m1nd-set

What m1nd-set does

m1nd-set SA is a Swiss travel market research and consulting agency headquartered in Vevey, Switzerland, founded in 2007 by Dr. Peter Mohn. The firm specializes exclusively in travel retail, airline, and airport research, conducting over 2,000 qualitative and quantitative studies worldwide and serving 155 clients including Fortune 500 companies such as LVMH, Pernod Ricard, Diageo, L'Oréal, Estée Lauder, Mondelez, Changi Airport, Dubai Airports, British Airways, and Emirates. Its competitive position rests on uniquely exclusive data assets: airside access to over 60 airports for face-to-face interviews, a database of more than 2 million international travelers spanning 100+ nationalities, and a cumulative base of 2.5 million interviews conducted over two decades.

The company monetizes through three primary revenue streams: a subscription-based Business 1ntelligence Service (B1S) platform with over 70 subscribers providing 24/7 access to air traffic data across 1,500 airports (98% global coverage) paired with shopper behavior insights and 10-year forecasting; bespoke research projects (50-100 annually) covering qualitative and quantitative studies for individual enterprise clients; and event/workshop monetization (GenZ RedY, EX.CEL, TR Consumer Forum). Core technology is the IATA-partnered Airs@t survey (running since 2010), recognized as the industry benchmark for air passenger satisfaction, and the 2012 TFWA-partnered global cross-category segmentation. Deliverables are surfaced through Tableau and Dapresy dashboards.

m1nd-set goes to market as a B2B enterprise sales-led research firm, with client acquisition concentrated at major industry conferences (TFWA, APTRA, IAADFS, DFNI, ASUTIL) and via long-standing partnerships with travel retail trade associations. Distribution is direct, with the B1S platform available online and bespoke projects sold through account management led by Head of Business Development Anna Marchesini. Despite a small team of fewer than 10 employees, the firm operates globally across Europe, Asia Pacific, the Middle East, Latin America, and North America, and reported its most successful year on record in 2023 with 40%+ more research projects sold than any prior year.

Name

m1nd-set

Legal name

m1nd-set SA

Website

https://m1nd-set.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

m1nd-set is a Swiss-founded (2007) travel market research agency specializing in travel retail, airline, and airport consumer insights, serving 155 Fortune 500 clients worldwide through its B1S subscription platform, bespoke research projects, and the IATA-partnered Airs@t passenger satisfaction benchmark.

Ownership category

akta.pro rank

Headquarters

HQ city

Vevey

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. B1S Subscription Service: Annual subscription-based access to the Business 1ntelligence Service platform providing 24/7 access to air traffic and shopper behavior data. Over 70 subscribers across all categories as of 2026.
2. Bespoke Research Projects: Tailor-made qualitative and quantitative research studies conducted for specific client needs. The company conducts 50-100 projects annually.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

m1nd-set is a B2B travel market research and consulting agency that sells traveler insights and air traffic intelligence to enterprise clients in the travel retail, airline, and airport sectors. Its core offering combines a subscription-based intelligence platform (B1S) covering air traffic data across 1,500 airports with bespoke qualitative and quantitative research projects using its exclusive database of 2+ million international travelers. The company also runs the Airs@t passenger satisfaction survey in partnership with IATA, serving 155 clients including Fortune 500 companies across duty-free, aviation, beverages, beauty, luxury, and consulting industries.

Product overview

m1nd-set is a Swiss research agency founded in 2007, operating as the worldwide leading agency in travel market research with a focus on travel retail, airline, and airport research and consulting. The company offers a portfolio of services anchored by its B1S (Business 1ntelligence Service) core subscription platform, supplemented by tailor-made custom research projects, airport benchmarking, and airline/aerospace consulting. Key offerings include the Airs@t passenger satisfaction survey (in partnership with IATA), the GenZ RedY Workshop, EX.CEL Experiential Retail Workshop, and the annual TR Consumer Forum. The B1S platform provides 24/7 interactive access to air traffic data (1,500 airports) and shopper behavior tracking (250,000+ interviews), while custom research capabilities include face-to-face interviews at 60+ airports and an online database of 700,000+ travelers. The company serves over 155 clients including Fortune 500 companies and conducts 50-100 custom research projects annually.

Differentiator

Problem solved

Functional benefit

Brands

• B1S (Business 1ntelligence Service): A subscription-based marketing intelligence platform providing air traffic data and shopper behavior insights across airports, ferries, cruise ships, and downtown duty-free locations.
• Airs@t Survey
• TR Consumer Forum
• GenZ RedY Workshop
• EX.CEL Experiential Retail Workshop

Products and services

• B1S (Business 1ntelligence Service) Subscription-based marketing intelligence platform providing 24/7 access to air traffic data across 1,500 airports (98% global coverage) and shopper behavior insights from 250,000+ airport-recruited interviews. Features interactive data mining, 10-year air traffic forecasting, and dynamic dashboards powered by Tableau and Dapresy. Over 70 subscribers as of 2026.
• Tailor-made Travel Retail Research Custom research services for travel retail, conducting 50-100 projects annually using face-to-face interviews at 60+ airports, online interviews with 700,000+ travelers in the firm's database, focus groups, in-depth interviews, mystery shopping, and choice modelling. Designed for brands, retailers, and airports needing bespoke qualitative and quantitative insights.
• Airport Research and Benchmarking Commercial and shopper studies for international airports enabling performance benchmarking across major hubs worldwide. Supports airport commercial strategies and development efforts with insights on passenger spending, retail conversion, and category performance.
• Airline and Aircraft Manufacturer Research & Consulting Research and consulting services for airlines and aircraft manufacturers, including the Airs@t passenger satisfaction program, pricing strategy, staff bonding research, advertising effectiveness, and demand forecasts. Nearly 30 airline clients including major global carriers and aircraft manufacturers.
• Airs@t Passenger Satisfaction Survey Industry benchmark air passenger satisfaction survey conducted in partnership with IATA since 2010, providing detailed insights on passenger needs, expectations, and satisfaction drivers across airlines and airports worldwide. Used by nearly 30 airline clients including major global carriers.
• GenZ RedY Workshop Paid Gen Z-focused consumer insights workshop and consultancy program co-hosted with Blueprint, providing in-depth analysis of young traveler shopping behavior, preferences, and engagement strategies for travel retail stakeholders. Standard rate US$300 per person (US$225 early bird); APTRA member rate US$240 (US$210 early bird).
• EX.CEL Experiential Retail Workshop Paid experiential retail insights and consultancy workshop co-hosted with Blueprint, analyzing the impact of experiential retail on footfall, conversion rates, shopping basket, and total spend in travel retail. Priced at EUR 299 per person, including workshop, networking, and drinks reception.

Quantifiable outcome

• Over 70 subscribers to B1S platform across all categories as of 2026
• +3 more outcomes

Named customers22 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Ten partnerships are on record, tiered core and flagship.

• IATAcoreStrategic or Co-development PartnerLong-standing partnership since 2010 for the Airs@t survey (industry benchmark for air passenger satisfaction) and air traffic data provision for B1S platform. IATA provides air traffic data and forecasting (DDS database) to power m1nd-set's intelligence tools.
• BlueprintflagshipStrategic or Co-development PartnerPartnership for experiential retail workshops (EX.CEL series) and GenZ RedY consultancy program focused on Generation Z consumer insights in travel retail. Joint workshops hosted at major industry events.
• TRBusinessflagshipGTM or Marketing PartnerCo-organizer of the TR Consumer Forum - the travel retail industry's consumer-centric conference. Also co-host for Travel Retail Awards recognizing excellence in the channel.
• ASUTILcoreGTM or Marketing PartnerLaunched quarterly insights service for ASUTIL members providing traffic forecasts and travel shopper data based on interviews across 20+ airports in Latin America.
• DFNIcoreGTM or Marketing PartnerResearch partner for DFNI Cruise Conference and annual conferences. Co-hosts Cruise Duty Free Shopping Insights and publishes category insight reports.
• Nordic Travel Retail Group (NTRG)coreStrategic or Co-development PartnerFour-year strategic partnership (since 2022) providing NTRG members with quarterly updates on consumer behavior in airport and ferry categories.
• TFWAcoreGTM or Marketing PartnerCollaborator on industry research including Travel Retail's first global cross-category segmentation (2012). Supports TFWA events and sustainability initiatives.
• Duty Free World Council (DFWC)coreStrategic or Co-development PartnerProduces quarterly KPI Monitor for DFWC tracking air traffic and shopping trends. Provides comprehensive global shopping monitor data for the duty-free industry.
• IAADFScoreGTM or Marketing PartnerCo-hosts dedicated Cruise Workshop at IAADFS Summit of the Americas. Research partner for the Americas region events.
• APTRAcoreGTM or Marketing PartnerInsight Partner for APTRA India Conference and Northeast Asia Forum. Provides research on Indian travelers identified as critical drivers of global travel retail growth.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Cirium: Aviation and travel data analytics provider offering flight data, schedules, passenger insights, and market intelligence to airlines, airports, and travel companies. Overlaps with m1nd-set in air traffic forecasting, passenger satisfaction benchmarking, and travel industry intelligence subscriptions.
• OAG: Global travel data provider offering flight schedules, air traffic analytics, and market intelligence. Comparable as a subscription-based aviation and travel data platform serving similar enterprise customers (airlines, airports, travel brands) with quantitative travel intelligence.
• Phocuswright: Travel industry research and consulting firm producing research, reports, and subscription intelligence on travel, tourism, and hospitality. Most directly comparable peer in terms of subscription-based travel market research sold to enterprise clients across the travel ecosystem.
• The Moodie Davitt Report: Leading B2B media and intelligence service dedicated to the travel retail industry, producing news, research, and analysis. Closely comparable peer serving the same travel retail buyer audience with research, industry insights, and event content.
• Generation Research: Travel retail market research firm producing benchmark data, industry reports, and statistical intelligence on duty-free and travel retail. Closest direct competitor in size, scope, and product offering for travel retail market sizing and benchmarking.
• ForwardKeys: Travel data analytics company providing real-time and forward-looking air travel intelligence, including passenger flows, destination trends, and market forecasting. Comparable in its combination of air traffic data, traveler insights, and subscription platform sold to travel industry clients.
• M1nd-set internal events competitor — DFNI: Global travel retail news, research, and events business covering duty-free and travel retail industry. While m1nd-set partners with DFNI, DFNI's research, conferences, and intelligence products compete for the same travel retail intelligence budgets.

Broad incumbents

• Skift Research: Travel industry research arm of Skift producing reports, charts, and data on travel trends, airlines, hotels, and online travel. Broader than m1nd-set (covers all of travel, not just travel retail) but competes for travel industry research subscriptions.
• NielsenIQ: Global consumer intelligence firm providing retail measurement, shopper insights, and consumer research across categories including travel retail. Larger incumbent with overlapping capability in shopper behavior analytics and category benchmarking.
• Euromonitor International: Global market research firm covering consumer markets including travel, retail, and luxury. Provides travel retail data and broader consumer intelligence, competing for travel and consumer brand research budgets at a much larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/m1nd-set
• Facebookfacebook.com/m1nd-set
• Instagraminstagram.com/m1nd_set
• Xtwitter.com/m1ndset

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about m1nd-set