The luxury travel operator Carrier is promoting Switzerland as an attractive summer holiday alternative to the warmer destinations in southern Europe. This move comes in response to limited availability across popular European hotspots and evolving client preferences.
Carrier has introduced its Swiss Lakes & Mountains collection, catering to those seeking a cooler and quieter summer retreat amid the unpredictable weather patterns driven by the climate crisis.
Feedback from agents and partners highlights a promising opportunity in the Alps’ summer market, with an increasing number of clients desiring high-end holiday options further north.
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Pierre Henri, head of sales and markets at Crans Montana Tourism, emphasized the growing appeal of mountain resorts as summer destinations. “When I see temperatures above 45 degrees in Italy, Spain, Portugal, and Greece, it makes me think travelers will opt for cooler places in the years to come,” he noted.
Carrier’s new program aims to offer an alternative to the traditional summer beach holiday. While Switzerland is renowned for its winter season, the country’s rich culture and stunning landscapes are equally captivating during the summer months.
“The destination offers so much for both families and couples, from outdoor adventures and historic landmarks to beautiful alpine villages, exceptional cuisine, world-class wellness retreats, and vibrant festivals,” said Liz Goodwin, Carrier’s Europe product manager.
The Swiss summer market is expanding rapidly for Carrier. Goodwin reported a 79% increase in gross revenue and a 51% rise in total room nights compared to the previous year.
To support this growing demand, Carrier has developed an unbranded destination guide for its VIP agent partners. This guide is designed to inspire clients with a variety of activities, experiences, and accommodations.
The guide includes a sample 12-day itinerary featuring stops in Lucerne, Lugano, St. Moritz, and Zermatt. Highlights of the itinerary include stays at luxury hotels such as the Mandarin Oriental Palace in Luzern and Badrutt’s Palace in St. Moritz. This carefully curated journey showcases the best of Switzerland’s summer offerings, from its picturesque lakes and mountains to its luxurious accommodations and rich cultural experiences.
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