Inside Richard Branson’s Ultra-Private Alpine Retreat in Verbier
Written by JQ Louise
The Lodge in Verbier delivers a superyacht-style winter escape with private dining, seamless service, and a cosy chalet setting high in the Alps.
Jan 25, 2026
I realized halfway through my stay at The Lodge: This isn't a hotel experience. It's a yacht charter, only not on the sea, but in the mountains. Perched atop Verbier, Sir Richard Branson's Swiss mountain retreat functions on the exact same principles as a superyacht: complete privacy, effortless service and a sense of total relaxation. Verbier is just the place for this level of experience. After growing from a small rural farming community into one of the top ski destinations in Europe, attracting wealthy people, who also have a sense of adventure, particularly those who value access and adrenaline over being seen, it has retained a certain rebellious spirit. Let’s take a look inside Richard Branson’s ultra-private alpine lodge in Verbier.
5-Star Alpine Service
It is primarily the staff at The Lodge that creates the experience of a mountain-bound yacht charter. Just as a yacht crew runs smoothly behind-the-scenes, while always anticipating your needs, The Lodge's staff operate just the same. Breakfast arrives in the morning, customized to each guest's specifications. Ski passes, equipment rentals, and private lessons are set up without need for conversation. By the time you arrive back at the lodge after your ski day, drinks are waiting, the fire is lit and a tasty lemon cake is waiting for you.
Dinners are a highlight of every evening—menus created specifically for your party by your private chef, paired with wine feel effortless. Just like while on a yacht charter, The Lodge creates personalized experiences based upon how you wish to travel, not a pre-determined itinerary.
From Slopes to Spa, All Under One Roof
Following a day’s ski in the world-renowned Four Valleys, which is one of the largest and most diverse ski regions in the Alps, The Lodge becomes a refuge. I rotated between the indoor swimming pool and the outdoor hot tub beneath falling snow.
Additionally, a cold plunge was installed last year at the request of Sir Richard Branson, which serves as the final piece of the recovery circuit. And if your legs are still protesting, the in-house massage therapist provides treatments equivalent to the finest spas around the globe.
Exclusive Use or "Hotel" Booking
Similar to a yacht, The Lodge offers guests two options for booking. If you choose Exclusive Use, the entire lodge is reserved for your group—you'll have complete privacy, maximum flexibility and a completely dedicated team working exclusively for your party. This is the ultimate way to experience winter skiing in the Alps: no schedules, no compromises, just mountains, service and space.
If you're interested in experiencing The Lodge's hospitality and services, but do not require a private charter of the entire property, you may reserve individual rooms during a “Hotel Week”. You will receive the full all-inclusive experience—meals, amenities, public areas, and the exceptional service that Virgin Limited Edition is known for.
Hotel Week Dates for Winter 2026 include January 13–18, January 25–February 1 and March 8–14.
A Superyacht Experience Without the Ocean
For UHNW travelers, The Lodge represents a form of luxury that is centered around discretion and customization. If your ideal winter getaway includes Michelin-starred meals, skiing with legendary conditions, and service that feels personal rather than performative, The Lodge is not just somewhere to stay. It is the yacht charter of the mountains and one of Switzerland's most quietly impressive residences.
Learn more here: https://www.virginlimitededition.com
