Marco Zanolari of The Living Circle on Building a New Blueprint for Swiss Hospitality
- Andrew C.
- 2 hours ago
- 10 min read
Swiss hospitality has long occupied a distinctive position within global travel.
For generations, the country established many of the standards that continue to define luxury hospitality today: exceptional service, operational excellence, grand hotels, and an enduring commitment to quality. From alpine resorts and lakeside palaces to family-owned institutions, Switzerland’s hospitality legacy remains among the most influential in the world.
Today, a new chapter is unfolding.
Across the country, a growing number of hospitality leaders are expanding the definition of luxury beyond traditional measures of comfort and service. Agriculture, craftsmanship, provenance, sustainability, and a closer relationship to local culture and environment are becoming increasingly central to how travelers experience Switzerland.
Few organizations have embraced that shift more comprehensively than The Living Circle.
Over the past decade, the Swiss group has assembled one of the country’s most distinctive hospitality portfolios, connecting landmark properties across cities, lakes, mountains and rural estates through a shared vision. In doing so, it has helped shape a broader conversation about where Swiss hospitality may be heading next.
At the center of that evolution is Marco Zanolari.
Having built an international career across Europe, North America, Asia, and the Middle East, Zanolari returned to Switzerland with a global perspective and a deep appreciation for the country’s unique strengths. As Chief Executive Officer of The Living Circle, he now oversees a growing collection of properties while guiding a vision that continues to influence the wider hospitality landscape.
Over the course of our conversation, we spoke about leadership, culture, agriculture, luxury, and the changing expectations of modern travelers. We discussed why experiences increasingly carry greater value than possessions, how younger generations are reshaping Swiss hospitality, and why a stronger connection to land, community, and local character may become one of luxury’s defining qualities in the years ahead.
Taken together, these ideas offer a fascinating perspective on the future of hospitality and on the role Switzerland may continue to play in shaping it.
A New Blueprint For Swiss Hospitality
When discussing The Living Circle, Marco Zanolari rarely speaks about growth in terms of scale. He speaks about relevance. The distinction is important.
For decades, many hospitality groups expanded by adding properties that shared common standards, operating models, and brand philosophies. Consistency became a measure of success. Guests could travel from one destination to another with a clear understanding of what to expect.
The Living Circle has pursued a different path.
Its collection stretches across multiple regions of Switzerland, from lakeside retreats and historic estates to vineyards, farms, restaurants, and agricultural operations. Each property possesses its own individuality, landscape, and cultural context. What unites them is not a uniform aesthetic or standardized guest experience, but a shared philosophy centered on cultural distinctiveness, provenance, and stewardship.
Across the portfolio, from the urban heritage of Widder Hotel and Storchen Zürich to the lakeside setting of Alex Lake Zürich, the agricultural landscape surrounding Castello del Sole in Ascona, the secluded private estate of Château de Raymontpierre in the Jura, and Bergwelt Grindelwald, which will newly join the portfolio as of October 2026, each property expresses that philosophy through its own regional identity while remaining connected to a common vision.
For Zanolari, the future of hospitality lies in bringing guests closer to the origins of what they consume and experience.
“We would like to know where our food is grown.
We would like to know where it comes from.”
This is a simple statement, yet one that touches upon a broader shift taking place across luxury travel.
Travelers today arrive with different expectations than they did a decade ago. Many seek greater insight into the places they visit. They are curious about local culture, food production, craftsmanship, agriculture, and the people who shape a region long before guests arrive.
The Living Circle was built around that curiosity. Hospitality and agriculture exist within the same ecosystem. At the heart of this vision is a 140-hectare estate in Ascona encompassing Castello del Sole, Terreni alla Maggia, and Cantina alla Maggia. Spanning farmland, vineyards, a private nature reserve, and expansive green meadows, the estate supplies produce and wines served throughout the group's restaurants, creating a direct connection between the land and the guest experience. Meanwhile, also Schlattgut in Herrliberg and Château de Raymontpierre in the Jura contribute to the group's kitchens and hospitality offerings. Producers, winemakers, chefs, and hospitality teams operate as part of an interconnected network rather than as separate disciplines.
This approach creates a level of transparency and authenticity that is difficult to replicate. Guests encounter Switzerland through its landscapes, its produce, its traditions, and the people responsible for preserving them. The impact extends beyond individual properties.
As Switzerland continues to evolve as a luxury destination, organizations such as The Living Circle are helping broaden the conversation around what Swiss hospitality represents. The country remains synonymous with excellence, precision, and service, yet a growing emphasis on sustainability, agriculture, local identity, and cultural authenticity is creating new possibilities for the industry.
Zanolari sees this evolution as both natural and necessary.
Many of the country’s most talented hospitality professionals have spent years working internationally before returning home. They bring global experience, fresh perspectives, and a renewed appreciation for Switzerland’s unique strengths. In turn, they are helping shape a more contemporary expression of Swiss hospitality, one that remains grounded in quality while becoming increasingly connected to community, culture, and regional identity.
Viewed through that lens, The Living Circle represents more than a collection of hotels and estates. It offers a compelling vision for how hospitality can contribute more actively to the regions it inhabits while pointing toward the future of Swiss luxury.
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