INDO SWISS - new media

TourismPutting up with the antics of the rich and famous inSt MoritzMax Keller was the director of the PalaceHotel in the Swiss resort of St Moritzplayground of the rich and beautiful forten years. He has just written a booktelling of his time among the "snowciety"in the 1980s, which included former Fiatboss Gianni Agnelli and the GreekNiarchos dynasty."Via St Moritz to Hong Kong and Back" isa collection of stories and anecdotesgathered during Keller's time as directorof several top class luxury hotels aroundthe globe.Keller believes these "glorious good olddays" are worth recording. "People forgetvery fast," Keller, now 64, said.The Swiss was born near LakeConstance. As a child he was fascinatedby his mother's stories of being agoverness to the managing director ofthe luxury Brown's hotel in London.However, Keller's father was not soenamoured of his son's plans to go intothe hotel industry, so Keller junior had toagree to train for three years as a chefbefore he could join the renowned HotelSchool in Lausanne.Upon graduating he immediately set hissights high the Baur au Lac hotel inZurich. He worked his way further up theladder with stints at the Palace Hotel inGstaad, the Palace Hotel in St Moritz,and the exclusive Hôtel du Cap d'AntibesEdec Roc on the French Riviera.His first big break was the vice director'spost at the Peninsula Hotel in colonialeraHong Kong.Imelda MarcosOne special visitor to the hotel in the1970s was Imelda Marcos. The wife ofthe then Philippines president may be19famed for her enormous shoe collection, but Keller reveals that she liked totravel in big style as well. No fewer than 25 Blue Ladies, or ladies inwaiting, as well as countless bodyguards were needed to accompany theIron Butterfly on her shopping trips. She would often reserve entire hotelfloors often at the last minute."Looking back it was so preposterous and crazy," Keller said. "When shestayed I usually had three hours sleep a day because she always got up atthe end of my working day between eight and ten, then it would start withwhatever she wanted."After three years Keller got a call offering him the directorship of the PalaceHotel in St Moritz. "An Englishman, a very good friend in the trade, said tome about my appointment, 'Max I'm very happy for you, but you have toknow that from now on you can only go sideways or down'".The 1980s were still a time of glitz, glamour and parties the Aga Khan,Alfred Hitchcock and King Juan Carlos of Spain were all guestsduring this era.War generation"What fascinated me was that I was dealing with the war generation.Nowadays you have a generation of people who have never seen anythingbut prosperity and wellbeing and that doesn't make characters," Kellerexplained.Keller said sometimes toughness was needed towards rich guests whocould be arrogant, snobby and pushy. He tells of how he plucked up thecourage to bar one of the rowdy sons of Stavros Niarchos, of the superwealthyGreek shipping dynasty. This was accepted by the family, earninghim respect in St Moritz society.But it was important not to get carried away. "You are always with thescene, but you are never part of it as a director," said Keller, adding that thisgave him the necessary distance to write the book.After resigning from the palace job, he had a disappointing experience atan establishment in Vienna, "what my friend said, sideways or down",before leaving the industry altogether.Nowadays he divides his time between Denmark his wife is Danish - andWinterthur, where he is treasurer in his brother's company. Being awayfrom the hotel industry has made him realise there are other sides to life, hesays."I'm happy to be out of the hotel business," Keller said. "It was fun but it wasall absorbing.”INDO-SWISS BUSINESS + JAN-FEB 2008