Luxury Market

Overview for 2026

ST Luxury Market Guidelines 

• Submissions: Must be made through the destination 

• Pricing is the same whether booked via DMO or directly through hotel partnerships. 

Luxury Market Partner offering for STnet Jan 2026 

In Switzerland, luxury stays already account for at least 25% of tourism revenue while making up only 8% of overnight stays, and the global luxury travel market is expected to double over the next decade.

To unlock this untapped potential, Switzerland Tourism has launched a global strategy to elevate Switzerland’s luxury image and unite the country under one prestigious destination brand. Luxury is also the first market defined not by geography, but by its target audience. 

The global luxury travel market is booming and expected to double over the next decade. In Switzerland, luxury stays already generate at least 25% of tourism revenue while representing only 8% of overnight stays. Done right, luxury travel helps us travel better: guests stay longer, spend more, visit year-round, and explore beyond the hotspots, supporting local jobs and regional development while protecting what mass tourism can erode.

Our goal is not to attract as many guests as possible, but to motivate the right guests to choose Switzerland and to charge appropriately for the value delivered. For us, luxury travel means uniqueness, convenience, exclusivity, privacy, and personalization, targeting travelers with at least 1 M CHF or USD in liquid assets. Luxury travel is also more resilient, as it is typically less crisis-prone and volatile than the mass market.

Good to know: Our focus will be on carefully selected B2B KAM activities. We’re also proud to announce that ST will organize an STM Luxury Edition in 2026. 

Switzerland fits perfectly with today’s global travel trends, from coolcations and year-round travel to off-the-beaten-path experiences, longevity, well-being, and meaningful time with friends and family. 

Our definition of Swiss Silent Luxury is built on three pillars: Alpine Nature, Discretion & Privacy, and Excellence in Service & Craft, combining stunning, easily accessible landscapes with a culture of understated hospitality and the quiet precision of Swiss quality that lasts. 

There is not one persona representing Luxury guests. The Luxury Travel is not represented by Quinn alone, but equally represented by 5 out of our 6 personas; only Jo is underrepresented. Lou holds the strongest share. Find more information about the personas here.