What Sunweb Group does

Sunweb Group is a privately held European digital travel company founded in 1991 in the Netherlands by Joost Romeijn, operating as a hybrid online travel agency (OTA) and tour operator. The group serves approximately 1.3 million holidaymakers annually across seven European source markets — Netherlands, Belgium, Denmark, Sweden, France, Switzerland, Spain, plus the United Kingdom for ski — through two consumer brands: the flagship Sunweb (mass-market package family holidays to sun destinations, winter sports resorts and self-drive locations) and the boutique Eliza was here (character-led accommodations such as boutique hotels, traditional quintas, windmills, monasteries and private-pool villas in the Mediterranean and the Canary Islands). The company is headquartered operationally in Rotterdam and runs eight European hubs (Rotterdam, Girona, Paris, Copenhagen, Stockholm, Antwerp, Chambéry, Zurich), employing over 500 permanent staff complemented by roughly 300 seasonal destination representatives.

The platform combines OTA-style digital booking — website and mobile app — with tour operator-level destination management, including direct operation of 11 hotels and tourist residences in the French Alps. Sunweb's Sunweb app integrates ski-pass delivery, equipment rental, ski-lesson booking and digital-guide contact into a single interface for ski customers. A data-driven personalisation engine drives offer selection, and a real-time integration with the BeCause sustainability-certification platform surfaces a "certified sustainable accommodation" filter (Green Key, Travelife, Ecostars, Biosphere) on both Sunweb and Eliza was here websites. The technology stack includes AFAS for HRIS, Freshworks for customer-service and destination operations, and Cygnific as a customer-services partner. Sustainability, certification audits (bi-yearly Travelife) and partnerships with Transavia on Sustainable Aviation Fuel round out the operational stack.

Sunweb generates revenue through transaction-based sales of package holidays — flights, accommodation, transfers, in-destination services priced at the full-package level — alongside ancillary revenue from in-destination add-ons (excursions, equipment rentals, upgrades, ski lessons) sold by seasonal field teams. Distribution is direct-to-consumer via owned digital channels and in-destination field representatives; the corporate website discloses annual turnover of more than €1.2 billion and 1.3 million holidaymakers. The competitive position rests on a 35-year brand heritage, nine "World's Best Ski Tour Operator" awards, multi-market local-brand presence and long-standing destination partnerships that together create a hybrid platform difficult for pure-OTA or pure-tour-operator competitors to match.

Name

Sunweb Group

Legal name

Sunweb Group

Website

https://sunwebgroup.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Sunweb Group is a private European digital travel company founded in 1991 that sells package holidays — sun, ski and self-drive — to approximately 1.3 million annual customers across seven European markets via its Sunweb and Eliza was here brands through owned digital channels.

Ownership category

akta.pro rank

Product category

Online Travel Agency

NAICS

Tour Operators (561520), Tour Operators (56152), Travel Agencies (561510), Traveler Accommodation (7211)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

OTA Package Holiday Platforms (Dynamic Packaging) (THAKAAAE)

akta.pro secondary industries

Full-Service OTAs (Flights/Hotels/Packages) (THAKAAAA), Island, Beach & Resort Travel Agencies (THAKAFAL)

Keywords

• Package holidays
• Online travel agency
• Tour operator
• Ski holidays
• Sun holidays

Headquarters

HQ city

Zürich

HQ country

Switzerland

HQ region

Europe

Offices19 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Package Holiday Sales: Sunweb Group generates revenue primarily through selling package holidays combining flights, accommodations, and in-destination services. The company curates holiday portfolios across sun, ski, and self-drive destinations, selling directly to consumers through owned digital platforms (websites and apps). Revenue is transaction-based, derived from the full package price paid by holidaymakers. The group also generates additional revenue through upsells such as ski passes, equipment rental, ski lessons, excursions, and upgrades sold to existing customers.
2. In-Destination Add-ons and Services: Seasonal guides and representatives promote and sell excursions, upgrades, and add-ons at destinations. These ancillary services contribute to revenue per customer and enhance the holiday experience.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Sunweb Group is a pure online player for packaged holidays combining flights, accommodation, and in-destination services toward sun and winter sport destinations. The company operates a hybrid OTA/tour operator model serving 1.3 million holidaymakers annually across seven European markets through its flagship Sunweb brand (mass-market package family holidays) and the Eliza was here boutique brand, selling directly via owned websites and mobile apps.

Product overview

Sunweb Group operates a platform-plus-services model combining online travel agency (OTA) booking platforms with operational tour operator services. The core consumer products are the Sunweb brand (package holidays for sun, ski, and self-drive destinations) and Eliza was here (boutique and characterful accommodations). Supporting the platforms are the Sunweb mobile app (ski pass integration, equipment rental, ski lessons) and Digital Guides (on-site and digital traveller support). The company also directly manages hotels and tourist residences in the French Alps (Châtel, La Joue du Loup, Superdévoluy, Saint-Sorlin, Alpe d'Huez, Les Orres, Val-Cenis, Oz-en-Oisans, and La Plagne). The portfolio is anchored by 35 years of expertise, a+1.3 million holidaymakers annually, and operational hubs across 8 European cities.

Differentiator

Problem solved

Functional benefit

Brands

• Sunweb: The flagship brand of Sunweb Group. One of Europe's most reputed online players for package family holidays towards popular sun, winter sports and self-drive destinations. Focus on shaping exceptional holiday experiences and creating unique memories through personalisation and innovation.
• Eliza was here

Products and services

• Sunweb Flagship online travel agency and tour operator brand offering package family holidays to sun destinations, winter sports resorts, and self-drive locations across Europe. Delivers personalised holiday experiences combining OTA convenience with tour operator service.
• Eliza was here

Quantifiable outcome

• 25% year-over-year increase in winter holiday package sales reported in November 2025; UK ski bookings up nearly 65% YoY.
• +4 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability5 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• P.O.T.A.P. (Pierian Tourism Development and Promotion Organization)minorStrategic or Co-development Partner · 22 May 2025P.O.T.A.P. is a Greek regional tourism organisation. Sunweb representative Iris de Jong visited on May 22, 2025, to explore Pieria as an emerging tourist destination targeting markets in the Netherlands, Belgium, and Central and Northern Europe. The initial response from Sunweb is considered positive, with potential for Pieria to be included in Sunweb's official lists for the next tourist season.
• TravelifecoreStrategic or Co-development Partner · 1 January 2021Travelife is a leading management and certification system for social and environmental impacts in the tourism industry. Sunweb Group was awarded the highest Travelife certification for sustainability efforts from 2021 onwards, with bi-yearly audits. The partnership involves ongoing compliance with sustainability criteria including emissions reduction, energy efficiency, waste management, and human rights. Sunweb Group works with Travelife to maintain and improve standards.
• Green KeycoreStrategic or Co-development Partner · 1 January 2021Green Key is a leading sustainability certifier in the tourism industry. Sunweb Group and Green Key jointly organise online training sessions to help accommodation partners obtain Green Key sustainability certification. As of 2026, four Sunweb-managed hotels have received Green Key certification. The partnership involves assisting accommodation partners in meeting strict environmental and social criteria set by Green Key.
• BeCausecoreTechnology or Integration · 1 January 2021BeCause is a sustainability certification data platform. Sunweb Group maintains a real-time integration with BeCause to power the 'sustainably certified' accommodation filter on Sunweb and Eliza was here websites. This integration ensures that certification information displayed to customers is always up-to-date and reliable, covering Green Key, Travelife, Ecostars, and Biosphere certifications.
• TransaviacoreStrategic or Co-development PartnerTransavia is Sunweb Group's Dutch airline partner. Transavia aims for 30% reduction in emissions intensity (CO2 per passenger kilometre) by 2030 and net-zero emissions by 2050. Sunweb works with Transavia to swap a small part of kerosene for Sustainable Aviation Fuel (SAAF), which reduces CO2 emissions by at least 80%. This partnership supports Sunweb Group's environmental strategy targets.
• Reis met je hartminorOthersReis met je hart ('Travel with your heart') is a Dutch foundation that offers free holidays to families who cannot afford to travel. Sunweb Group has worked with the foundation for many years to ensure that more people get a well-deserved break, contributing to the Social Impact pillar of Sunweb's sustainability strategy.
• Je pars, tu pars, il partminorOthersThis French non-profit provides holidays for children from families that cannot afford to travel. Sunweb Group sponsors summer stays in the French Alps for these families, aligning with Sunweb's belief that everyone deserves a holiday and the Social Impact pillar of its sustainability strategy.
• CygnificminorChannel Partner/ Reseller/ DistributorCygnific is referenced as a key partner in Sunweb's customer services operations. Sunweb's Head of Customer Services role involves owning relationships with key partners including Cygnific and Freshworks, and ensuring delivery against SLAs, performance targets, and roadmap commitments.
• Totally powered by écartminorStrategic or Co-development PartnerSunweb Group partners with Totally powered by écart for weekly ski guide services during the winter season in the French Alps. Totally recruits and trains weekly guides who support student groups during ski weeks, handling afterski events, guest accommodation, and artist/DJ coordination. Applications are managed via Totally's own recruitment process.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• On the Beach: UK-focused online travel agency selling dynamically packaged beach/sun holidays direct to consumers, mirroring Sunweb's pure-online packaged-holiday model.
• loveholidays: Online-only dynamic packaging platform bundling flights and hotels for European sun destinations, directly comparable to Sunweb's D2C OTA/tour-operator hybrid.
• Jet2holidays: Fast-growing UK package holiday operator combining flights and hotels with strong service, competing in the same packaged-leisure and increasingly ski space as Sunweb.
• easyJet holidays: Airline-backed package holiday brand selling flight-plus-hotel sun and ski packages across Europe, a direct competitor in dynamic packaging.
• lastminute.com: European online travel agency offering dynamic flight-plus-hotel packages direct to consumers, overlapping with Sunweb's OTA packaging model.

Regional players

• Corendon: Dutch/Belgian tour operator and OTA selling sun package holidays to the same core Benelux source markets as Sunweb.
• Alpitour World: Italy's leading tour operator packaging sun and ski holidays, comparable in model but primarily serving Southern European source markets.

Broad incumbents

• TUI Group: Europe's largest integrated tour operator selling package sun and ski holidays across the same Northwest European markets, competing directly with Sunweb but at far greater scale and with owned airlines/hotels.
• Der Touristik (REWE Group): Large European tour operator group offering packaged sun and ski holidays, overlapping with Sunweb across Continental European markets.
• Booking Holdings: Global OTA giant whose accommodation and flight booking platforms compete for the same European leisure travellers, though without Sunweb's packaged tour-operator service depth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/sunweb_group
• Facebookfacebook.com/SunwebGroup
• LinkedInlinkedin.com/company/sunweb-group
• Instagraminstagram.com/sunwebgroup

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sunweb Group