From pioneering project to success story

Milestones in the history of Sunstar

2011 The Sunstar Style Hotel Zermatt**** opened on the 11th February 2011.

2010 Complete takeover of the Privilège Hotel Castello di Villa in Piedmont by the Privilège Vacation Club.

Land Register Entry of the new Sunstar Hotel in Zermatt

2009 Sunstar bought the Style Hotel in Zermatt at auction

The commercial register entry of the Sunstar Villars SA was deleted.

The holiday club Ferienclub Privilège AG (FCP), which operates in the timeshare sector, is doubling its share capital. This reduces the share held by Sunstar Holding AG from 90 to 45%. The expanded board of directors owns 55%. In addition, the FCP is taking over full ownership of the Privilège Hotel Villa Caesar in Brissago from Sunstar. It is also taking a 20% share in the Hotel Castello di Villa in Piedmont, marketing this as its second Privilège Hotel.

At the extraordinary general meeting on 12 February, Mr Werner Degen was elected as Chairman of the board of directors and Dr. Peter Grogg was elected as an ordinary member of the board. After many years of successful work for the company, Fritz and Rolf Buser are stepping down.

Peter Grogg is acquiring the majority shareholding in Sunstar Holding AG from the founding family, the Buserrs. The hotel group remains Swiss-owned and will be managed by the same successful team.

2008  As a logical further development of its strategy, from 1 May 2008 Sunstar guarantees climate-neutral holidays. The total cost of the CO2 emissions from the hotels is invested in high-grade projects by myclimate. Guests also have the option – on a voluntary basis – of making their travel to and from the hotel climate-neutral.

New logo and slogan: “Alpine emotions” and a new look for printed materials and the website.

Even more extensive programme of activities organised by the hosts.

Sunstar Hotels become non-smoking hotels (smoking rooms available).

Pilot project with Mobility CarSharing for car hire from the Sunstar Hotels in ­Davos and Grindelwald.

2007  Revising the strategy in line with the slogan “A better, happier quality of life”. This focuses on sustainability – in terms of economic, ecological and social criteria.

Intersport replaces Ochsner Sport as Sunstar’s partner. The offer of reduced rates on ski and snowboard hire is extended to all hotels.

The booking template sets new standards for online room reservation.

2006 Round trips and baggage-free hiking tours are successfully introduced.

The takeover negotiations with an American investor were soon brought to an end.

Andres Plattner, son of Ruedi Plattner who died in May 2006, is elected to the Board.

New offers: CHF 100 voucher for getting to know the hotels, recommendation vouchers, Joker hotels, website bonus, special deals.

2005 Partnership with Ochsner Sport for reduced hire charges for sports equipment at the fitness hotels in Arosa, Davos and Grindelwald.

ski4free: Arosa includes use of the cable-cars (skiing and hiking pass) in the price of the room, even in winter.

Opening of the Wellness Oasis in Davos and the conference rooms in Davos and Grindelwald.

6 Sunstar Hotels are awarded 4 out of 5 possible “Steinbocks” – the label for sustainable hotel management.

Savers’ season is the new season in the pricing strategy.

Mini-bars are available in the rooms, free of charge.

2004 Purchase of the Hotel Villa Caesar in Brissago**** on Lake Maggiore. Opens in spring 2005 as the first Privilège Hotel.

Round trips by road and rail complement the hiking safaris to make a combined package.

Opening of the Grindelwald Wellness Oasis.

HP Plus adds wine and mineral water to the half-board offer.

A new general brochure, “Swiss Alpine Holidays” is published, and a new website is launched. 

2003 Sale of the Hotel Elite in Villars, which was making a loss.

Introduction of free SBB rail tickets for return travel to and from home for stays of 7 nights or more.

The first Sunstar Party Week (2009: the 7th)

The “Black List” prohibits the use of food from animals not reared in humane conditions.

Purchase contract signed for the Hotel Albeina**** in Klosters with 120 beds. Opens for business in the 2004/05 winter season.

2002 New offer: Hiking safari (nowadays baggage-free hiking holidays)

Coffee becomes the first Max Havelaar certified Fairtrade product.

2001 At the 33rd General Meeting, co-founder Fritz Buser passes on the post of Chairman of the Board to his son Rolf Buser. Fritz Buser is appointed Honorary President in recognition of his many years of service and his major contribution to the company.

Opening of the Wellness Oasis in Arosa.

Regular guests are rewarded with the Bonus-Pass.

2000 Escorted activity weeks were offered for the first time under the name “Aktivital”.

“Don Pascual”: 1st Sunstar house wine. Other branded products (mineral water, coffee, champagne) gradually followed, under the slogan “Top quality at top prices”.

Launch of the first website www.sunstar.ch

1999 Developing and implementing of the feel-good strategy, with the slogan “Switzerland at its best!”. The focus is on hospitality, a unique holiday experience and getting a lot for your money.

Purchase of the insolvent Parkhotel ­Arosa**** with 179 beds. Founding of the Privilège Vacation Club AG. This new product marked the group’s entry into the timeshare market.

1983 Sunstar Hotel Grindelwald**** expanded to 389 beds. This marked the temporary end of the Sunstar Hotel Group’s expansion phase.

1981 Hotel Metropole Wengen**** bought/opened, with 148 beds.

1979 Hotel Elite Villars*** acquired/opened, with 106 beds.

1977 Hotel Surselva Flims**** bought/opened, with 144 beds.

1976 Sunstar Parkhotel Davos**** expanded to 382 beds.

1973 Sunstar Parkhotel Davos**** built/opened, with 190 beds.

1971 Sunstar Hotel Grindelwald**** built/opened, with 220 beds.

1970 Sunstar Hotel Lenzerheide**** built/opened, with 168 beds.

1969 Sunstar Hotel Davos**** opened for business, (now the Family Hotel), with 138 beds.

Sunstar-Holding AG was founded in Liestal (Basel-Country canton) by Fritz Buser and Ernst Rieder, the latter now sadly deceased, with share capital of CHF 10 million. The purpose of this company was to finance subsidiary hotel companies and to coordinate and manage their actual business.