How does a Traditional Hotel become a Vegan Pioneer, Alexander and Maximilian Spögler? (Interview Series - Pioneers of Sustainability)
What's very important to us is: We don't want to preach or force anything on people. We want to be a healthy and interesting alternative. And that's what we do 360 degrees.
Each Green Pearls® hotelier has a unique sustainability strategy. Whether it's a traditional host family or a newcomer with innovative ideas - in our series "Pioneers of Sustainability" we tell their special stories. Today's interview: Alexander and Maximilian Spögler from the Paradiso Pure.Living Vegan Hotel in South Tyrol, Italy
Vegan Pioneers on the Alpe di Siusi
It is no surprise that we met Alexander and Maximilian Spögler at the hotel. "We are both here almost every day - for the team, for the guests," explains Alexander Spögler. The brothers run the Paradiso Pure.Living Vegan Hotel together. Located on the Alpe di Siusi, Europe's largest high plateau in the middle of the Dolomites, the hotel has been completely vegan since 2024. However, getting there was anything but easy.
Veganism Runs in the Family
Green Pearls®: Hi and nice to meet you both. We're going to start with a question that I think everyone asks when they hear that you run a vegan hotel. Are you vegan yourself?
Maximilian Spögler: Yes, almost our entire family is vegan. Our youngest sister has been the longest, then our mother went completely vegan, then Alex, and then me.
Alexander Spögler: Except for one brother who is not quite there yet. *laughs* I became a vegetarian in 2017, mainly for ethical reasons, and then over the years I completely gave up animal products because they were no longer justifiable for me.
Green Pearls®: Was there a defining moment that made you make the shift?
Maximilian: On a personal level, it was when my mother was diagnosed with an auto-immune disease. She then decided to change her diet and became vegan overnight. And I think she's now fitter than any of us! When you see the effect of diet on health firsthand, there must be something to it.
Alexander: It was the same for me. Our mother solved almost all her problems with this shift. For me, the ethical aspect also came into play. I think for most vegans, ethics, health, and the environment are the three pillars. For the two of us, and for most of our staff, it is all three.
Green Pearls®: What vegan dish or product surprised you the most recently?
Maximilian: I was surprised by the "Chicken of the Woods". It is a mushroom that grows on the bark of trees. In Italy, it is only found in Sicily and our chef imports it through her connections. The mushroom tastes similar to chicken and it is simply brilliant.
Alexander: My favorite dish is also "Chicken of the Woods" - it was a real surprise. Great texture and taste. I'm a big mushroom fan anyway, always have been – and even more so as a vegan.
Green Pearls®: How did the two of you get involved in the hotel business?
Maximilian: We were born into it. *laughs* Well, we've always lived in hotels. It's in our blood.
Green Pearls®: So, it was clear from the beginning that you were going to continue and take it over?
Alexander: Yes, I guess so. Although our parents always gave us the freedom to do what we wanted. I think when you grow up in a hotel, you make up your mind pretty quickly. Either you quit right away or you stick with it.
Working in a hotel requires commitment and sacrifice. So, you either do it with passion - or you do something else. You can't do it halfway.
Alexander Spögler
Our drive is our philosophy. If we still had meat on the table at Paradiso, I would be doing something else. Our clear vision is the reason we can pull this off.
Maximilian: It's not a nine-to-five job. But we know that and we are used to it. And I prefer it to sitting in an office from 9 to 5. I couldn't do that.
From Classic to Vegan Hotel
Green Pearls®: Could you give us a brief history of how the current Paradiso Pure.Living Vegan Hotel came to be?
Maximilian: The Paradiso has existed as such since 1962/63. Our parents took it over in 1994. The first major renovation took place in 2005. Since then, we have expanded quantitatively with a large extension to the left and right, an additional floor, and a wellness area. At that time, however, it was still a traditional mountain hotel with pork knuckles and Kaiserschmarrn, which you can find everywhere up here. The turning point came in 2019.
Alexander: We started planning the whole thing in 2018, and by the 2018-19 season, we already had a vegan chef who was also the executive chef at our mother's LA VIMEA. [Editor's note: LA VIMEA was the first 100% vegan hotel in Italy.] She developed a vegetarian/vegan menu for us. We also started informing our regular guests that as of next year - in the course of a major renovation - the hotel will be completely vegetarian. With this first menu, we gave a taste, but at that time guests could still order fish and meat.
In 2019, we refined the whole concept with the renovation, paying attention to sustainable materials in the design and a certain energy consumption in the background, and generally adapting the modus operandi. And then in 2019, we went completely vegetarian.
Actually, we wanted to go vegan right away, since our mother's LA VIMEA and our sister's Agrivilla I Pini are completely vegan. But the Alpe di Siusi is a bit more difficult. Even going vegetarian was a very drastic step. We marketed it as vegetarian, but it was always 80 percent vegan. From then on, every year we made it more and more vegan and less and less vegetarian. Last year (2024) we went completely vegan, as we originally intended.
Green Pearls®: Has sustainability in general been part of your philosophy from the start, or has it been a development over time?
Alexander: It was already there, but we did something new here. We did not have a benchmark except for the LA VIMEA and the Agrivilla I Pini. We had to reinvent a lot of things, and of course, we made mistakes. It's a learning process.
In terms of sustainability, we have implemented everything we aimed for. But we want to do more. For example, we are working on a 100 % zero waste policy. It is a challenge in such a large hotel and at this height. But we are on the right track and trying to improve in all aspects every day.
Green Pearls®: What makes Paradiso Pure.Living unique to you?
Maximilian: First, the location. It is surrounded by the Dolomites, the most beautiful mountain range in the world. Then the sustainability and all the art we exhibit here. It is part of Paradiso. And, of course, it’s also our guests and staff that make the hotel unique. The overall concept of Paradiso attracts a clientele that thinks a little differently.
When these components come together, the whole becomes more than just a hotel, more than just a place to sleep and eat. It is a place where like-minded people come together and share ideas. And in the process, something unique and beautiful is created.
Maximilian Spögler
Green Pearls®: What do you mean when you say that Paradiso attracts guests who think differently?
Alexander: Naturally, we have a lot of vegans and vegetarians. I would say about 50 percent. But in winter, we also get a lot of meat eaters and flexitarians - they are extremely curious. And they have to be when they come up here at 2000 meters and only get plant-based food for breakfast, lunch, and dinner for a week. One has to be very open-minded.
I like to divide our guests into two groups. On the one hand, we have the "like-minded" who are vegetarian or vegan. And on the other hand, we have the "curious". With them, we need a different approach. The main thing is to show them what we do here and how we do it. This is new territory for most of them.
Green Pearls®: What's the reaction?
Alexander: Most of them think it's pretty cool. But a few also say: "Okay, that was interesting, but I'm not going to do that again." It's a learning process. This daily exchange and learning are the beauty of Paradiso - for the guests and for us.
Green Pearls®: Have any of your meat-eating guests returned as vegetarians or vegans?
Maximilian: Absolutely! Since 2019 it has happened a few times that we received an email a few weeks after the stay. Maybe the woman was already a vegetarian or vegan and she writes: "The stay with you has motivated my husband to give up meat and fish as well.”
Alexander: What's very important to us is: We don't want to preach or force anything on people. We want to be a healthy and interesting alternative. And that's what we do 360 degrees. A lot of hotels have vegan options on the menu. But for some vegans, that's not ideal. For example, the pan that my vegan dish is cooked in now used to contain a 300-gram steak. These are little things that are important to some of our guests. With us, they can just eat without worrying.
Maximilian: Most of our employees are vegan, too. But we also have some who have been with us for a very long time and who are anything but vegetarian or vegan. And then things like the day before yesterday happen. Our janitor told us that he is now a vegetarian. He was a hardcore meat eater, but he feels better now, has lost weight, and is generally doing well with it.
80% of Regular Guests Stayed away after the Switch
Green Pearls®: What was the biggest challenge during and after the transition to vegetarian and then vegan?
Maximilian: The biggest challenge was communication. When it comes to veganism, there's a lot in people's minds: the classic stigma of "If I'm vegan, I’ll only get a salad. It's hard to explain to guests that they're not missing out. On the contrary. Vegan cooking is much more complex and perhaps more complicated than traditional cooking. You have to be much more inventive and creative, and there is a lot of know-how behind it. So yes, explaining to guests that you don't have to eat meat for a week... It's a challenge.
Alexander: There were a lot of people who disagreed. In 2019 we lost 80% of our regular guests. This means that we had to build a completely new clientele, which not many colleagues are willing to do.
At the time, many guests said they didn't understand. They had always eaten good meat here. They want traditional South Tyrolean food. That's completely understandable, but we don't serve that here.
Alexander Spögler
So, communication was extremely important - and still is! For years we had guests for whom vegetarianism was fine. I still get my eggs, my milk, my cheese. But now that's not the case anymore. Instead, there are great, delicious, healthy plant-based options - but no eggs. So, we had to listen to a lot of comments: Why don't we serve this anymore, and that they're not going to come back. But there are also always people who say: I'll try it. And a lot of people who give it a try come back.
Green Pearls®: That sounds like a very stressful time.
Alexander: Yes, especially in the first years, 2019/20/21, we had a lot of discussions and we took a lot of criticism. But we have always had a clear vision and to this day we communicate it in a nice but simple and understandable way. It also has to be said: For 8 out of 10 people, Paradiso is not the right place and that's ok. We expected that; we knew that. But two people only come here and don't go anywhere else. We are the niche of the niche of the niche - but a niche we created ourselves. There is nothing like it in Italy.
New Ideas and Vegan Fine Dining by Head Chef Aggeliki Charami
Green Pearls®: Has this niche you have created also brought you into contact with your new chef, Aggeliki Charami?
Alexander: Yes, many vegan chefs know us and have our three sister hotels in mind. In our case, after a few successful years, our former chef was looking for a new challenge outside of the restaurant business. We needed to fill an extremely important position in the kitchen relatively quickly. Then my mother wrote to me that there was a young lady who seemed to be very good and who had contacted LA VIMEA a few months earlier. I looked at the profile, contacted her, and then things happened very quickly.
Originally, she didn't want to start until the next summer season. That was in November 2023. And I said: "Aggeliki, actually, it's for winter." *laughs* And then she accepted. And she has already proven herself in such a short time. I think that 99% of the cooks would not have done that to themselves. That’s why we give her a lot of freedom. She is an artist, a very professional artist with both feet on the ground. That's extremely hard to find.
Maximilian: She flew in from Greece on December 24th and was in the kitchen on the 25th. We had a full house with over 90 people. She came from Greece to the Alpe di Siusi at 2,000 meters and didn't know the language. Her English also wasn't very good in the beginning. She didn't know the kitchen, she didn't know our team, and then she came up with an amazing menu and it's been like that non-stop ever since. We've never experienced anything like that in 30 years. We know a lot of chefs, vegan and non-vegan, and what she does is unique.
Green Pearls®: Did the idea for OMNIA develop in the same way? Or had you had it in the back of your mind for a while and then realized it with her?
Maximilian: I wouldn't say “for a while”. It was kind of an organic process. She [Aggeliki] wanted to do a special menu. It was clear that it should be a little bit separate from the dining room. And the space was there. Then she started thinking about the menu, we thought about the interior and the name of the restaurant. It went pretty fast. *laughs*
Alexander: OMNIA is a very personal journey that tells Aggeliki's story of how she came to us. It is also something very intimate for her! We have had many guests come to OMNIA and be moved to tears. It is hard to explain.
It's a unique experience that lasts about three hours. Nine courses at the highest level; she and the kitchen team present each course and explain everything. And it's very small, with a maximum of 10 people. So, as a guest, you have a very different relationship with the creator of your dish. With the story behind it, it's like a movie. You're far from reality. At Paradiso, you're already a bit removed from everything, but at OMNIA it's on a completely different level. There will be many more surprises here!
Green Pearls®: How do you do the juggling act? In other words, how do you balance profitability, philosophy, and creativity?
Maximilian: It is essential that we have a great team that shares the same vision and that we can rely on. We couldn't do it alone. It would be impossible.
We always aim to deliver the highest possible quality, both in terms of service and products, which of course results in higher costs. But then again, we are not exactly lo-cost. Quality has its price. However, I think most of our guests appreciate that and are willing to pay for it. They're getting something here that they can't get anywhere else.
Alexander: When you asked about the juggling act, something came to mind. I started juggling when I was 15 and eventually, I got pretty good at it. And it's like riding a bike. I haven't done it in 25 years, and then my daughter wanted some juggling balls. We bought them and now I stand there and juggle from time to time. And that has some parallels with life in general, but especially with the Paradiso. There are a lot of things you can influence. You have to find the right moment and the right way and then take the right actions. Like juggling. You can practice it and get better.
Green Pearls®: What does it take to be a sustainable and vegan hotelier?
Alexander: We have had situations where vegan industry colleagues have come to see what we are doing. They always ask the same questions and always say the same thing: "We would love to do this, but we are afraid because we are going to lose a lot of our guests." So, it is a financial issue. We demonstrated that: 80 percent of the guests were gone. To be honest, I don't know if that would be still the case. It's 2025, time has changed. When we started, it was harder. Now, fortunately, there are more and more people following a plant-based diet, but of course, you have to expect that a lot of your regular guests will stay away and you have to build up a new clientele. It takes a lot of patience.
Green Pearls®: What advice would you give to someone who wants to follow this path?
Alexander: Believe in what you're doing and don't do it half-heartedly! So don't say you're offering "more" vegetarian or vegan options, go full power! The guest, the guest you want, will appreciate it. We now have the guests we want. This also has a lot to do with proper communication. Of course, social media is a great way to reach people, especially the younger generation. Having a good Instagram presence is important. And then, of course, platforms like yours [Green Pearls®], where a lot of people with a sustainable mindset search because they just know that there is something serious behind it.
So, I appeal to all colleagues: Do it! But do it right! I really think the times are better now! Sure, the easier way is to offer a small vegan menu, but as a guest, I would find a 360-degree concept more interesting. I think it also pays off economically if you do it right. So: get a great team, have a clear vision, and expect a lot, lot, lot of work - and a lot of juggling.
About Paradiso Pure.Living Vegan Hotel
The Paradiso Pure.Living Vegan Hotel is the first purely vegan hotel on the Alpe di Siusi in the Dolomites. It combines sustainable design with creative plant-based cuisine that interprets Italian culinary tradition in a modern, plant-based way. In addition, the fine dining restaurant OMNIA opened its doors in 2024. Here, Chef Aggeliki Charami and her team present a unique vegan dining experience.
During the winter season, guests are right on the slopes in the heart of the Dolomiti Superski area. In summer, guests come to hike and relax. Paradiso's rooms are decorated in light natural tones and furnished with non-toxic materials. The wellness area offers a retreat, an indoor pool, and an outdoor whirlpool overlooking the mountains. An inspiring art program completes the sustainable concept.
Sustainability Pioneers at Green Pearls®
Under this heading, various hoteliers and hosts have their say, share their thoughts on sustainability, and report on their careers. The interview series is ongoing. Look forward to the next part of the series.
Until then, we recommend you read the previous interviews:
- Marion Muller from Lifestylehotel SAND on the creation of a sustainable hotel
- Marc Traubel from HUBERTUS Mountain Refugio on his career as a sustainable hotelier
- Daniel Ganzer from Naturhotel Outside on the feeling of running a sustainable hotel
- Lukas Obendorfer from Birkenhof***** Spa & Genussresort on sustainability in a 5-star hotel
- Dr. Andreas Färber from Klosterhof - Alpine Hideaway & Spa on the connection between health, the hotel industry, and sustainability
- Stephan Bode from SCHWARZALD PANORAMA on the circular economy and the feeling of being a sustainable pioneer in the hotel industry
- Bonus: Suzann Heinemann from GreenSign on the development of sustainability certification