities inside and outside the resorts. Our resort at Warth-Arlberg is one of the most famous skiing areas in Austria, with a great mix of slopes for beginners or experienced skiers and snowboarders. We have resorts in smaller and quieter areas, where guest can easily access the highest mountain in Germany, the Zugspitze. We have options for everybody.”
Not only do all the PURE Resorts include outstanding spas and three include restaurants, PURE Resort Westendorf features two heated outdoor swimming pools. The provision of such facilities illustrates the increasing popularity of Alpine holidays in the summer, with the warmer months now almost as popular as the ski season. “People find there is a lot more for the family to do than lying on the beach,” says Egon. “They get to enjoy the Austrian lifestyle. The food is fantastic, and the view and experience are phenomenal.”
Egon also notes that the use of electric bicycles has changed the dynamic of the summer resorts. “There is an increase in mobility because of e-bikes. These are used by people who would never think of cycling up a mountain on a normal bike. Now, the whole family can cycle up the mountain and spend the day swimming in the small mountain lakes at 2,000 metres.”
Guests of PURE Resorts may also get to rub shoulders with famous local residents. “At Westendorf we have our 18-hole golf course, which is very famous,” says Egon. “It is the local club for some of the celebrities who live in the area, which means we are used to taking care of high-end guests at our facilities all year round.”
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