Switzerland targets rich tourists, but at what cost?

The world is currently a very uncertain place – conflict, climate change, and the fears of recession dominate the titles. But for some people things go pretty well – rich.

Despite the global restlessness, the number of billionaires in the world is growing, and the personal wealth of each of them is also increasing.

So what to do with all that money? The growing trend of top -notch luxury experience is a mark on what very rich do with their cash. It is especially for the tourist industry of opportunities.

In Switzerland, which has long cultivated a reputation for underrated luxury, the number of five -star hotels increases faster than any other category. Many of them were built in the early 20th century – Grand Belle Epoque Palace, which serve the then class of privileged, primarily English tourists.

Today, renovated by the highest standards, these hotels do not leave the guest’s desire. There are luxurious warm, gourmet restaurants and design apartments with panoramic alps views. Some offer “skiing butter” to guest ferry guests from the slope, carry skis and even help in their boots.

The key markets are the US, Bay States, China and Southeast Asia. American guests, especially the Swiss hoteliers, expect a full five-star treatment, including a 24-hour room in the room, so they can order food in the middle of the night.

Meanwhile, China and India are emerging markets, where the first groups that travel from the two countries are among the richest. Switzerland is very eager to go to the beginning of that trend.

But a five -star offer comes with a huge price, so where does it leave those who are not billions? Markus Berger from Swiss tourism says that the strategy is not just focusing on the guests of the superb, but that they look at the figures hard.

The five -star Swiss stay makes about 8% of all overnight stays, but guests contribute at least 25% of the total revenue in Switzerland by tourism.

“The numbers speak for themselves,” says Mr. Berger. “High economic significance justifies dedication to luxury guests.”

Moreover, he adds, Switzerland, with his high -salary economy, cannot compete with less expensive neighbors, especially now that the Swiss frack is so strong.

“Switzerland never tried to compete over prices,” explains Mr. Berger. “It’s always cheaper somewhere.”

Instead, the focus is on quality, service and added value, such as those of skiing butter. In exchange, guests who come to five -star hotels also contribute to the rest of the economy, spending lavishly in restaurants and boutique shops with stars in Michelin, who also become a feature in numerous Swiss alpine resorts.

But it’s not quite a win-win situation. In some of the most famous Swiss resorts, such as St. Moritz or Zermatta, there are many years of concern that the focus on the luxury is the price of locals from the market.

It is a common challenge to find accommodation for hundreds of hotel staff and restaurants that were supposed to provide a five -star service.

Sometimes they find themselves to work, late at night when cocktails and restaurants finally closed, long trips to other villages where accommodation is accessible on the waiter’s salary.

Monika Bandi, which runs the tourism exploration department at the Bern University Regional Development Center, sees the Swiss guest guest to top guests as a fine act of balance. It’s “quantity in relation to quality,” she says.

More tourists are not necessarily better, he believes. Instead, higher consumption of existing numbers can be positive.

And, he adds, Switzerland has to look out for “a turning point, where destinations really lose their character.”

Remembrance questions are currently being asked at the Wengen resort, world-renowned for their Lauberhorn ski race, and a long connection with the British skiers-Skiam club “Down Hill only” celebrated its 100th anniversary this year.

And also this year, Wengen opens its first five -star hotel, and there are plans for a complex of serviced “hotel apartments” with five stars. They will sell to rich tourists who want a luxury holiday home in the Alps, and can be rented when the owners are not present.

By calling the project to the hotel, it takes advantage of the hole in the strict laws of Switzerland against “cold beds” holiday homes. Theoretically, the law limits them to no more than 20% of the resort.

The Swiss Society of Heritage officially complained to Wengen plans because, he claims that spokesman Simon Weiss is a project, not really a hotel. “Looks like a typical complex of holiday home … no integration into the community.”

Planned public spaces that the hotel would have – restaurant and spas, but everyone will be underground. Design priority, Mr. Weiss Feass, is intended for private luxury apartments that can only be occupied for a few weeks a year. “The design is unacceptable,” he adds.

Some wengen locals also doubt. “It’s not ST Moritz here,” one told Swiss Media, adding “Wengen is not Posh.”

Wengen’s tourism director Rolf Wegmüller agrees with the assessment, but says that the trend towards luxury accommodation will not change the character of the resort. “We will not go to walk in fur coats at once,” he says.

Wengen, he points out, is only available by train, so, unlike ST Moritz, there will be no Bentleys or Rolls-Royces that occupy parking spaces. Even if they could show their wealth exhaustively, Mr. Wegmüller believes that “our guests will not want to show what they have.”

The resort also has visitors who return year after year, contributing to Mr Weiss’s integration care about loss. “Some families come to generations,” says Mr. Wegmüller. “The locals know them, and that’s good.”

Among them are Brian Bollen, a sharp member of the Down Hill Club, who comes to Wengen for over 50 years. He loves him, but he worries that some of the “charm left the place … he was overburdened”.

But most of Wengen, such as Switzerland tourism, consider investment in the Alpine resorts positive. These villages were very poor before one century ago. 19. The English guide for the Swiss Alps wrote that “most children are beggars.”

In recent years, the rules on global trade that limit agricultural subsidies have forced many small alpine milk farms to close. Tourism, winter and summer, are extremely important for the Swiss economy, especially for mountain communities.

And, as Mr Berger from Switzerland tourism points out, while the five -star sector grows, three -star hotels are still the largest category. “We have one to five stars [in Wengen]”adds Mr. Wegmüller.” It’s a good thing in the resort. “

And while people with unlimited money spend on luxury travels may be in a small minority, their number and their wealth. Swiss approach – not cheaper, but better, no more people, just richer – it seems to be worth it.