More Than a Destination, a Way of Life
A conversation with Anton Pichler, General Manager of ADLER Thermae
For more than twenty years, Anton Pichler has been leading ADLER Thermae in Tuscany. Throughout this time, the Austrian-born hotelier has played a key role in shaping the Resort's identity and the unique atmosphere that defines it today. In this personal interview, he reflects on his professional journey, discusses the changes and developments that have shaped the hospitality industry over the past two decades, and shares what makes Tuscany so special—a region that, over the years, has truly become his home.
How does one become a hotel general manager? And what ultimately brought you to Tuscany?
I believe hospitality has always been in my DNA. Even at the age of seven, I knew exactly what I wanted to become: an Executive Chef. That is why, after finishing school, I enrolled in a hospitality school in Austria. My first practical experience, however, in a small family-run hotel, was rather disappointing. The working conditions and lack of professionalism made me question my career choice at an early stage. Fortunately, shortly afterwards I had an experience that changed everything. At a five-star hotel, a maître recognised my potential, chose to mentor me, and gave me a piece of advice that has stayed with me ever since: "Only work in the very best hotels."
Those words became my guiding principle. They were followed by exciting years spent in renowned restaurants and five-star hotels, alongside a degree specialising in Hotel Management. After graduating, I had the privilege of meeting two extraordinary mentors. They not only taught me the craft of hotel management but also showed me how to walk through a hotel with open eyes, truly understand people, and never settle for what was good enough yesterday.
In 2006, the opportunity arose to take over the management of ADLER Thermae. At the time, after many years in Switzerland, I had actually planned to return to Austria. I knew very little about Tuscany, and my Italian was limited to just a few words. Yet from my very first meeting with the Sanoner family, I had a special feeling. The encounter was characterised by warmth, mutual respect, and trust. I immediately knew: this is what I want to do. I could never have imagined that this decision would mark not only the beginning of a long and rewarding professional journey, but also the start of a deep connection with Tuscany—a place that has since become my home.
During your time at ADLER Thermae, you have overseen numerous projects and transformations. Is there one that has been particularly close to your heart?
Every project is exciting and deeply engaging. From the initial idea to its completion, it quickly becomes something very personal. During the Resort's brief closure period, the business suit is exchanged for a safety helmet, and construction sites, craftsmen, and tight deadlines shape everyday life. All the more rewarding is the moment when everything is ready for reopening—and the first guests walk through the door asking whether we enjoyed a nice holiday.
One project that has been especially close to my heart is the renovation of the Osteria. In its new setting, it allows our guests to enjoy lunch in the garden throughout the year. At the same time, it has become a popular meeting place for an aperitif and convivial moments shared with others. The Osteria perfectly reflects what we want to offer our guests: genuine hospitality in a relaxed atmosphere and the unique feeling of experiencing Tuscany with all the senses.
Just as important to me, however, are the projects dedicated to our employees. Over the past few years, we have created a beautiful staff restaurant with a terrace that many hospitality businesses would envy. We are also investing in new staff accommodation to further enhance the quality of living for our team members. Our employees are the heart and soul of the Resort, which is why it is essential to provide a working environment where they feel comfortable, appreciated, and proud to be part of our team. Only those who experience positive energy themselves can pass it on to our guests.
Over the years, many new experiences have also been introduced. How have guests' expectations changed?
One of the things that makes me most proud is the extraordinary loyalty of our guests. Many have been returning to us for years—some ever since the Resort first opened. We owe this above all to our long-standing employees, who, through their warmth and personality, create a sense of familiarity and continuity that is more valuable today than ever before. At the same time, there is no denying that guests' expectations have evolved. Today they are better informed, more conscious, and more discerning.
For example, we have seen a clear shift towards a style of travel that places nature, culture, and the identity of a destination at its centre. For us, however, this is nothing new. From the very beginning, our outdoor programme has combined physical activity, agriculture, local traditions, and authentic encounters with the people of the region. Our guided excursions take guests to local saffron, olive oil, and wine producers, as well as to a historic grain mill. Together, we forage for wild herbs and wild asparagus, which we later transform into authentic Tuscan dishes during cooking classes at Tenuta Sanoner. These are precisely the kinds of genuine, place-based experiences that have become increasingly meaningful to our guests.
Guests' expectations have also become much more specific when it comes to spa and wellness. They are no longer looking simply for relaxation, but for personalised treatments with targeted benefits and visible results. To meet these expectations, we continuously invest in innovative treatments, state-of-the-art technologies, and the ongoing development of our ADLER Spa skincare line.
One area that has grown significantly in recent years is ADLER Med. Thanks to advanced diagnostics and specialised laboratory analyses, we are able to offer highly personalised health and regeneration programmes tailored to the individual needs of each guest. To ensure our high standards of quality over the long term, we established the ADLER Spa Academy. Through this initiative, we invest in the continuous education and professional development of our team while fostering the ongoing exchange of knowledge and experience.
Sustainability and the responsible use of resources have also become increasingly important. Today, we are EarthCheck certified, following a clear path that combines environmental responsibility with the highest standards of quality. For us, sustainability is not simply a commitment on paper—it is a value we put into practice every day, guiding every decision we make and becoming something our guests can experience throughout every aspect of their stay.
I believe hospitality has always been in my DNA. Even at the age of seven, I knew exactly what I wanted to become: an Executive Chef. That is why, after finishing school, I enrolled in a hospitality school in Austria. My first practical experience, however, in a small family-run hotel, was rather disappointing. The working conditions and lack of professionalism made me question my career choice at an early stage. Fortunately, shortly afterwards I had an experience that changed everything. At a five-star hotel, a maître recognised my potential, chose to mentor me, and gave me a piece of advice that has stayed with me ever since: "Only work in the very best hotels."
Those words became my guiding principle. They were followed by exciting years spent in renowned restaurants and five-star hotels, alongside a degree specialising in Hotel Management. After graduating, I had the privilege of meeting two extraordinary mentors. They not only taught me the craft of hotel management but also showed me how to walk through a hotel with open eyes, truly understand people, and never settle for what was good enough yesterday.
In 2006, the opportunity arose to take over the management of ADLER Thermae. At the time, after many years in Switzerland, I had actually planned to return to Austria. I knew very little about Tuscany, and my Italian was limited to just a few words. Yet from my very first meeting with the Sanoner family, I had a special feeling. The encounter was characterised by warmth, mutual respect, and trust. I immediately knew: this is what I want to do. I could never have imagined that this decision would mark not only the beginning of a long and rewarding professional journey, but also the start of a deep connection with Tuscany—a place that has since become my home.
During your time at ADLER Thermae, you have overseen numerous projects and transformations. Is there one that has been particularly close to your heart?
Every project is exciting and deeply engaging. From the initial idea to its completion, it quickly becomes something very personal. During the Resort's brief closure period, the business suit is exchanged for a safety helmet, and construction sites, craftsmen, and tight deadlines shape everyday life. All the more rewarding is the moment when everything is ready for reopening—and the first guests walk through the door asking whether we enjoyed a nice holiday.
One project that has been especially close to my heart is the renovation of the Osteria. In its new setting, it allows our guests to enjoy lunch in the garden throughout the year. At the same time, it has become a popular meeting place for an aperitif and convivial moments shared with others. The Osteria perfectly reflects what we want to offer our guests: genuine hospitality in a relaxed atmosphere and the unique feeling of experiencing Tuscany with all the senses.
Just as important to me, however, are the projects dedicated to our employees. Over the past few years, we have created a beautiful staff restaurant with a terrace that many hospitality businesses would envy. We are also investing in new staff accommodation to further enhance the quality of living for our team members. Our employees are the heart and soul of the Resort, which is why it is essential to provide a working environment where they feel comfortable, appreciated, and proud to be part of our team. Only those who experience positive energy themselves can pass it on to our guests.
Over the years, many new experiences have also been introduced. How have guests' expectations changed?
One of the things that makes me most proud is the extraordinary loyalty of our guests. Many have been returning to us for years—some ever since the Resort first opened. We owe this above all to our long-standing employees, who, through their warmth and personality, create a sense of familiarity and continuity that is more valuable today than ever before. At the same time, there is no denying that guests' expectations have evolved. Today they are better informed, more conscious, and more discerning.
For example, we have seen a clear shift towards a style of travel that places nature, culture, and the identity of a destination at its centre. For us, however, this is nothing new. From the very beginning, our outdoor programme has combined physical activity, agriculture, local traditions, and authentic encounters with the people of the region. Our guided excursions take guests to local saffron, olive oil, and wine producers, as well as to a historic grain mill. Together, we forage for wild herbs and wild asparagus, which we later transform into authentic Tuscan dishes during cooking classes at Tenuta Sanoner. These are precisely the kinds of genuine, place-based experiences that have become increasingly meaningful to our guests.
Guests' expectations have also become much more specific when it comes to spa and wellness. They are no longer looking simply for relaxation, but for personalised treatments with targeted benefits and visible results. To meet these expectations, we continuously invest in innovative treatments, state-of-the-art technologies, and the ongoing development of our ADLER Spa skincare line.
One area that has grown significantly in recent years is ADLER Med. Thanks to advanced diagnostics and specialised laboratory analyses, we are able to offer highly personalised health and regeneration programmes tailored to the individual needs of each guest. To ensure our high standards of quality over the long term, we established the ADLER Spa Academy. Through this initiative, we invest in the continuous education and professional development of our team while fostering the ongoing exchange of knowledge and experience.
Sustainability and the responsible use of resources have also become increasingly important. Today, we are EarthCheck certified, following a clear path that combines environmental responsibility with the highest standards of quality. For us, sustainability is not simply a commitment on paper—it is a value we put into practice every day, guiding every decision we make and becoming something our guests can experience throughout every aspect of their stay.
What makes Tuscany so special in your eyes? And what experiences would you recommend to guests who want to discover its authentic soul?
It is the unique harmony between the landscape, culture, cuisine, and the people that makes this region so extraordinary. For me, Tuscany is not simply a travel destination—it is a way of life. There is a sense of lightness here that I had never experienced before.
Anyone who truly wants to discover Tuscany should visit it in different seasons. Spring, when nature awakens in full bloom, has a completely different character from the golden autumn, with its rich colours, aromas, and harvests. Each season tells its own story. At the same time, it is important to slow down and experience Tuscany at its own pace. The most memorable moments are often found away from the well-known attractions: hiking through the gentle hills of the Val d'Orcia, cycling along quiet country roads, enjoying a tasting at a local producer, or savouring an aperitivo in a village square. Yet the true soul of Tuscany is revealed above all through its people. To truly fall in love with this region, you need to meet those who call it home, listen to their stories, experience their traditions, and share in their passion for life.
Is there a favourite place within the Resort where you like to retreat and recharge?
Whenever I walk through the Resort and pass the fitness area, I often find myself drawn to the small garden just behind it. It is a quiet, secluded space where I can slow down, regain my focus, and recharge my energy. Perhaps that is the greatest strength of ADLER Thermae: it is a place that offers a true sense of wellbeing not only to our guests, but also to the people who work here every day.
Is there a special memory or anecdote that best captures what ADLER Thermae means to you?
After almost twenty years at ADLER Thermae, I could probably fill an entire book with stories. Yet the memories that stay with me most are not the major events, but the countless small, often unexpected moments that make this place so special. I particularly value the moments shared with our employees, when there is time not only for work, but also for conversations, laughter, and celebrating together.
One tradition that is especially close to my heart is our annual summer party, where the families of our employees are also invited. Some of our younger team members, who are now taking their very first professional steps at ADLER, have been part of my life since they were children. The same is true of many of our guests. Some first stayed with us as children and now return with their own families. Moments like these show that, for many people, ADLER Thermae is far more than a workplace or a holiday destination—it is a place they truly feel at home. Experiencing that is something very special.
Finally, looking to the future, what developments, ideas, or projects would you like to see realised over the coming years?
One of my greatest priorities remains the sustainable development of the Val d'Orcia. Together with our local partners, we want to continue promoting responsible tourism, further expand the network of hiking and cycling trails, and offer our guests even more opportunities to discover the beauty of this extraordinary landscape in an authentic way. Equally important is our commitment to our people. We will continue investing in a strong, motivated team and inspiring young people to pursue a career in hospitality. Dedicated young professionals are the foundation for ensuring that genuine hospitality continues to thrive at the highest level in the years to come.
And, of course, exciting new projects are already taking shape within the ADLER family in Tuscany. I would rather not reveal too much just yet—but I can promise you one thing: the future will be an exciting one.
It is the unique harmony between the landscape, culture, cuisine, and the people that makes this region so extraordinary. For me, Tuscany is not simply a travel destination—it is a way of life. There is a sense of lightness here that I had never experienced before.
Anyone who truly wants to discover Tuscany should visit it in different seasons. Spring, when nature awakens in full bloom, has a completely different character from the golden autumn, with its rich colours, aromas, and harvests. Each season tells its own story. At the same time, it is important to slow down and experience Tuscany at its own pace. The most memorable moments are often found away from the well-known attractions: hiking through the gentle hills of the Val d'Orcia, cycling along quiet country roads, enjoying a tasting at a local producer, or savouring an aperitivo in a village square. Yet the true soul of Tuscany is revealed above all through its people. To truly fall in love with this region, you need to meet those who call it home, listen to their stories, experience their traditions, and share in their passion for life.
Is there a favourite place within the Resort where you like to retreat and recharge?
Whenever I walk through the Resort and pass the fitness area, I often find myself drawn to the small garden just behind it. It is a quiet, secluded space where I can slow down, regain my focus, and recharge my energy. Perhaps that is the greatest strength of ADLER Thermae: it is a place that offers a true sense of wellbeing not only to our guests, but also to the people who work here every day.
Is there a special memory or anecdote that best captures what ADLER Thermae means to you?
After almost twenty years at ADLER Thermae, I could probably fill an entire book with stories. Yet the memories that stay with me most are not the major events, but the countless small, often unexpected moments that make this place so special. I particularly value the moments shared with our employees, when there is time not only for work, but also for conversations, laughter, and celebrating together.
One tradition that is especially close to my heart is our annual summer party, where the families of our employees are also invited. Some of our younger team members, who are now taking their very first professional steps at ADLER, have been part of my life since they were children. The same is true of many of our guests. Some first stayed with us as children and now return with their own families. Moments like these show that, for many people, ADLER Thermae is far more than a workplace or a holiday destination—it is a place they truly feel at home. Experiencing that is something very special.
Finally, looking to the future, what developments, ideas, or projects would you like to see realised over the coming years?
One of my greatest priorities remains the sustainable development of the Val d'Orcia. Together with our local partners, we want to continue promoting responsible tourism, further expand the network of hiking and cycling trails, and offer our guests even more opportunities to discover the beauty of this extraordinary landscape in an authentic way. Equally important is our commitment to our people. We will continue investing in a strong, motivated team and inspiring young people to pursue a career in hospitality. Dedicated young professionals are the foundation for ensuring that genuine hospitality continues to thrive at the highest level in the years to come.
And, of course, exciting new projects are already taking shape within the ADLER family in Tuscany. I would rather not reveal too much just yet—but I can promise you one thing: the future will be an exciting one.