At the recent Brown Bag talk hosted by Switzerland Tourism, experts explored what’s shaping luxury travel today. The panel shared insights, real-world experiences, and a vision for the future of high-end tourism.
Summary Podcast
Missed it live? Catch up with our podcast highlighting the key insights—we hope you enjoy it.
• Alex Blunschi, former Head of Radio SRF 3 and Virus
• Marguita Kracht, 7th-generation owner, Hotel Baur au Lac, Zurich
• Joshua Heuberger & Marc Gottwald, Co-Founders, Private Tours Switzerland
• Pascal Prinz, Director Global Luxury Market, Switzerland Tourism
Luxury travel is growing. Globally, the sector is set to double within the next decade. In Switzerland, just 8% of overnight stays already generate 25% of tourism revenue. In fact, tourism in Switzerland started with luxury when the Queen of England and the King of Bavaria first visited the Alps in the 19th century. Their journeys set the tone for a long tradition of high-end, meaningful travel.
The meaning of luxury is evolving — from possessions to passions. Exclusive experiences, such as travel, now outshine status symbols like handbags and watches. When done right, luxury protects what mass tourism erodes. Luxury guests tend to stay longer, spend more, and explore beyond the hotspots. Luxury travel isn’t just growing — it’s helping us travel better, also promoting year-round tourism and supporting local jobs and regional development.