ADLER: Looking back, looking forward

The year was 1810…
…when Josef Anton Sanoner acquired an inn in what was then the small mountain village of Ortsei. Spanning seven generations and turbulent times, “Zum Adler” – as it was popularly known – evolved into what is now the ADLER Spa Resort DOLOMITI. Forty years later, tourism began to flourish in Val Gardena, driven by mountaineers as well as holidaymakers. Within a few decades, the Dolomites area became an exclusive, high-end tourist destination. As we know, the 20th century saw times of peace, innovation and prosperity alternate with wars, economic crises and social unrest. However, the people behind the steering wheel at ADLER always managed to read the signs and grasp the Zeitgeist. Over five generations, their foresight and acumen transformed the Zum Adler inn into one of the most renowned and exclusive hotels in the Italian Alps.

A trailblazing spa resort
At the beginning of the ’80s, the two brothers Andreas and Klaus Sanoner became the sixth generation to take the reins at ADLER. Together with their wives Verena and Karin, Andreas and Klaus built on the long tradition, not only continuing the legacy but also breaking completely new ground. And so, with the fading of the ’80s, a breath of fresh air entered the venerable walls of ADLER, bringing major renovations and a new offer of services in line with the expectations of a new generation of guests. At the dawn of the ’90s, ADLER became the first spa resort in South Tyrol to offer bespoke spa and wellness programmes.

ADLER spreads its wings...
The new millennium brought a growing desire for new horizons beyond the boundaries of Val Gardena. Despite the inspiration, however, at the time no one could have anticipated the rapid and substantial development towards which ADLER was heading. In 2004, ADLER Spa Resort THERMAE was inaugurated in the rolling hills of Val d’Orcia, in Tuscany. ADLER Spa Resort BALANCE, with its health centre focusing on prevention programmes, opened in Ortisei four years later. After a family trip in Africa, the Sanoners were inspired to create secluded retreats immersed in natural surroundings – an idea that in 2014 concretised with ADLER Lodge ALPE, on the Alpe di Siusi high plateau. In 2019, ADLER Lodge RITTEN on the Renon high plateau was added to the ADLER collection.

… and takes flight
With Franziska, Moritz, Lukas and Maximilian Sanoner, the seventh generation has now joined the family business, ensuring that that traditions and values upon which ADLER rests will not only be preserved, but also developed in the years to come. The “young” Sanoners bring in long years of study and work experience at renowned consulting firms, and their contribution has injected fresh energy at a time when the family company needs it most as it embarks on its latest major challenge: ADLER Spa Resort SICILY. From the choice of building materials to marketing strategies, the young Sanoners contribute to this exciting new project by bringing their expertise, new ideas, and high environmental awareness. Their help was crucial in making the newest ADLER resort what it is – a blithe dream destination in the heart of the Mediterranean.

Now, the ADLER Spa Resorts & Lodges continue their journey towards new horizons...