At the heart of a tremendous landscape. Interlaken.
In the Bernese Oberland region of the Swiss Alps, Interlaken is a 365day/year resort destination on the Aare River connecting two lakes at the confluence of four valleys.
Interlaken alone has more than 900,000 overnight stays/year. Tourism drives the economy. Landscape drives the tourism.
This place is all about design, why? Because this landscape exudes inspiration, it enables captivation. A guest can see it, breathe it, feel it, taste it and touch it. Landscape feeds design.
But change is inevitable. New design is required.
What is the inspirational magic that fills the air in this landscape? For two hundred years the greatest authors, composers and all humans have been captivated by this ethereal landscape beauty which has propelled them to design, compose, write, paint.
Great American writers have built on their experience in this landscape: Mark Twain, James Fenimore Cooper. And a partial list overwhelms: Haller, Rousseau, Goethe,(as inspired by the Staubbach in Lauterbrunnental), Byron, Mendelssohn, Schiller, AC. Doyle, Tolkien, Bierstadt, Caspar Wolf, Hodler, Calame, and pop ‘artists’ like James Bond, Clint Eastwood.
In the last century the Art Nouveau movement spurred deluxe hotel and town growth here.
The most practical and interconnected transportation and communication systems were overlain for easy access. Best in class convenience from the international airports of Zurich, Geneva and Bern via network of trains, trams and busses seamlessly linked to networks of bikes and pedestrians to all winter and summer recreation options including every xxx-treme sport. These put visiting humans into direct touch with the landscape.
Visitors gain access via Interlaken to sites having the UNESCO ‘international seal of approval’:
UNESCO Biosphere Entlebuch: An area of 400 square kilometres to demonstrate a balanced relationship between people and nature unfolds as a mystical world with pre-Alpine moorland and karst landscapes.
UNESCO World Heritage Jungfrau Aletsch: An overwhelming display of the Alps’ natural beauty covering over 800 square kilometres. At its heart lies the mighty rock massif of the Eiger, Mönch and Jungfrau and the glacial landscape around the Great Aletsch Glacier. The Aletsch Glacier is 23km long, the longest glacier in the Alps.
So what’s the problem? The hotel, resort destination cycle has been bottoming as the visitor profile has changed. Nobody has grasped what is the 21st century successful tourism paradigm. Four and five star hotels are out of business. Other hotels from the Art Noveau era can not easily meet the 21st century energy savings regulations. And the visitor who 30 years ago would visit one or two weeks, now visits two or three days.
Berner Oberland Region = 12,000 beds; net occupancy rate 50%
Interlaken Region = 4,000 beds; net occupancy rate 64%
International Arrivals = Europe 50%, Asia 25%, Americas 15%, Africa 5%, Middle East 5%
Interlaken Region Arrivals = Swiss 45%, International 55%
In conclusion, this Interlaken landscape region has undeniable attraction to Swiss and every geographical segment of international visitor. The annual visits are steady. The communication and transportation infrastructure is up to date and best in class; but the types of accommodations are not leading the way. The tradition of four and five star has all but disappeared–it struggles.
But there are committed private sector players whose future is based upon visitors’ feet on the landscape, regional transportation and watch consolidator. Both of them rely on successful, comfortable and convenient overnights.
Where does this landscape tourism go in the first half of the 21st century?
Airbnb, local holiday apartments, dormitory accomodations?
Are the traditional comforts of four and five star hospitality culture a memory, not suited to today’s green regulations, today’s pace of life, today’s constrained economics?
Or is there a new paradigm still undiscovered that matches and challenges this timeless inspirational landscape?
That is a question for designers, entrepreneurs and lovers of landscape.