FULL OF GRACE

Under new CEO Robert Swade, Grace Hotels is branching out with a fresh hospitality/residential concept, beginning with the upcoming Grace St Moritz.

Embracing new challenges is key to the success of any business. When Robert Swade joined Grace Hotels in 2016, it coincided with a dramatic expansion programme. With 11 properties now either open or under development, the brand is pioneering new offerings.

With Grace St Moritz, its first venture into the Alps, it is introducing a hospitality/ residential scheme that is part of the larger Grace St Moritz hotel, scheduled to open in 2019. In Asia, this concept – serviced apartment collaborations with hotel brands – is increasingly common. In Europe, it is rare, especially one in the heart of a winter sports paradise. But success comes from being bold.

“Grace St Moritz is our third hotel with a residential offering, after Grace Cafayate and La Dolfina Grace in Argentina,” says Swade. “There is growing demand from homeowners around the world who seek a luxury residence blended with the service levels of a worldclass hotel brand.”

In that sense, Grace’s expansion to St Moritz, a location synonymous with international jet-set glamour, feels natural. With 17 units made available to hotel guests when owners are not in residence, the scheme allows non-swiss nationals to circumvent the strict Lex Koller and Lex Weber ownership regulations, allowing unique freehold property ownership in Switzerland. Prices start from SFR740,000 (S$1 million) for a studio and SFR9.9 million for a penthouse. “Since the launch, we have noticed that the project has huge global appeal. Buyers are drawn to the prospect of owning a home in one of the world’s most exclusive locations.” The proposition means buyers can benefit from long- term capital growth while earning rental income, with Grace Hotels managing the entire process. Swade intends to develop this in upcoming projects. For the moment, Asia is not on that list – Grace is only present in the Americas, Europe and Africa – but Swade believes that China, Malaysia and Singapore are a good fit. “We are committed to providing bespoke, luxury e x p e r i enc e s . Asia is a fantastic location to provide that authenticity.” www. gracehotel s . com ≠

The scheme allows non-swiss nationals to circumvent the strict Lex Koller and Lex Weber ownership regulations.