Our Story

Since 1927

More Than a Hotel, a Heritage of Hospitality

About the Hotel

Welcome to Sporthotel Lorünser

A bellhop transporting luggage in front of hotel

Since 1927, the Lorünser has embodied alpine charm, blending tradition with modern luxury. Thoughtfully expanded over the years, it retains its nostalgic family atmosphere while offering exceptional comfort.

Now in the hands of the Jochum family’s third generation, little has changed in spirit. The comforts are finer, the dining more refined, but the feeling remains the same: a house built for mountain life, where guests are welcomed with quiet familiarity and looked after with care.

In the ski cellar, a small museum tells the story of those early days—of rope tows and wooden skis, of guides and guests who became lifelong friends. Their mark is still felt, not in spectacle, but in the way the snow squeaks underfoot, and the way the staff know just how you take your coffee.

Some places are made to impress. The Lorünser was made to endure.

Our History
As featured In
Exterior shot of the lorunser hotel at night

Skiing - A Better Way of Life

At least, that’s what we believe. It’s why we first opened our doors to skiers in 1927 and why we’ve continued to welcome guests every year since.

At the Lorünser, skiing has never been a trend—it’s been a way of life for nearly a century. Since our doors first opened in 1927, we've welcomed guests who come not merely to ski, but to immerse themselves in the rhythm of winter life. We’re glad you’ve found your way here. And while a digital welcome is a fine beginning, nothing compares to the journey up the historic Flexenstraße—a marvel of engineering carved into the mountainside by hand over a century ago.

With each turn in the road, the everyday fades, and something older, quieter, and more enduring takes its place.Nestled between soaring peaks and a winding alpine stream, the Lorünser invites you into a world shaped by sport, wilderness, and tradition. Here, there’s no need for cars or shuttle buses—just step outside, clip in, and glide onto the slopes. At day’s end, the Lorünser’s private slope brings you home.

But it’s not just the snow or the scenery that brings our guests back year after year. It’s the unmistakable blend of five-star refinement, friendship, and the sense of belonging. At the Lorünser, you don’t merely check in. You come home.

Warm regards,

A journey through the Lorünser’s legacy

Tradition,Since 1927

Our History

A legacy built on tradition, shaped by generations, and carried into the future. A story of heritage, resilience, and hospitality that continues to unfold.

1927
Archival photo of restaurant staff
A historical exterior shot of Lorunser
The Lorünser is Built

The Lorünser, a simple bed and breakfast, is built by Wilhelm Lorünser. The hotel had a café, steam bakery, electric lighting, hot and cold water, and quickly began to build a reputation among skiers around the world for the warmth and authenticity of its hospitality.

A historical exterior shot of Lorunser
An old photo of a close up of a skiier
1936
Six Local Guides Go Into Business

Wilhelm Lorünser’s children put the hotel up for sale. Gebhard Jochum, a farmer and one of Lech’s first mountain guides, becomes a partner in the Lorünser alongside Friedrich Schneider, Ernst Skardarasy, Hermann Gunz, Fritz Nohl, and Emil Walch. Austria’s first ski lift is erected in Zürs.

1939
The Impact of World War II

At the onset of World War II, Austria is annexed. Hotels in Zürs are seized by the German Wehrmacht for six years. Ernst’s wife, Hilde Skardarasy, leads the hotel through the war years alone.

1948
Post War

The hotel resumes operations as a privately owned business.

1950s
An old photo of a man doing construction
Historical exterior shot of Lorunser
Construction Begins

Period of construction and development (Aufbauphase) begins, lasting into the 70s. Gebhard Jochum Sr. begins the process of buying all shares of the hotel, eventually transferring ownership to his son Herbert.

Historical photo of skiiers in the snow
A photo of a party in the 1980s
Historical photo of skiiers standing together
1960s
The Beginning of Iconic Events

The hotel gains an increasingly international clientele and reputation, with a growing number of returning guests. Iconic events like the Turtle Race and Meta’s Parties begin to shape a lively social scene. More than just a winter retreat, the Lorünser becomes a beloved sporting haven.

1989
Gebhard Jochum Jr. Takes Over

After several years of international training in the United States, South America, and Europe, Gebhard Jochum Jr. takes over leadership of the hotel. He continues the legacy of highly personal hosting, further cultivating the Lorünser’s spirit of warmth, world-class service, & the sporting way of life.

A historical exterior shot of Lorunser
1999
Snowed In

During a once-in-a-century blizzard, Zürs is completely cut off from the outside world for two weeks, with no way in or out. Against all odds, essential supplies are flown in by one daring helicopter pilot.

2027
100 Years

The Lorünser celebrates its centennial.

1927
Lorünser is Built
1936
First Ski Lift
1939
Impact of WWII
1948
Post War
1950s
Construction Begins
1960s
Iconic Events
1989
Gebhard Jochum Jr.
1999
Snowed In
2027
100 Years