Manova

What Manova does

MANOVA GmbH is an Austrian business intelligence and market research firm founded in 1997 by Klaus Grabler and headquartered in Vienna. The company serves enterprise clients and public-sector organizations primarily in the DACH tourism sector — cable car operators, ski resorts, tourism boards, hotels, museums, and attractions — alongside international branded-goods clients in FMCG, industrial equipment, technology, and aviation. Its core offering is the proprietary WEBMARK online intelligence platform, which integrates online survey distribution, real-time analysis, and presentation-ready reporting; built on top of WEBMARK are specialized monitoring programs including SAMON (winter sports satisfaction, ~35,000 responses per season since 2003), T-MONA (Austria-wide tourism monitor since 2004), TOURMON (regional tourism performance indicators), WEBMARK Hotellerie, and WEBMARK Attraktionen. The firm is privately held by founder Klaus Grabler, who remains CEO, with Iris Zehrer heading Market Research & Business Intelligence; it operates with an interdisciplinary team of approximately 16 people combining market research, statistics, IT, and design.

MANOVA generates revenue through a blend of custom professional services (market research studies, strategic consulting, workshops) and subscription-based access to WEBMARK and its monitoring programs under multi-year contracts. Pricing is quote-based and not publicly disclosed; select-customers evidence includes Bergbahn AG Kitzbühel, Bergbahnen Nassfeld Pramollo AG, Silvretta Seilbahn AG, Schmittenhöhebahn AG, Gletscherbahnen Kaprun, Niederösterreich-Werbung, Tirol Werbung, Wien Tourismus, Ötztal Tourismus, Österreichische Hoteliervereinigung, Austrian Airlines, LEITNER Ropeways, Coca-Cola Germany, PistenBully, and Kapsch. Distribution is direct in Austria and channeled through an exclusive partnership with dwif-Consulting for the German market since 2014, supplemented by an academic partnership with Lucerne University of Applied Sciences and Arts. The company holds trade licenses for market and opinion research, business consulting, and IT services, and is DSGVO/GDPR-compliant with ÖNORM A7700 web security adherence.

Name

Manova

Legal name

MANOVA GmbH

Website

https://manova.at

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

MANOVA GmbH is a Vienna-based business intelligence and market research firm founded in 1997 that provides the proprietary WEBMARK platform and specialized tourism monitoring programs (SAMON, T-MONA, TOURMON) to Austrian and German cable cars, ski resorts, tourism boards, hotels, and select international branded-goods clients.

Ownership category

akta.pro rank

Product category

Market Research and Business Intelligence Software

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Consulting Services (541613)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Travel Program Analytics, Reporting & Benchmarking (THALAMAF)

akta.pro secondary industries

Competitive & Market Intelligence (Competitive Tracking, TAM/SAM/SOM) (MPAAALAL), Reporting, Analytics & Program Optimization (BI/Benchmarking) (THAKAMAM)

Keywords

• Market research services
• Business intelligence platform
• Customer satisfaction monitoring
• Industry benchmarking solutions
• Strategic consulting services

Headquarters

HQ city

Breitenfurt Bei Wien

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Market Research Services: Custom market research studies, surveys, and analysis projects delivered to enterprise clients. Projects include visitor surveys, satisfaction monitoring, brand studies, and strategic analyses.
2. Business Intelligence Platform (WEBMARK): Subscription-based access to proprietary WEBMARK platform for online surveys, reporting, monitoring, and benchmarking. Includes data hosting and real-time analysis capabilities.
3. Strategic Consulting: Strategy development, workshop facilitation, and knowledge transfer services for tourism organizations and branded product companies.
4. Industry Benchmarking Solutions: Ongoing benchmarking programs for industry associations and hotel groups, including data aggregation, analysis, and comparison reporting.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

MANOVA provides market research, business intelligence, and strategic consulting services through its proprietary WEBMARK online platform. The company specializes in visitor/customer satisfaction monitoring, industry benchmarking, and custom surveys for the tourism sector (cable cars, ski resorts, destinations, hotels, attractions) and branded product companies. It operates specialized monitoring programs including SAMON (ski area satisfaction), T-MONA (Austrian tourism monitor), and TOURMON (regional tourism performance).

Product overview

MANOVA is a business intelligence solutions provider that operates a platform-plus-modules architecture centered on its proprietary WEBMARK online information system. WEBMARK serves as the core BI platform enabling data collection (via online surveys, email, website, and Facebook), real-time analysis (dashboards, filtering, segmentation, benchmarking), and results presentation (charts, PowerPoint, Word exports). Specialized sub-brands built on WEBMARK include: SAMON for ski area satisfaction monitoring, T-MONA for Austria-wide tourism monitoring, TOURMON for regional tourism performance monitoring (Germany and Carinthia), WEBMARK Hotellerie for hotel surveys, WEBMARK Attraktionen for attraction surveys, the Quality Monitor for Germany, dmma/iam for destination CRM surveys, and Best for People for employee satisfaction. Supporting services include market research studies, strategy development, and knowledge transfer workshops.

Differentiator

Problem solved

Functional benefit

Brands

• WEBMARK: Proprietary online business intelligence platform used for online surveys, reporting, monitoring, and benchmarking activities.
• SAMON
• T-MONA

Products and services

• WEBMARK

Quantifiable outcome

• 35,000 skier opinions collected per winter season through SAMON
• +2 more outcomes

Named customers15 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature6 records

Partnerships

Two partnerships are on record, tiered core and minor.

• dwif-Consulting GmbH und dwif e.V.coreChannel Partner/ Reseller/ DistributorExclusive partnership since 2014 for distribution and development of WEBMARK in Germany. DWIF is a leading research and consulting firm in German tourism sector since 1950. Together they operate the Germany Tourism Quality Monitor and collaborate on various tourism research projects including nationwide guest surveys and economic analyses.
• Lucerne University of Applied Sciences and Arts (Hochschule Luzern)minorStrategic or Co-development PartnerPartnership with the Tourism Industry Institute at Lucerne School of Business for research collaboration and knowledge sharing in tourism management, destination management, and sports tourism. Academic cooperation involving directors from tourist organizations.

Scale indicators3 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• dwif-Consulting GmbH: Germany's leading tourism research and consulting firm (operating since 1950). MANOVA's exclusive German channel partner since 2014 — both firms conduct tourism market research, guest surveys, and economic analyses for DACH destinations, making dwif the closest direct peer in terms of customer base and methodology.
• Fairmas GmbH: Berlin-based hotel benchmarking and revenue management software company serving DACH hotels and hotel groups. Directly comparable to MANOVA's WEBMARK Hotellerie module in target customer (hotels), geography (DACH), and benchmarking functionality.
• Tourism Economics (Oxford Economics): Global tourism research and forecasting firm providing economic impact analysis, destination benchmarking, and travel demand modeling. Comparable to MANOVA's T-MONA/TOURMON offerings for tourism boards and industry associations seeking data-driven strategic planning.
• IPK International: Germany-based travel and tourism research specialist focused on outbound and inbound travel behavior across Europe. Highly comparable to MANOVA in serving tourism boards, DMOs, and travel industry clients with custom market research and benchmarking studies.

Emerging players

• Lighthouse (formerly OTA Insight): Commercial intelligence platform for the hospitality industry providing revenue management, market intelligence, and benchmarking. Emerging global competitor in hotel/tourism BI, intersecting with MANOVA's WEBMARK Hotellerie and tourism benchmarking offerings.

Broad incumbents

• Qualtrics: Cloud-based experience management platform offering survey, analytics, and benchmarking capabilities across industries. Represents the broad incumbent SaaS alternative that competes with WEBMARK for enterprise market research, brand tracking, and customer experience programs.
• STR (CoStar Group): Global hotel benchmarking and market data provider, part of CoStar Group. Comparable in providing performance benchmarking data to hospitality operators, but operates at much larger global scale and serves as a broader incumbent rather than a niche DACH specialist.
• Kantar: Global market research and consulting firm offering brand tracking, consumer insights, and audience measurement. Comparable to MANOVA's brand perception and strategic consulting work for FMCG clients, operating as a much larger incumbent.
• NielsenIQ: Global consumer intelligence and market research firm. Comparable in providing brand perception, consumer behavior, and FMCG research (a service line MANOVA delivers for Coca-Cola Germany and similar clients), but at global scale as a broad incumbent.
• GfK (NIQ division): Global market intelligence firm (now part of NIQ) with strong European presence in consumer goods and market research. Comparable to MANOVA's consumer behavior and brand research work, serving as a large incumbent alternative for FMCG clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/manova

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Manova