expert spotlight

Andreas Gfrerer

A look behind the scenes at the Hotel Blaue Gans
Alexandra Gorsche © Conny Leitgeb Photography
22. January 2025 |
Alexandra Gorsche

“I think what we need to develop is this collective action and thinking.”

Discover the story and vision behind Salzburg’s oldest inn: Andreas Gfrerer shares how he achieves a balance between tradition and modernity at the Blaue Gans, why sustainability and art are inseparably connected, and how a hotel becomes a place of community. An inspiring interview about leadership, transformation, and the power of vision.

Art as a very, very big topic

ALEXANDRA GORSCHE: 25 years as a hotelier - when you look back on this time, how do you reflect on it?
ANDREAS GFRERER: With great satisfaction and joy because I’ve realized that something has evolved over the years that I’ve always strived for. But sometimes, I perceived it as a failure that I wasn’t there yet. Now, after about a quarter-century, I feel we’ve reached a good place, particularly in terms of internal structures and how we’re organized regarding our staff.

That’s a very important topic – staff. What does the Blaue Gans stand for?
Blaue Gans stands for transformation, in essence. We’ve transformed this house, dating back to the 14th century, into a contemporary art hotel. That journey started in the 2000s with this concept. It’s about thinking ahead – taking what was good from the past, bringing it into the present, and developing it for the future. It’s a wonderful process of transformation. Art accompanies both us and our guests in this journey, creating a beautiful and cohesive experience.

This house dates back to 1350 and is the oldest inn in Salzburg. That means it’s steeped in tradition, history, and art. How do you manage to strike a balance between tradition and modernity?
It’s about creating spheres that come into contact with each other. The architects and designers weave things together in such a way that there are no harsh breaks. Even if one room is more traditional and another more modern, they blend seamlessly. These developmental steps, shown over the years, aren’t forced attempts to insert modernity but rather emerge organically from the house itself.

You’ve undergone a significant renovation, redesigning many rooms. What was most important to you when working with the architects?
Materials. It was essential to choose materials that speak. When you touch them, they should offer feedback. Wooden floors, for example – I hate carpets. I love wood for its warmth, coziness, and natural feel. It creates an atmosphere of comfort, naturalness, and sustainability. That’s what the rooms should convey.

That’s a good segue – sustainability. How do you implement it, and what does sustainability mean to you?
For me, it’s primarily a mindset. It’s not about slapping labels and “organic” stickers everywhere. It’s about making concessions and making decisions with sustainability in mind. For instance, is using sous-vide cooking necessary when it involves so much plastic? Could it be done differently? We can’t achieve 100% perfection, but we make many decisions daily based on this perspective.

We don't desperately try to bring in modernity anywhere, but we try to develop a lot from within the building.

“Managers must be adaptable.”

Art is a significant focus here. I believe you have around 300 artworks in the house. How do you choose them?
I’ve tried to take a personal approach. Someone once asked me about my collection concept, and I thought, “Oh dear, I don’t have one” But maybe I do, and it’s fitting for a hotel: themes and experiences that resonate with me personally. Often, artworks reflect phases of my life – like when my child was born or during a crisis. The artworks capture these emotions. I have my personal altars here, and I know most of the artists personally.

What’s wonderful is collaborating with artists. For example, Christian Schwarzwald worked on the hotel passage. I asked him, “Can you bring a blue world to life here?” And he did it brilliantly. These collaborations start with a meeting, evolve into mutual fascination, and result in a lasting artwork. Then, we part ways again. It mirrors the hotel experience – check-in and check-out, just like life.

Speaking of check-in and check-out – do you recall any guest feedback that stood out to you?
Yes, from Helga Rabl-Stadler, the former Salzburg Festival president. She said, “The Blaue Gans is like the festival itself – a guardian of tradition and a trendsetter.” That comparison delighted me.

That’s more than just a compliment. How do you want your guests to feel when they leave your hotel?
I want them to feel enriched. It’s not about constant amazement. It’s those small “aha” moments when guests say, “This feels right; it resonates with me.” Or even when something unsettles them and makes them reflect – that’s inspiration. If guests leave feeling they’ve gained something they didn’t know they were looking for, then we’ve succeeded.

What is your vision for the Blaue Gans in the future? Where do you want to go?
I believe it’s about community. Teams and even guest groups are becoming communities. It’s less about workshops and more about retreats, less about imparting knowledge and more about creating meaning. It’s about how we work, interact, and communicate. Building a sense of community is our next big task. How do you turn a team into a beautiful community? What rituals can reinforce this? People shouldn’t just come here to work but to experience a meaningful part of their lives – guests and employees alike.

What makes a good leader in your eyes?
A good leader is empathetic, anticipates needs, and understands the difference between respect and appreciation. Respect involves proper distance; appreciation involves proper closeness. Leaders must know when to get involved and when to step back. Passion for your people is essential. Leadership isn’t about power but love. A leader’s success is tied to the success of their team.

Those are truly beautiful words – leadership as love. Thank you for sharing your time and inspiring insights!

We don't desperately try to bring in modernity anywhere, but we try to develop a lot from within the building.

Copyright for the featured images used:
Cover picture by Ingo Pertramer
quick & dirty
Andreas Gfrerer © Ingo Pertramer
Andreas Gfrerer

Discover the story and vision behind Salzburg’s oldest inn: Andreas Gfrerer shares how he achieves a balance between tradition and modernity at the Blaue Gans, why sustainability and art are inseparably connected, and how a hotel becomes a place of community. An inspiring interview about leadership, transformation, and the power of vision.