SPOT Agency

What SPOT Agency does

SPOT Agency (legally SPOT.AGENCY) is a privately held Swiss creative digital agency headquartered in St. Moritz, founded in 1990 by Dario Cantoni and Werner Pircher and operating as part of SPOT Group. The firm serves enterprise clients across alpine tourism, sports events, hospitality, and premium lifestyle sectors, with a current team of approximately 17 staff spanning strategy, design, technology, and account management. Long-standing client relationships include destination marketing organizations such as Davos Klosters (since 2004), Engadin Tourismus, and St. Moritz Tourismus, alongside hotels (Maistra 160, Hotel Walther), event operators (FIS Freestyle World Championships 2025, Audi FIS Ski World Cup), and transportation providers (BLS-Schifffahrt).

The company operates a dual model combining traditional full-service digital agency work (strategy, branding, design, content, e-commerce development) with two proprietary SaaS products: cariboo, an open digital tourism e-commerce ecosystem launched in 2019 that integrates ticketing (Skidata), activity booking (Trekksoft), and voucher management (e-guma) into a unified one-stop-shop platform; and Jovên, launched in 2017 as the first chatbot purpose-built for the tourism industry, providing conversational access to piste reports, events, and ticketing information. SPOT.HEROZ in Locarno functions as an affiliated development partner, and SPOT.BASE operates a coworking space in St. Moritz.

Revenue is generated through project-based agency fees and retainers combined with subscription and licensing income from the cariboo and Jovên SaaS products, sold on custom enterprise contracts primarily to Swiss and nearby regional tourism clients. Go-to-market is consultative and direct, leveraging a portfolio website, LinkedIn and Instagram presence, and visibility through high-profile event work; pricing is not publicly disclosed. The model is gradually shifting from pure services toward productized recurring revenue, evidenced by the 2024 BLS-Schifffahrt Seepass subscription deployment (over 55% of ~13,000 passes sold via subscription within the first year) and ongoing cariboo feature development.

Name

SPOT Agency

Legal name

SPOT.AGENCY

Website

https://spotagency.ch

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

SPOT Agency is a privately held Swiss creative digital agency founded in 1990 in St. Moritz, serving tourism, hospitality, sports, and lifestyle clients with full-service branding and e-commerce work alongside two proprietary SaaS products: cariboo (tourism e-commerce) and Jovên (tourism chatbot).

Ownership category

akta.pro rank

Product category

Digital Agency Services / Tourism Marketing

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Online Booking & Reservation Platforms (B2B/B2C) (THALAMAA)

akta.pro secondary industries

White-Label Booking Engine Platforms (SaaS/Widget) (THALADAN), Artist Booking, Talent Buying & Agency Services (MPAGAAAF)

Keywords

• Digital agency services
• Tourism e-commerce
• Tourism marketing
• Brand strategy
• SaaS platform

Headquarters

HQ city

Chur

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Digital Agency Services: Full-service digital agency offering strategy, branding, design, e-commerce development, content marketing, and digital systems. Services include corporate publishing, magazines, websites, shops, and interfaces. Revenue generated through project fees and ongoing retainer relationships.
2. cariboo SaaS Platform: Open digital tourism e-commerce ecosystem distributed as SaaS solution. Scalable application for destinations, mountain railways, and tourism businesses enabling booking of activities, accommodations, ski tickets, and more.
3. Jovìn Chatbot Licensing: Tourism-specific chatbot platform licensed to destinations and tourism businesses for customer service and information delivery.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

SPOT Agency is a creative digital agency providing end-to-end strategy, branding, design, e-commerce, content marketing, and digital systems services for enterprise clients in tourism, sport, and lifestyle sectors. The agency also develops and distributes two proprietary SaaS products: cariboo (open digital tourism e-commerce ecosystem with one-stop-shop booking capabilities) and Jovìn (the first tourism-specific chatbot for delivering information on piste reports, ski tickets, events and more).

Product overview

SPOT Agency is a creative digital agency with its own SaaS products, primarily serving the tourism, sport, and lifestyle sectors since 1990. The product portfolio centers around two proprietary SaaS offerings: cariboo (digital tourism e-commerce ecosystem) and Jovìn (tourism chatbot), complemented by a full range of digital services including strategy and consulting, branding and design, e-commerce development, and content marketing. cariboo serves as the core e-commerce platform enabling one-stop-shop functionality for destinations, while Jovìn provides AI-powered conversational capabilities for tourism information services. All offerings are delivered through the agency's specialized team approach with over 35 years of industry expertise.

Differentiator

Problem solved

Functional benefit

Brands

• cariboo: Digital tourism e-commerce ecosystem - an open, digital ecosystem with interfaces to third-party systems, functioning as a one-stop-shop for all tourist services with booking, cart and payment processes. SaaS application scalable without limits.
• Jovìn
• SPOT.BASE

Products and services

• cariboo cariboo is an open digital tourism e-commerce ecosystem distributed as a SaaS solution. It serves as a one-stop-shop for all tourism services within a destination, featuring a unified booking process, shopping cart, and payment flow. The platform integrates with third-party systems like Skidata, Trekksoft, and e-guma, and is infinitely scalable.
• Jovìn Jovìn is the first chatbot specifically developed for the tourism industry. It serves as a digital assistant providing information on piste reports, ski tickets, events, and other tourism-related topics via natural language processing.
• Strategy and Consulting Services Strategic communication consulting combining strategic thinking with creative design and technological competence for tourism and hospitality clients. Includes internet strategy, content strategy, and best-practice solutions in destination marketing.
• Branding and Design Services Brand identity development from logo creation to corporate design. Includes print and digital design such as magazines, books, posters, websites, shops, and interfaces with clear aesthetics and technical precision.
• E-Commerce and Digital Systems Services Development of smart web solutions, e-commerce platforms, and individual interfaces including shop systems, CMS integrations, chatbots, and PWAs for tourism, hospitality, and lifestyle clients.
• Content and Content Marketing Services Strategic content creation and cross-channel distribution including corporate publishing (magazines, reports, editorial formats), digital content for websites, shops, chatbots, and social media. Includes SEO and SEM services.

Quantifiable outcome

• Engadin Tourismus Experience Shop generates CHF 20 million+ annual sales
• +2 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability2 records

Feature3 records

Partnerships

Three partnerships are on record, tiered minor and core.

• SPOT.HEROZminorImplementation/ SI/ Consulting PartnerDesign and development partner based in Locarno (Via delle Monache 6, CH-6600 Locarno) that collaborated on concept, design, content, and development work for SPOT Agency projects.
• SPOT GroupcoreOthersParent company/group that SPOT Agency is proud to be part of, representing the broader agency network.
• SPOT.BASE CoworkingminorOthersCoworking space operated by SPOT Agency in St. Moritz, providing flexible workspace and fostering local entrepreneurial community.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bokun (Tripadvisor Experiences): Tour and activity booking platform owned by Tripadvisor, targeting the same DMO and activity-provider segment as cariboo with broader global reach.
• Rezdy: Tour operator booking and distribution platform competing in the same niche online-booking category as cariboo, with strong presence in APAC and inbound tourism.
• Regiondo: White-label booking and ticketing SaaS for tours, activities, and destinations across Europe. Closest direct competitor to SPOT's cariboo product in the tourism e-commerce layer.
• TourCMS: Tour operator and DMO booking engine platform overlapping with cariboo's core functionality on reservation, packaging, and distribution APIs.
• Trekksoft: Activity and tour operator booking platform integrated into cariboo; directly competes with SPOT on tour/activity commerce while also serving as an integration partner.

Broad incumbents

• Namics (Merkle DACH): Swiss digital agency and Salesforce partner with enterprise tourism/transit clients; competes for the strategy/technology layer of DMO engagements.
• Dept Agency: Large global digital agency with deep travel and hospitality practice; competes with SPOT for premium tourism marketing and platform-build mandates but at significantly larger scale.
• Jung von Matt: Award-winning European creative agency with tourism and lifestyle credentials (including alpine and premium brands); competes for high-profile branding mandates like FIS Ski World Cup.

Regional players

• Webrepublic: Swiss digital performance-marketing agency overlapping with SPOT on the SEO/SEM and content-marketing layer of tourism client engagements.
• Liip: Swiss digital agency with strong travel and e-commerce portfolio; competes regionally for the same design + engineering mandates that SPOT's agency services target.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/spotagencystmoritz
• Instagraminstagram.com/spotagency.ch
• Facebookfacebook.com/spotagencystmoritz

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Subsidiaries2 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 SPOT Agency