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Spending time with family and friends while on holiday has increased hugely in importance in recent years.
This is the result of a winter study(German) carried out jointly by Switzerland Tourism ST, the Swiss Cableways, Avenir Suisse and the University of St. Gallen. “Togetherness” has in fact become the second most important reason for taking a winter holiday. That is why Switzerland Tourism has put more emphasis on the aspect of togetherness in the marketing messages for its winter campaign 2018/2019.
The sector is offering more and more in the way of multi-generational holidays, along with holidays for groups of friends, and for men-only and women-only groups. ST is currently looking at ways at bundling offers such as these and marketing them internationally. One of the first examples is the Kids4Free campaign (video clip). This enables families to spend more quality time together, strengthening the feeling of togetherness within the family.