HIDDEN GUEST: Freigold Impulshotel

Freistadt in Upper Austria is one of the best-preserved medieval towns in the Mühlviertel region, right on the border with the Czech Republic. A trove of history in trade between Northern and Southern Europe lies behind the imposing fortified walls that still encircle the old town today. Narrow streets with scenic Renaissance-inspired houses, a revered brewing tradition, and vibrant cultural activities imbue the town with a unique charm. There is another compelling reason why visitors have been flocking to Freistadt recently – a newly opened hotel designed by local entrepreneurs Dietmar Hehenberger and Wolfgang Hochreiter. The hotel is near the bus station and the local exhibition centre. Its modern architectural design is the result of a forward-thinking concept that eclipses the archetypal countryside wellness hotel. The heart of the story is a wellness garden, covering 9,000 square metres. It features a natural swimming pond, a 26-metre pool, outdoor relaxation areas, and a dreamlike verdant setting.

The surrounding area offers a range of experiences, from strolling the immaculately preserved old town, participating in hands-on craftsmanship workshops, or cycling and hiking around the rolling hills of Mühlviertel. Český Krumlov, a gem of Czech architecture, is just a short drive away. Freigold Impulshotel’s location is thus a surprisingly appealing starting point for exploring the region.

The landscape is ideal for incentive experiences, cycling tours, and hiking trips.

Freistadt is somewhat off the beaten track, yet still surprisingly close. Prague is just two hours away, while Linz, the capital of Upper Austria, is only thirty minutes away. The easiest way to reach the hotel is by car or organised transport. Guests arriving by car can enjoy a spacious underground parking garage and electric charging stations for EVs free of charge. The bus station is also just a few steps from the hotel. Yet, this region deserves more than a stopover. Guests should take the time to explore Mühlviertel and its stunning surroundings on the Czech side of the border. The landscape is ideal for incentive experiences, cycling tours, and hiking trips, where nature and culture co-exist in harmony. Guests arriving by plane should consider the two closest international airports in Vienna and Prague, both some 200 kilometres away. The closest regional airport is Linz, offering solid connections to most European cities. It is one hour away from Freistadt.

Hotel Freigold is architecturally designed to serve as a modern contrast to the historic town of Freistadt.

Its vertical structure stands out from the cityscape, hinting that this could be a new breed of urban wellness hotels. The architecture makes a memorable impression on the upper floors, featuring the Sky Spa and an infinity pool with a glass bottom. At a height of 36 metres, they are the central symbols of the hotel. Both exude refinement and make the guest feel as though they were levitating above the town. Such properties are rare in the region.

The facade was designed with the use of vast glass surfaces that connect the interior with the exterior, providing panoramic views. Transparency was the guiding principle of the architects. The hotel’s proportions might seem grand, but the entire building seeps into the hilly landscape of Mühlviertel. The architecture is more subtle on the ground floor and in the external areas. The wellness garden, complete with a swimming pond, external pool, saunas, and whirlpool, serves as a natural counterpoint to the hotel’s strict geometrical design. This thought-out solution enables guests to easily pass from the urban environment of the hotel to the pristine surrounding nature. One of the hotel’s special features is the Sky Restaurant on the 10th floor, featuring a dining area with panoramic city views. The restaurant is a key part of the hotel’s identity, coupling gastronomy and architecture into a holistic experience.

Architecturally, Freigold is a hotel that does not shy away from its size and modern design. On the contrary, it has a trendsetting role, giving the town a new, contemporary feel.

In 2023, Freigold became the first global impulse hotel. Once you visit it, the term becomes tangible. Addressing all the senses is the hotel’s philosophy, championed by the staff. Their role is not only to ensure classic hotel service but also to actively include and engage guests to co-create the programme. We tried and tested this philosophy first-hand. Numerous daily programmes are a mishmash of ideas for all hotels that aspire to integrate the “selfness” concept. The morning programme is dedicated to sports activities including Body Power, Aqua Fitness, Chakren Yoga, and icebaths. In the afternoon, the emphasis is on gastronomic endeavours – baking bread, tasting tea and wine, and participating in vegan and Asian cooking masterclasses. All the activities are designed to provide a memorable overall impression for the guests. We must note that during our visit, the personnel appeared relaxed, hospitable, and exuded an abundance of positive energy. This made us think that they were having as much fun as the guests themselves.

Impulses, a healthy lifestyle, and active guest participation are the pillars of this hotel.

The cuisine in Freigold is based on the concept of “fine sharing”. As a large-scale event took place at the hotel during our stay, we were unable to try the evening menu, but we did savour the phenomenal breakfast. The quality of ingredients was high. The hotel evidently prioritises local suppliers and fresh ingredients. Impulses, a healthy lifestyle, and active guest participation are the pillars of this hotel, also reflected in the gastronomy. The four-star superior category is well-deserved.

Hotel rooms

When we first set foot in the room, we were taken aback by its spaciousness. The room appears cavernous, everything seems to be where you need it, and nothing seems to be missing. Minimalist furniture oozes modern elegance, while the wooden floor and pastel tones create a sense of calmness. This is a room that you love before even sitting down. One of the special features is the work area, which was thoughtfully designed to offer calming views of the surrounding hills.

The bed is generously sized, featuring a cushy headboard in a mustard-yellow hue, without unnecessary kitsch. It beckons guests to relax after a day of exploring the region or wellness pampering. Next to it stands a charming bedside table, ideal for laying down a book or a glass of wine. The spacious windows connect the room with the balcony, where a morning coffee tastes scrumptious. Fitted with a separate toilet and shower, the bathroom is spacious and highly functional. A glass wall with golden details separates the bathroom from the bedroom. This wall, complete with elements reminiscent of tiny rocks, is an architectural delight. Everything works intuitively in this room, which, alas, is not always the case in hotels. The rooms at Freigold are not a stage for pretentious guests but a haven where minimalism meets warmth. It is a space that does not scream for attention but whispers to guests to wind down, breathe, and feel the impulses.

Meetings centre

Hotel Freigold offers well-appointed halls for business and private events with a capacity of up to 300 attendees in the neighbouring Taurum. The rooms feature state-of-the-art multimedia equipment and flexible halls that allow event organisers to host intimate meetings, seminars, large conferences, or weddings. For boutique events, event organisers can choose the elegant Sky Restaurant. The inviting outdoor spaces are ideal for relaxed evening receptions or celebrations.

DESSERT – The extras

The Sky Spa on the eighth and ninth floors, paired with the garden spa oasis, represent the heart of the unique offerings. Here, guests have ample opportunities to unwind – either in the outdoor wellness garden with a natural swimming pond, whirlpools, or in the garden sauna, adjacent to the Sky Pool with a glass bottom. The programme is complemented by various saunas, a healing salt bath, and quaint areas overlooking the surrounding hills. The entire hotel is designed with functionality and the guest experience in mind.

FLOP – NEGATIVE SURPRISES

The timetable of the saunas and pools is not always the most predictable. Apparently, it adapts to the rhythm of the guests. If you are a morning type, there is a high probability that you will have to wait some time to enter the smoking-hot saunas. This is somewhat unusual for the proverbial Austrian precision, yet understandable. It seems the hotel follows intuition rather than strict timetables.

TOP – POSITIVE SURPRISES

A spa of such dimensions and with such an impressive offering is a positive surprise. We can easily compare it to larger thermal centres. Unsurprisingly, it has won several accolades, including the Falstaff Spa Awards and the Leading Spa Awards. These awards are merited, as only a handful of spa hotels can pride themselves on a natural swimming pond and skypool with breathtaking views. The result is an extraordinary experience that exceeds expectations.

SUSTAINABLE ENDEAVOURS

Although the hotel does not implement sustainability practices on every corner, two endeavours are worth highlighting. The first is gastronomy, which is undoubtedly sustainable, from the ingredients to the preparation. The second sustainable endeavour is the activities the hotel offers to incentive groups – this deserves special praise. In the future, we suggest the hotel reinforce its activities with an official certificate and more direct communication. A simple way is to label how many calories a guest burns when they take the stairs instead of the elevator. Such a charming, sincere, and inexpensive gesture will prompt guests to consider taking sustainable action.

Freigold Impulshotel’s singularity was recognised by the renowned Michelin Guide. Recently, the hotel was awarded the One MICHELIN Key, a recognition for extraordinary hotels. That is precisely how guests feel when staying here: Freigold offers more than a comfortable bed or excellent sauna. It offers a memorable experience.

FREIGOLD offers so much more than many of its cookie-cutter, generic hotel competitors.

The hotel’s boldness is not only reflected in its architecture or design, but also in the holistic offering. Freigold is a heaven-sent property for incentive groups and teambuilding activities. All this is confirmed by the satisfied group that was staying at the hotel during our visit. Freigold is, in many ways, a design trailblazer for incentive hotels. It offers so much more than many of its cookie-cutter, generic hotel competitors. Venturing off the beaten track at Linz and heading north is a rewarding detour. Freigold is more than a hotel. Freigold is ushering in a new era for incentive hotels in this region.

FINAL GRADE: 4.94 THREE MEETING STARS⭐⭐⭐ City Meeting Hotel 

3 MEETING STARS⭐⭐⭐ final score from 4.81 to 5.00
2 MEETING STARS⭐⭐ final score from 4.61 to 4.80
1 MEETING STAR⭐ final score from 4.41 to 4.60