Complete guide UX for Swiss tourism

Complete UX Guide for Swiss Tourism

UX has become essential to attract and retain travelers in Switzerland. Here are the key points to remember:

• Mobile Priority: Today, the majority of travelers plan and book via their smartphone. A fast and mobile-optimized site is essential.
• Simple Navigation: Users want to quickly find information, book in a few clicks, and access clear interfaces.
• New Technologies: VR and artificial intelligence (AI) enable immersive experiences and personalized recommendations.
• Multilingual Content: In Switzerland, with its four national languages and international clientele, offering a multilingual interface is essential.
• Quality Visuals: Beautiful photos and videos optimized for mobile attract and captivate visitors.

Quick Summary:

UX Pillar	Key Action	Expected Benefit
Mobile-first	Optimize speed and mobile navigation	More bookings via smartphone
Immersive Technologies	Integrate VR/AI to personalize the experience	Increased engagement and extended visits
Clear and Visual Content	Simplify and enrich interfaces	Better understanding and conversion

In summary, well-thought-out UX improves interaction with users, increases bookings, and helps Swiss tourism platforms remain competitive in 2025.

Digital Tourism in Switzerland in 2025

In 2025, Swiss tourism is rapidly evolving thanks to the integration of new technologies and changing traveler expectations.

Digital Evolutions in Swiss Tourism

The tourism sector in Switzerland is increasingly shifting towards digital. The mobile-first approach has become the norm, as a majority of travelers now use their smartphones to search and book stays.

Virtual reality (VR) is transforming how destinations are presented. It allows for immersive experiences such as:

• Hotel tours before booking
• 3D exploration of hiking trails
• Interactive discovery of cultural heritage

Hotel teams are also undergoing digital training to provide a seamless experience, from the first online contact to the on-site stay.

Domain	Impact on User Experience
Mobile Applications	Simplified navigation and instant bookings
Virtual Reality	Immersion in destinations before the trip
Digital Training	Smoother and personalized customer service
Personalized CRM	Tracking customer preferences and needs

These advancements redefine traveler expectations, as explained below.

Tourists' Expectations in 2025

With these innovations, tourists now seek:

• Enhanced Accessibility: Interfaces tailored for smooth navigation on all devices.
• Intuitive Navigation: Quick access to availability, rates, and local information.
• Advanced Personalization: Recommendations based on preferences and travel history.

These transformations demonstrate how Swiss tourism digital platforms align with the changing needs of travelers.

Fundamentals of UX Design for Tourism Sites

User-Centered Design

Creating an effective tourism site starts with understanding what travelers are looking for. In 2025, placing the user at the center of design is essential for tourism platforms in Switzerland. Take the example of the HuusGstaad project, presented by in April 2025. This site has been redesigned to meet the expectations of an international clientele. It now offers a personalized experience, whether for winter sports enthusiasts or travelers seeking relaxation.

User Type	Main Needs	Offered Features
Families	Adapted activities, safety	Age filters, practical information
Business Travelers	Quick bookings, services	Express check-in, professional amenities
International Tourists	Translations, local information	Multilingual interface, cultural guides

These different profiles require simple navigation and reliable technical performance.

Clear Navigation and Structure

Well-thought-out navigation is essential to guide visitors. The Hotel Schweizerhof Bern illustrates this principle with an information architecture that allows access to key information in a maximum of three clicks.

For effective navigation, prioritize:

• A simplified main menu that groups essential categories;
• A visible breadcrumb trail on all pages to orient the user;
• An intelligent search engine that offers relevant suggestions;
• Quick access to booking tools.

In addition to an intuitive structure, ensuring optimal technical performance is crucial for a seamless user experience.

Mobile Performance and Speed

Mobile performance plays a key role for tourism sites in Switzerland. Rigorous technical optimization ensures fast loading times on all devices. Here are some best practices:

• Compress images to reduce their weight;
• Use caching for static elements;
• Utilize a Content Delivery Network (CDN) for fast loading, ideally in less than 3 seconds.

Regular testing with tools like Google PageSpeed Insights helps maintain high performance levels.

By combining a deep understanding of user needs with high-performing technical solutions, Swiss tourism platforms can remain competitive and attractive in 2025.

New Technologies in Touristic UX

VR and AR Applications

Virtual reality (VR) and augmented reality (AR) transform visits into immersive experiences. They allow exploring places as if you were there, displaying useful real-time information. These technologies also help better organize trips, thanks to more intuitive planning. The integration of artificial intelligence and multilingual support further enhances their utility.

AI for Custom Recommendations

Artificial intelligence plays a key role in personalizing tourist experiences. By analyzing data such as preferences, length of stay, or local events, these systems suggest tailored itineraries. For example, EWM SA uses AI-based solutions to create real-time personalized routes, while considering user feedback to adjust and enhance the experience.

Multilingual Support

In Switzerland, with its national languages and cultural diversity, multilingual support is essential. This includes instant translation, voice assistance, and messages tailored to specific cultural needs. These tools ensure simple and personalized access to information, meeting the expectations of a diverse and international audience.

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Content and Conversion Methods

Swiss Tourism Stories

Telling captivating stories establishes an immediate emotional connection. These narratives showcase Swiss heritage while meeting modern expectations. At EWM, we integrate narratives that combine local traditions and current experiences in a comprehensive digital approach.

Content is designed to match different stages of the customer journey:

Phase	Content Type	Objective
Discovery	Images, inspiring videos	Generate interest
Consideration	Practical guides, testimonials	Provide information and reassure
Decision	Detailed offers, FAQs	Simplify booking
Post-stay	Shareable content, loyalty programs	Encourage return visits

These stories also enhance visual impact, as explained below.

Visual Content Standards

Exceptional quality visuals are essential to promote high-end tourism in Switzerland. Photos and videos, optimized for mobile devices, follow an editorial charter that highlights traditional architecture, Swiss landscapes, and local life. These visual elements play a key role in improving the booking process.

Simplified Booking Process

To streamline the booking process, focus on:

• A streamlined journey
  Use clear forms with only essential fields.
• Adapted payment options
  Integrate local solutions like TWINT, PostFinance, credit cards in CHF, and B2B billing.
• Instant confirmations
  Send an email and SMS with a detailed summary. Conduct regular tests to ensure an optimal experience and increase conversions.

Conclusion

User experience plays a key role in the success of tourism sites in Switzerland. With the strategies and technologies discussed earlier, digital transformation becomes an essential tool. Here is a summary of the main points to optimize your online presence.

Pillar	Key Actions	Expected Effects
User-Centered Design	Simple navigation and clear structure	Smoother user experience
Mobile Performance	Reduced loading times and mobile optimization	Enhanced accessibility on smartphones
Technologies	Use of VR/AR and personalized AI	Increased visitor engagement
Content	Highlighting local stories and quality images	Visitor immersion and loyalty

These pillars encompass the tools and strategies presented in this guide. Digital training is essential to enable teams to leverage these new tools and provide a seamless experience.

To progress effectively:

• Implement solutions tailored to your needs
• Invest in reliable technological tools
• Train your teams to maximize results
• Analyze and continuously improve your actions

Creating an optimal user experience requires constant effort at every touchpoint. By applying these principles and staying attuned to changing visitor expectations, you can offer an engaging and memorable experience that attracts and retains visitors.

FAQs

How do virtual reality and artificial intelligence transform the tourist experience in Switzerland?

Virtual reality (VR) and artificial intelligence (AI) revolutionize the tourist experience in Switzerland by offering innovative and immersive solutions. Through VR, visitors can explore Swiss destinations from home, discovering alpine panoramas or iconic cultural sites in 360°. This allows travelers to better plan their stays and experience captivating previews of their future adventures.

AI enhances user experience on tourism platforms by personalizing recommendations. Intelligent algorithms analyze user preferences to suggest tailored itineraries, activities, or accommodations. These technologies increase visitor engagement while facilitating their discovery of Swiss treasures.

Why is it important to optimize Swiss tourism sites for mobile devices?

Optimizing tourism sites for mobile devices is essential in Switzerland, as a large portion of users access information online via their smartphones. With the constant rise in mobile searches, especially in the tourism sector, a non-adapted site can harm user experience and lose potential visitors.

Furthermore, a well-optimized mobile site not only improves navigation for users but also contributes to better rankings in search engine results. This helps attract more travelers and meet their expectations regarding speed and accessibility, criteria particularly important in a country like Switzerland, where quality and efficiency are highly valued.

What are the benefits of multilingual content for tourism sites in Switzerland?

Multilingual content is essential for tourism platforms in Switzerland, a country known for its linguistic diversity (French, German, Italian, and Romansh). It allows reaching a broader audience and offering a personalized user experience for every visitor, regardless of their language or origin.

By providing information in multiple languages, you enhance the credibility and accessibility of your site, while increasing your chances of attracting international visitors. This can also strengthen user trust, as they feel understood and valued, crucial for tourism-related decisions like hotel reservations or local activities.