Daniel F. Lauber on Culture, Community and Cervo Zermatt

Daniel F. Lauber is the founder and hotelier of Cervo Mountain Resort Zermatt, a five-star boutique hotel located in the heart of the Swiss Alps. Born and raised in Zermatt, Lauber was inspired by his hometown’s unique atmosphere to return and open Cervo in 2009. As the son of a passionate hunter, he inherited the vision of blending Alpine charm with the style of classic hunting lodges, combining natural materials with elegant details to create a refined yet authentic retreat. After studying at SHL Schweizerische Hotelfachschule Luzern and gaining valuable hospitality experience, he brought this vision to life – blending international influences with local charm to create an unforgettable mountain retreat that draws guests from around the world. In this interview, Lauber shares insights into his journey, the philosophy behind Cervo and how he balances luxury with sustainability.

Safar: Daniel F. Lauber, what inspired you to pursue a career in hospitality?
Daniel F. Lauber: Being born and raised in Zermatt, I was always surrounded by tourists from around the world. The cultural exchange and the special energy of this small yet international mountain town fascinated me from a young age. I knew early on that I would one day return to Zermatt and run my own hotel. That unique atmosphere truly sparked my passion for hospitality.

How did traveling and experiencing different cultures inspire you to connect cultures at Cervo, blending East and West?
Traveling is crucial for humanity – it allows us to exchange knowledge, insights and philosophies. I believe we can truly grow and learn from each other this way. One of the best ways to promote peace is through travel because it helps us understand each other. It’s fantastic to welcome international guests but also to showcase what’s possible. For example, our Ātman Spa draws on Eastern treatments, cultures and philosophies, from massage techniques to breathwork. We also reflect this cultural blend in our food, like Bazaar’s Middle Eastern-inspired cuisine using local ingredients. Blending these influences while staying true to our roots is something we deeply value.

What guests come to Cervo?
We welcome many Swiss guests, along with a diverse, international and cosmopolitan crowd – people who love to travel, appreciate quality and service, and want to experience the Cervo lifestyle. We often say Cervo isn’t just a hotel but a way of living. Over the years, we’ve built a strong sense of community among guests and staff. In the end, it’s the people who create the energy and atmosphere that truly bring a place to life.

What does a perfect day at Cervo look like?
Start the morning at Ātman Mountain Spa with breathwork, yoga or an ice bath, followed by a delicious breakfast at Bazaar, offering a wonderful buffet and great à la carte options. Afterwards, set on a hike – our guest agent Johanna can suggest the perfect route tailored to your skill level and preferences. After exploring the mountains, return for a relaxing treatment or unwind in the spa’s onsen. In the evening, enjoy a sundowner on the terrace with a breathtaking view of the Matterhorn, then end the day with dinner at Madre Nostra – dining on the terrace overlooking Zermatt is truly special.

What were the biggest challenges you faced in transforming Cervo into what it is today?
Our growth has been organic since opening in 2009, as we pushed the boundaries of five-star hospitality with a casual yet sophisticated style, different from traditional Swiss or US hotels. We’ve continuously evolved, blending diverse influences while keeping each space unique – like our three distinct yet connected restaurants. The biggest step came in 2020, when we expanded with the spa, Bazaar restaurant and additional rooms, refining the concept further. Guests value the curated experience, designer collaborations and community spirit that truly set us apart.

You mentioned that Cervo is sophisticated yet casual. How would you define modern luxury?
To me, modern luxury is all about quiet luxury. It’s the combination of high quality products, excellent service and attention to detail – having everything you need when you need it, but delivered in a relaxed and unpretentious way. Guests want to feel comfortable and at ease while still enjoying all the expected amenities, but without stiffness or formality. There is still a place for classic, traditional hospitality, which can be beautiful, but there’s also room for a more casual, understated approach to luxury. That’s what I find truly special.

Would you say this is the future?
I think it’s both. There’s growing demand for quiet, casual luxury like we offer, but I also see a slight renaissance in classic, traditional luxury, which is beautiful too. Think of luxury train journeys around the world – they are very traditional, yet highly luxurious. Overall, most people today seem to prefer a more relaxed atmosphere rather than something stiff and formal.

What sets Cervo apart from other hotels in Zermatt?
It’s our holistic approach and the strong community spirit among guests and staff. Even in Switzerland, there aren’t many hotels with such a truly holistic philosophy.

As the founder, how do you feel the hotel reflects your own lifestyle and values?
The hotel grows with me, and I grow with the hotel – it goes both ways. It’s very much a part of my lifestyle: I value good quality, not necessarily traditional luxury, but true quality. I love beautiful fabrics and carefully chosen materials and well-sourced ingredients. We focus on fantastic quality but in a casual, relaxed way.

What small details make the biggest impact at this resort?
It’s the combination of holistic design, the overall experience we create, and most importantly, our team. Over the years, we’ve built a team who truly embodies the spirit of Cervo and lives the Cervo way of life. That combination of thoughtful design, immersive experiences and a passionate, dedicated team is what makes this place truly special.

How do you balance luxury and sustainability?
Sustainability has been a core value from the start – not just PR, but a responsibility. With our latest expansion, we installed a geothermal heating system that recycles heat from the water. We also prioritize sustainable sourcing and community engagement. It’s rewarding that both guests and staff now expect this commitment, and many candidates choose Cervo because of our environmental values.

What has been your best memory at Cervo?
There have been many, but one in particular stands out. We once hosted a Bern software startup called Isolutions. They were small at that time, and we grew alongside them – though their growth was faster, as tech tends to expand quicker than hospitality. Every January, they returned to Cervo to kick-off their season. Over the years, it became a ritual on their last evening to place an old leftover Christmas tree in front of the hotel, and I’d light it with petrol. Their team would gather, shouting “Mehr Benzin! Mehr Benzin!” (Eng. “More petrol! More petrol!”). Eventually, they outgrew us and moved on to a bigger hotel in the Alps. Knowing where, we sent that hotel an old Christmas tree and a bottle of petrol. That story captures the way we like to do things a little differently here.

What factors have contributed most to your success?
The biggest factor has been having a great team. Bringing together the right people and fostering a strong teamwork has been the key factor. Launching the hotel at a young age, on family-owned land, gave us a rare opportunity to build something meaningful from the ground up. With limited prior experience, we approached things differently from the beginning, which helped to create a unique identity. Building a community – uniting staff, guests and the concept – has been crucial. That’s where the energy comes from and what makes the experience truly thrive.

What legacy would you like to leave in the hospitality business?
For me, the greatest impact in hospitality isn’t just about sustainability, luxury or exceptional experiences – though those matter. It’s about creating spaces where people can work, live and connect. The true beauty of hospitality lies in bringing people together. We’re not made to be alone; we thrive through connection and shared time. Ultimately, hospitality is about fostering those meaningful interactions that bring us closer.

If you were not in hospitality, what would you be doing?
I’ve always loved photography and would probably pursue it more seriously if I could go back – maybe learn it better and do more with it. I’m also passionate about design, architecture and fashion. Fashion, fabrics and design share a lot with hospitality, whether materials or ingredients. Photography is more personal, something I truly enjoy outside work.

What is your vision for Cervo, and for yourself personally?
Personally, I strive to grow and find a deeper sense of balance. That can be challenging as an entrepreneur or visionary – there’s restlessness and a constant drive to push forward but also a need for patience. Finding that balance is something I’m continually working on because it benefits both me and the hotel. As an owner, your personal growth and the business’s growth go hand in hand, which is very rewarding. For Cervo, the vision is to continue evolving and innovating. The hotel must never stop moving forward, and I’m committed to keeping that spirit alive.

Are you working on any particular projects, and when can we expect them?
Yes, our biggest project is Refugio, meaning “shelter” in Italian – a community housing campus in the nearby village offering affordable staff accommodation, which is a major challenge in the region. It will feature living spaces and amenities like a café, bakery, bar, restaurant and spa. The goal is to create a welcoming “village within a village” for staff from Cervo and other hotels, reflecting our belief that hospitality supports both guests and the people behind it. We aim to launch around 2027 or 2028 and are currently deep in planning.

What life advice would you share with our readers?
That’s a big question, but I believe the greatest journey starts – and probably ends – within yourself.