The Ceremony
The Story
Hans Pfister is co-founder and CEO of the Cayuga Collection of Sustainable Luxury Hotels and Lodges. Hans is the “real deal” when it comes to sustainability, having started when, as he has said, “…everybody just stared at me as if I was from another planet.” Currently, the Cayuga Collection has eight hotels in Costa Rica, Panama, and Nicaragua.
Core to the Cayuga Hotels mission is sustainability in all aspects of the operation; his hotels employ more than 400 local staff year-round, he supports local schools and health clinics, and his properties help reforest and protect more than 1,500 acres of Central American rain and cloud forest.
A native of Trossingen, a small town in Southern Germany, a year of high school abroad in Maine and his Cornell experience shaped the trajectory of his career and solidified his passion for hospitality. In high school, Hans worked at a local German pub and convinced the owner to implement a Monday night ‘beer pass’ that filled the bar on an otherwise dead night. After high school, he started as an apprentice at a 3-star Michelin restaurant and hotel in the German Black Forest, finding that work involved not only endless days cooking and serving, but that any ‘spare time’ was spent polishing glassware and silverware. The GM convinced Hans to attend Cornell. He applied, was stunned at being accepted, and gladly undertook his new studies in upstate New York.
At Cornell, Hans honed his passion for hospitality and combined this with a new passion for marketing. He was allowed to take graduate marketing courses with Professors Leo Renaghan and Chekitan Dev. Professor Dev worked with marketing guru Peter Yesawich ’72, MS ’74, PhD ’76, Hall of Fame Class of 2024, who guest lectured in the class. Yesawich’s perspective and insights struck a chord with Hans and deeply influenced his career. He further honed his passion for marketing working with the Hospitality Sales and Marketing Association International (HSMAI), where his relationship with HSMAI President Bob Gilbert ’82 led to internships in North Carolina and Hong Kong.
Hans did this all while finishing his degree in three years. After Cornell, it was off to Costa Rica, then Germany, then back to Costa Rica to run hotels in remote locations. In the process, he was becoming a true hotelier.
Hans and wife, Jennifer, promoting Costa Rica at Trade Fair in Vienna, 1997.
Hans Pfister and business partner Andrea Bonilla
But his true passion was to do something fulfilling, so in 2003 Hans started the Cayuga Collection with his long-time friend and business partner, Andrea Bonilla ’97. The passion to create truly sustainable luxury hotels drives everything that Hans and Cayuga do. The principles and practices are memorialized in the coffee table book available in all hotel rooms of the Collection, The Cayuga Way: A Journal of Sustainable Luxury. As a sustainability pioneer, Hans found that the road was not marked, that there was little direction. What carried him in the creation of Cayuga was his devotion to the principles of simplicity and authenticity. These hallmarks include a focus on the people who work at the hotels and the well-being of the local community where the hotel operates. It extends to properties that bond with and extend into their wild surroundings. It continues sourcing local foods, supporting local farmers, and learning to prepare the best of local cuisines. It all comes together as enticing venues that allow guests to “truly experience, learn, connect and relax in the world’s most inspiring settings.”
Arenas Del Mar Resort – a Cayuga Collection property in Manuel Antonio, Costa Rica
When asked to talk about what drives him, Hans provided this:
“I have three passions in my professional life. Two I found at Cornell and one in Costa Rica.
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- Passion for Service. I will never forget the plaque at the entrance with the E.M. Statler quote – Life is Service.
- Love of the international aspect and exploring the world that is possible in hospitality. I have met so many incredible people who I am still in touch with from around the world.
- Sustainability was not present during my time at Cornell. Not at all. I asked, but everybody just stared at me as if I was from another planet.” I found it in Costa Rica.
Hans talks passionately about his sustainability work; here, presenting at Remote Community.
The Cayuga Collection is the recipient of many awards, including the Tourism for Tomorrow Award by the World Travel and Tourism Council, the Condé Nast World Saver Award, and the National Geographic’s Earth Changer Award. Hans has been a featured speaker at Cornell’s Dean’s Distinguished Lecture Series and at South by Southwest (SXS).
Asked and Answered: How could a German, educated in the USA, redefine what a luxury vacation is and help Costa Rica be in the forefront of the best sustainable destinations in the world? – Jesus Castro-Monge ’79
GM Rodrigo Coto and Hans as assistant GM of the Hampton Inn, San Jose, Costa Rica
In 1994, I got a call from this German Cornell Hotel School student. At that time, I was the CEO of a small local hotel company in Costa Rica and we were building our first chain hotel, a Hampton Inn (it would be the second Latin American hotel for the franchise).
“Hi,” he said, “I am Hans Pfister. I am now in Costa Rica and leaving for the States tomorrow. I am about to finish my senior year at Cornell, and I am looking for a job after graduation.” Knowing that few college graduates would look for a job in such a small country, he immediately added, “And my girlfriend Jennifer is from Costa Rica.” (They met in Ithaca and have been married for 27 years now.)
I asked him to come by the construction site on the way to the airport. I was very much impressed with him after the brief interview, so much so that we hired him on the spot as assistant GM for the hotel upon graduation, provided he committed to take the Hampton Inn GM certification and learn as much as possible about unconditional guarantees. He was a committed young man with great personal and marketing skills, ambitious to change the world, and… very much in love. I should add, also, a man of values and a gentleman.
Hans’s personality, convictions, and ability to train shaped the organizational hospitality culture and the hotel’s financial and customer satisfaction indexes. After the first three months, the hotel achieved almost 100% occupancy throughout the year and the best REVPAR. Most importantly, it won many accolades for customer satisfaction. I still remember him dressed as Love Cupid, with part of the hotel staff, waiting at the airport marketing the property and welcoming guests.
From Student to Friend – Jan deRoos ’78, PhD ’94
I first met Hans as his faculty advisor at Cornell. My specialty was advising the so-called older students, those with a few years between high school and university studies. Hans struck me as enthusiastic and fun-loving, but very serious about his studies. He was a delight to have in class and his curiosity about all things ‘hospitality’ was infectious. Over the years, we stayed in touch and have transformed our acquaintance into a friendship.
I have always admired Hans’s ability to think outside the box. He went back to Germany for about two years, but Latin America and Costa Rica were calling him back. He worked for a brief time in a small hotel in a remote area of Costa Rica. There, in the wake of emerging environmental trends, Hans realized that there should be a better way for tourists and visitors to enjoy a vacation. How can the guest be part of such an experience? How can the surrounding communities receive help from it? How can simplicity become luxury? How can we lower the impact of our carbon footprint? How can…?
Together with Hotel School friend Andrea Bonilla ’97, Hans decided to pursue his dream of becoming an entrepreneur in the hospitality industry to evaluate his ideas. Today, their value proposition includes sustainability, community integration, and redefining luxury in the hotel industry.
Hans’s role in sustainable tourism has been nothing short of transformative. Under the philosophy of Cayuga Collection, his company emphasizes luxury without compromising environmental integrity. By leveraging principles of sustainable luxury tourism, Hans ensures that guests enjoy unparalleled experiences while leaving behind a positive impact. Each property managed by Cayuga Collection incorporates eco-friendly practices, from energy-efficient buildings to locally sourced materials, creating a symbiotic relationship between industry and the environment.
One of the standout aspects of Hans’s contribution is the meaningful engagement with local communities. By prioritizing local employment, fair wages, and community-driven projects, Cayuga Collection sets a powerful example of how tourism can be a force for good. This approach not only enriches the lives of community members but also enhances the guest experience, making it deeply authentic and fulfilling. Hans’s vision has indeed helped position Costa Rica at the forefront of sustainable destinations worldwide, proving that luxury and sustainability can go hand in hand.
Serendipity – Liv Gussing Burgess ‘91, Hall of Fame Class of 2022
Hans and Liv, May 2023
It’s incredible how life’s paths intertwine, bringing people back together in unexpected ways. My journey with Hans after Cornell began in the mid-90s as a backpacker when he ended up on my doorstep in Bangkok. It has since evolved into a meaningful collaboration in Costa Rica. Several decades later, Hans would reach out professionally.
Hans’s vision for the hospitality industry, particularly at the intersection of sustainability and luxury, is nothing short of inspiring. Working with the Cayuga Collection allowed me to appreciate not only his dedication to creating exceptional experiences but also his relentless pursuit of excellence. The workshops I facilitated were enriching, fostering strong connections among team members who share Hans’s passion for responsible tourism. It’s evident that the pride Costa Ricans have for their environment is deeply woven into the fabric of their hospitality, guided by Hans’s leadership.
What impressed me most during our time together was Hans’s remarkable approach to leadership. He actively engages all his team members in the company’s vision, fostering a collaborative environment that empowers everyone—whether they are senior managers or line staff. Hans’s down-to-earth demeanor and genuine inclusivity create a sense of community and shared purpose, ensuring that each individual feels valued and integral to the organization’s success. There is no hierarchy within the organisation- Han’s truly understands that everyone’s participation is essential to success.
Sunset break after a workshop.
Strong collaboration with fishing communities.
Enjoying family time: Lara, Jennifer, Hans, Noah, and Benjamin. Mt. Aetna, Sicily, Summer 2024
Prepared by Jan A. deRoos ’78, PhD ‘94
