Arosa Lenzerheide Summit Society

Arosa Lenzerheide is one of Switzerland's leading alpine destinations, with 225 km of slopes, year-round offerings for skiers, hikers, and mountain bikers. Every season, thousands of guests return. But for years, the destination had no reliable way to recognise and reward them at scale.

Arosa Lenzerheide already had a loyalty programme in place, the Herzkarte, designed to acknowledge returning guests across different segments. And with around 12,000 TOPCARD holders (the TOPCARD is an annual pass valid across Arosa Lenzerheide, Davos Klosters, and LAAX), the community of loyal guests was clearly there. The challenge was making that relationship work in practice.

How it used to work

Behind the Herzkarte was a lot of manual effort. As Christian Wyrsch, COO of Lenzerheide Bergbahnen AG, put it:

“For years, our previous Herzkarte programme relied on manual processes: cards issued at the counter by hand, tiers managed manually, vouchers printed and distributed. A lot of heart, but little scalability.”

Beyond the operational load, there was no structured way to identify returning guests, target communications, or build on the relationship beyond the point of purchase. The potential was clearly there. The infrastructure to act on it wasn't.

A new solution: Welcome to the Summit Society

In January 2026, Arosa Lenzerheide launched the Summit Society, a fully digital loyalty programme living inside the Arosa Lenzerheide app, built together with Inside Labs. Driven by the goal of building a more direct and scalable guest relationship, the team decided to work with Omni Suite by Inside Labs.

Guests who purchase their pass online receive a personalised activation code and can activate their membership directly in the Arosa Lenzerheide app.

The tier structure reflects different guest segments:

• Pathfinder for winter hiking season ticket holders
• Mountain Native for locals with an annual pass
• For TOPCARD holders: Explorer (year 1), Insider (year 2), Master (year 3), and Legend (year 4)

Status is assigned automatically. No manual intervention required.

Guests who purchase at the counter still receive their TOPCARD but don't enter the programme. This was a deliberate decision to ensure the system stays stable, clean, and manageable from day one.

Benefits for Arosa Lenzerheide and their guests

For guests, everything is accessible directly in the app: their current status, available benefits, and offers. The benefits aren't static. They change throughout the season and evolve from year to year, ranging from a discounted coffee and croissant at Scalottas in the morning, to a complimentary Kirsch at Urs Hecht's restaurant after night sledding in Arosa, to exclusive invitations like the Fun Differenz race in Lenzerheide.

For Arosa Lenzerheide, the value goes further. With the Omni Suite, the destination can now segment its audience by membership level, run targeted campaigns, personalise communications, and adapt offers dynamically during the season. What used to require manual effort and produced no usable data now runs automatically and feeds a structured guest database.

The first season ended with around 3,000 active Summit Society members in the app: a direct, identified, addressable audience, ready to be engaged throughout the season.

What comes next

The Summit Society is built to grow. The current foundation of structured data, identified users, and automated flows makes it straightforward to add new benefits, bring in local partners, or introduce gamification elements over time.

More broadly, the model is replicable. Any destination that runs a shared pass product and wants to build a direct relationship with its most loyal guests faces the same structural problem Arosa Lenzerheide faced. The Summit Society shows one way to solve it with the Omni Suite, without rebuilding the ticketing infrastructure and without asking guests to do anything particularly complicated.