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SWISS launches new “SWISS Choice” range of individual travel services

SWISS customers can now enjoy new inflight services to enhance their air travel experience. In addition to the existing hold-the-booking facility, the new “SWISS Choice” range gives customers the options of reserving their preferred seat in advance, arranging an inflight treat for themselves or a travel companion and pre-ordering inflight duty-free items.

Following the redesign of its website, SWISS is further expanding its products and services over the next few months to offer customers even greater scope and flexibility. All SWISS customers can now reserve their preferred seat for a fee online at in advance of their flight e.g. those looking for more legroom; will now be able to choose an emergency exit row seat or a seat just behind the Business Class section.

Under the new SWISS Choice “Advanced Seat Reservation” option, a “standard seat” can be reserved for CHF 9 (approx. £6) in Europe or CHF 29 (approx. £19) on long-haul flights, while a “preferred-zone seat” will cost CHF 19 (approx. £12) within Europe or CHF 49 (approx. £32) long-haul. An “extra-legroom seat” is available for CHF 35 (approx. £23) on European services and CHF 99 (approx. £65) on long-haul flights. Seats can be reserved any time from 11 months to 48 hours before departure, for any flight from 15 July onwards. The remaining seats will still be selectable free of charge when checking in within 23 hours of departure.

A further new SWISS Choice service will be introduced on 29 July. A “Special Surprise” will enable customers to treat a travel companion on board. The selection, which will all be available to order on will steadily expand, but will initially include a bottle of champagne (CHF 59 – approx. £39), a bottle of fine red wine (CHF 55 – approx. £36), and on long-haul flights, a fruit or chocolate cake (CHF 48 – approx. £31). The Special Surprise will be presented to the recipient by the cabin crew during the flight, together with a personal message from the recipient. Special Surprises are available on flights both from and to Switzerland.  

Customers can also pre-order duty-free items in advance of their flight, via an online order form on, by email or by phone. The new service is offered for any long-haul service and for selected European flights, and is available from four weeks to four days before departure. The item(s) ordered will be supplied on board by the cabin personnel. 

SWISS customers already enjoy the “Hold the Booking” option, which was introduced in March 2013 and which enables them – for a fee – to keep a provisional reservation open for 48 to 72 hours at a guaranteed fare. If it is not cancelled by the corresponding deadline, the reservation will be automatically confirmed.  

“In offering these new service products we are fulfilling the desire among our customers for greater individual flexibility in their travel planning,” explains Markus Binkert, SWISS’ Chief Commercial Officer. “And we’ll continue to steadily expand the range of our extra services here, in close alignment to our customers’ wishes and needs.” Further SWISS Choice facilities planned for introduction between now and the end of this year include the possibility of booking additional baggage in advance. 

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