Case Study: Andermatt Swiss Alps

A Vision in the Alps

When Samih Sawiris visited Andermatt in 2005, he saw more than just a charming Swiss village nestled in the Alps. He envisioned a top-tier Alpine tourist destination, a haven for luxury tourism.

Thus, the Andermatt Swiss Alps project was born under the Orascom Hotels Development group. This ambitious project aimed to transform the entire suburb with the construction of six hotels, 42 buildings, and 28 villas, alongside a variety of shops and necessary infrastructure. The first milestone was achieved in 2013 with the grand opening of The Chedi Andermatt, a hotel that set the standard for the subsequent developments in this luxury tourism haven.

Overcoming Alpine Challenges

In a market saturated with Swiss Alpine destinations, Andermatt faced the challenge of distinguishing itself. The client’s goal was to exceed highest standards of quality, focusing on energy-saving construction, sustainability, efficiency, lifestyle, and accessibility.

The unique climate and terrain of Andermatt required innovative production techniques to make this project a reality. Significant infrastructural improvements, including the refurbishment and modernization of ski lifts and the train station, were key elements of this transformation.

On the language side, high-level, comprehensive communication and marketing was essential and it had been given priority from the first phases of the project, detailing every aspect through the website, press releases, brochures, blogs, fact sheets, journalistic articles, and more, and that’s where we came in: one of the primary target markets was Italy, and we have been providing robust support for this language since 2013.

Crafting a Luxurious Narrative

To captivate the Italian luxury audience, we meticulously positioned Andermatt’s communication. Choosing the ideal tone of voice is the most important aspect to consider when the audience is so specific, it has to be laser-focused and localization needs to keep in mind the target audience at every step of the way.

We chose language that resonated with a discerning clientele, using terms like “villaggio” instead of “Dorf” to evoke a sense of refined excellence rather than a mere mountain village. Our precise, recognizable tone of voice reflected the upscale lifestyle Andermatt epitomizes. This careful localization extended across all communication channels, ensuring that potential buyers and visitors saw Andermatt as one of Switzerland’s most beloved luxury destinations.

Exellence in Consistency

The continuity of our collaboration with Andermatt has been instrumental in maintaining consistency in their communications. Over the years, our team has served as a bridge, preserving linguistic choices and formats across various materials and the website.

We also developed the English version of the website, taking care of the whole PR and communication side for this locale. Our comprehensive service offering included work on GDPR-related documents, contracts, and, more recently, sustainability reports. This ensured that every aspect of Andermatt Swiss Alps communication was accurately localized and consistent, reinforcing their position as a premier luxury destination.

What they say about us

“Communication with various stakeholders, which occurs in German, Italian, and English, is equally important. Our partnership has been reliable and effective for a long time, and the results speak for themselves. Translations play an essential role in facilitating effective communication with partners and customers. Our experience is very satisfying. The contact is straightforward, the work is completed on time and with the highest standards of quality.”

Stefan Kern, CCO @Andermatt Swiss

Conclusion

The Andermatt Swiss Alps project stands as a testament to planning, strategic communication, and dedication to quality and sustainability. Through meticulous positioning and consistent messaging, Andermatt has not only distinguished itself in the crowded Swiss Alpine tourism market but has also set a new standard for luxury destinations worldwide. Our continued cooperation has only been strengthening Andermatt Swiss Alps vision for the future of luxury hotel and tourist destinations.