Switzerland is often associated with luxury. From chocolates to hotels, watches to breathtaking ski resorts, the alpine country is well known for its precision, stellar service and quiet dedication to excellence.
The home of the United Nations, it has also become an international hub in the heart of northern Europe. Little wonder, then, that it has also become famous for world-class hospitality schools.
From Glion Institute of Higher Education’s campus high in the mountains above Lake Geneva to the Les Roches campus nestled next to the lavish ski resort Crans-Montana, Sommet Education’s portfolio of boutique hospitality schools has built a global reputation for training future hospitality leaders.
Yet speaking to their faculty during a recent trip to the two schools and it’s clear to see that these institutions see themselves as international business schools where hospitality provides the lens through which leadership, finance, marketing and entrepreneurship are taught.
As global tourism rebounds after the pandemic and countries from Saudi Arabia to Indonesia invest heavily in hospitality infrastructure, Swiss hospitality education is finding itself at the centre of a rapidly evolving global industry.
“There are plenty of hotel management schools in Switzerland – Switzerland is known for them. We are the home of hospitality; precision, quality and attention to detail is something that comes innately in Swiss culture,” says Tiia Mäkinen, dean of research, partnerships and innovation at Glion.
Internationalisation has been embedded in Glion from the beginning. Founded in 1962, Glion opened with just 15 students from five countries. Within a year, enrolment had risen to 86 students representing 26 nationalities.
We are the home of hospitality; precision, quality and attention to detail is something that comes innately in Swiss culture
Tiia Mäkinen, Glion
“It is interesting that we were already, from the start, attracting people from outside Switzerland,” says Mäkinen.
That sense of internationalisation has remained to this day. Today, around half of Glion’s students come from Europe, 40% from Asia, 6% from the Americas and there are growing numbers from the Middle East. Walking through campus, English may be the official language, but countless others can be heard in the corridors.
The international nature of the sector can also be seen at Les Roches.
According to CEO Carlos Díez de la Lastra, around 90% of students across the institution’s campuses are international. The figure rises to 96% at its Swiss campus – the school also has campuses in Marbella, Spain and Abu Dhabi in the UAE.
“Obviously, the biggest opportunity we have is in China,” he tells The PIE News when asked about where he sees the biggest students source markets, while also highlighting growing demand from India and strong momentum across the Middle East.
Hospitality through a business lens
While hospitality remains at the core of their identity, Swiss institutions are increasingly keen to position themselves beyond traditional hotel or restaurant management.
Mäkinen describes Glion’s offering as “boutique hospitality and business education”, emphasising both personalised learning and academic rigour. The school also offers programs in luxury and experiential economics.
“We are a boutique hospitality school and hence we put a lot of emphasis on personalised student experience,” she says.
Sommet Education group’s strong reputation among employers has become a key differentiator. Beyond well-known names in the global hotel business, graduates are increasingly finding opportunities across luxury goods, events, consulting and other service-oriented industries. That evolution reflects a broader shift in how hospitality education is understood.
And the student body’s diversity is a key driver of that, helping students to understand hospitality and people management alongisde cultural competency in an organic way.
“Hospitality means various different things in various cultures and has various positioning. But I think there is a universality to it as well,” says Spencer Coles, CEO of Sommet Education.
Hospitality means various different things in various cultures and has various positioning. But I think there is a universality to it as well
Spencer Coles, Sommet Education
Students learn core business disciplines such as finance, human resources and marketing, but through the lens of customer experience, service excellence and people-centred leadership.
The result is a model that institutions argue prepares graduates not only for hotels but for a wide range of management careers.
An expanding footprint
The growing importance of hospitality education is closely tied to ambitious national development plans in emerging tourism destinations.
Saudi Arabia, in particular, has become a major focus. Les Roches is expanding its footprint in the country by opening a campus in Riyadh, reflecting what Díez de la Lastra describes as a deliberate national strategy.
“The government, in my opinion, made a very interesting strategy to really position the country as one of the leaders in tourism,” he tells The PIE.
Mäkinen notes that both Saudi Arabia and Indonesia are becoming increasingly important markets for Glion, supported by government-backed schemes designed to develop local hospitality talent and strengthen tourism sectors.
As countries seek to diversify their economies and attract international visitors, demand for hospitality education is increasingly being viewed as a strategic workforce development issue rather than simply a private educational choice.
Selling safety in an uncertain world
The appeal of Switzerland extends beyond academic programs.
Amid geopolitical uncertainty – particularly across the Middle East – institutional leaders say perceptions of stability and security have become increasingly important factors for students and families.
“Politically speaking, at the moment students are keen to come here where it feels safe, as Switzerland is considered one of the safest countries,” says Stephanie Ruiz, head of career services and industry relations at Les Roches.
Les Roches’ longstanding relationships with embassies and government authorities in the region also help facilitate student mobility, she adds.
Politically speaking, at the moment students are keen to come here where it feels safe, as Switzerland is considered one of the safest countries
Stephanie Ruiz, Les Roches
Ruiz notes that graduates are increasingly pursuing careers in Europe and Asia in response to shifting geopolitical realities.
For many families, Switzerland’s political neutrality and international outlook remain powerful attractions.
“I think that’s synonymous with Switzerland in terms of their views, their lifestyle, their inclusivity, the international focus that Switzerland naturally has,” says Coles. “It does feel like a welcoming place and a backdrop for international students.”
The price of a premium education
Swiss hospitality education remains among the most expensive segments of global higher education. Yet providers argue that fees must be understood in the context of high operating costs, intensive student support and strong employment outcomes.
“We look at feedback from the families,” says Coles. “Whilst there are lots of high-net-worth families, there are a number of families who really do invest because they prioritise education, so they really stretch for this.”
That reality requires institutions to strike a careful balance.
“We don’t want to encourage families to put themselves in a difficult position by encouraging them in and then they find that they are in a financial bind,” he says.
At the same time, institutions face substantial delivery costs, particularly in Switzerland, where labour, infrastructure and student services command premium prices.
Scholarship programs have become increasingly important in broadening access, while compared with some private universities in pricier markets such as the United States, Swiss hospitality school fees can appear relatively competitive.
Beyond hospitality
While their brands remain deeply linked to hotels and tourism, the institutions themselves increasingly present a broader proposition: international business education grounded in the principles of hospitality.
As tourism becomes a strategic industry for governments worldwide and employers place greater value on skills, that positioning may prove increasingly relevant.
The Swiss hospitality model was built on service. Its future, however, may lie in convincing students that it is equally a model for business leadership.
