THE SETAI MIAMI BEACH
Alex Furrer is a seasoned professional with over 15 years experience in luxury hospitality, the last seven years of which were spent at The Setai, Miami Beach. Furrer has operational and directional responsibility for the 90-room hotel, 40 luxury suites and the 125-unit residences,
sales and marketing, the company’s policies and staff as well as management of all food and beverage and financial operations.
A Swiss native, Alex Furrer apprenticed with UBS Bank before studying at the Hotel Management School Belvoirpark in Zurich, Switzerland. Furrer completed Cornell Universities GMP, General Manager’s Program in 2014. Prior to The Setai, he trained at The Peninsula New York and worked in key management roles at Eden au Lac and Hotel Zum Storchen in Switzerland.
The Setai is the hotel of choice for the most discerning international guests and is recognized as the top hotel in Miami Beach. It is privately held and operates as an independent hotel with memberships in The Leading Hotels of the World, Virtuoso and Signature Travel Networks. The hotel continuous to be the RevPar leader in the cities competitive set.
A hands-on and detail-oriented manager, Alex Furrer spearheaded the Quality and Training program that resulted in The Setai earning the 2015 Forbes Travel Guide Five-Star Award. A natural fit in an independent luxury hotel, he focuses on guest satisfaction, loyalty and developing new business including high profile events and partnerships with Art Basel Miami Beach, the Miami outpost of the famous Swiss art fair.
Leading an international team of 360 hospitality professionals, The Setai boasts 28 languages spoken. Furrer himself is fluent in German, English, French and Italian.
No stranger to international travel, Furrer and his wife decided to move to Miami after a 2008 vacation. He was immediately attracted to the “Magic City” as a vibrant beach destination, a stark contrast from his native Switzerland but related to Furrer’s maternal grandmother’s Sicilian roots.
LUXURY HOTELIERS Magazine