Arosa Lenzerheide professionalises digitalisation - new organisation for the digital guest experience

As early as 2021, Arosa Bergbahnen AG, Arosa Tourism, Lenzerheide Bergbahnen AG, and Lenzerheide Marketing and Support AG launched the collaborative initiative with the aim of networking data, systems, and processes across destinations. From the outset, the conviction was that a consistent digital guest experience can only be realised together – throughout the entire customer journey, from inspiration to booking to on-site and post-departure support.

In the initial set-up phase, a shared vision was developed, the existing system landscape was analysed, and various technological approaches were evaluated. Simultaneously, service providers and partners were involved early on to make the digital ecosystem usable not only for the destinations themselves but for the entire region.

A central milestone followed in March 2023: the al.digital project received a commitment from the Canton of Graubünden for a subsidy of one-third of the total costs, up to approximately 2.13 million Swiss francs, officially positioning it as a flagship project of digital transformation. The committed funds confirmed both the strategic relevance and the cross-regional exemplary nature of the initiative.

As a technological basis for various applications, the open platform discover.swiss was chosen. This decision made it possible to realise scalable solutions, utilise synergies, and consider further development beyond the boundaries of Arosa Lenzerheide.

In recent years, numerous concrete systems have been successfully introduced and put into productive operation within the framework of al.digital:

The establishment of an overarching CRM system that makes guest data usable across systems and significantly strengthens guest service

The introduction of professional service and ticketing software for mountain railways and tourism, allowing more efficient and transparent handling of guest inquiries

A regional voucher system for Arosa Lenzerheide with now over 120 redemption locations

The Arosa Lenzerheide App, including a new loyalty programme for annual pass holders

The migration of the mountain railways' ticket shop to a new, future-proof platform, over which annual and season tickets as well as other products can now be sold – including the possibility of integrating third-party providers

These successes show: from a project idea, a sustainable digital infrastructure for the entire destination has gradually emerged.

With the increasing number of productive systems and the growing importance of data, operations, further development, and legal security, it became clear that digital collaboration requires a professional organisational and legal basis.

For this reason, the existing project organisation is now being consistently further developed. With the AL Service AG (in formation), an independent legal structure is being created to ensure the long- term operation, further development, and governance of the digital systems.

At the same time, structures and processes are also being newly established: the former project leader organisation is gradually evolving into a company organisation in which specialised professionals, together with the designated managing director Christian Wyrsch, drive the strategic development forward – in the sense of a management board and with a clear focus on efficiency, impact, and guest experience. The management board includes the managing directors of the two tourism organisations and mountain railway companies.

The focus of further development is primarily on expansion within the systems. Customer benefits are to be increased by fully exploiting the systems' potential. A major goal for the upcoming winter is engaging gamification in the Arosa Lenzerheide App. Further system integrations are also on the medium-term roadmap, as well as a comprehensive revision of the website to make it even clearer and, above all, accessible.

In the future, it is conceivable that AL Service AG could take on additional central services in the Arosa Lenzerheide region, provided this brings corresponding benefits. This underscores the four companies' focus on close collaboration for the benefit of the guest experience.

Originally published on the Arosa Lenzerheide website on 28.04.2026.

Media contact:
Christian Wyrsch
COO
T +41 81 385 56 65
christian.wyrsch@arosalenzerheide.swiss

Editor's note: Image rights belong to the respective publisher. Image rights: Arosa Lenzerheide