People & Stories

Some collaborations are planned. Others happen by chance.

How Badrutt’s Palace and SWISS transformed shared values into an extraordinary partnership.

High in the Alps, at one of Switzerland’s most storied five-star hotels, Regula Peter leads human resources for a team devoted to hospitality shaped by care and attention. At the same time, Evelyn Anliker Meran, at the national airline Swiss International Air Lines (SWISS), oversees the training of cabin crews responsible for delivering that same sense of attentiveness and confidence at 35,000 feet.

The worlds of Badrutt’s Palace Hotel and SWISS could hardly be more different: one is rooted in the grandeur of alpine landscapes, the other in constant motion across continents. Yet when the paths of these two women crossed through work, something surprising became clear. They spoke the same language. Not one of processes or policies, but of people, culture and craft.

“We realised very quickly that we shared more than just responsibilities,” says Regula Peter. “We shared a vision of what great service should feel like.”

Both brands are synonymous with Swiss excellence. Outstanding service is rarely loud or theatrical. It is quiet, composed and personal, defined by the ability to anticipate needs before they are spoken. “What matters is the emotional experience, that feeling of being cared for, protected and understood,” explains Peter. From this shared philosophy, an idea began to take shape.

“What could be better than a luxury stay that begins in your home city, the moment you take your seat on the plane, and continues seamlessly in the hotel? It is precisely this connection that elevates travel to an entirely different level,” says Evelyn Anliker Meran.

People behind the experience

Exceptional guest experiences, whether in a luxury suite in St. Moritz or a First Class cabin, always come down to the people delivering them. Training must be precise, standards uncompromising, and attitude warm, intuitive and composed under pressure.

“The standards set by the hotel are so exceptionally high that it quickly became clear we could work together in a meaningful way,” adds Anliker Meran. “We recognised very early how much we have in common, not only in our service philosophy, but also in how we develop our teams.”

This shared understanding of people, culture and craft inspired a unique exchange programme, allowing employees to move seamlessly between the two worlds. Hotel staff can take to the skies as cabin crew members during the quieter summer months, while airline employees immerse themselves in luxury hospitality on the ground.

“In winter, we employ close to 700 people; in summer, around half of that, as fewer restaurants are open,” explains Peter. “It was therefore a natural step to offer those who return to us year after year an alternative for the summer season. That is how the idea emerged: to work as a cabin crew member at SWISS during the summer months, gaining entirely new experiences while bringing their hospitality expertise into a different role.”

Anliker Meran sees it as a natural progression. “It is a win-win-win situation for SWISS, for the hotel, and of course for the employees, who gain insight into two worlds and take valuable experience from each back to their own environment.”

While the hotel requires significantly more employees in winter, the opposite is generally true for the airline. Leveraging these contrasting cycles creates value for all involved while placing the guest even more firmly at the centre of everything.

What began as a practical solution soon revealed something more meaningful: an opportunity to broaden skills, perspectives and career paths. “It was never about the number of participants,” says Evelyn Anliker Meran. “It was about creating a meaningful opportunity and offering a small group of employees the chance to gain these insights. That is exactly what we have achieved.”

Bringing it to life

Turning the concept into reality required patience. Legal frameworks, union agreements, training requirements and operational processes demanded months of coordination. Yet the commitment never wavered. “It was complex,” Peter admits. “But we both believed it was worth it.”

Since its launch, the partnership has continued to evolve. Beyond the exchange programme, both organisations now actively share insights on leadership, training and innovation. Best practices flow naturally, as the airline’s precision meets the hotel’s deeply personalised approach to hospitality. Other elements of the collaboration include onboard menus in SWISS First and Business Class inspired by Badrutt’s Palace and the Engadin region.

For guests, this connection may remain largely invisible, yet it is unmistakably present. In the intuitive attentiveness of a hotel team member shaped by months in the air. In the composed confidence of a flight attendant who once spent a winter season in St. Moritz. In that distinctive blend of ease, assurance and warmth.

Because ultimately, an experience is not defined by altitude or address, but by how it makes you feel.