What Jysk Rejsebureau does

Jysk Rejsebureau A/S is a privately held Danish travel agency founded in 1984 in Aarhus and operated as a subsidiary of The KILROY Group through the Horizons A/S holding structure since 2013. The company designs and sells customized and pre-packaged adventure and experiential travel — including trekking, safaris, polar expeditions, cycling tours, sailing, around-the-world itineraries, family travel, backpacking, and corporate/study group trips — to Danish consumers, schools, and businesses, arranging flights, accommodation, tours, transfers, and travel insurance as full-service packages. It is positioned as 'Denmark's largest travel agency by number of stores,' operating six physical retail locations across Aarhus, Aalborg, Herning, Kolding, København, and Odense, plus eight international service centers (Nepal, Thailand, Bali, India, Vietnam, Kenya, China, Peru) that provide in-destination support to traveling customers.

The business model is sales-led and advisor-driven: customers request quotes by phone, email, in-store visit, or free consultation booking, and travel consultants with first-hand experience visiting 165+ countries personally construct itineraries. Pricing is transaction-based with a commission/take-rate on the package value (sample adventure trip prices range from approximately 14,995 kr. for Galapagos to 46,950 kr. for a 26-day Australia itinerary), augmented by affiliate commission revenue from Gouda Rejseforsikring travel insurance and Europæiske cancellation insurance. The company markets via free destination lectures/webinars, email newsletters, content marketing (travel blog, social media including the 'Lucky Bastards' travel-project series), and integrates through IATA accreditation (number 17236122), Rejsegarantifonden membership (number 3654), and Danish e-mærket e-commerce certification. Approximately 180 employees organize an estimated 20,000-30,000 trips annually under sub-brands including Jysk Rejsebureau Business (corporate), Backpacker Adventure (young travelers), Active Trips with Danish Tour Leader, and Ready-Packed Trips.

The underlying technology stack is not proprietary: the business relies on standard travel-agency booking infrastructure (IATA-accessed airline systems), standard e-commerce/web CMS for its .dk storefront, and partner-provided insurance platforms. No AI/ML capabilities, patents, proprietary models, or SDK/API offerings are disclosed. The company has grown through a combination of organic store openings and two acquisitions (Wasteels Rejser in 2010, Winberg Travel in Sweden in 2018), making it a regional retail travel-services franchise rather than a technology-led platform.

Name

Jysk Rejsebureau

Legal name

Jysk Rejsebureau A/S

Website

https://jysk-rejsebureau.dk

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

101–250 employees

Short description

Jysk Rejsebureau is a Danish retail travel agency (founded 1984, subsidiary of The KILROY Group) that sells customized and pre-packaged adventure trips — trekking, safaris, cycling, polar, family, and corporate travel — to Danish consumers and institutions through six Danish stores, eight international service centers, and personalized advisor-led booking, arranging roughly 20,000-30,000 trips annually.

Ownership category

akta.pro rank

Product category

Travel Agency Services

NAICS

Tour Operators (56152), Tour Operators (561520), Travel Agencies (56151), Travel Agencies (561510)

akta.pro primary industry

Domestic/In-Country Multi-Day Tour Operators (THAKADAL)

akta.pro secondary industries

Multi-Activity & Expedition Packages (Guided Adventure Trips) (THAJABAL), Fee-Based/Independent Trip Planners (No Booking) (THAKAOAA), Island, Beach & Resort Travel Agencies (THAKAFAL), Meetings & Group Travel Management (Corporate/MICE) (THALANAH)

Keywords

• Customized travel packages
• Adventure travel agency
• Group travel services
• Corporate travel management
• Travel insurance brokerage

Headquarters

HQ city

Århus

HQ country

Denmark

HQ region

Europe

Offices14 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Travel Package Sales: Primary revenue from arranging and selling customized travel packages including flights, hotels, tours, transfers, and experiences to destinations worldwide. Customers pay for complete travel arrangements.
2. Travel Insurance: Commission-based sales of travel insurance and cancellation insurance through Gouda Rejseforsikring. Jysk Rejsebureau receives commission on insurance sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Jysk Rejsebureau designs, sells, and supports international travel — primarily customized and pre-packaged adventure, active, family, backpacking, round-the-world, polar, safari, sailing, and cycling trips — to Danish individual travelers, schools, and corporate clients. Distribution is through six Danish retail stores, a personal travel-consultant call center, an online booking site, and an in-country international service-center network. Ancillary offerings include corporate business travel, study/school trips, group trips for young people, sabbatical trips, padel camps, and travel insurance brokerage.

Product overview

Jysk Rejsebureau is a Danish travel agency offering a comprehensive portfolio of travel services centered around customized and packaged travel experiences. The core offering consists of Skræddersyede rejser (customized bespoke trips) and Færdigpakkede rejser (pre-packaged trips with fixed prices and departure dates), complemented by specialized group travel products through Jysk Rejsebureau Business. The product range spans adventure travel including trekking (Inca Trail, Everest Base Camp, Annapurna), safari experiences, cycling tours, polar expeditions, sailing adventures, and around-the-world trips. Family-oriented products include dedicated family travel packages, while younger demographics are served through Backpacking, Grupperejser for unge, Sabbatårsrejser, and Padel Camps. Business customers access dedicated corporate travel services for meetings, conferences, and incentive trips. Ancillary services include travel insurance partnerships (Gouda Rejseforsikring, Europæiske cancellation insurance), free travel presentations, and an international service center network across Asia. The company operates through 6 physical stores in Denmark and serves approximately 30,000 customers annually.

Differentiator

Problem solved

Functional benefit

Brands

• Backpacker Adventure: Group trips for young travelers with adventure experiences
• Jysk Rejsebureau Business
• Active Trips with Danish Tour Leader
• Ready-Packed Trips

Products and services

• Skræddersyede rejser (Customized travels) Bespoke international itineraries designed in collaboration with a personal travel consultant, aimed at Danish travelers seeking tailored experiences including adventure, family, and round-the-world trips.
• Færdigpakkede rejser (Pre-packaged travels)
• Grupperejser (Group travels)
• Aktive rejser med dansk rejseleder (Active travels with Danish tour leader)
• Familierejser (Family travels)
• Backpacking og jordomrejser (Backpacking and round-the-world trips)
• Studierejser (Study trips and school tours)
• Jysk Rejsebureau Business (Corporate and business travel)
• Ungdomsgrupperejser og sabbatrejser (Youth group trips and sabbatical travels)
• Specialrejser (Polar, safari, sailing, cycling, trekking, and island-hopping trips)
• Padel Camps by Match Padel Academy
• Gouda Rejseforsikring (Gouda travel insurance)
• Afbestillingsforsikring (Cancellation insurance)

Quantifiable outcome

• 30,000+ trips organized annually
• +1 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• Gouda RejseforsikringcoreGTM or Marketing PartnerGouda Rejseforsikring provides travel insurance and cancellation insurance sold through Jysk Rejsebureau. Commission-based partnership. Includes provision for 24/7 emergency assistance, medical coverage, and Teladoc video consultation services for travelers abroad.
• Go BeyondcoreStrategic or Co-development PartnerGo Beyond is the international partner for Jysk Rejsebureau's network of service centers around the world. Provides infrastructure and support for service centers in Asia, Africa, and South America.
• IATA (International Air Transport Association)coreTechnology or IntegrationIATA accredited travel agency. IATA number 17236122. Provides access to airline booking systems and industry standards.
• RejsegarantifondencoreOthersMembership in Rejsegarantifonden (Travel Guarantee Fund) provides customer protection in case of bankruptcy. Fund number 3654.
• REJS - Travel Industry DenmarkminorOthersIndustry association membership for travel industry professionals in Denmark.
• Britz (Autocamper rental)minorChannel Partner/ Reseller/ DistributorAustralian campervan rental company. Jysk Rejsebureau offers Britz vehicles as part of Australia travel packages, including Trailblazer and Safari Auto 4WD models.
• Apollo, Maui, Jucy (Autocamper providers)minorChannel Partner/ Reseller/ DistributorAustralian campervan rental companies offering alternative options for Australia self-drive tours.
• Winberg Travel (Sweden)minorChannel Partner/ Reseller/ DistributorSwedish travel agency acquired in 2018 as part of expansion into Swedish market.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• KILROY Travels: Sister/parent brand under The KILROY Group, specializing in international student, youth, and adventure travel with similar global service orientation. Most directly comparable as both companies share ownership and overlap on adventure travel, budget-conscious backpackers, and Nordic market focus.
• Sawadee (Resia): Swedish adventure travel operator offering round-the-world trips, trekking, and customized itineraries for individual travelers and small groups. Strongly comparable as a Nordic adventure travel specialist with similar target demographics and product mix.
• STA Travel: Global youth/adventure travel agency historically focused on student and backpacker trips with ISIC partnerships. Comparable through Jysk Rejsebureau's Backpacker Adventure and youth group sub-brands; overlapping on student discount cards, gap-year/sabbatical product, and global adventure itineraries.
• Viktors Farmor: Danish travel agency focused on customized and adventure travel for individual travelers. Comparable in customer base (Danish consumers seeking personalized trip planning), product range (custom itineraries, adventure), and sales-led retail model with physical consultation.
• Atlantis Rejser: Danish travel agency with strong focus on adventure, trekking, and customized worldwide trips. Comparable as a Denmark-based specialty adventure travel competitor serving individual travelers via personalized consulting and packaged itineraries.
• Eventyr Rejser: Danish-owned travel agency specializing in adventure and experiential travel with personalized service. Direct competitor in the Danish market for customized itineraries, trekking, safari, and around-the-world trips for individual travelers.
• Djoser: Swedish adventure travel operator specializing in small-group and individual adventure tours including trekking, safari, and cultural tours. Comparable in Nordic adventure niche, small-group expertise, and multi-destination expertise, though Djoser is more group-led where Jysk Rejsebureau is more custom.
• Nyhavn Rejser: Danish travel agency providing both customized and pre-packaged trips to worldwide destinations. Comparable as a Danish competitor in the broader retail travel agency market with similar in-person consultation model.
• Berghaus Rejser (Albatros Travel): Danish adventure travel operator providing small-group expeditions, trekking, safaris, and around-the-world trips. Comparable across nearly the full product set - adventure focus, Nordic origin, small-group/custom itineraries, and similar destination coverage including Antarktis and Patagonien.

Broad incumbents

• TUI Nordic: Large Nordic tour operator offering mainstream packaged holidays, charters, and tours across multiple segments. Competes broadly with Jysk Rejsebureau in the Danish travel agency market but focuses on mass-market package holidays rather than custom adventure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/JyskRejsebureau
• Facebookfacebook.com/100617309985380
• LinkedInlinkedin.com/company/jysk-rejsebureau

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 Jysk Rejsebureau