Barbara Morf


I am a Visionary and I am leading in making Visions become reality.

Owner and founder of Leading Collection. After studying economics with a focus on the hospitality industry, she worked for several years for an international hotel chain as the Director of Sales & Marketing. She started her first Sales & Marketing Organization in 1989 when she founded Swiss Sales. After successfully selling the company and being a partner in another agency, she made her dream come true; with Leading Collection she represents unique and luxury hotels, resorts and destinations around the globe.
Every year she spends around 3 months traveling to focus on quality control and to discover new unique pearls to add to the collection.

She personally takes over the key accounts and looks after luxury tour operators and agencies. Her goal is always to provide optimal working conditions, so that each team member can act successfully and motivated. Besides she takes personal care of the individual travel arrangements for our clients to create unforgettable journeys for them.

Quote Barbara: “When things get hectic here and there, I grab my dog Sira and recharge my batteries in the fresh air.”


Terrassenweg 1
CH-6315 Oberägeri/Zug

+41 41 720 11 60

Route plan