Switzerland Tourism’s rebranding exercise, first announced in early May, has finally made an appearance in Asia, as the NTO revealed visuals during its participation at the ongoing ILTM Asia Pacific 2024 luxury travel tradeshow in Singapore.
The new logo is represented by the word ‘Switzerland’, with the Swiss cross taking the place of the letter ‘t’, set against a colour gradient backdrop of five shades of red.
Batiste Pilet, director for South-east Asia, Switzerland Tourism, said the new logo reflected a single identity that could easily be used by all Swiss tourism suppliers and stakeholders, not just Switzerland Tourism, and was more suitable for the modern digital environment.
Furthermore, the colour gradient gave off a more “active and energising” vibe and allowed destination marketing materials to be playful with colours.
“However, a brand is still just a brand, and it is important that it (reflects) our strategy. Just as the new Switzerland logo is a future-ready logo, so is our strategy,” said Pilet.
“Our strategy is to be ready for tomorrow. Currently, Switzerland has an issue with overbooking during the peak seasons. As the tourism board, we want to encourage travellers to make the right choices in order to have the best travel experience in Switzerland,” he elaborated.
Switzerland Tourism is working to emphasise the country’s year-round appeal, so that travellers would visit beyond the peak June to August period, as well as lesser known locations and experiences “in between the hot cities”.
The move to spread out tourism traffic would benefit travellers too, as they could enjoy more products and experiences at better prices during the off-peak periods.
Pilet said the South-east Asian markets are an ideal and important solution for Switzerland’s peak traffic issues, as travellers from the region tended to visit between March and June and between October and December. As such, the tourism board is dedicating much efforts into growing South-east Asian arrivals.
“Of course, we want to have the right guests. That’s why we are here at ILTM Asia Pacific. Luxury travellers are the ideal target for Switzerland. We have the infrastructure, hotels, and experiences that luxury travellers appreciate, and we can build an unforgettable experience for them,” he said.
Pilet believes that popular cities in Switzerland will continue to feature in a big way in travellers’ itineraries, but travel advisors could recommend additional unique activities in less-travelled areas. This would spread tourists deeper into the country, enhance the overall journey, and lead to longer stays.
“For example, choose one of the many special accommodation available in Jungfrau before or after exploring Interlaken. Perhaps take a tuktuk (motorised rickshaw) from the Geneva city centre to a vineyard on the fringes, or make a detour between Interlaken and Lucerne for a biscuit-making activity with the popular Swiss bakery, Kambly,” he suggested in an interview with TTG Asia.
Travelling from point to point could also be a unique excursion, he added, as Switzerland offers several panoramic trains that go down scenic routes. The experience is ideal for premium travellers, as trains like the Bernina Express and Glacier Express have “excellent carriages with quality catering onboard”.
The focus on offering new ways to enjoy Switzerland also aligns with the growing demand for local and immersive experiences among luxury travellers, he opined.
The Park Lane Hong Kong is celebrating 50 years in business this year.
It all began in 1974 when The Park Lane Hong Kong, owned by the Chan family, first opened its doors under the name Hotel Plaza, which was part of a cluster of great hotels in Causeway Bay, together with the Lee Garden hotel and The Excelsior.
Since then, this sole grand dame has been a fixture here – it underwent a transformation in 1985 and was renamed The Park Lane Hong Kong, encapsulating the hotel’s commitment to offering timeless luxury, personalised experiences, and perfecting the art of hospitality.
Today, the hotel boasts 807 rooms and 13 suites, an executive lounge, three distinctive dining venues and over 1,700m² of event spaces, as well as recreational facilities.
The property’s continuous investments, modernisation and unique repositioning has strengthened its appeal to today’s traveller.
Next year in 2025, The Park Lane Hong Kong will join Marriott’s Autograph Collection under a 15-year franchise deal.
Luc Bollen, general manager of The Park Lane Hong Kong, shared: “We embarked on a transformational repositioning of the hotel in early 2015. The classic feel was replaced by a tech-savvy, engaging and interactive feel, all restaurants were completely recreated, and state-of-the-art meeting facilities were developed on the highest floors with breathtaking views over the views of the harbour, Victoria Park, and the Kowloon skyline. Rooms were turned into contemporary yet classy and tech-rich experiences. Today, SKYE Roofbar & Dining has become iconic in the Hong Kong dining vibe.”
He continued: “In order to bring our farm-to-table culinary concept to life, we have established our own rooftop Secret Garden, where we source fresh fruits, herbs, and spices. It also highlights the hotel’s commitment to sustainability and low carbon emission, ensuring an eco-friendly and sustainable future.”
In addition, The Park Lane Hong Kong’s dedicated staff members, many of whom have been with the property for a decade or more, are at the core of its exceptional service.
Over the years, the hotel has hosted heads of state and other celebrities. In recent years, it welcomed notable guests like US vice president Dan Quayle, as well as top celebrities such as Japanese actor Koji Yakusho, British fashion designer Vivienne Westwood, British singer Henry Moodie, and Australian celebrity chefs Curtis Stone and Dan Hong.
Additionally, The Park Lane Hong Kong has served as the official hotel for various events, including the Soccer Sevens, Hong Kong Open (tennis), World Open (snooker) 2024, FIBA 3×3 World Tour 2024, and Clockenflap 2023, a music and arts festival.
The property is celebrating its 50th anniversary with a theme of Where Heritage Meets Innovation. Since November 2023, a series of celebratory events centred around art, sustainability, heritage, and innovation have been launched.
Bollen contended: “My vision for The Park Lane Hong Kong is to strengthen it as a community icon in Causeway Bay, and to engage meaningfully with all stakeholders over the next 50 years. My greatest aspiration is for the hotel to be recognised as a benchmark for exceptional guest experiences, locally and globally. We strive to meticulously tailor every aspect of our guests’ stay to their needs and expectations. I firmly believe that the hospitality industry thrives on creativity, flexibility, and adaptability.
“By embracing innovations and staying abreast of new trends, we can continually raise the bar and provide even better guest experiences. Moreover, during my time here at The Park Lane Hong Kong, I am excited to lead my team in adopting more sustainable practices. By prioritising sustainability, we aim to make a positive impact on the environment and encourage others in the hospitality industry to follow suit.”