From ‘I have to’ to ‘I am’ – Hotel Weihrerhof Captures the Spirit of the Time
An increasing number of travelers are seeking peace, nature, and authenticity on vacation rather than big spectacles. They seek places that offer an opportunity to relax, away from the constant demands of nonstop activities and Wi-Fi hotspots, with an attitude that is not influenced by fleeting trends, but rather is authentic and deeply rooted. Hotel Weihrerhof on Lake Wolfsgruben in South Tyrol demonstrates how these desires can be transformed into tangible experiences with digital detox programs, nature projects, and quiet places of power.
Changing Travel Habits – from FOMO to JOMO
Just a few years ago, vacations were more like races against time for many people: they tried to see as many sights as possible, collect experiences, fill their schedules with activities, and kept their smartphones handy to capture every moment, preferably in selfie form. This pace was often fueled by FOMO (the "fear of missing out").
Travel culture has changed noticeably today. People no longer only seek out faraway places; now, above all, they seek closeness to themselves, to nature, and to inner peace. FOMO is gradually being replaced by JOMO (the "joy of missing out"). This concept involves finding pleasure in not being everywhere and intentionally forgoing constant presence to live in the moment. Rather than making to-do lists, people schedule breaks. Rather than being constantly online, they prefer digital detoxes.
This trend is confirmed by numerous studies. The 2024 travel analysis by Forschungsgemeinschaft Urlaub und Reisen (FUR) shows: this interest in mindful, sustainable, and slower travel has grown over the years and has been reinforced by pandemic experiences. The top motivations cited were tranquility, experiences in nature, time for oneself, reduced consumption, and less pressure to do things. Booking.com's Sustainable Travel Report 2023 confirms this as well: 44% of respondents specifically seek offers that reduce stress and promote conscious travel.
In short, guests no longer want constant entertainment. They want to reconnect with themselves and enjoy the pleasure of doing nothing for a change.
From Trend to Honest Philosophy
When visitors first see Lake Wolfsgruben, they immediately understand why the Weihrerhof is located there. The sustainable family and wellness hotel is nestled between forests, meadows, and water right on the lakeshore, offering a breathtaking view. Run by Manuela and Klaus Pichler, the Weihrerhof does not see itself as a traditional hotel, but rather as a host that creates spaces — spaces for simply being, not for needing to.
The hosts' philosophy can be summed up in three guiding principles:
- Do not entertain; enable.
- Do not lecture; inspire.
- Do not stage; invite.
November by the Lake — Slow Down and Recharge
At the Weihrerhof, nothing is excessive, and no artificial theme park has been created. Instead, the focus is deliberately on minimalism. For Klaus Pichler, one thing is clear: “Less is more. It is about not being constantly entertained, but rather spending quality time with myself, my partner, or my family.” And autumn by the lake is the perfect time to slow down. In the morning, fog often lingers over the water, and in the afternoon, the autumn light bathes the forest in warm colors. The Weihrerhof takes advantage of this time to offer guests a complete package designed to help them decelerate.
The November offer includes:
Four nights for the price of three (Wednesday to Sunday)
Gourmet half-board with late breakfast until 11 a.m
Free access to the SeaSpa, including a sauna, steam bath, and indoor pool
Use of the RittenCard for free mobility
Hiking backpack, hiking poles, and a spa basket
Three Ideas for a New, Sustainable Understanding of Travel
This philosophy is more than just a guiding principle; it is reflected in the services offered, which help guests relax, reconnect with nature, and find their own pace. According to Klaus and Manuela Pichler, three concepts have proven particularly successful in this regard:
1. Digital Detox — with Ease, not Force
Smartphones have become an integral part of everyday life and often serve as the biggest distraction while on vacation. At the Weihrerhof, they understand that people who are constantly online rarely experience the present moment. That is why Wi-Fi is unavailable in certain areas. At the lakeshore, the connection is cut off so a different one can be made.
For guests who wish to disconnect further, a charming gesture awaits them on their first evening: a small suitcase is placed in front of their room, inviting them to put their smartphone inside. Not as a requirement or dictate —just as an offer. Many guests report feeling less pressure and being more present after just a short time, with a keener eye for details.
2. Places to Be – Discover Places of Power
There are special places around the Weihrerhof that are not spectacularly staged; they are simply a natural part of the landscape. Together with experts and a geomancer, the Pichler family has discovered and analyzed these places of power. Some provide energy, some bring peace, and others help one focus on the essentials.
Guests can explore these places on foot with the help of a small booklet containing exercises and food for thought. There is also a podcast for each location. Rather than providing traditional explanations, the podcast opens up space for one's own perceptions. Gentle voices guide guests through what can be felt but often remains unspoken. Some guests linger only briefly, while others spend hours there, free from time pressure and judgment.
3. Lakeside Views — Nature Education by the Lake
"Uferblicke" (Lakeside Views) is a collaborative project with the Seeglück Hotel Forelle on Lake Millstatt in Carinthia, Austria, that aims to vividly and playfully bring the lake habitat to life. In the Weihrerhof garden, small information boards tell visitors about the area's flora and fauna, including the water strider that walks on water, the green tree frog with suction cups, and the milfoil that purifies the water. QR codes provide guests with additional information and a short quiz. Those who answer all the questions correctly can submit their card at the front desk for a chance to win a prize.
"We don't just want to show that nature is worth protecting; we want to inspire people to marvel at what is right in front of them again," says Manuela Pichler.
The Weihrerhof as a Model of Sustainable Tourism
The Weihrerhof does not respond to short-term travel trends. Its philosophy is firmly rooted, and minimalism, mindfulness, and sustainability are not just marketing terms, but an everyday reality.
The three initiatives — Digital Detox, Places to Be, and Lakeside Views — demonstrate how social developments and personal convictions can be transformed into tangible offerings. They focus on slowing down, experiencing nature, and conscious living. The result is more time for oneself, authentic encounters, and lasting impressions. "Ninety-five percent of our guests quickly realize that they don't need all the luxury," says Manuela Pichler. "They don't need lobster here. We take some decisions off their hands and make their lives easier. And they appreciate that."
Conscious tourism is not about waivers. Sometimes, it is simply about finding a place where less is more.
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We gladly provide you with more information and high-quality images. Journalists are welcome to visit Weihrerhof to experience its philosophy firsthand. Additionally, we can arrange interviews with the hosts, guided tours of the energy spots, and insights into the projects.