Segment and experiential strategy

Switzerland Tourism has defined 13 visitor types according to their needs. This segmentation makes precise visitor marketing possible.

As a holiday destination, Switzerland needs to be “best in class”, differentiating itself with surprising, unique, high-quality experiences. Moreover, it appears that travellers are willing to pay more for these kinds of experiences. In order to be able to promote and offer the right experience for individual markets and groups with more accuracy, ST identified ten segments in leisure tourism and three in business tourism in 2016.

Highlighting experiences

The most important criteria for the success of the new strategy are experiences that are easy to find and easy to get to. The new segment and experiential strategy is thus applied consistently in the four pillars of ST’s integrated marketing (Promotion, Digital Marketing, Key Media Management and Key Account Management). The experiences are published on both online and offline platforms in the form of exciting stories written in a journalistic style.

Winter

Snow Lovers adore the authentic romance of snow-white winter magic off the slope.

Active winter visitors appreciate the restorative powers of skiing, free-riding, cross-country skiing and ski touring in the spectacular Swiss mountains.

Families look for typical Swiss experiences that will make children, parents and grandparents happy and bring the family closer together.

Summer

Nature Lovers long for gentle and authentic interaction with nature as a way of recharging their batteries.

Sporty visitors appreciate Switzerland’s mountains and countryside and like to replenish their energy levels amidst the spectacular mountain scenery.

Attractions Tourers like discovering the country’s highlights on car or train trips over several days or on day trips from Switzerland’s cities.

Families look for typical Swiss experiences that will make children, parents and grandparents happy and bring the family closer together.

Cities

City Breakers are looking for a short getaway from everyday life. They enjoy the density of experiences, quality of life and proximity to nature found in Swiss cities.

For Culture Travellers, Switzerland’s cities are
the perfect place to enjoy world-class art and culture in a stress-free environment. Art, design, photography and architecture are all reachable within walking distance.

Highlights on car or train trips over several days or on day trips from Switzerland’s cities.

Meetings

Congress Organizers want easily accessible destinations with perfectly functioning infrastructure which are highly attractive for tourists.

Meeting Planners are looking for the perfect infrastructure and a typical Swiss social programm offering unique experiences.

Incentive Planners aim to encourage their high achievers to deliver top performance and want exclusive experiences with a spectacular natural background.