What Private Selection Hotels & Tours does

Private Selection Hotels & Tours (operated by Private Selection Service AG, domiciled in Luzern, Switzerland) is a curated hotel collection and booking platform aggregating over 50 privately managed 4- and 5-star wellness, boutique, and luxury hotels across Switzerland, Germany, Austria, Italy, France, and Spain. The company functions as a marketing association and booking intermediary rather than a hotel owner — member properties are independently owned establishments that join the network for distribution, quality standardization (minimum 88% guest satisfaction per hotel), and shared promotional infrastructure. The company reports 76,000+ cumulative satisfied guests and an aggregated 9.4/10 satisfaction rating. Primary served segments are wellness and spa seekers, active outdoor enthusiasts (hiking, cycling, skiing, rail tours), luxury and boutique travelers, families, and corporate clients via the Klima Company Challenge.

The platform operates a proprietary direct-to-consumer booking website at privateselection.ch, built on TYPO3 CMS with multilingual German/English/French support and supplemented by a Luzern-based call center. Backend infrastructure is composed of third-party SaaS: dailypoint (CRM, loyalty program, guest communication), Busy Rooms (booking engine and payment processing), Sendinblue (email marketing), Google Analytics 4 and Google Ads (analytics and paid acquisition), Sojern (advertising targeting), and IRC Swiss GmbH (guest feedback). Distribution extends through major OTAs (Booking.com, Expedia, Hotels.com, Tripadvisor, Trivago, Escapio, HRS, Kayak, Mr. & Mrs. Smith, Splendia, Tablet Hotels) and a Swiss corporate/affinity partner ecosystem (American Express Membership Rewards, SBB, Migros, Manor, Touring Club Schweiz, CSS, Hauseigentümerverband Schweiz, brands4employees, DeinDeal). Site development and hosting are handled by SPOT Agency St. Moritz AG. Sustainability positioning includes myclimate 'Cause We Care' integration, Swisstainable participation, and TourCert certification.

Revenue is generated through five principal streams: booking commissions on member hotel reservations; packaged multi-destination tours sold under the Private Selection Tours brand (CHF 879–1,379 per person for hiking, cycling, and rail itineraries); gift vouchers (valid 1–2 years); a proprietary Bonusprogramm loyalty program driving repeat bookings; and referral/affiliate commissions from corporate partner programs. Pricing is unit-based per room-night (CHF 100–695) or per tour package, with no disclosed subscription or enterprise contracts. No revenue, headcount, funding, or founding-date figures are disclosed in available sources, and the company has no publicly identified management team, no disclosed M&A activity, and no subsidiaries.

Name

Private Selection Hotels & Tours

Legal name

Private Selection Service AG

Website

https://privateselection.ch

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Private Selection Hotels & Tours is a Swiss-based booking platform and curated network of 50+ privately managed 4- and 5-star boutique, wellness, and luxury hotels across Switzerland and Europe, offering direct booking, multi-destination tours, and a loyalty program.

Ownership category

akta.pro rank

Product category

Boutique and Wellness Hotel Booking & Tour Packages

NAICS

Hotels (except Casino Hotels) and Motels (72111), Tour Operators (561520), Tour Operators (56152)

SIC

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

akta.pro primary industry

Private House Hotels & Small Luxury Inns (THAGADAL)

akta.pro secondary industries

Wellness-Lifestyle Boutique Hotels (THAGADAF), Luxury Multi-Day Tour Operators (THAKADAE), Private/Customized Multi-Day Tour Operators (THAKADAC)

Keywords

• Curated boutique hotels
• Wellness hotel collection
• Multi-destination tour packages
• Hotel booking platform
• European hotel consortium

Headquarters

HQ city

Lucerne

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Hotel Booking Commission: Private Selection acts as a booking intermediary, facilitating room reservations at member hotels. Revenue is generated through commissions on bookings made via the platform (website, call center, third-party platforms). Guests book directly with member hotels, with Private Selection taking a commission for the intermediation service.
2. Private Selection Tours: Proprietary packaged multi-destination tour products combining hotel stays with outdoor activities (hiking, cycling, rail). These are sold as own products with direct booking via phone/email. Revenue is earned on the full package price.
3. Gift Vouchers: Sale of value vouchers (Wertgutscheine) redeemable for hotel stays, tours, and services. Vouchers valid for 2 years from issuance. Also includes experience-specific vouchers (gourmet, spa, nights) valid for 1 year.
4. Loyalty/Bonus Program: Points-based loyalty system where members earn points on bookings and redeem for rewards. The program drives repeat bookings and customer retention across the hotel network.
5. Partner/Corporate Program Commissions: Commissions from partner programs including American Express Membership Rewards, SBB, Migros, Touring Club Schweiz, and other corporate/affinity partnerships offering exclusive deals to their members.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

Private Selection Hotels & Tours operates a curated hotel collection and tour booking platform featuring over 50 privately managed 4- and 5-star boutique and wellness hotels across Switzerland and Europe, with reservations handled through its proprietary website, call center, and partner OTAs. The company also designs and sells over 30 proprietary multi-destination tour packages combining hotel stays with hiking, cycling, and rail experiences, alongside a points-based loyalty program (Bonusprogramm), gift vouchers, and partner promotions distributed through corporate affinity programs.

Product overview

Private Selection Hotels & Tours operates a unified booking platform and hotel collection. The core offering is a curated network of over 50 privately-run 4- and 5-star hotels across Switzerland and Europe, complemented by over 30 multi-destination tour packages. The platform provides hotel search/booking, a loyalty program (Bonusprogramm), gift vouchers, and partner offers. Users interact primarily through the website at privateselection.ch, with dedicated portals for the loyalty program (dailypoint) and reservation management (Busy Rooms).

Differentiator

Problem solved

Functional benefit

Products and services

• Hotel & Resorts Booking Online hotel reservation system for searching, comparing, and booking over 50 privately managed 4- and 5-star boutique and wellness hotels across Switzerland and Europe, filterable by country, region, and category (wellness, golf, alpine, city breaks, countryside, waterfront). Real-time availability and pricing via the Busy Rooms booking engine, integrated payment processing, and a best-price guarantee with no consulting fees are offered to leisure and corporate travelers; tourist taxes and local levies are additional and vary by hotel.
• Private Selection Tours
• Bonusprogramm Loyalty Program
• Gift Vouchers (Wertgutscheine)
• Partner Offers
• Klima Company Challenge (Corporate Sustainability Program)

Quantifiable outcome

• 9.4/10 guest satisfaction rating (Hervorragend/Excellent) based on 76,000+ satisfied guests
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

17 partnerships are on record, tiered core and minor.

• Feine PrivathotelscoreStrategic or Co-development PartnerFeine Privathotels is a collection of privately managed 5-star properties representing luxury hospitality with personal character, passionate hosts, and unique experiences in wellness, gastronomy, nature, and culture. The partnership provides mutual cross-referral and co-marketing within the luxury boutique hotel segment.
• Castlewood HotelsminorStrategic or Co-development PartnerCastlewood Hotels represents a collection of resort properties managed within the GMH family group. The partnership involves cross-referrals within the Castlewood hotel family while maintaining brand independence.
• Schlosshotels & HerrenhäusercoreStrategic or Co-development PartnerSchlosshotels & Herrenhäuser is a collection of traditional castles and manor houses offering authentic hospitality, cultural heritage experiences, and unique stays between history, gastronomy, and nature. The partnership provides cross-referral network for heritage hotel enthusiasts.
• myclimate FoundationcoreStrategic or Co-development Partnermyclimate is a Swiss climate protection foundation. Private Selection integrates the 'Cause We Care' program: 50% of voluntary climate contributions fund clean drinking water projects in Uganda, 50% co-invested into member hotel sustainability measures, with Private Selection matching contributions. The partnership aligns the brand with measurable climate impact.
• Swisstainable (Switzerland Tourism)coreStrategic or Co-development PartnerSwisstainable is Switzerland Tourism's sustainability program. Several member hotels (e.g., Wellnesshotel Golf Panorama, Hôtel La Prairie, Chalet Silvretta Hotel & Spa, Kurhaus Cademario) participate at Swisstainable Level II-engaged, signaling a commitment to sustainable tourism practices aligned with Swiss tourism standards.
• TourCertminorStrategic or Co-development PartnerTourCert is a certification body for tourism sustainability. The presence of the TourCert badge on the website footer indicates commitment to sustainable business practices and certification standards in tourism.
• OK GO (ginto.guide)minorGTM or Marketing PartnerOK GO by ginto.guide is a sustainability recognition badge displayed in the website footer, indicating the company's inclusion in responsible tourism guides and directories.
• Guaranty Fund of the Swiss Travel Industry (Garantiefonds der Schweizer Reisebranche)coreStrategic or Co-development PartnerPrivate Selection is a participant in the Guaranty Fund of the Swiss Travel Industry, which guarantees the security of payments made for package holidays (Pauschalreisen) in accordance with Swiss federal law on package travel. This provides financial protection for customers booking Private Selection Tours.
• American Express Membership RewardsminorGTM or Marketing PartnerPrivate Selection Hotels offers exclusive deals accessible through American Express Membership Rewards points redemption, reaching AmEx cardholders as a high-value customer segment for luxury travel.
• Schweizerische Bundesbahnen (SBB)minorGTM or Marketing PartnerSBB (Swiss Federal Railways) partnership provides integrated rail and hotel package opportunities, leveraging Switzerland's iconic rail network (including Glacier Express, Bernina Express) combined with Private Selection hotel stays.
• MigrosminorGTM or Marketing PartnerMigros, Switzerland's largest retail cooperative, offers exclusive Private Selection hotel offers to its customer base through its loyalty program, targeting a broad Swiss consumer market.
• ManorminorGTM or Marketing PartnerManor department store partnership provides another retail-based channel for Private Selection hotel offers, reaching Swiss consumers through Manor's loyalty program.
• Touring Club Schweiz (TCS)minorGTM or Marketing PartnerTouring Club Schweiz (Swiss Touring Club) partnership offers Private Selection hotel deals to TCS members, tapping into Switzerland's largest automobile club's subscriber base.
• dailypoint (Toedt, Dr. Selk & Coll. GmbH)coreTechnology or Integrationdailypoint provides the CRM, booking management, guest communication, loyalty program platform, and email marketing infrastructure for Private Selection. The software powers customer data management, reservation handling, bonus program administration, and confirmation email delivery.
• Busy RoomscoreTechnology or IntegrationBusy Rooms (Malta) provides the online booking engine and reservation system powering direct bookings on privateselection.ch, enabling real-time availability, pricing, and secure payment processing for hotel reservations.
• SPOT Agency St. Moritz AGcoreTechnology or IntegrationSPOT Agency St. Moritz AG designed and developed the Private Selection website, managing concept, design, and programming. They also provide hosting services, with server logs processed for web analytics and security monitoring.
• Rhätische Bahn (RhB)minorGTM or Marketing PartnerRhätische Bahn (Rhaetian Railway) is featured in Private Selection Tours such as the 'Hop-on Hop-off: Bahn- und Hotelreise durch Graubünden' (Alpine Train Circle), integrating iconic Swiss mountain rail experiences with hotel stays.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Schlosshotels & Herrenhäuser: Curated collection of castles, manor houses and heritage hotels. Already a strategic partner of Private Selection with cross-referral; directly comparable in curated heritage-luxury positioning.
• Relais & Châteaux: Global curated association of 580+ privately-owned luxury and boutique hotels and restaurants. Highly comparable to Private Selection's model of curating and marketing independently-run 4- and 5-star properties with character.
• Small Luxury Hotels of the World (SLH): Curated collection of 500+ small luxury independent hotels worldwide with quality vetting and a loyalty program. Directly comparable curation-led positioning, member-quality standards and direct/OTA distribution mix.
• Leading Hotels of the World: Largest curated luxury hotel collection with member-led quality standards and global distribution. Closely analogous in business model (soft brand + booking intermediation) and target guest profile.
• Wellness Hotels & Resorts: DACH-focused curated association of wellness and spa hotels with quality certification. Comparable because Private Selection's portfolio is heavily weighted to wellness properties across Switzerland, Germany and Austria.
• Mr & Mrs. Smith: Curated boutique and luxury hotel club with membership, reviews, and direct booking. Comparable curated independent-hotel model; notably already appears as a distribution channel for Private Selection.
• Feine Privathotels: Curated collection of privately-run 5-star hotels in German-speaking markets. Already a strategic partner of Private Selection; highly comparable in size, segment and curation philosophy.
• Romantik Hotels & Restaurants: European association of privately-managed boutique and character hotels with a loyalty program. Highly comparable in DACH-centric curation of independently owned 4-5 star properties.

Broad incumbents

• Booking.com: Largest global OTA, also a distribution channel for Private Selection. Operates a broad, scaled hotel marketplace rather than a curated collection, but competes for the same European leisure and wellness booking demand.

Regional players

• Swiss Historic Hotels: Switzerland-focused association of historic, character hotels. Comparable Swiss curation model and overlapping member audience, though narrower in geography and category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/558818552912772
• LinkedInlinkedin.com/company/private-selection-hotels-tours

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

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 Private Selection Hotels & Tours