«Sales of online tickets have increased significantly.»
Whether skiing in winter or hiking in summer, clever digitalisation has made things easier for guests and staff alike. Bergbahnen Meiringen-Hasliberg uses e-guma’s digital voucher and ticket system to sell tickets, vouchers and now souvenirs – and benefits from more efficient processes, more satisfied guests and a clever expansion of digital sales channels.
In this interview, Simon Schmid, Head of Marketing and Sales at Bergbahnen Meiringen-Hasliberg AG, gives an insight into the daily use of the online system and explains why digital solutions are indispensable in today’s tourism industry.
to the Hasliberg ticket shop to the interviewBergbahnen Meiringen Hasliberg facts
On meiringen-hasliberg.ch the Hasliberg team members explain why they love their work. #bmhpersonal
The little ones are in good hands at Skihäsliland. The Balis Park offers plenty of variety with jumps and obstacles, and ski racers will get their money’s worth at the Ski Racing Centre.
Meiringen-Hasliberg Mountain Railways transport over half a million people to the sun every year.
Voucher and ticket system with online shop for vouchers, tickets and souvenirs
13 ticket offices, 3 ticket machines (pick-up points), 39 turnstiles, approx. 10 computers
Sell vouchers, tickets and articles with a single system.
We would definitely recommend e-guma to others. It is easy for customers to use and very easy for us to manage. A great system.
Interview with Simon Schmid, Head of Marketing and Sales
Simon, can you give us a brief review of the past winter season?
«The 2024/25 winter season went exceptionally well. Over the festive period, plenty of fresh snow and glorious sunshine attracted visitors to the Hasliberg. Throughout the winter, our guests were treated to many sunny days and perfect conditions on the slopes.»
Ticketing system
Since 2017, you have been using the e-guma ticketing system for the sale of single mountain railway tickets, ski passes and hiking and tobogganing tickets. What was the decisive reason for you to choose e-guma?
«We started with voucher sales and then added ticket sales. We really appreciate the ease of use and the courteous support.»
Admission ticketing with e-gumaWhat are the specific advantages of using the e-guma ticketing system compared to the old system?
«It is easy and convenient for our guests to buy their ticket from home. This saves them a trip to the ticket office and they can go straight through the turnstile to start having fun.»
SKIDATA online ticketing systemHave you noticed an increase in digital ticket sales?
«Sales of online tickets have increased significantly.»
How important is the ease of use of the system – both for your customers and your employees?
«It plays a very big role. We really appreciate the user-friendliness of e-guma. Two or three Föhn days (high winds) during the winter season resulted in direct cancellations and refunds via e-guma, which proved to be very practical.»
What impact will online ticket sales have on operations?
«The last few seasons have shown that online shopping means fewer staff are needed at the counter.»
What experience have you had with the different ticket carrier media (key card vs. Swisspass vs. collection)?
«Good experiences. There are still guests who opt for a pick-up service because they don’t have a data medium at home. Many visitors are unaware that tickets can also be purchased from ticket machines. There is still a need for information here.»
From your experience – how many days in advance do your customers usually buy their tickets online?
«This varies from one day to two months. Some of our guests do buy in advance, but our static pricing system means that they are not dependent on advance purchases. Most guests tend to buy at short notice.»
Voucher system
In addition to tickets, you also sell vouchers via e-guma. What role do vouchers play in your business? Are they used more as gifts or are they also bought by regular guests?
«Vouchers are important and sales are going well. Guests mainly use vouchers as gifts. And we also use the voucher system for ticket refunds.»
Sell vouchers onlineProduct shop
You have also been selling your merchandise via the new e-guma product shop since autumn 2024. What are your experiences so far? Which products are particularly popular?
«Sales have started. However, the expansion of the souvenir shop has not yet been completed. We’re wanting to add clothing to the shop. The shopping bag, the ski ribbon and the wooden cow from Hasliberg are popular.»
Webshop for your productsDo you see the potential to expand digital sales channels even further in the future? What trends or developments do you expect to see in the coming years?
«Digital sales will gain more and more momentum. That is why we are also interested in further expanding our sales channels on a digital level, be it with additional vouchers, merchandise or the entire range of tickets.»
What advice would you give to other mountain railways or tourism companies that are still considering digitising their ticketing with e-guma?
«We would definitely recommend e-guma to others. It is easy for customers to use and very easy for us to manage. A great system. Special requests from customers are also dealt with quickly and every effort is made to fulfil their wishes.»