Swiss Sales

What Swiss Sales does

Swiss Sales (legally HSMS Hotel Sales & Marketing Services GmbH) is a privately held Swiss MICE (Meetings, Incentives, Conferences, Exhibitions) and DMC (Destination Management Company) agency headquartered in Dietlikon, Zürich, with a second office in Horgen. Founded in 1996 by Roger Schaer — who remains Managing Director and Partner — the company has operated in the Swiss business events market for 28+ years. It serves both large corporations (BMW Schweiz, Daimler, PwC, Zürcher Kantonalbank, Bernafon, Siemens Healthineers) and SMEs (KMU), organizing 1,500+ events per year and mediating access to 200+ curated Swiss venues and 200,000 locations worldwide.

The company's core services include free venue search and mediation, full-service event organization (conception through post-event), incentive travel to destinations such as Marrakesh and St. Moritz, social activities/teambuilding, and speaker/trainer procurement. Its underlying technology is a Webflow-based website with Algolia-powered search enabling venue discovery and inquiry routing. Differentiated offerings include the "Class One" quality label for vetted venues and a climate-neutral event service (CO2 accounting, compensation via Amazon reforestation projects, official certification) delivered in partnership with carbon-connect AG. Distribution runs through a small direct sales team, self-serve website inquiries, and WhatsApp.

Revenue is generated via three streams: professional services fees for full event organization, transaction commissions from hotel and venue partners for mediated bookings, and recurring subscription revenue from the Swiss MICE Connect membership program (CHF 120–690/year after a free first year). MICE Connect also functions as a community ecosystem — networking, FAM trips, roadshows, and industry content — supported by partners such as Impuls Event (social activities), Speakers Excellence (speaker bureau), Conference Arena (industry events), Circle8, and MICE-Tip (industry news). The firm operates primarily in Switzerland with selected DACH reach into Germany and Austria, and is privately held with no disclosed external funding.

Name

Swiss Sales

Legal name

HSMS Hotel Sales & Marketing Services GmbH

Website

https://swiss-sales.ch

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Short description

Swiss Sales is a Swiss MICE and DMC agency founded in 1996 that mediates 200+ curated event venues and organizes corporate events for enterprise and SME clients across Switzerland, with MICE Connect membership and climate-neutral event services.

Ownership category

akta.pro rank

Product category

MICE and DMC Event Services

NAICS

Convention and Trade Show Organizers (56192)

akta.pro primary industry

Corporate Retreats, Team-Building & Offsite Experiences (THAHAIAH)

Keywords

• Corporate event planning
• MICE agency services
• Venue location brokerage
• Incentive travel management
• Destination management company

Headquarters

HQ city

Dietlikon

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Event Organization Services: Full-service event planning and organization including location booking, speaker arrangement, team building activities, and incentive travel. Revenue generated through service fees and commissions from venue bookings.
2. Location Commission: Commission from hotel and venue partners for bookings made through Swiss Sales mediation
3. MICE Connect Membership: Annual membership program offering networking, exclusive insights, FAM trips, and community events. First year free, then subscription-based pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Swiss Sales is a B2B MICE and DMC agency that mediates event venues and organizes corporate events end-to-end. The company provides free location search and brokerage across 200+ curated venues in Switzerland and 200,000 locations worldwide, supported by full event organization, incentive travel, social activities, speaker brokerage, and a Class One quality label, alongside the MICE Connect membership program and climate-neutral event certification through carbon-connect AG.

Product overview

Swiss Sales ist eine MICE- und DMC-Agentur (Meetings, Incentives, Conferences, Events, Destination Management Company), die ein integriertes Portfolio von Event-Dienstleistungen anbietet. Das Kernangebot umfasst die kostenlose Location-Suche und -Vermittlung (über 200 Locations), Eventorganisation, Incentive-Reisen, Social Activities (Teambuilding), sowie Speaker- und Trainer-Vermittlung. Ergänzt wird das Angebot durch Swiss MICE Connect, ein exklusives Membership-Programm mit Networking-Events, FAM-Trips und Roadshows. Ein distinguishes Merkmal ist das ClassOne Label für geprüfte Top-Locations sowie ein Klimaneutralitäts-Service in Partnerschaft mit carbon-connect AG.

Differentiator

Problem solved

Functional benefit

Brands

• Swiss MICE Connect: An exclusive network platform for event professionals, locations, and MICE experts offering networking, exclusive insights, inspiring community meetings, and unique experiences through FAM trips and site inspections.
• Class One

Products and services

• Location Search and Venue Brokerage

Quantifiable outcome

• 1500+ successful events organized annually
• +1 more outcomes

Named customers6 records

Segments3 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

Seven partnerships are on record, tiered core and minor.

• carbon-connect AGcoreStrategic or Co-development PartnerPartnership for climate-neutral event services. Carbon-connect AG provides CO2 calculation and compensation services, enabling Swiss Sales to offer climate-neutral event organization with official certification.
• Impuls EventcoreStrategic or Co-development PartnerLeading partner in social activity services, providing team building and entertainment programs for events organized by Swiss Sales.
• Speakers ExcellenceminorChannel Partner/ Reseller/ DistributorSpeaker bureau providing access to keynote speakers and presenters for events.
• Conference ArenaminorChannel Partner/ Reseller/ DistributorMICE industry event platform providing access to industry conferences and networking opportunities for MICE Connect members.
• Circle8minorChannel Partner/ Reseller/ DistributorEvent-related service partner providing additional event solutions.
• Straumann HüppenminorOthersFood and beverage partner for event catering services.
• MICE-TipminorGTM or Marketing PartnerIndustry news provider powering exclusive branch news for MICE Connect members.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• BCD Meetings & Events: Global MICE agency within BCD Group offering meeting, incentive, conference, and event management for enterprises — competes with Swiss Sales on full-service event delivery and venue sourcing for multinational corporate accounts.
• CWT Meetings & Events: Meetings, events, and incentive-travel division of CWT, providing global MICE program management to corporate clients — comparable in scope to Swiss Sales' end-to-end event organization but with global corporate-travel infrastructure.
• ConferenceDirect: Meeting-sourcing and event-services company serving corporations and associations with hotel/venue booking and meeting planning — overlaps with Swiss Sales' location mediation and full-service event organization for mid-market and enterprise customers.
• Maritz Travel: Legacy MICE and incentive-travel agency serving large corporations with meetings, incentives, and events programs — a long-standing MICE peer comparable to Swiss Sales in service mix (incentives, conferences, venue sourcing).
• HelmsBriscoe: Global venue-sourcing and meetings management company with a network of associates mediating hotels and event venues for corporate clients — directly comparable to Swiss Sales' core location-search and commission model, but operating at global scale.

Emerging players

• Bizzabo: Event experience operating system with registration, agenda, and attendee engagement tools — partial overlap with Swiss Sales' event-organization stack, particularly for enterprise conferences and hybrid events.
• Events.com: SaaS platform for event registration, ticketing, and event websites — an emerging event-tech competitor that could disintermediate traditional MICE agencies on smaller meetings and corporate events.

Broad incumbents

• American Express Global Business Travel (Meetings & Events): Large global TMC whose Meetings & Events division offers full MICE services to enterprises — a broader incumbent competitor to Swiss Sales for multinational corporate accounts, especially where Amex co-branded programs are in play.
• Cvent: Event-management software platform with venue sourcing (Cvent Supplier Network) and on-site event solutions — competes with Swiss Sales both as a sourcing marketplace and as event-tech infrastructure for in-house corporate planners.

Regional players

• Conference & Incentive Management (CIM): Swiss-headquartered MICE/DMC agency offering event management, incentives, and DMC services — the closest Swiss regional peer to Swiss Sales, competing on overlapping enterprise accounts in the DACH market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/swiss-sales

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Swiss Sales