The Story of Madlein

In 1949, he took over the management of the re-established tourist office (now the Ischgl Tourism Association), followed by his election to the local council in 1950. From 1974 to 1986, as mayor, he shaped an era of change – with energy, passion and an unshakeable belief in what is possible.

For his services, Erwin Aloys was awarded the Golden Medal of Honour of the Republic of Austria and honorary citizenship of the municipality of Ischgl. But more important to him than awards was always what remains: the development and well-being of his homeland.

The Great Hurdle Race – the first cable car

Aloys tackled what was probably his biggest hurdle in the 1950s: financing the first cable car. He had to raise around twelve million schillings to realise his vision. For almost ten years, he fought tirelessly for his idea – at that time as landlord of the Heidelberg Hut belonging to the German Alpine Club.

Despite scepticism and resistance from many fellow citizens who considered the project too risky, he pushed through the construction of the first suspended gondola lift from Ischgl up to the Idalpe, four kilometres away. In 1963, the longest cable car of its time carried the first skiers up the mountain. Just four years later, over 100,000 winter holidaymakers came to Ischgl.
The town soon grew rapidly: new guesthouses and hotels sprang up – so many that reserved seating had to be introduced for the gondola. A second cable car became necessary. In the east of Ischgl, where the Aloys family’s Hotel Madlein once stood and where the luxury Hotel Elizabeth was later built, Austria’s first single-cable gondola lift was finally constructed on the Pardatschgrat.

Year after year, new guest beds were added, and hotels and restaurants sprang up at record speed. By 1976, Ischgl had already achieved the highest occupancy rate of any winter sports resort in Austria. Under the leadership of Erwin Aloys, chairman of the cable car company since 1963, the ski resort was steadily expanded.

The woman by his side

Behind every successful man stands a strong woman – in this case, Olga Aloys. With her incomparable nut cake, which became famous far beyond the borders of Tyrol, she spoiled guests for decades and ran the hotel with heart and passion, while Erwin pursued political office and visions. The original recipe for her legendary nut cake is still available at the Hotel Madlein today – a culinary immortalisation and a piece of living history.

With this new energy, Ischgl became a symbol of modern Alpine culture – a place that reinterpreted snow and show business. The Hotel Madlein also experienced its own renaissance during this period: modern, purist aesthetics in the Alps, a design concept that delighted the press and guests alike.
Paris Hilton, Rihanna, Pink – just a few names from the long list of international stars who have stayed here. Hardly any other hotel in the Alps combines so much creative energy, style and history under one roof.

Continuously on the move – a hotel in dynamic change: Today, Madeleine Aloys-Liebhauser, daughter of Günther Aloys, runs the hotel with charm, sensitivity and a visionary eye to the future. Under her leadership, Madlein continues to evolve – always in tune with the times, without losing sight of its roots. Dynamic progress meets down-to-earth values: the beauty of nature, genuine Tyrolean hospitality and a flair for the extraordinary.

New concepts are already in the starting blocks. Soon, Madlein will shine again in fresh colours – as a place where history, design and emotion find a new form.