Every winter, the French and Swiss Alps welcome travellers from London, New York, Dubai and Riyadh, alongside a loyal European clientele. And every season, there are a few more of them. Record attendance, palace hotels, Michelin-starred tables, chalets with spas and household staff: here, figures in hand, is why the mountains have become one of the world's great luxury destinations, and how to make the most of a stay in the snow.
Record seasons, driven by international guests
Skiing has never attracted so many people. According to Laurent Vanat's international report on snow and mountain tourism, published in April 2026, the 2024-25 season passed 399 million skier visits worldwide for the first time, a record. France ranks second with 54.8 million skier visits (+5.6%), just behind the United States, ahead of Austria (51.9 million), Italy (34.1 million) and Switzerland (26.3 million, +13.7%). The four main Alpine countries alone account for 167 million skier visits, more than 40% of the world total.
Much of this growth comes from abroad. In French resorts, international guests made up around 30% of stays in winter 2024-25, and they drove the rise in revenue, according to the French national observatory of mountain resorts. Domaines Skiables de France even reported a 26% increase in North American visitors, with average occupancy of 71%.
Courchevel, Megève, Gstaad: the addresses the world dreams of
Courchevel remains the benchmark. The resort alone has five of the 33 hotels awarded the Palace distinction in France in 2026: Airelles, Cheval Blanc, Fouquet's, L'Apogée and Le K2 Palace. It also has seven Michelin-starred restaurants, with twelve stars in total. In Megève, the Four Seasons Resort joined the Palace circle in 2026, confirming the quiet elegance of a village 1 hour 15 minutes from Geneva.
International appetite also shows in property. According to Knight Frank's Alpine Property Report, prime prices rose 9% in a year in Courchevel 1850, the strongest growth in the Alps, while Gstaad has the highest prices, around €41,500 per square metre. On the Swiss side, Verbier and Zermatt complete this very exclusive circle.
Why international guests choose the Alps
Snow and altitude
The great Alpine resorts offer snow cover that few ski areas in the world can match. The Three Valleys form the largest linked ski area in the world, with around 600 km of pistes, and Val Thorens, at 2,300 m, is the highest resort in Europe. Altitude and reliable snow are among the first demand drivers noted by Knight Frank.
Exceptional access
From Geneva Airport, Megève and Chamonix are 1 hour 15 minutes away, Verbier two hours and Courchevel 2 hours 30. Lyon-Saint-Exupéry and Chambéry complete the picture, and private jets land as close as possible to the resorts; in Courchevel, the altiport and its 537-metre runway even welcome small aircraft. Our chauffeur rates in Courchevel start at €460 from Chambéry and €575 from Geneva, in a Mercedes V-Class.
A way of life beyond skiing
Many of our clients ski in the morning and spend the rest of the day on everything else the mountains offer: lunch on a terrace facing the peaks, spas, boutiques, starred dinners, evenings at the chalet. The winter season has become a destination in itself, well beyond the slopes.
Discretion
A private chalet, a chauffeur, a jet: the mountains let you travel away from prying eyes. Swiss stability and the safety of the great French resorts matter a great deal to guests who are looking, above all, for peace and quiet.
The private chalet, the new benchmark for a luxury stay
For a family or a group of friends, the luxury chalet is increasingly preferred to the hotel. It offers space, privacy and facilities worthy of a palace: a spa with sauna and hammam, an indoor pool, a cinema room, a wine cellar, a heated ski room. Above all, everything is organised around you: chalet manager, private chef, butler, massages, ski instructor, equipment delivered to the chalet.
In our previous issue we described everything we arrange at the chalet, from the Michelin-starred chef to the saxophonist. Chalets are rented by the week, and rates vary with the period and the length of the stay.
Our advice for a perfect Alpine winter
- Book early. Christmas, New Year and the February holidays are booked from the autumn, for the chalet as well as the chef or butler.
- Choose your resort for what you want. Val Thorens and Val d'Isère for skiing above all, Megève and Gstaad for the way of life, Courchevel for both.
- Plan your transfers. A Geneva – Courchevel transfer or Geneva – Megève transfer is best booked with your flight; from Lyon, see our rates from Lyon.
- Keep a car on site. A 4x4 SUV delivered to the chalet, equipped for snow: from 1 November to 31 March, winter tyres or snow chains or socks are mandatory in the mountain municipalities of Savoie and Haute-Savoie.
- Think about the way home. A private jet from Geneva or Chambéry takes you home in a few hours.
Our concierges' advice. Give us the resort, the dates, the number of guests and what matters to you: we will suggest a selection of chalets and organise everything else, from the first transfer to the last dinner.
Planning your winter with Noctis
One message is enough, on WhatsApp, by phone or through the form below. Your concierge replies, suggests suitable chalets and coordinates transfers, chef, butler and activities. During your stay, they remain available at any time.
Sources: Laurent Vanat, International Report on Snow & Mountain Tourism (2026 edition); French national observatory of mountain resorts and Domaines Skiables de France, 2024-25 season review; Atout France, 2026 Palace list; Michelin Guide; Knight Frank, Alpine Property Report.
The Noctis Journal is published every week. All issues →