Switzerland has been the recipient of heavy Indian footfall for decades owing to its portrayal in almost every love saga Bollywood churned out through the 60s onwards. However, this was a time when Indian travellers were not yet the discerning globetrotters they are today and largely depended on group tours to visit this dream destination. The last few years have seen that turn around completely! Not only are Indians now confident to go abroad unaccompanied, but Switzerland now witnesses several repeat travellers from the country as well, a change that has begun to fuel the business of standalone properties in Switzerland.
The Indian market is starting to contribute and the management of Baur au Lac in Zurich, Beau-Rivage Palace in Lausanne and Badrutt’s Palace in St. Moritz, three of Switzerland’s standalone establishments, strongly believe in the potential of the market. The Indian market share at the three hotels presently is single digit. “The growth in numbers and market development from India has been relatively slow. However, the recognition and overall recall value of all three exclusive hotels has much improved and we will work on further expanding it,” explained Michel Rey, Managing Director, Baur au Lac.
Baur au Lac in Zurich, Beau-Rivage Palace in Lausanne and Badrutt’s Palace in St. Moritz are exclusive hotels and the market always grows faster in the mid and lower hotel category segments, the hoteliers believe. Yves Gardiol, General Manager, Badrutt’s Palace said that, in addition to travel industry contacts, the hotel also started to reach out to end-consumers to inform the traveller about hotel specific activities and events in its town.
The three properties target both the FIT and leisure and MICE group travellers. The hotels are also very interested in the Indian overseas wedding segment. The younger clientele, young families with children and couples even look for excursions with an adventurous angle. Agreeing with him, Francois Dussart, Managing Director, Beau-Rivage Palace added that all three hotels have noticed an overall trend to be more open to experience different activities, to develop a sense of place, including culinary options.
