i have found that once you factor in baggage, choosing a seat, etc. EasyJet often comes out higher than Swiss. It's important, when comparing prices, to go through the purchase price all the way before paying.

Swiss has some good fares. i have bought an economy fare and upgraded right then and there to business for a few francs more. business includes a checked bag whereas you have to pay for it in economy so factor that into the equation.

The economy fares on any airline earn very few points.

UBS Key Club points can be converted to Miles & More IIRC or you can get a Miles & More card right away. that's probably one of the best options in my opinion.

and last, but not least, redeeming points for short haul economy seats in europe has no value since you'll end up paying almost as much in taxes and fees as it would cost to buy a ticket outright.