Swiss Holiday Park

What Swiss Holiday Park does

Swiss Holiday Park AG operates the largest holiday and leisure resort in Switzerland, located in Morschach above Lake Lucerne (Vierwaldstättersee) in the canton of Schwyz. The property is a single integrated destination combining three accommodation categories (hotel rooms with Design/Standard/Classic/Panorama tiers, self-catering holiday apartments from 2 to 6.5 rooms, and budget hostel rooms), extensive water and wellness facilities (an adventure pool, a 400 m² sauna area, and Roman-Irish Thermal Baths with brine pool — the only such facility in Switzerland), sports infrastructure (a 1,300 m² Superdome with VR and simracing, fitness center, bowling, minigolf, tennis), outdoor adventure offerings (trial bike park, go-kart track, rope park, forest park, horseback riding), six food and beverage outlets (Restaurant Panorama, Ristorante il Gusto, Thai Restaurant Siam, Schwiizer Stube, Fondue-Gondeln, plus bars), children's services (TOM's Kids Club, baby care from 6 months), and corporate event facilities. The business model is direct-to-consumer hospitality with revenue generated across accommodation, food and beverage, wellness and activity transactions, bundled packages, meetings and events, and ancillary services such as babysitting, laundry, and gift vouchers sold through the e-guma platform. Pricing is per-night per-unit or per-package, ranging from approximately CHF 165/night for hostel beds to CHF 525/night for the Panorama Suite and CHF 1,610 for a three-night family package. Distribution runs through the resort's own multilingual website (DE/EN/FR/IT), phone reservations, the Reka cooperative member network (parent company), and third-party OTAs including Booking.com.

Swiss Holiday Park AG is a privately held Swiss corporation (Aktiengesellschaft) and a wholly owned subsidiary of Reka, the Swiss travel and leisure cooperative, which provides ownership, strategic direction, and primary domestic distribution reach. The company has been CO2-neutral since 2017 and holds Green Globe certification as well as Fairtrade Max Havelaar certification for bedding, positioning it within the premium sustainable tourism segment. Target customer segments are led by families with children (spanning babies through multi-generational travel), followed by couples, groups of friends, corporate clients, school groups, and clubs/associations. The technology stack is standard hospitality infrastructure — table reservations via Aleno, point-of-sale via TCPos, gift voucher e-commerce via e-guma, and reputation management via TrustYou, HolidayCheck, and Google Reviews — with no proprietary technology, AI/ML systems, or data flywheels disclosed. The business operates as a year-round destination with seasonal marketing emphasis and diversified revenue streams designed to balance occupancy across hotel, apartment, and hostel inventory.

Name

Swiss Holiday Park

Legal name

Swiss Holiday Park AG

Website

https://swissholidaypark.ch

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Swiss Holiday Park AG operates Switzerland's largest integrated holiday and leisure resort in Morschach above Lake Lucerne, offering hotel rooms, apartments, hostel beds, water and wellness facilities, sports, adventure activities, six restaurants, and event services to families, couples, groups, and corporate clients as a Reka-owned property.

Ownership category

akta.pro rank

Product category

Resort and Leisure Hospitality

NAICS

All Other Traveler Accommodation (721199), Skiing Facilities (713920), Recreational and Vacation Camps (except Campgrounds) (721214)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Mountain & Adventure All-Inclusive Resorts (THAGAKAH)

akta.pro secondary industries

Winter Adventure & Mountain Resorts (Ski, Snowboard, Snow Activities) (THAAAAAK), Mountain & Ski Homes (THAMAAAG), Winter Adventure Experiences (Ski Touring, Snowshoeing, Dog Sledding) (THAJABAH)

Keywords

• Holiday resort services
• Family leisure accommodation
• Swiss vacation packages
• Hotel conference facilities
• Wellness spa retreats

Headquarters

HQ city

Morschach

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Accommodation: The primary revenue stream comes from overnight stays across multiple accommodation types: hotel rooms (Design, Standard, Classic, Panorama categories), holiday apartments (Standard and Classic categories ranging from 2 to 6.5 rooms), and hostel rooms (2-person, 4-person, and 6-person options). Room pricing varies significantly by category, size, and season, ranging from budget hostel options to premium Panorama suites.
2. Food & Beverage: Multiple restaurants and bars generate food and beverage revenue: Restaurant Panorama (international cuisine with panoramic mountain views), Ristorante il Gusto (Italian cuisine with takeaway available), Thai Restaurant Siam (Thai cuisine), Schwiizer Stube (Swiss cuisine with selected Swiss wines), Fondue-Gondeln (seasonal fondue dining in gondolas), plus Hotelbar, Sportsbar, Snackbar, and Shop. Revenue is generated through dine-in, takeaway, and potentially event bookings.
3. Activities and Wellness Services: Revenue from paid activities including adventure pool and water world entry, sauna area (included for hotel/hostel guests with small surcharge for holiday apartment guests), Roman-Irish thermal baths, massage services, cosmetics and beauty treatments, sports activities (bowling, minigolf, tennis, table tennis), fitness center access, adventure activities (Trial Park Morschach, karting track, rope park), entertainment (cinema, slot machines & darts), nature activities (horseback riding, forest park), and Virtual Reality experiences.
4. Packages and Special Offers: Curated packages combining accommodation with activities or wellness: Family Fun package, Wellness Lean package, Sunday special, and various seasonal promotions. These bundled offerings provide fixed-price experiences combining multiple revenue streams.
5. Meetings & Events: Corporate events, seminars, team-building activities, celebrations (birthdays, anniversaries, company events, children's parties, stag/hen parties), school trips, and group excursions. Revenue includes venue rental, catering, accommodation, and supporting program activities.
6. Subsidiary Services: Additional revenue streams include baby-sitting service (external babysitter organization), laundry and dry-cleaning service, luggage service, and sale of gift vouchers through e-guma platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Swiss Holiday Park is a full-service holiday and leisure resort in Morschach, Switzerland, offering accommodation (hotel rooms, apartments, holiday flats), multiple restaurants and bars, a wellness and spa area, indoor and outdoor recreation facilities, and conference and event venues. The resort targets families, individual leisure travelers, and corporate/group clients seeking an all-in-one alpine holiday experience with panoramic views over Lake Lucerne.

Product overview

Swiss Holiday Park is the largest holiday and leisure resort in Switzerland, operating as a comprehensive multi-venue destination in Morschach above Lake Lucerne. The resort functions as a unified platform offering interconnected products: accommodation (Hotel, Holiday Apartments, Hostel), water & wellness facilities (Adventure Pool, Sauna Area, Roman-Irish Thermal Baths), sports & recreation (Superdome, Fitness Center, Bowling, Minigolf, Tennis, Fitness), adventure activities (Trial Park, Kartbahn, Seilpark, Virtual Reality, Simracing), dining (six restaurants including Panorama, il Gusto, Thai Siam, Schwiizer Stube, Fondue-Gondeln, plus Sportsbar and Snackbar), entertainment (Cinema, Arcade), children's facilities (TOM's Kids Club, Adventure Farm), and corporate services (Seminars, Team Events). The resort operates year-round with package deals combining multiple offerings for families, couples, groups, and corporate clients.

Differentiator

Problem solved

Functional benefit

Brands

• TOM's Kids Club: Kids club providing childcare and supervised activities for children from 2 years of age, including a dedicated baby care service for infants aged 6 months to 2 years.
• TOM's Spielwald
• Swiss Gym
• Superdome

Products and services

• Hotel and Apartment Accommodation

Named customers1 record

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Center Parcs: European operator of integrated all-in-one holiday parks offering accommodation, water parks, indoor activity domes, dining and family programming under one roof. Closest direct comparison to Swiss Holiday Park's bundled family-resort model and indoor adventure facility footprint.
• Pierre & Vacances: European vacation residence operator with holiday apartments, on-site wellness, and family activities across alpine and nature settings. Comparable multi-format accommodation (apartments + hotel) and mixed activity/wellness positioning.
• EuroParcs: European holiday park group operating family-focused resorts with swimming, adventure, and dining on a single site. Overlaps with Swiss Holiday Park on the integrated leisure resort value proposition for families.
• Club Med: Operates all-inclusive mountain resorts (e.g., Club Med Alpe d'Huez, Valmorel) with on-site dining, wellness, kids clubs, and full activity programming. Closest upscale analog of the Swiss Holiday Park package-inclusive, family-oriented mountain resort model.
• Landal GreenParks: Major European holiday park operator with a comparable multi-amenity family resort concept (lodging + indoor activities + nature experiences). Comparable guest demographic, multi-day stay model, and bundled pricing approach.

Broad incumbents

• Hotelplan Group: Major Swiss tour operator and travel group with broad hotel and resort offerings across multiple Swiss and international destinations. Overlaps with Swiss Holiday Park on Swiss mountain destination accommodation and package distribution.
• TUI Group: Global tourism incumbent operating hotels, resorts, cruises and packaged holidays across Europe. Provides a useful benchmark for valuation and operating leverage of a large integrated leisure resort portfolio.

Emerging players

• Weissenhaus: Boutique luxury resort village on the Baltic offering accommodation, multiple restaurants, spa and on-site activities within a single integrated property. Useful comparable for the multi-vertical, single-property integrated resort economics.
• Huttopia: Growing European operator of nature-immersive resorts and glamping/cabin stays with on-site activities. Comparable focus on nature-based family experiences and outdoor programming, though at a smaller per-property scale.

Regional players

• Alpamare: Swiss indoor water and adventure park complex in Pfäffikon SZ. Shares the same regional Swiss leisure market and water-based family attraction positioning as the Swiss Holiday Park Erlebnisbad, though it lacks the lodging component.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/swissholidayparkag
• LinkedInlinkedin.com/company/swiss-holiday-park

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Swiss Holiday Park