The Swiss hotel industry is undergoing a significant transformation, with a notable increase in tourist numbers and available beds, even as the total count of smaller, independent hotels declines. This shift highlights a growing dominance of international hotel chains over traditional family-run establishments, particularly in urban centers and increasingly in popular tourist regions.
Key Takeaways
- Switzerland saw a decrease of 557 hotels over the last decade.
- Hotel overnight stays increased by 22.5% in the same period.
- The number of hotel beds grew by 9.1%.
- Chain hotels are expanding rapidly, now controlling nearly one-third of all hotel rooms.
- Average hotel size has increased from 26.1 to 32.8 rooms since 2010.
Decline of Small Hotels and Rise of Chains
Recent statistics reveal a stark contrast in the Swiss hospitality sector. The Federal Statistical Office reported 4,236 hotel establishments in Switzerland as of September. This marks a decrease of 557 hotels, or 11.6 percent, compared to ten years ago. This reduction primarily affects smaller, independent operators.
Despite the shrinking number of establishments, the industry is experiencing significant growth in other areas. Over the past decade, the number of overnight stays has surged by 22.5 percent. Concurrently, the total number of hotel beds available across the country has risen by 9.1 percent.
Swiss Hotel Industry at a Glance (Last 10 Years)
- Hotels: Down 11.6% (557 fewer establishments)
- Overnight Stays: Up 22.5%
- Hotel Beds: Up 9.1%
The Influence of International Brands
The growth in beds and overnight stays, coupled with the decline in overall hotel numbers, points to a clear trend: the expansion of large hotel chains. International groups like Accor, Marriott, Intercontinental Hotel Group, and H World International are aggressively expanding their presence in Switzerland. Accor, for instance, has opened more than two new hotels per year on average recently.
New openings underscore this trend. The Swissôtel Bern, Mama Shelter in Zurich, and Mövenpick in Basel are prime examples. These hotels are significantly larger than average, ranging from 170 to 264 beds, and are all part of the French Accor group. Other chains are also making their mark, with Marriott's Moxy brand opening its first Swiss hotel in Zurich this December and another in Aarau.
"The brand hotel industry will grow strongly," stated Michael Schnuerle, a consultant at Horwath, a firm specializing in hospitality. He highlighted that institutional investors show a clear preference for established brands and operators.
Investment and Scale Drive Growth
Figures from Horwath indicate that the number of chain hotels in Switzerland increased by approximately 7 percent in 2024 alone. This rapid expansion means that nearly one-third of all hotel rooms in Switzerland now belong to a chain. This development is largely due to the ability of chains to undertake large-scale investments and operate bigger establishments.
The average size of a hotel in Switzerland has steadily increased. Data from the industry association Hotelleriesuisse shows that between 2010 and 2024, the average number of rooms per establishment grew from 26.1 to 32.8. This indicates a move towards larger, more commercially viable properties.
Why Investors Choose Chains
Institutional investors, such as the UBS real estate fund that financed the Mama Shelter in Zurich, often prefer established brands. These brands offer a proven operational model, global recognition, and access to extensive booking networks. While Accor manages the Mama Shelter, it does not own the building, illustrating a common model where chains operate properties financed by external investors.
Urban Dominance and Regional Expansion
Historically, urban areas have been more receptive to chain hotels. Cities like Zurich and Basel, with their higher proportion of business travelers, have seen larger average hotel sizes. According to Hotelleriesuisse, the average hotel in the Zurich region has 58 rooms, while in Basel it boasts 90 rooms. Business travelers often favor brands due to corporate contracts and loyalty programs.
However, this trend is now extending beyond city limits. During the COVID-19 pandemic, popular tourist regions such as Graubünden, Valais, and the Bernese Oberland experienced a significant surge in overnight stays. This shift has attracted the attention of major hotel operators, who are now looking to expand into these previously less-dominated areas to maintain their growth trajectory.
- Zurich Region: Average 58 rooms per hotel
- Basel: Average 90 rooms per hotel
- Graubünden: Average 33 rooms per hotel
- Valais: Average 26 rooms per hotel
Challenges for Family-Run Hotels
The rise of large chains presents significant challenges for smaller, family-run hotels. Chains benefit from considerable economies of scale, allowing them to purchase supplies in bulk and achieve greater operational efficiency. Their global brand recognition and high-volume booking channels also give them a competitive edge in attracting international customers.
Many independent establishments have found it difficult to compete against these advantages, leading some to cease operations. While the market dynamics favor larger enterprises, a unique advantage remains for traditional hotels.
The charm and personal hospitality offered by family-run businesses are qualities that cannot be easily replicated or scaled by large corporations. This distinct characteristic offers a lasting appeal for a segment of travelers seeking a more intimate and authentic Swiss experience.
As the Swiss hotel landscape continues to evolve, the balance between global efficiency and local character will define the future of its hospitality sector.