MAXFIVE is expanding its international presence, and has moved into a new market, Switzerland. “Sounds from elsewhere – tailored by Kuoni” heralds the launch of a custom-made brand radio specifically for travel agencies. From 31 March 2025, the new in-store radio will be available in around 70 of leading travel agency Kuoni’s branches as well as its head office in Zurich.
“Sounds from elsewehre tailored by Kuoni” – Sounddemo
The journey begins: new in-store radio concept for travel agencies
MAXFIVE is setting new standards: for the first time, a brand radio has been created specifically for travel agencies – and the company has expanded into Switzerland. This latest move means that MAXFIVE’s tailored radio solutions are now available in ten countries.
Developed in close partnership with DERTOUR Suisse, the new concept is designed to create a relaxed, feel-good atmosphere in branches of the Kuoni travel agency. The station provides an audio backdrop for customers during in-branch consultations, inspires them to travel, and builds excitement ahead of their next holiday. At the same time, it is helping to strengthen the premium Kuoni brand and create a unique acoustic identity.
“We are delighted to have DERTOUR Suisse as our first major partner in Switzerland. This step marks an important milestone for MAXFIVE and highlights the success of our expansion strategy as well as our ongoing progress when it comes to creating tailored in-store radio solutions,” says Norbert Gavran, CEO of MAXFIVE. “The Swiss radio brand marks the REWE Group’s entry into yet another country and a continuation of our success story across ten countries.”
Music that inspires people to travel
The programme combines a carefully curated music selection with targeted advertising messages in three languages. DERTOUR Suisse offers partners exclusive advertising slots – a strategy that enhances the listening experience and adds value for everyone involved.
Claudia Schlifni, Head of Music at MAXFIVE, also confirms the importance of the new station: “The music perfectly reflects Kuoni’s brand values and direction, creating an atmosphere in the branches that inspires customers and creates a pleasant working environment for employees. ”Listeners can expect a mix of summer sounds and global grooves – featuring artists like Norah Jones, Till Brönner, Teddy Swims, Diana Krall and Carla Bruni.
Innovative concept for Switzerland
Auch Stephanie Schulze zur Wiesch, CEO von DERTOUR Suisse, betont: “With our new music concept, we not only ensure dreamlike trips at our Swiss Kuoni branches, but also the right sound to go with them. Our brand stands for individuality and authentic experiences – and that’s exactly what we are now bringing directly into our travel agencies. Just come in, relax and feel like you’re on vacation as you book.”
Kuoni: premium travel provider for exclusive experiences
Kuoni is the largest and best-known travel operator in Switzerland and a market leader for various destinations. The brand is famous for its tailor-made holiday offers, guided tours, and exclusive honeymoons in more than 80 destinations worldwide. Alongside its premium positioning, Kuoni stands out for its personalised advice, outstanding service quality and unique travel experiences – especially in the luxury segment. Since 2015, Kuoni has been part of the DERTOUR Group, which is itself part of the German REWE Group, benefiting from all of the advantages of a strong international network.
