Switzerland is making efforts to appeal to business travelers and encourage them to extend their trips in the country for leisure purposes. The new marketing campaign, titled “Fly another day,” features a 30-second video ad showcasing Swiss attractions such as fondue, cheese, clear lakes, and the Alps. This is the first time that Switzerland Tourism has targeted business travelers in their marketing efforts, aiming to capitalize on the recent rise in blended travel where travelers combine business trips with leisure time.
The tourism officials in Switzerland are recognizing the trend of business travelers adding leisure activities to their trips and are one of the few to actively target this demographic. With about 60% of business travelers extending their trips for leisure in the first quarter of this year, there is a clear demand for blended travel experiences. Switzerland, being a major corporate travel hub for global finance and pharmaceutical companies, sees about 20% of overnight stays coming from business travelers. The new campaign is launched as global business travel is recovering post-pandemic, with a focus on driving incremental room night demand.
Switzerland’s new marketing campaign is initially targeting the U.S. market, with plans to expand it to Asia and Europe in the future. The country saw nearly 10 million international overnight stays out of the 19.6 million total overnight stays last year, indicating a significant contribution from international travelers. With the U.S. being one of Switzerland’s top source markets, with a 24% increase in overnight stays compared to pre-pandemic levels, there is a growing interest in Swiss tourism from American travelers. Additionally, Switzerland is among the top investors in the U.S., with Swiss companies involved in various sectors, further solidifying the ties between the two countries.
The blended travel trend is expected to continue driving incremental room night demand in destinations like Switzerland, especially on traditionally slower shoulder nights. According to Noah Silverman, a global development officer at Marriott International, the blended trip purpose of travel is likely to remain popular, indicating a long-term trend in the industry. With Switzerland’s appeal as a prime location for business and leisure, the country is well-positioned to attract business travelers looking to extend their trips and explore the diverse attractions it has to offer.
Switzerland’s tourism officials are keen on leveraging the rise in remote work and the growing interest in blended travel experiences to attract more business travelers to the country. With a focus on showcasing the unique offerings of Switzerland and encouraging travelers to explore beyond their work commitments, the “Fly another day” campaign aims to tap into the demand for leisure activities among business travelers. As global business travel continues to recover post-pandemic, Switzerland is optimistic about the potential of blended travel trends and the positive impact it can have on the tourism industry in the country.
