Rediscovering Baur Au Lac

Since opening its doors in 1844, the Baur au Lac in Zurich has stood as a testament to elegance, heritage and the art of hospitality. For 179 years, the hotel has been treasured by travelers across the globe — including iconic figures like Empress Sissi and Audrey Hepburn to whispers of dignitaries. Now, heading into a new chapter, the Baur au Lac is poised to embrace fresh perspectives while staying true to its esteemed legacy.

The story of the Baur au Lac continues to evolve with the entrance of Marguita Kracht, the seventh-generation owner of the family business, who joined her father at the helm last year. With Kracht’s keen eye for the future, the Baur au Lac has stepped into a new era: Renovations have been made to 20 rooms and the entrance has been upgraded. But that’s not all.

As Kracht attests, “Gradually, our new brand vision and identity began to emerge.” In an interview with Forbes, the hotelier said, “For us it’s always been about finding the right balance of digital integration. For example, during our lobby renovations, we decided to maintain physical room keys as it is always an opportunity and touchpoint to keep in close contact with our guests. Nevertheless, we’ve endeavored to ensure that the physical key itself is as technologically advanced as it can be.”

This transformation, which has cleverly been documented as a campaign called “Baur au Lac Reloading,” weaves together tradition and innovation. Through the website’s blog, guests can learn more about the intricacies of the renovation process. This adventure, the most significant renovation undertaking in recent history, embarked upon over a year ago, signifies an age of progress and innovation.

The lion, Zurich’s heraldic emblem, for instance, has been reimagined, mirroring the hotel’s commitment to evolution while honoring its history. The redesigned logo pays homage to the original Baur au Lac signage. Additionally, a refreshed color palette has been introduced. The new colors echo the hues of Lake Zurich against the Swiss Alps to emphasize the hotel’s surroundings.

Aside from visual changes to the hotel, Kracht has also taken a look at its operation — especially through an eco-conscious lens. Several initiatives have been implemented, including prioritizing natural power sourced from the country’s wind, water and sunlight to minimize the hotel’s carbon footprint. The hotel’s heating and cooling systems now utilizes water from neighboring Lake Zurich, allowing the property to reduce carbon emissions by 48.5 percent.

Even though the hotel is undergoing major changes — and will continue to do so to provide guests with the best experience — the essence of Baur au Lac remains untouched. This Lake Zurich retreat continues to be an enduring symbol of refined living, evolving with grace while preserving the heart of its legacy.

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