FN ISI Export Format VR 1.0 PT J TI Benefit program proposal for the Andermatt Swiss Alps’ property owners AF Kehlstadt, Sébastien AU Kehlstadt, S AB The Andermatt Swiss Alps Resort (ASA) is one of the most remarkable tourist projects in Siwtzerland and is currently being developed. Out of the 500 planned apartments, up to 150 have been built and are almost sold out. The aim of this research is to establish an attractive owner program in form of an owner card. The owners shall receive exclusive benefits that are otherwise not purchasable making their investment at ASA to a great extent valuable, recommendable and enjoyable. Through this, they shall receive various incentives resulting in a higher frequency of visits, higher amount of money spent and a participation in the rental-program. The literature review about Customer Relationship Management is complemented by an analysis of property owners, a situation analysis of the current owner card and identifications of best practices in Resorts with similar business models. Based on the findings, a concept was developed resulting in a proposal for a potential strategy for the Andermatt Swiss Alps. ER