Coaching Adaptive Strategy

Brugger + Partner supported Travel Switzerland 2025 (Swiss Travel AG) through a coaching programme to refine its strategy, vision and mission. The process was guided by the principles of adaptive strategy, enabling the company to respond flexibly and promptly to changing conditions. The strategy process was designed to be highly participatory. Employees from all countries were regularly involved through surveys and workshops. This proved to be very valuable: not only did it result in a shared understanding of the strategic direction, but also in a noticeable strengthening of cohesion and commitment within the company. Swiss Travel System AG is a Zurich-based marketing company jointly founded in 2011 by Swiss Federal Railways (SBB), Switzerland Tourism and five private railway companies. Its role is the joint global marketing of Switzerland’s comprehensive public transport network.