Private ski butlers, live-in chefs and rare cigars: Inside Switzerland's ultra-luxury travel boom
Business is booming for the world's wealthiest individuals. Uncoincidentally, so is Switzerland's tourism industry.
In 2024, Switzerland hotels recorded 42.8 million overnight stays – the highest in over 50 years. A key driver? Luxury travellers, particularly from the US, who are flocking to the Alpine nation in record numbers.
As it becomes clearer the impact wealthy travellers have on the Swiss economy, the country is doubling down on its status as the ultimate high-end destination.
Private ski butlers, bespoke experiences, and VIP service
For decades, Switzerland's pristine landscapes and elite reputation have made it a magnet for affluent travellers. The country has long been synonymous with exclusivity, from its five-star hotels and Michelin-starred dining to private ski chalets and discreet banking services.
Post-pandemic, Switzerland is leaning further into personalised, high-end experiences, tailored to the few rather than the many.
Hotels in Alpine destinations such as St. Moritz, Zermatt and Gstaad have raised the bar with services you might expect to see in the luxury resorts of the TV drama White Lotus: Private ski butlers to preheat your boots, heli-skiing tours and even Harley-Davidson motorcycles for guests to drive.
The country's five-star accommodations now come with expected perks such as live-in chefs and concierge services that curate once-in-a-lifetime experiences. Some, like The Chedi, boast extravagances such as a collection of thousands of rare cigars – these can set you back up to €8,600.
Luxury tourism means big business
Global billionaires grew their collective wealth by a staggering €1.94 trillion in 2024, according to the World Economic Forum. For Switzerland, homing in on high-net-worth individuals as a visitor strategy appears to be paying dividends.
Last year, foreign overnight stays climbed by 5.1 per cent to 22 million, with US travellers accounting for about a quarter. Meanwhile, Chinese and Indian visitors each increased by double digits, signalling growth in long-haul luxury travel, too.
While they may not come in large numbers, high-wealth guests have a sizeable impact. Five-star hotels make up only about 8 per cent of all overnight stays, but the guests who stay in them account for 25 to 30 per cent of Switzerland's total tourism revenue.
'The numbers speak for themselves,' Markus Berger of Switzerland Tourism told the BBC. 'The high economic significance justifies a commitment to luxury guests.'
Critics have questioned whether these ultra-luxe visitors might price out local tourists, however. Similar tourism success stories have unravelled elsewhere, such as in Rome, where short-term rentals have driven up rent, forcing residents to live out of the city.
How does Switzerland compare to other luxury holiday hotspots?
Switzerland's luxury tourism boom isn't happening in isolation. Destinations worldwide are vying for a piece of the high-end market.
For instance, Tenerife is repositioning itself as an exclusive getaway, launching initiatives specifically aimed at US luxury travellers, while resorts from the Maldives to Austria and Greece are offering custom itineraries, private sanctuaries, and standalone wellness complexes to appeal to wealthy jet-setters.
What Switzerland hopes will continue to set it apart from other luxury destinations is its blend of old-world grandeur and modern opulence.
While destinations such as Dubai and the Maldives promise extravagance, Switzerland offers understated luxury rooted in heritage, wellness, outdoor adventures, and a world-class – and often homegrown – service. That could remain a winning formula for the world's wealthiest travellers, and even more so for Swiss hospitality.
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