Welcome to Zurich, Switzerland’s largest city, where breathtaking Alpine landscapes meet shimmering waters in a captivating fusion of art, luxury, and delectable culinary experiences. An ideal destination for an indulgent city break or the starting point for your Swiss adventure, the question is, where to begin? We consulted expert Travel Concierge Daniele, who reveals that Zurich’s stunning old town, exceptional shopping avenues, and culinary excellence create an enchanting backdrop for your luxurious 24 hours in Zurich.

For travel inspiration: Switzerland destination guide

Introducing Zurich

Zurich is a captivating blend of history, culture, and modern sophistication. With a population of about 430,000, the city gracefully lies at the northern tip of Lake Zurich, framed by the majestic Swiss Alps. “The city is famous for its beautiful setting on the lake,” says Daniele. “You can enjoy castles, forts, medieval streets and some exceptional shopping, but also be prepared for Zurich’s luxurious prices,” he advises noting that Zurich is one of the world’s top ten expensive cities.

Zurich was founded by the Romans in 15 B.C. who called it Turicum. In Modern times the city has blossomed into a prestigious financial center, while its enchanting medieval old town remains well-preserved. Zurich boasts a flourishing arts scene, world-class museums and diverse culinary delights, making it a must-visit destination for discerning travelers.

Make Zurich your gateway to a luxurious Alpine journey with Majestic Switzerland

Bahnhofstrasse

Zürich’s Bahnhofstrasse is a premier shopping avenue, renowned as one of the world’s most exclusive streets.

“This famous shopping destination is a paradise for luxury seekers,” says Daniele. “With iconic brands like Armani, Gucci and Prada alongside Swiss legends such as Cartier, Montblanc and Rolex, the options are endless. Don’t miss Confiserie Sprüngli for their legendary Luxemburgerli macarons, a delight cherished by locals.

“You should allocate one to two hours for browsing, but if you’re indulging in extensive shopping or taking time to savoring a coffee or two, plan for half a day. Arrive mid-morning to avoid the crowds maximizing your 24 hours in Zurich, and start your journey at Paradeplatz for a grand entrance.”

Image credit: @zurich_bahnhofstrasse on Instagram

If you love shopping you may also enjoy reading: Our Favorite Legendary and Lesser-Known Shopping Streets

Enge

The upscale neighborhood of Enge, located on the western side of Zurich, is characterized by beautiful parks, gardens and scenic lakeside promenades.

“This elegant area offers a serene escape from the urban hustle,” says Daniele. “Take a leisurely stroll through Rieterpark, which provides stunning views and makes for a lovely spot for a picnic. Don’t miss the nearby Sukkulenten-Sammlung Zurich (Succulent Plant Collection) if you’re a plant enthusiast.

“Enrich your 24 hours in Zurich and prepare a picnic or enjoy a gourmet lunch by Lake Zurich, where sunsets are truly enchanting. Alternatively, rent a paddleboat for a delightful perspective of the area from the water.”

The Kunsthaus and Rietberg Museums

The Kunsthaus Museum is a treasure trove, hosting one of Switzerland’s most impressive art collections. “The Kunsthaus is perfect for those who wish to see great works by Swiss artists like Alberto Giacometti,” Daniele tells us. “A café visit here offers a luxurious touch of relaxation. Sip a coffee or wine to unwind amidst the artistry.

“For a tranquil cultural experience, the Rietberg Museum showcases a unique collection of non-European art, particularly stunning in spring when the gardens bloom.”  The villas in which the museum is housed offer a serene experience and are where Richard Wagner penned Tristan und Isolde.

“The Opera House frequently hosts outstanding performances,” Daniele adds. “Attending a show is a splendid way to embrace Zurich’s vibrant arts scene during your 24 hours in Zurich.”

Image credit: @kunsthauszuerich on Instagram

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The Old Town (Altstadt)

On the south bank of the river, Zurich’s enchanting Old Town presents a mesmerizing mix of narrow streets, historic buildings, and picturesque squares. Key landmarks include the iconic Fraumünster and Grossmünster churches, architectural marvels that define Zurich.

“For an atmospheric encounter, the Fraumünster with its spectacular Chagall stained-glass windows is breathtaking (5 CHF entrance fee),” advises Daniele. “Don’t overlook the Cloister adjacent to the church, and explore Münsterhof Square, known for its charming historical buildings and cobblestone streets.”

In the heart of Old Town, St. Peter’s Church features Europe’s largest church clock, boasting an outer diameter of 8.64 meters.

“The Lindenhof Hill offers panoramic views of the river and Old Town, particularly magical at sunset,” Daniele notes. “It’s a must-visit during your 24 hours in Zurich.”

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Exceptional Dining

“The Old Town is not only rich in architecture but also a culinary gem,” Daniele reveals. “Enjoy an exquisite array of fine dining and cozy, traditional spots. You can’t leave without trying Zürcher Geschnetzeltes, a delectable veal dish in a creamy sauce, often paired with rösti—a Swiss classic! The vicinity of the Opera House also offers an array of contemporary and traditional restaurants with exceptional menus.”

With over 35 Michelin-starred restaurants, Zurich is a gastronomical paradise. Historical dining venues like Zunfthaus Zur Zimmermann, which dates back to the 14th century, are distinctive. “Originally a meeting place for the carpenters’ guild, it now merges refined dining with Zurich’s rich heritage.”

You may also enjoy reading: The 10 Most Scenic Train Rides in Europe: From Switzerland to Scotland

Sample Swiss Chocolate

No Swiss visit is complete without a sumptuous chocolate experience, and our Luxury Gold Majestic Switzerland includes an immersive visit to a chocolate factory as part of the voyage! For those eager to indulge, Zurich, among other chocolate havens, boasts the exclusiveMax Chocolatier located in the old town, near Bahnhofstrasse.

Founded in 2009, it is known for its artisanal chocolates made from 100% natural ingredients, using seasonal flavors and local Swiss products. The Zurich shop provides a refined yet welcoming experience, with beautifully packaged pralines, truffles, and even vegan options. Tastings are available to sample their unique creations firsthand.

Bookmark for later: History in the Making: Meet Chef Chocolatiers in Switzerland

For the ultimate in Swiss luxury, join us on the 10-Day Majestic Switzerland, where Zurich is your starting destination.

There’s something so indulgent about dialling down for room service – staying comfy in your suite, perhaps even in a fluffy bathrobe, reclining in style and waiting for that knock from your server. But what are the rules, and are there things to watch out for? We asked one anonymous industry mole from a five-star hotel for their ultimate room service etiquette tips: any dos and don’ts that will help you get the best out of that luxury tray service. Here’s our ultimate guide for approaching room service etiquette like an insider.

Don’t order when you’re already ravenous

“Twenty to thirty minutes is a typical wait for room service. But at peak times, in big hotels, catering teams reserve the right to take up to an hour to get your food to you. Call down with your order well before you want it to arrive, or you’ll just end up frustrated and hungry.”

Do wear whatever you like

“Is there room service etiquette when it comes to clothing? It’s not uncommon for guests to greet their tray delivery in a bathrobe, pyjamas or sweaty post-gym outfit – trust me, our servers have seen it all. Their job is just to get the tray to you and get that bill signed. The only real ‘don’t’ here would be answering the door undressed or in underwear; a bathrobe won’t make your server uncomfortable, but your underwear might!”

Read next: These Hotels Have the Best Room Service in the World

Breakfast is overrated

“The biggest error I see guests make is ordering eggs for breakfast up to their room. While it’s wonderful to have a lie-in while you wait for your food, eggs simply don’t travel – the scrambled eggs get hard and cold, poached yolks solidify and every style of egg is just so much better fresh from the breakfast buffet station. Coffee can get weaker and colder on the tray, too. As breakfast is far and away the most popular mealtime for room service orders, this is also the order most likely to take a long time. When I’m staying at a hotel, I go down to the restaurant for breakfast.”

The club sandwich is a room service classic for a reason

There are some failsafe room service winners

“You can rarely go wrong with a club sandwich and fries on room service. Not only is it a classic that’s usually been on room service menus for years (and so been perfected), it’s something that travels well and can be jazzed up with condiments. Other failsafe stars of the room service menu include burgers and pasta dishes. Look out for what’s on the 24-hour, usually shorter room service menu – those are the perennial classics we’re confident we can get right any time of day – and what kind of cuisine is served in the main restaurants. If there’s a well-regarded Japanese restaurant onsite, the sushi platters should be just as good delivered to your room.”

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Know your tips

“As with any kind of food and beverage tipping, room service etiquette for a tip will vary from place to place. In the US, 18%-20% of the room service bill is standard; in most hotels in major cities, a 12-15% service or ‘tray’ charge will be included on your bill. In the rare cases or farther-flung countries where this isn’t the case, rounding up to the nearest 10 or adding on $5 or so’s worth as a tip will be acceptable.”

Want something not on the menu? Just ask

“Most hotels will only bring you what’s on the menu, but if you have a hankering for something simple – a grilled cheese sandwich, say, or a simple tomato salad – that’s not on there, it’s worth asking. It’s not necessarily breaking room service etiquette to ask for a green juice on an uninspiring drinks menu, or for a side of potatoes you don’t see listed in print. Especially in more high end hotels, food and beverage managers will go out of their way to accommodate you.”

Don’t fret about answering the door in your bathrobe (Unsplash/Getty)

Your tray shouldn’t feel stale

“In a poor room service setting, the pitfalls will be obvious: your eggs will be cold, your coffee may have a layer of film across the top, or the contents of the plate may have slid sideways in transit. Hotels with a strong grasp of their room service offering will be able to deliver your food hot, fresh and unspoiled – so don’t be afraid to call down and ask for a replacement item or dish. Consider that you’re paying extra for the tray service: you want the food to be worth the wait.”

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Be specific

“If you’re a foodie who knows what you like, it pays to be specific. Want that morning coffee to be a machine espresso with a little hot water, not a weaker pot of filter coffee? Say as much when you call in your order. Want ketchup and mayo with that side of fries? Ask specifically, just in case. Whether it’s dressing on the side of a salad or freshly-squeezed OJ, not carton, we’d rather know in advance and get it right first time than risk the dreaded complaint call afterwards.”

What to do when you’re finished

“The universal sign for ‘I’m done with my tray’ is to put it just outside of your hotel door, on the floor – that’s why you’re frequently tripping over people’s trays and champagne buckets in hotel corridors. However, if you don’t want to lug the tray outside, it’s just as acceptable in the world of room service etiquette to call down and say your tray is ready to collect. A member of the F&B team will be up reasonably promptly.”

With a cultural scene tied up in royalty, historic landmarks and some of the world’s oldest and best hotels, London is a honeypot for luxury living. And it goes hand in hand that there is a plethora of luxury experiences in London to choose from.

Guests on Luxury Gold’s 10-day British Royale journey will get 24 hours in the UK’s iconic capital – including some free time between the included experiences. For those who want to make the most of their time in London, or choose to arrive in the city a couple of days before their itinerary starts, this is the guide for you – the  very best London experiences to make you feel like the star of your own  

Take a helicopter ride along the River Thames

Seeing the London skyline from a hotel sky bar is one thing (Sky Lounge at The Shard has the best), but there’s nothing quite like soaring over the Thames, Houses of Parliament, St Paul’s Cathedral and the Shard at sunset. Topping the list of luxury experiences in London,  The London Helicopter’s 35-minute flight follows the majestic river as it passes dozens of key landmarks. Why this flight? You’ll enjoy it with a chilled bottle of Champagne and glasses on hand for two. With 24 hours in London to spend as you please, this is how to do it – living the high life in the literal sense. A once in the lifetime thing to do in London.

Price: £750 for two

Enjoy an iconic afternoon tea at Claridges

Looking for luxury things to do in London? Afternoon tea in is not just one of the best London experiences, it’s an essential one. But in a city with scores of afternoon teas, high teas, tea services on buses and as takeaway picnics, why Claridges? Well, because this Mayfair hotel is the crème de la crème – it’s where the Princess of Wales stayed over before marrying the future heir to the throne, it’s been a hotel since the 1850s, and it does a superior afternoon tea service. Think dainty finger sandwiches of cucumber and dill creme fraiche, smoked salmon with lemon and capers, plus exquisite cakes, served on the finest bone china. Add a glass of one of several premium champagnes to really do it like the royals.

Price: £100pp with a glass of Laurent-Perrier Héritage

Credit: Claridge’s

Dine aboard a luxury steam train from London Victoria

Harking back to the golden age of travel, London still operates gorgeous steam trains from its main terminals – take the Belmond British Pullman, which runs delightful round-trips into the countryside from London Victoria station. If you are looking for one of the most memorable luxury experiences in London, book for a five-course lunch and you’ll board in your finest to a Champagne reception, with uniformed stewards and lavish Art Deco train interiors right out of an Agatha Christie novel. Chugging into the Kent countryside with steam streaming from the engine carriage, you’ll enjoy fine dining treats such as braised shorthorn beef with oxtail tart, or damson baba.

Price: From £540pp

Create your own bespoke perfume at Floris

Luxury fashion, beauty and fragrance houses have deep roots in London – for one, perfumer Floris was founded back in 1730 in London’s smart St James’s neighbourhood. It’s since received royal warrants and celebrity fans from Winston Churchill to Marilyn Monroe, but still operates an exclusive bespoke service today. One of the most unique luxury experiences in London, enter its historic boutique at 89 Jermyn Street, where you’ll be given a glass of Champagne as you peruse a selection of fragrance bases over a two-hour session, naming notes you love and trying different blends until you’re happy with your fragrance’s bouquet. You can then give it an original name, and even have the bottle engraved – not only one of the best London experiences, but one that will endure long after you return home.

Price: £750 for 100ml

Creating your own unique scent at one of London’s oldest perfume houses (Floris)

Put your foot down at an Aston Martin driving experience

You expect me to talk? No, Mr Bond, we expect you to drive. Like 007 himself, of course in a classic Aston Martin, made in Britain since 1913. Head to the Millbrook-based Aston Martin Clubhouse just outside the capital for a four-hour luxury driving experience, involving a four-hour drive with an instructor and guide, an overview of your chosen vehicle’s dynamics, a chauffeur-drive transfer from the nearest station and breakfast pastries, a hot lunch and other refreshments served at the Clubhouse. 

Price: From £1,800

Drive an Aston Martin while you’re in London (Unsplash/Andrew Pons)

Hire a personal shopping assistant at Liberty London

London’s stylish, original and carefully curated luxury shopping scene is best experienced at Liberty of London – the grand, mock-Tudor department store just off of Regent’s Street devoted to everything from botanical-print textiles to cult beauty products and homeware design. One of the most stylish luxury experiences in London, book a personal shopper here for the most relaxed retail experience in town: based in a private suite on the second floor, you can arrange to put together next season’s wardrobe, reinvigorate your entire beauty regime or redecorate your home. Once you’ve selected your favourites, simply have them delivered. Not only is this one of the best London experiences, it’s also free. 

Price: Free

Book a private photography shoot

In town for a special occasion? Capture the magic effortlessly by engaging a private photographer for an afternoon – a two-hour shoot is typical, often at “golden hour”, the time before sunset. One of the ultimate private experiences in London, a local photographer can help you plot out a particularly scenic walking route along which to snap your sophisticated vacation photos, perhaps pausing by the Thames riverbank, in pastel-painted Notting Hill or the romantic, 1900s Apple Market in Covent Garden. Once framed at home, your 24 hours in London will last forever.

Price: £475 for two hours

Commission a tailored suit on Savile Row

London is famous for its tailoring, with the visionaries along the world-famous Savile Row stitching classic, timeless and more cutting-edge suits for generations. Having your next ensemble made to measure on this iconic Mayfair street is a worthwhile use of 24 hours in London; there are a handful of top boutiques to choose from, but Gieves and Hawkes has real pedigree. Since being founded in the late 1700s, it’s tailored suits to King Charles and the late Duke of Edinburgh, and they’ll run you through a comprehensive library of luxe (some exclusive) fabrics and textiles to work with, keeping your measurements and preferences on file for future purchases.

Price: From £5,000

Take an exclusive, after-hours tour of the Tower of London and witness The Ceremony of the Keys.

Join us on our British Royale luxury journey and you’re invited to the Tower of London to experience this historical site with a VIP tour. At your special after-hours visit you’ll get an inside look at the history of the Tower of London, home of the Crown Jewels, before experiencing the Ceremony of the Keys, the oldest practiced military ceremony in the world. While the Tower remains a living fortress, changing and adapting as times demand, it still maintains centuries of colorful traditions. In fact, the Ceremony of the Keys is a 700-year-old tradition that stood the tests of even the most tumultuous times, presided over by the Yeoman Warders. One of the most exclusive luxury experiences in London, book your place on British Royale now.

Hire a private pod on the London Eye

Nothing quite makes a statement like an exclusively hired Private Pod on the London Eye. It’s the ultimate way to experience 360-degree views of London and Central London. Soar 135m above London’s skyline with up to 25 people. This elevated setting provides you with panoramic, unobstructed views of London’s iconic skyline, including the Thames, Big Ben and Buckingham Palace, all in intimate comfort. Whether for a romantic celebration, a special occasion, or simply to indulge in the city’s beauty away from the crowds, the tailored atmosphere can be enhanced with personalized touches, such as champagne, fine dining or curated entertainment, elevating the experience to truly luxurious heights.

Price: From £850

See London in style on Luxury Gold’s 10-day British Royale tour.