Branchenblick
Luxury Tour Operators Enter the DMC Arena
Why only send clients away – when you can welcome them, too? More and more luxury travel specialists from German-speaking Europe are discovering the potential of the inbound business and are building a second pillar as destination management companies. But why now? What’s the upside? And – can they actually deliver? LuxuryInsider spoke with two exciting newcomers and a pioneer in the field. The floor is yours: Roman Mehrow, Norbert Pokorny and Margot Deh!
by LuxuryWise Editor-in-Chief Iris M. Köpke
The Pioneer: Suisse Selection (Destination: Switzerland)
In just a few weeks, it’s time to pack the boxes: by mid-August, Swiss DMC Suisse Selection will be moving into its own office space. Until now, the company has been sharing an office with luxury tour operator RSelection in Zurich. But with a team of three now in place, things were getting a little too cosy. Sounds like a success story in the making? "It all started when some of our international agency contacts – people we’d met through Serandipians or advisory boards – kept asking if we could organise something for their clients in Switzerland,” recalls founder Roman Mehrow. "The requests kept increasing, and at some point, we thought: Why not? There really aren’t many competitors in this space, and we wanted to position ourselves in that niche of tailor-made luxury. So in 2019, my husband and I built the website on weekends. It was a very successful year – no one could have predicted what was just around the corner." Soon after, the pandemic hit, and the project was put on hold. "In 2021, I met with my friend Carole Maurer-Baumann, who had worked for many years at the renowned Baur au Lac hotel. I remember it like it was yesterday,” Mehrow says with a smile. "I told her, ‘Let’s bring this to life together!’ And so we officially founded Suisse Selection as an independent company. Today, she’s co-owner and managing director, handling day-to-day operations." With a limited budget, it was clear they couldn’t target all source markets at once. Given Carole’s strong ties to the North and South American markets from her hotel career, that’s where they focused. "It turned out to be exactly the right decision," Mehrow reflects. "Americans and Brazilians are still coming to Europe in droves. They’re not overly price-sensitive – though sometimes a bit demanding. Of course, we welcome bookings from European agencies too, but they usually only approach us when they need bespoke experiences, not for a simple ski trip." That being said, "experience only" is not an option. Agencies are required to book full packages including accommodation. "But that’s not a disadvantage," Mehrow explains. "As a member of Internova, we can offer many of the same benefits available through other booking channels." His conclusion? "The concept has worked out pretty much as we envisioned – even if we’re constantly fine-tuning and adding to the portfolio. But of course it takes time to establish a new company. You need to invest upfront, especially in building a good team. But this year is going extremely well: as of June 30, we’ve already matched last year’s total revenue. That’s also why now was the right time to expand the team." Still, the DMC business is no autopilot. "You have to hustle, knock on doors, and keep your name in people’s minds," Mehrow notes. And the big question now: how will the demand for trips to Europe evolve? "There was a lot of pent-up demand in the past few years, but now we’re seeing available hotel capacity in parts of the Mediterranean again, and prices are beginning to normalize." Nonetheless, Mehrow remains optimistic. "Switzerland will always score as a safe haven. Yes, it’s an expensive destination – but it stands for neutrality and quality. People know that things work here. So clients get real value for their money." And what does he make of the growing competition? "It’s a good thing for Switzerland as a destination,” he concedes. "And for Suisse Selection, it’s validation. With some of the new DMCs under international ownership, you’re not even sure who’s really behind them. In our case, it’s a Swiss team with heartfelt passion – and deep knowledge of the region. Therefore, I'm feeling very confident: in the end, it’s all about trust and connections. And we have enough of both to keep growing."
Newcomer 1: Art of Travel Partner (Destination: Europa)
"Why start from scratch if your business name is already established in the ultra lux community? Luxury tour operator Art of Travel based in Munich is entering the inbound business. And rather than opting for creative reinvention, the company is simply calling its new division Art of Travel Partner – a name that builds on the existing brand and its reputation. The "partners," of course, are luxury travel advisors. CEO Norbert Pokorny and his team are positioning the new DMC as a B2B-only operation. "There are two reasons for this new business endeavor," he explains. "First, ever since we founded Art of Travel, we’ve seen firsthand how few DMCs in the luxury space are truly able to offer inspiration, open doors, and deliver a seamless travel experience at the highest level. And second, through our work with advisors and tour operators around the world, we’ve learned that they face this exact same challenge when planning trips for their clients through Europe. Especially when combining multiple countries – many DMCs do not offer this." And that’s for a clientele with no shortage of expectations: after-hours access, private jets, top-level security and amazing guides are just the baseline. "It’s a big task to deliver at the same standard we expect from our outbound DMC partners around the globe. But what we demand, we’re now ready to deliver ourselves," Pokorny says. The move into inbound was a natural evolution. "After the pandemic, we started receiving more and more inquiries asking if we could handle inbound, too. We occasionally accepted individual requests in the past – but now, we’re setting this up properly with a dedicated team and a new level of professionalism." That, of course, comes with real behind-the-scenes effort. "We’ve had to rethink our entire infrastructure – from bilingual operations to handling visas and international flights, plus topics like GDPR and terms & conditions. Serving international clients is a different ballgame – you simply can’t treat them the same way you would German travelers." But the effort is worth it – not least because international clients are less price-sensitive and offer healthier margins. But what about the human side? Do team members really want to deal with ultra-demanding clients (cue the mental image of a grumpy millionaire)? "Luckily, I have two fantastic team members who genuinely enjoy this kind of work," says Pokorny. "They hold themselves to the highest standards and find joy in delivering exceptional service." Most of the UHNWI clients are brought in by independent contractors or solo agencies who maintain extremely close relationships with their travelers. Once the client is introduced, it’s up to Art of Travel Partner staff to uncover preferences and create magic. "It’s a massive act of trust, and it’s up to us to honor it," Pokorny emphasizes. "We cannot disappoint our agency partners." The offering will mirror what Art of Travel is already known for – just within Europe. "We’re focusing exclusively on ultra-luxury," says Pokorny. "Closed access, culinary experiences, high-end cars, meetings with remarkable people – everything that gives clients a deeper, more meaningful connection to life in Europe." To deliver this, the team draws on a network built over 34 years and leverages constant feedback from their agency partners. "We already have experience serving international clients – and that’s the most valuable thing you can offer in this space." What drives him to expand now? "We tour operators need to look for new niches in an increasingly competitive luxury market. The days when our product knowledge was our unique selling point are coming to an end – especially with the rise of AI. We have to ask ourselves where we want to be five or ten years from now," Pokorny explains. "We need clear strategic goals in a market that will continue to evolve. I believe internationalization will be key to our future. As a German tour operator, we must think globally – and this is a fantastic first step." So when does it all kick off? "We’re launching this summer," Pokorny confirms. “The website is up, and we’re now actively reaching out to our international network."
Newcomer 2: Expect Some Rain (Destination: Germany, Austria, Switzerland)
Let’s put it this way: you’d be hard-pressed to find a more fitting name for a DACH-based DMC. It’s the kind of brand name that makes a journalist’s heart skip a beat. "It wasn’t easy finding an English-language name that covered all three countries and had an available internet domain," recalls Margot Deh, co-founder and managing director of Expect Some Rain. Deluxe? Preferred? Something with "Luxury" in the title? She and her co-founders Ulrike Velten and Björn Hoffmann (both from Salt & Green) thought all of that sounded tired. Deh laughs as she remembers: "So we sat there with index cards, each with a single letter on it, brainstorming words. When we got to ‘E’ for ‘Expectations’, we paused. We started talking about the expectations of future clients. And while we were reflecting on what those three countries really offer high-end travelers, someone casually remarked, ‘Well, sometimes it rains, too.’" And just like that, the name was born. "It might have a slightly negative ring to it for end customers," Deh admits, "but we’re strictly B2B – and travel professionals get the irony. Plus, it’s a great icebreaker at trade shows and industry events. And it sticks." The name even reflects a bit of company philosophy: "In my experience, honesty always lands well. And let’s be real – sometimes it does rain here." A quick rewind: until 2021, Margot Deh served on the executive team at Art of Travel. In early 2024, she sold her shares in the company. Then in November 2024, she and her two partners officially launched Expect Some Rain. For now, the company shares space with Salt & Green. "It’s fantastic – I really appreciate the daily exchange," says Deh. And they’re already thinking ahead: the office next door is rented as well, offering enough space for everyone while allowing shared use of meeting rooms and other facilities. That spirit of collaboration was a big motivation behind her decision. "After stepping away from Art of Travel, I had to think about what I actually wanted to do next. I need to be engaged with something meaningful – and I’m definitely not someone who’ll take up pottery," she says, smiling. "What I really missed was the interaction with co-workers." So why launch a DMC? "Offering DMC services for German-speaking countries within the luxury niche was the logical step. I know these clients well – their mindset, their needs, and their expectations." Deh has no illusions about how much work lies ahead. "Product knowledge doesn’t fall from the sky. Right now, I’m building the portfolio, meeting with hoteliers, guides, and transfer providers. I’m also assuming that most clients will want to combine all three countries. We’re still in a steep learning phase – no doubt about that." And of course, even the best portfolio isn’t enough on its own. "I worked on the website for a long time – I didn’t want to go to market without something really polished. I’m currently finalizing the company profile. Just selecting the images is a huge task." So when's the official launch? "I’m still focused on building the product, so we haven’t actively launched marketing or sales yet – but that’s starting now. We’ll be welcoming our first clients this fall, and we’re also planning to exhibit at trade shows like LE Miami," says Deh. "Even though the U.S. market feels uncertain at times, I’m confident that American travelers will continue coming to Europe. And culturally, they’re still the closest match for us. I wouldn’t necessarily feel ready to dive into markets like China or India just yet." One thing is clear: Expect Some Rain is not just a pastime but a serious business venture. "Of course I want to make money with this. My goal is to grow the company slowly and sustainably – to build a solid client base and evolve from there." And the vision for those clients? "I want them to experience the essence of a region – whether it’s meeting remarkable people or baking gingerbread with locals."
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