Switzerland ups its game to entice Asia’s growing affluent

An Asian tourist in Montreux, Switzerland

Switzerland is levelling up its offerings to meet the increasingly discerning demands of Asian travellers, on the back of rising affluence among Asia’s middle class.

Last year, Singapore registered as the top longhaul market for Switzerland, while Asia as a whole is delivering more travellers with a taste for luxury, shared Ivan Breiter, director South-east Asia of Switzerland Tourism.

An Asian tourist in Montreux, Switzerland

Breiter remarked that as more Asian travellers regard holidays as “the most prestigious and precious time” to spend with family and loved ones, their willingness to splurge on higher-quality tours and “out of the ordinary” experiences has also increased.

In order to appeal to this discerning crowd, Swiss players are tweaking their offerings accordingly. One example is luxury hotel Eden Au Lac in Zurich, which will soon reopen following an extensive refurbishment, bringing with it a suite of enhanced service standards.

“South-east Asia has become so important for us. We’ve realised that as the market is growing, and people are developing even more interest in Switzerland. It’s important to have service standards catered to this market,” said Ken Dang, sales manager of Eden Au Lac.

Dang explained that staff members will conduct research on the cultures and countries of its guests in order to integrate personalisation into amenities, service and offers. For example, the hotel may include dishes like laksa or rendang in a menu presented to a Malaysian or Singaporean guest.

As part of its efforts to maximise its mileage in Asia, Switzerland Tourism is participating at ILTM Asia Pacific this week. The organisation is accompanied by a delegation from Swiss Deluxe Hotels, a group which comprises 40 luxury five-star hotels and resorts in the country, including Eden Au Lac.

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