When it comes to exploring Switzerland, driver/guide Chris Wilson, who describes himself as a “one van band,” specializes in taking travelers on private, customized tours to view Alpine meadows and vistas, explore quaint villages and historic cities, and learn about such Swiss traditions as chocolate and cheese-making.
As they relax in comfort in his black Mercedes van, Wilson, owner of Typically Swiss Tours, provides expert commentary and prides himself on giving the travelers the trip of their dreams. Typically, these highly personalized tours cater to upper-income Americans and accommodate up to six people (couples, friends or family members) traveling together.
At times, though, Wilson also handles private groups of up to 15 travelers, perhaps families traveling together or members of a country club, church/synagogue or special interest group.
He says that private, customized touring has become increasingly popular during the COVID-19 era. Bottom line? Upscale travelers desire to see the top sites and have authentic local experiences, but they also wish to avoid crowds.
Trends in Touring
As a result, "we’re seeing very strong growth for this year and next already,” says Wilson—formerly a FIFA (International Federation of Football Association) and UEFA (Union of European Football Associations) sports marketing professional and now a destination services expert.
Wilson noted that he has 40 tour dates booked for August, September and October 2021 and the same number for 2022, too.
Proof of the growing interest by travelers in heading for central Europe?
Wilson's already had more than 10 instances where he’s been booked for a specific time frame in 2021 or 2022 when other travelers were seeking the same travel dates. So, he's had to say “no” and refer those potential customers to other tour suppliers.
Wilson says most potential travelers are seeking one of three different types of exploration. Some are coming for a total Swiss vacation, staying within that country’s borders but focusing on deep immersion in both "must-see" and off-the-beaten-path sites. Other travelers are seeking a pre- or post-cruise land touring program connected with their river cruise between Basel, Switzerland and Amsterdam, Netherlands. And other travelers desire cross-border travel in central Europe, say between Switzerland and Italy, Germany, Austria or France.
As for the booking window, he’s seeing everything from last-minute (the day before arrival) to 18 months out and everything in between—a mix of spontaneity and planning. But with vaccines more prevalent in the population, "there has been a rush for sure,” he says.
Diving Deep
Travel Agent asked Wilson if travelers are becoming more creative in their travel requests? If so, what are they asking for?
He continues to see many customers seeking “mountain trips,” whether they’re doing his private tours or exploring independently. Plus, many of his customers ask for such elements as chocolate factory visits, lake cruises and dining out at good spots.
To a great extent, outdoor activities have always been a draw for Swiss travel “as it’s the nature that attracts people,” Wilson acknowledges. That said, he’s heard that during the pandemic, cities are suffering as “people are more into outside activities and fresh air experiences and less crowds."
Lucerne, Switzerland with its Chapel Bridge and Mt. Pilatus in the background // Photo by tonefotografia/iStock/Getty Images Plus/Getty Images
Certainly, in Switzerland, customers have “a myriad of mountains to choose from and go up—from Pilatus to Rigi, Titlis to Stanserhorn and First,” Wilson says. “There are loads of them. The nature is stunning and spectacular.”
Many natural areas have eco-environmental programs and related activities. In some cases, visitors can ride a cable car/gondola to the mountain’s summit for spectacular views of gorges, waterfalls, mountains, rivers and vistas.
Over the years, with extensive research, he's also discovered some classic, off-the-beaten-track locations, which are not frequented by tourists because they're inaccessible to large tour buses,” Wilson says. For example, he gives one example of the village of Sulwald from which travelers have incredible views of the Eiger, Mönch and Jungfrau, all peaks more than 13,000 foot high.
Tips for Travelers
Most of Wilson’s clients are age 50 and older, but he’s also planned customized trips for clients with young children. He suggests using a Zoom virtual talk to discuss details. This way, Wilson can ascertain whether customers desire a “family tree” genealogical hunt, an architectural tour, outdoor adventure or something else. Based on that discussion, Wilson then researches and develops a customized itinerary—one that might include a Jewish synagogue tour, a visit to a Starbucks factory or a tour of Roger Federer-related sites for tennis fans.
But, many Americans still desire a traditional Swiss tour, so, he tells potential customers: “Leave it with me and I will come up with a classic Swiss tour including the normal highlights to give you your Swiss fix.” So, he might arrange for them to watch chocolate making at Aeschbach Chocolatier or Lindt Chocolate.
Chocolate pralines in a Swiss confiserie // Photo by assalve/iStock/Getty Images Plus/Getty Images
Or, they could see how cheese is made at the Flumserberg Alpine dairy or Emmentaller cheese village. Also popular are drink-making activities, he says, such as a visit for wine enthusiasts to the Lavaux vineyard terraces, a UNESCO World Heritage Site, in the Lucerne area.
Alternatively, he often suggests gin fans enjoy a tour or tasting at the Studer Distillery or Turicum Distillery, or beer fans to have a brew at Luzern Bier or another brewery. “Swiss tourism is really geared up for this sort of thing,” Wilson says.
Overall, he suggests one of two ways of touring. In one option, “you base yourself centrally—say Luzerne—and then do day tours north, south, east and west,” he says. Alternatively, he also finds travelers like doing “two days here, two days there, and you work your way around the country.”
While a trip to the Lake Luzerne region is highly popular and sells better than a more remote region, Wilson also stresses that “not so well known places like East Switzerland, which is cool in itself, should not be ignored.”
Wilson says the most popular length of stay for Americans taking his private, customized tours is generally two weeks. But for those going to or coming off a river cruise, it’s typically a two- to three-day land tour.
Travel Agent asked Wilson about reported rental car shortages in Europe and whether he was seeing that. “I have seen this,” he acknowledges. “I have had to find alternative suppliers when my van was not big enough for certain size groups and this has been problematic.”
Swiss Travel Today
Travelers headed to Switzerland will find “everything is so well-organized, clean and precise,” emphasizes Wilson, adding that “Switzerland attracts a certain type of traveler in general—mature, respectful, educated, appreciative and interested in history and nature.”
To protect guests and the communities visited, he says: "I am doing what I can and running tours with all the protocols in place such as masks, hand sanitizer and social distancing.”
With “tourism coming back slowly but surely,” he says that customized, private and exclusive tours are growing in popularity. So, as “people reclaim their lives post-COVID-19, Switzerland is well positioned to attract more travelers.”
Related Stories
Europe’s Reopening: An Interview With Alison Metcalfe
Creative Exploring in Europe: Ways to Transform the Experience
Flying High: European Aviation Attractions Entice Visitors
Pleasant Holidays and Journese Expand Europe and U.K. Product