Dave Smith, business development manager, Crystal Ski Holidays, Tui Lakes & Mountains

What are your tips for identifying clients who will will love holidays in Switzerland?

My one line pitch is usually: "Switzerland, home to some of Europe’s best ski resorts – iconic scenery and normally excellent snow records." Look to promote it to: 

• Customers who have skied at resorts across Italy, France and Austria and are looking to find something different that is comparable (a big resort/town and large ski area), but unique
• Customers looking for an experience-led holiday (perhaps not skiing every day) – rail transfers, great food, spectacular scenery, walking routes and shopping
• The very advanced skier looking for some of Europe’s best and accessible off-piste
• Customers focused on snow record and high-altitude skiing
• Groups with non-skiers
• Customers looking for a bucket-list holiday to an iconic ski destination – special occasions that aren’t as heavily price led
• Geography and history buffs

Tui Lakes & Mountains offers a Switzerland holiday that lets you experience a different side of Europe. It's ideal for: 

• Those who want something different to the standard beach holiday
• People who want to go on a trip for experiences
• Active people interested in wellness and the outdoors
• Social media buffs who want to get the best footage of the scenery
• More eco-conscious customers

What destinations or experiences within Switzerland do you think resonate best in marketing campaigns?

For Crystal Ski Holidays, it's the opulence of skiing in Switzerland (spas, luxury hotels, beautiful scenery), scenic rail travel, destination for shoppers and foodies

And for Tui Lakes & Mountains, focus on scenic rail travel, mountain and lake scenery, picturesque villages and watersports. 

What marketing methods would you recommend for opening up conversations about Switzerland?

Try to go on trips so you become advocates for the destination – it helps greatly if you have visited a product and can bring the product to life through organic and personalised stories.

Focus on inspiring social media campaigns: being able to showcase the destination and bring it to life through short-form video content works really well. 

What are your tips for marketing or booking Tui’s Switzerland product?

• Try booking a short break or ski weekend with Crystal Ski Holidays
• Focus on snow-sure/high altitude skiing
• Emphasise the history and geography that make skiing in Switzerland iconic and timeless
• And for Tui Lakes & Mountains – show how clients can explore a different side of Europe and try something new, and highlight rail travel as a plus for more eco-conscious customers

Sally Barlow, product and sales manager, Fred Holidays

What are your tips for identifying clients who will love holidays in Switzerland?

Switzerland has got something for literally everyone – you can have almost any type of holiday, from ski to sun-bathing on the beach (yes, really!), hiking, nature holidays, spa breaks, mountain excursions, cruising, farm experiences, cheese-making, chocolate-making, festivals, adrenaline-fuelling sports and activities… the list goes on. From five-star luxury to off-the-beaten-track traditional chalet stays, Switzerland has it covered.  And, it’s one of the most sustainable place to travel to too, easily accessible by rail from the UK in one comfortable day journey, and home to one of the world’s most reliable rail networks, featuring some of the world’s most incredible railway journeys.

What destinations or experiences within Switzerland do you think resonate best in marketing campaigns?

Switzerland’s railway journeys are naturally one of the most visually appealing aspects; the country has a highly-comprehensive and easy-to-navigate system of public railways and connecting buses, cable cars and boats, all covered with the ease of a Swiss Travel Pass. Add to that spectacular panoramic journeys such as Glacier Express, Bernina Express and GoldenPass, plus mountain railways and vintage steam train experiences; all boasting scenery that will take your breath away from start to finish.

There is the sustainability element too; Switzerland is a very eco-conscious country, with a full tourism board marketing campaign around “Swisstainability”. Clients don’t need to get on a plane, or drive themselves anywhere – they can just sit back and let the train take them where they need to be.

What marketing methods would you recommend for opening up conversations about Switzerland?

We have a knowledgeable business development team alongside myself who would be happy to support presentation events or store events to help explain the benefits of rail travel in Switzerland. We can even include our tourism board partners for in-depth support.

For advertising to your current database it’s about knowing your customer and the type of customer who is looking to travel and explore. Whilst time can be spent relaxing by a lake and sipping a hidden secret (Swiss wine), Switzerland also has an abundance of rail networks to travel the country. It is also an active destination for walkers and hikers, and skiers in winter months.

What are your tips for marketing or booking Fred Holidays’ Switzerland product?

We have a carefully curated selection of suggested Swiss Holiday itineraries to help inspire your clients to get the most out of a visit to Switzerland and can create bespoke point-of-sale assets for your agency window with featured products, or even create bespoke itineraries or group departures just for you to promote exclusively. We can also assist with social media assets to help you promote our tours and inspirational editorial copy and imagery. Our team of experts in all things Swiss can provide you and your team with training to help you feel confident in promoting Switzerland as a destination to your customers.

We also have two in-depth Swiss Advertising pieces ready-to-go that we can overbrand for your agency to use:

• Grand Train Tour of Switzerland
• Golden Pass Line – Switzerland

Katie Waddington, head of product, Great Rail Journeys

What are your tips for identifying clients who will love rail holidays in Switzerland?

Switzerland offers something for everyone:

• Ease of use and accessibility: customers who appreciate a well-connected and efficient transportation system will thrive in Switzerland. The country's extensive train, bus and boat network makes it easy to explore diverse destinations, including bustling city centres and remote mountain villages.
• Unparalleled scenery: travellers who are captivated by breathtaking natural beauty will find Switzerland's landscapes irresistible. From serene lakes and towering mountains to majestic glaciers and picturesque valleys, the country offers a diverse range of stunning vistas that can be enjoyed throughout the year.
• Comfort and convenience: customers who value comfort and convenience will appreciate Switzerland's high-quality train services. Modern trains, comfortable seating, and panoramic windows provide a relaxing and enjoyable travel experience.
• Culinary delights: food enthusiasts who appreciate local cuisine and fine wines will be delighted by Switzerland's culinary offerings. The country is renowned for its world-class cheese and chocolate, as well as its lesser-known but exceptional wines.
• Reliability and flexibility: travellers who prioritise punctuality and flexibility will appreciate Switzerland's reliable and efficient train system. Trains are rarely late or cancelled, and most routes offer frequent departures. Additionally, the open ticket system on regional trains allows for spontaneous travel and easy changes of plans.
• Escorted or independent travel: for those that want minimal planning, less stress and for someone else to take the lead (our tour managers), our escorted range in Switzerland allows customers to relax and enjoy the experience. For those that want less planning, all the accommodation and transfers but don't want to join a group with a tour manager, we also offer some independent Swiss Tours.

Which rail journeys within Switzerland do you think resonate best in marketing campaigns?

• The Glacier Express is a perennial favourite due to its iconic status and breathtaking scenery. Its panoramic views of glaciers, alpine valleys, and charming villages make it a must-do for many travellers.
• GoldenPass Express: this scenic route offers a diverse landscape, from picturesque lakes and vineyards to majestic mountains. Its popularity among repeat customers suggests that it's a hidden gem worth highlighting in marketing campaigns.
• Jungfrau Railway: The Jungfrau Railway offers a unique experience, taking passengers to the top of Europe at the Jungfraujoch. Its stunning alpine vistas and high-altitude attractions make it a compelling option for those seeking adventure and natural beauty.

What are your tips for marketing/booking Great Rail Journeys’ Switzerland product specifically?

• Showcase the variety of experiences: highlight the breadth of choice available for Switzerland rail journeys, especially for repeat customers seeking new adventures. Emphasize that Switzerland offers five unique panoramic trains, each with its own distinct charm and stunning scenery. While the Glacier Express is a popular choice, don't hesitate to promote lesser-known options like the GoldenPass Express.
• Offer comprehensive packages: combine rail tours with river cruises to provide customers with the best of both worlds. This offers a more immersive and varied travel experience, appealing to those seeking a comprehensive exploration of Switzerland.
• Emphasise seasonal experiences: highlight the diverse experiences that Switzerland offers throughout the year. Winter tours provide opportunities to enjoy winter sports and festive activities, while summer tours showcase lush landscapes and outdoor adventures.
• Provide additional services: offer value-added services like door-to-door luggage transfers to enhance the customer experience and simplify travel logistics. This demonstrates your commitment to providing a seamless and hassle-free journey.

Learn more on Great Rail Journeys website