We can smell spring on the breeze! The sun is shining, temperatures keep breaking the 20-degree mark and the first summer vibes are filling our hearts with anticipation of the long days. Ideal conditions for a mountain hike! And Austria is just perfect for that! We admit it: for us, it’s not only the journey that’s the destination. The final stop is also our reason for setting off on the hike. Because let’s be honest: a cold beer, juicy dumplings and a heavenly panorama. What could be better at the end of a climb?
In the Zillertal in Tyrol, you’ll find the Wiesenalm, a destination that meets exactly these criteria and offers even more. The modern meets the traditional, and cosiness is caressed by chic design. Sustainability isn’t just written on a banner here, it’s put into practice. This staffed alpine hut not only blends superbly into the spectacular mountain backdrop, but also aims to give its guests that certain extra something. Clearly, in such an ambience, the scent should suit the mountain experience too. That’s why AROMEA and its scent marketing are bringing a fresh, aromatic breeze to the mountains. We spoke to host Thomas Stock about the Wiesenalm, sustainability and AROMEA.
Combining tradition and modernity on the alpine pastures is very much on trend. How does that show at the Wiesenalm?
Stock: We have sustainable architecture that includes cosy, homely elements. When guests step inside the Wiesenalm, they’re always impressed by the great open space, which makes everything feel very light. The walls of windows open up the view of the Zillertal mountains, a truly breathtaking sight. Even if the building looks new and modern, it has many stories to tell. In the Wiesenstube, for example, you’ll find what is probably the longest tiled stove in the world. The tiles all come from South Tyrol, are decorated with floral patterns and ornaments, and warmed old farmhouse parlours as long ago as the century before last. The stove is a real eye-catcher and, of course, very popular with guests in winter. It’s exactly these facets and details that make up the flair of the Wiesenalm.
Sustainability and renewable energy are a high priority for you. Where do these values show in your day-to-day business?
Stock: We try to integrate sustainability into all areas as well as we possibly can. The ingredients and products in our dishes mostly come from local farmers. The building is heated by a CO2-neutral pellet heating system. We also use waste heat from the gearboxes of the nearby gondola lifts and from the cold stores. Combined with a heat pump, this waste heat provides the heating and hot water for the Wiesenalm. That really is something special! For everything else, we rely on 100% renewable energy! We get our drinking water from our own spring on site. We work in and with nature. That should be standard in mountain tourism!
So what’s the story with the Meisterwurz Bar?
Stock: Here, too, the idea of sustainability and tradition is at the core. Meisterwurz (masterwort) is an ancient herb that has long been used, for example, for digestion or for bronchitis. With us, this medicinal plant is the main ingredient of the “Wiesenmedizin”, our “meadow medicine”: our own tea, incense and snuff are made with it. We also distil our own schnapps: DER Meisterwurz. It tastes classic and strong. The slightly milder, sweeter version is “DIE Meisterwurzin”, elegant and refined, just like the design of our bar and its surroundings.
How did you come up with the idea of using scent marketing to liven up the interiors?
Stock: When visitors step into our alpine hut, we want them to feel this sense of cosiness, mountain air and freedom indoors too. Scents play a key part in that. We were clear about that from the start. So the ambience was to be enhanced with suitable scent notes. In summer we use invigorating, zesty fragrances, and in winter and around Christmas it smells of cinnamon and orange.
In which rooms does AROMEA provide this “fragrant breeze”?
Stock: Pretty much everywhere. We have an AROMEA POWER built right into the ventilation, which scents the rooms evenly. The Wiesenalm stays in your nose from the very first sniff.
Thank you for talking to us!
Thomas Stock on the effect of scents at the Wiesenalm
