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5 things that I wish for from the tourism industry.

Martin Nydegger shares his expectations for the tourism industry and reveals what will really count over the next few years: “A strong product is the best marketing. Because of this basic rule, it is essential that the industry works intensively on the product and offer.”

1To the top through adaptability.

Spontaneous bookings made at short notice and rebookings will be the way of things in future. Resisting this trend would be pointless – since those who fail to become more adaptable will also become less attractive. Manage this phenomenon actively and with foresight. In short-haul markets, this offers great opportunities to react to developments (such as weather, events, etc.).

2

Convenience will be expected.

Stays in Switzerland are not yet as pleasant and convenient everywhere as would be expected in 2022. Profit from the opportunity offered by the digitalisation seen throughout the pandemic. Invest in digital services to make experiences more easily accessible for guests. Ensure a straightforward online booking process for accommodation, experiences, restaurants, and even meal choices and parking spaces, as well as the possibility for guests to queue virtually rather than in person. Processes will be more efficient, and guests more relaxed.

3Creativity is striking.

Globalisation is a wonderful achievement of humankind with many advantages. However, it also carries the risk of products, ideas and services increasingly being the same. To attract the right kind of attention, the way to go is therefore creative independence. This is something that can be developed through unconventional and inspired planning. Break away from the norm, show some courage and maybe even get a little crazy. Guests will love you for it.

4

Be smart with digital data.

Data is the currency of the future. Use the digital data available to you within your business or at your destination to improve and further develop your offerings and communication. Whether these are the preferences of your guests, data from your website, overnight stay statistics or market data from Switzerland Tourism: the more you know about your guests and activities, the more effectively you will be able to address your target groups.

5

Win hearts with style.

As a high-cost country, we must pay particular attention to appearance and style. High style does not always mean high cost; anyone can radiate a chic sense ofstyle. Aesthetic is, of course, a question of taste, but try to at least be visually appealing. So my wish for, and appeal to, the industry is this: show your hotel, mountain railway, cable car or touristic offering in its best possible light. And show your style with the ultimate in aesthetic standards.