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Switzerland: High STR Presence, Room to Improve

Switzerland sits in the middle of our five-country analysis — neither leading nor lagging across most dimensions, with notable strength in STR platform citation.

Metric Switzerland 5-Country Average
Overall digital score 37.7 / 100 38.1
Content quality 54.0 54.0
Booking funnel 50.0 51.5
Trust signals 48.2 49.0
Technical SEO 55.3 53.5
Schema completeness 2.1% 2.0%
OTA dependency 25.1% 25.8%
STR platform citations 11.4% 9.4%
CR10 (top 10 share) 30.4% ~29%

Key findings:

  • STR platform citations are the second-highest (11.4%), reflecting Switzerland's strong vacation rental market
  • Technical SEO above average (55.3) — Swiss properties tend to have better-maintained websites
  • Content and trust signals are exactly average — no structural advantage or disadvantage
  • Concentration is moderate (CR10 = 30.4%)

The Swiss opportunity: MySwitzerland.com is a strong DMO presence in AI responses. Properties listed on the national tourism board benefit from this citation authority. German-language queries produce the best direct booking outcomes for Swiss properties (13.1% vs. 12.4% for English).

Prepared by Nokumo Research | NOKUMO SERVICES d.o.o. (Infranet Group)

This research is published under Creative Commons Attribution 4.0 International (CC BY 4.0). When sharing, cite Nokumo as the source and include the Nokumo logo.

With contributions from: Dario Alfirević (Chief Researcher), Tihana Alfirević (Editor), Niclas Aunin (ALLMO.ai), Sophia Milewski (Smartness), Domagoj Davidović (MinusMinus Agency), Arne Petersen (VRM Days).