Transforming tomorrow - The changing landscape of values

United in excellence: Swiss Deluxe Hotels & Swiss Top Events

Swiss Deluxe Hotels Magazine Summer 2025 Main Fairmont Le Montreux Palace

The Fairmont Le Montreux Palace has welcomed guests since 1906. Set on the shores of Lake Geneva, this Belle Époque landmark offers 235 rooms and suites, along with warm hospitality.

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Nathalie Seiler-Hayez

Managing Director Swiss Deluxe Hotels, managed the historic Beau-Rivage Palace in Lausanne for seven years and was named Hotelière of the Year in the Sonntagszeitung’s hotel rating of 2018, and the Beau-Rivage Palace in Lausanne was named Hotel of the Year by Gault&Millau in 2022. (NSH)

Michael Smithuis

Chairman Swiss Deluxe Hotels, has been regional vice president and general manager of the Fairmont Le Montreux Palace Hotel in Montreux since 2003 and has had a seat on the board of Swiss Deluxe Hotels since 2005. (MS)

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Raphaël Brunschwig

Co-President Swiss Top Events, joined the Locarno Film Festival in 2013 and has been responsible for its management since 2017. In addition, he is President of the Eventi letterari Monte Verità and member of various associations, such as the Leopard Club, the patrons’ club of the Festival, the Executive Committee of the Conférence des festivals, the Ticino Film Commission, CISA, and of the Steering Committee of Digital Switzerland. (RB)

Christoph Joho

Co-President of Swiss Top Events, has been Co-Meeting Director of Weltklasse Zürich since 2015. He is also a board member of the Wanda Diamond League. Joho focuses on partnerships, marketing, customer experiences and innovation. He has recently expanded his expertise by obtaining a degree as a mental performance coach. (CHJ)

ʻA balance between digital tools and personal engagement ensures that guests receive both convenience and the personalised service they expect.ʼ

Michael Smithuis

In Switzerland’s world of luxury brands, two names have been synonymous with sophistication and timeless precision for decades: Swiss Deluxe Hotels and Swiss Top Events. While one epitomises hospitality, the other stands for world-class events – yet both share a deep passion for Swiss excellence, tradition, and innovation.

From the iconic palaces of the Swiss Deluxe Hotels association to the world-renowned spectacles of Swiss Top Events – such as Art Basel or the Montreux Jazz Festival – both curate unforgettable experiences for guests and visitors alike. A masterful and timeless combination of tradition and cutting-edge trends, whether through state-of-the-art five-star service or by creating groundbreaking cultural moments.

We had the opportunity to speak with four key figures from both about shared values and their common vision for the future of outstanding luxury experiences ‘Made in Switzerland’.

How would you describe the essence of the two brands?

MS: At its core, it’s all about offering our guests an authentic Swiss luxury experience in a first-class location.

NSH: …combined with highly individualised personal service.

RB: Through our work, we focus on creating sublime moments that will endure. In our case, through world-class events in Switzerland, always driven by an uncompromising pursuit of quality.

CHJ: However, it’s more than just the event itself. What we want to create are experiences that also have a social relevance.

So what are some of the most important values your brands embody?

MS: Above all, it’s about genuine hospitality – building an honest relationship to our guests in a setting of timeless yet innovative luxury.

NSH: Exactly, this genuine passion for true hospitality is just part of our DNA. The SDH embodies this like no other hotel association in Switzerland. Of course, this also obliges us to always deliver top performance.

RB: Our mission is to bring people together, given that art and music has a unifying appeal. We forge new relationships that can produce something meaningful in the future.

CHJ: …while being inspired by the best, which means constantly striving for innovation while at the same time honouring one’s unique heritage.

ʻWhen it comes to digital touchpoints, our audience doesn’t measure us against other events, but against their latest digital experiences.ʼ

Raphaël Brunschwig

Today’s guests seek personalised service, eco-friendly practices, and seamless digital experiences like mobile check-in and smart rooms.

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How do you find the right balance in this creative process?

MS: As Christoph said, by honouring the past, or tradition if you will, while always keeping an eye on the future. That’s why we take our guests’ feedback so seriously but also encourage creativity in our teams.

NSH: In other words, we need to preserve the historic charm of our hotels, the craftsmanship and authenticity behind them, while at the same time using modern technology to improve personal services.

RB: We engage in a lively dialogue with the past, using it as a compass to guide Swiss cultural events into the future and ensure their longevity.

CHJ: Yes, because our audiences’ needs are constantly evolving. Therefore, we must reinvent ourselves daily without sacrificing our innermost identity – embracing new ideas but also learning from failures.

How is the much-cited Swissness lived in your organisations – and how important is it?

MS: SDH and Swiss Top Events literally embody Swissness by upholding essential values such as quality, precision and authenticity, which of course also enriches the luxury and cultural experience offered to our guests and visitors.

NSH: Yes, for us Swissness is basically synonymous with our constant pursuit of excellence, craftsmanship, discretion and security – values that have become even more important in recent years. We can be very proud that our 43 hotels are a true testament to this exceptional heritage of Swiss hospitality.

RB: Swissness is more than just a brand attribute. It also means a genuine commitment to some of the deep-rooted values of a liberal society. The Locarno Film Festival, for example, was originally founded as a platform for the presentation of films that could not be shown elsewhere for political reasons. This commitment to artistic freedom is still central to our identity today and forms the basis of our authenticity and uniqueness.

CHJ: Or take another example… at Weltklasse Zürich we aim to offer our guests food and drink that is at least 80% sourced from within an 80 km radius. Here Swissness and sustainability go hand in hand. Specific, measurable sustainability goals are set for all of our upcoming events.

MS: At SDH, sustainability is of course also central to our mission. We aim for Swisstainable Level III certification for all our properties by 2028, focusing especially on renewable energy and waste reduction now.

ʻWe must reinvent ourselves daily without sacrificing our innermost identity – embracing new ideas but also learning from failures.ʼ

Christoph Joho

Founded in 1946, the Locarno Film Festival is one of Europe’s leading film events, attracting over 130,000 visitors annually. The iconic open-air Piazza Grande screening hosts up to 8,000 spectators each night.

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How do SDH und STE benefit from your collaboration?

MS: It is quite simple: our partnership not only enhances the prestige of both brands but also broadens our audience and enriches the guest experience – a true win-win situation.

NSH: And our guests love their privileged access to exclusive events, boosting our hotels’ appeal – also beyond festival seasons.

RB: Take Montreux, where iconic hotels like the Montreux Palace become lively networking hubs during events.

CHJ: Not to forget that this synergy lets us merge two exclusive communities, creating new, surprising stories for fans of both brands.

And how important is an open exchange of experiences?

MS: Crucial, because sharing knowledge and best practices not only drives innovation but also maintains a competitive edge. A key ingredient of success.

RB: That openness means we share experiences and innovate together.

NSH: Not to forget that sharing insights also creates new opportunities for growth and strategic progress.

CHJ: To sum it up: transparency and trust are non-negotiable. We share successes, failures, and learn from both.

How about the importance of personal dialogue in times of AI?

MS: Despite digital progress, face-to-face conversations remain indispensable. Authentic interactions build trust and loyalty and enhance the guest experience beyond what technology alone can achieve. A balance between digital tools and personal engagement ensures that guests receive both convenience and the personalised service they expect.

NSH: There’s no question that direct communication with guests and staff is still most important. Ultimately, it’s about human values, which are fundamental in our industry, as it’s our job to create emotions and memorable experiences.

CHJ: That’s true. In today’s digital age, personal interaction is often neglected. E.g. a handwritten card or an ‘old-
fashioned’ phone call. However, SDH and STE recognise the importance of personal interaction as a key differentiating factor and competitive advantage that many overlook.

RB: There’s always a digital component – that’s the world we live in and how people connect. AI is part of that; social media too. But we hope that those connections will enable real-world interactions at one of our events, enriching the experience.

ʻWe need to preserve the historic charm of our hotels, the craftsmanship and authenticity behind them, while at the same time using modern technology to improve personal services.ʼ

Nathalie Seiler-Hayez

Weltklasse Zürich is one of the world’s premier track and field events, held annually at Letzigrund Stadium. Since its founding, 25 world records have been set here — including Carl Lewis’s legendary 100m run in 1988. The event draws over 25,000 spectators and continues to shape athletics history.

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How have expectations of hotel guests and event visitors changed in recent years?

MS: Guests today are looking for customised services that go beyond traditional amenities. They have a growing preference for eco-friendly practices and expect seamless digital experiences, including mobile check-ins and smart rooms. After the pandemic, flexible bookings and contactless services became increasingly important. There is also a greater focus on health and wellness services. Finally: guests are looking for shorter but truly memorable experiences.

RB: I fully agree with Michael. It is often said that Netflix competes primarily with sleep – similarly, major events today compete not only with others like them but with all entertainment options available at any given time, from digital platforms to leisure activities. When it comes to digital touchpoints, our audience doesn’t measure us against other events, but against their latest digital experiences.

NSH: Due to fast and unlimited access to information, guests’ expectations and requirements have also become much more precise in recent years. Hyper-personalisation is now a key expectation. In addition, sustainability and responsibility have become crucial as well. Guests are looking for both authenticity and exclusive experiences as well as exceptional locations, which also explains the growing success of pop-ups and ephemeral concepts.

CHJ: You must realise that events or hotels cannot please everyone. However, it is crucial to understand your own values, the needs you can best satisfy and the unique qualities that set you apart from others. We need to arouse the curiosity of our guests and visitors, surprise them, create exclusive and very limited offers and sometimes confidently trigger a ‘fear of missing out’.