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.
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.