MAX DMC

What MAX DMC does

MAX | DMC is a Netherlands-based Destination Management Company (DMC) headquartered in Diemen, just outside Amsterdam, that designs and executes custom group travel programs, MICE (Meetings, Incentives, Conferences & Events) experiences, FIT (Fully Independent Traveler) services, and cruise turnaround ground operations for corporate clients, travel agencies, incentive houses, and cruise lines. The company operates as a subsidiary of the Royal Oostenrijk Group, a family-owned mobility and travel group founded in 1922, and is a certified Lufthansa City Center travel agency, gaining access to a global network of 700+ travel agencies. Its core technology stack centers on digital platforms for travel program management and operational coordination, supported by Amadeus booking and reservation integration, with a Digital/IT lead (Angelo Musch) tasked with platform modernization.

The company's offerings span two integrated product lines: Destination Management Services (custom itineraries, accommodation, transfers, restaurants, and excursions for group travel, FIT, and MICE) and Cruise Services (ground operations and turnarounds for river and ocean cruises in and around Amsterdam, including pre- and post-cruise programs, shore excursions, and luggage handling). It maintains a supply network of 131 travel agencies, 700+ hoteliers, and 76 cruise companies, and cites 1,250+ client companies as customers. The management team is small and partner-led, with two Managing Partners (Rob de Greef, Rogier Staal), a COO (Manou Staal), CFO (Chris Jansen), a sales lead (Vincent Nicolaï), and digital/finance support.

MAX | DMC generates revenue through professional service fees for itinerary design and ground operations coordination, with quote-based, customized pricing per program. Its go-to-market is enterprise field sales led by Managing Partners, supplemented by channel referrals from the Lufthansa City Center network and Royal Oostenrijk Group, and a presence at major international travel tradeshows (IBTM Americas, Seatrade Europe, GEM/ETOA, World Travel Market, USTOA, IMEX). The company is private, has no external funding, and has no disclosed revenue figures.

Name

MAX DMC

Legal name

MAX | DMC

Website

https://max-dmc.nl

Company type

Private

Founded year

1922

Operating status

Operating

Headcount range

1–10 employees

Short description

MAX | DMC is a Netherlands-based Destination Management Company designing custom group travel, MICE, FIT, and cruise turnaround programs for corporate clients, travel agencies, and cruise lines, operating as part of the Royal Oostenrijk Group and as a certified Lufthansa City Center partner.

Ownership category

akta.pro rank

Product category

Destination Management Services

NAICS

Tour Operators (56152), Tour Operators (561520)

akta.pro primary industry

Inbound DMCs (Full-Service Ground Handling) (THAKAEAA)

akta.pro secondary industries

Destination Management Companies (Cruise DMCs) (THAEAFAD), Destination & Itinerary Management (DMC-Led Experiences, Excursions, VIP Access) (THAHANAE)

Keywords

• Destination management services
• Cruise ground operations
• Group travel coordination
• MICE event planning
• Tailor-made itineraries

Headquarters

HQ city

Diemen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Destination Management Services: Fees for designing and coordinating custom travel itineraries, accommodations, transfers, restaurants, and excursions for group travel. Covers MICE events, FIT services, and tailor-made programs for corporate and leisure groups.
2. Cruise Ground Operations: Ground handling services for cruise ship turnarounds including pre- and post-cruise programs, shore excursions, luggage handling, and local logistics coordination for river and ocean cruises.
3. Group Travel Coordination: Complete destination management services arranging overnight stays, comfortable transfers, cozy restaurants, and fitting creative excursions for group visits to the Netherlands.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

MAX DMC is a Netherlands-based Destination Management Company that designs and coordinates custom group travel itineraries, FIT services, MICE programs, and cruise turnaround ground operations for river and ocean cruises in and around Amsterdam. Services span accommodation booking, transfers, restaurant reservations, excursions, luggage handling, and pre- and post-cruise program management delivered as a single integrated local partner to cruise lines, travel agencies, incentive houses, and corporate clients.

Product overview

MAX DMC operates as a single unified Destination Management Company offering two interconnected core services: Destination Management Services and Cruise Services. The company specializes in tailor-made travel programs that combine accommodation arrangements, comfortable transfers, restaurant bookings, and creative excursions throughout the Netherlands. Destination Management handles group travel, FIT, and MICE experiences, while Cruise Services provides specialized ground operations for river and ocean cruise turnarounds in Amsterdam. Both services leverage the company's local network and infrastructure to deliver comprehensive, personalized travel experiences.

Differentiator

Problem solved

Functional benefit

Products and services

• Destination Management Services

Quantifiable outcome

• 1250+ companies trust MAX DMC for their Netherlands destination management needs
• +1 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Royal Oostenrijk GroupcoreStrategic or Co-development PartnerMAX DMC is a division of the Royal Oostenrijk Group, a family-run mobility and travel company established in 1922. The group includes several divisions specializing in passenger transport, group travel, and event logistics. This parent company relationship provides MAX DMC with over 100 years of heritage, operational infrastructure, and cross-divisional collaboration opportunities.
• Lufthansa City CentercoreChannel Partner/ Reseller/ DistributorMAX DMC operates as a Lufthansa City Center certified travel agency, carrying the official LCC seal of approval. This certification ensures expertise, infrastructure, and local network to provide outstanding incoming services in the Netherlands. The partnership provides access to the global LCC network of 700+ travel agencies.
• SMS International Shore OperationsminorStrategic or Co-development PartnerPartnership for cruise shore operations and ground handling services. MAX DMC works with SMS International to provide comprehensive shore operation services for cruise passengers.
• GPN (Global Partnership Network)minorStrategic or Co-development PartnerPartnership within the Global Partnership Network for international travel and destination management collaboration.
• ETOA (European Tourism Association)minorStrategic or Co-development PartnerActive member of ETOA, the European Tourism Association, participating in their annual GEM events and benefiting from the association's network and industry resources.
• TraveltradehollandminorChannel Partner/ Reseller/ DistributorDutch travel trade partnership for destination management services in the Netherlands.
• USTOA (United States Tour Operators Association)minorStrategic or Co-development PartnerMember of USTOA, participating in their annual events and maintaining relationships with US-based tour operators.
• National Limousine AssociationminorChannel Partner/ Reseller/ DistributorPartnership with the National Limousine Association for luxury ground transportation services.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• American Express Global Business Travel (Amex GBT): Major global TMC with dedicated meetings, events, and ground handling capabilities. Overlaps with MAX DMC in servicing enterprise clients with end-to-end managed travel and event programs, but operates at global scale rather than single-destination DMC specialization.
• JTB Corporation: Japan-based global travel services group with extensive DMC, corporate travel, and MICE operations worldwide. Comparable as a B2B inbound destination services provider with cruise and group travel offerings, but at substantially larger scale and global footprint than MAX DMC.
• Direct Travel: US-headquartered corporate travel management company with meetings, events, and incentive travel capabilities. Comparable in serving enterprise clients with managed group travel and incentive programs, though Direct Travel operates across multiple geographies rather than as a destination specialist.
• CWT (formerly Carlson Wagonlit Travel): Global corporate travel management company with events and ground handling services. Comparable in B2B enterprise travel management and MICE, but broader in scope and larger than MAX DMC's Netherlands-only DMC offering.
• BCD Travel: Global corporate travel management company with meetings & events and DMC capabilities through BCD M&E. Comparable as a B2B travel services provider serving multinational clients, though at vastly larger scale and with broader geographic scope than MAX DMC's Netherlands focus.

Others

• Amadeus: Global travel technology and booking platform confirmed as MAX DMC's technology partner. Comparable as the underlying infrastructure for itinerary planning, reservations, and supplier connectivity in destination management services.
• Lufthansa City Center: Global travel agency franchise network of which MAX DMC is a certified Netherlands partner. Comparable as an enabler/ecosystem layer: provides brand, distribution, and quality certification to independent travel agencies, similar to how MAX DMC operates within the LCC network.
• Royal Oostenrijk Group: Parent conglomerate of MAX DMC, a family-run mobility and travel group established in 1922 encompassing passenger transport, group travel, and event logistics. Related party rather than a peer, but the group's other divisions share customer overlap with MAX DMC and represent both a captive demand source and a competitive benchmark within the group.
• GPN (Global Partnership Network): International network of independent destination management companies in which MAX DMC participates. Comparable as an enabling ecosystem layer that connects DMCs for cross-border program fulfillment and shared best practices.

Direct peers

• SMS International Shore Operations: Confirmed MAX DMC partner providing cruise shore operations and ground handling. Directly comparable in cruise turnaround services, port logistics, and pre/post-cruise program delivery for cruise lines calling at Amsterdam and other Northern European ports.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/max-dmc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 MAX DMC