Ving Sverige
Ving Sverige is Sweden's leading outbound tour operator, founded in 1956 and owned by Nordic Leisure Travel Group, selling charter and package holidays, flights, and hotels to 60+ countries for Swedish leisure travelers.
- Company typePrivate
- Founded1956
- HeadquartersStockholm, Sweden
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Ving Sverige does
Ving Sverige (legal entity Ving AB) is Sweden's leading outbound tour operator, founded in 1956 and headquartered in Stockholm. The company sells charter holidays, customizable package holidays with scheduled flights, flight-only tickets, hotel-only bookings, and ancillary services such as transfers, car rentals, excursions, and travel insurance. Customers book primarily through the ving.se e-commerce platform and a companion mobile app, with supplemental distribution via physical travel agencies and installment payment through Resurs Bank. Destinations span more than 60 countries across Europe, the Mediterranean, Africa, Asia, and the Caribbean, with concept hotels (Sunprime for adults 16+, Sunwing Family Resorts with the Lollo & Bernie children's program, and Ocean Beach Club) operated as wholly-owned sub-brands to differentiate inventory.
The technology stack is a standard consumer travel e-commerce platform: a web storefront, iOS/Android app, CRM, and integrations with Amadeus and Paxport for flight reservations and passenger name records, alongside payment integrations (Swish, Resurs Bank, Trustly, Visa, Mastercard) and EU-based Microsoft cloud infrastructure. AI and analytics are applied to survey processing, user-behavior analysis, and ad retargeting through external data processors and Meta/Google integrations. Ving is fully owned by Nordic Leisure Travel Group (NLTG), which also operates Ving in Norway, Spies in Denmark, and Tjæreborg in Finland, sharing IT functions and operational collaboration across the Nordics.
Commercially, Ving earns transaction-based revenue on each booking, with pricing varying by destination, season, and accommodation tier (examples: Thailand 1 week from 3,095 SEK, city breaks from 1,795 SEK, Mauritius 9 days from 13,195 SEK, Maldives packages from 19,495 SEK). Customer acquisition is largely direct via owned digital channels and the Vings Vänner membership/email club, supplemented by travel-agency resellers. The business sells primarily into Swedish consumer segments — families (primary), adults/couples, singles, groups/corporate, and budget travelers — and markets strong consumer protections under the Swedish Package Travel Act, 24/7 Scandinavian-speaking customer service, and no unexpected fuel surcharges as key trust differentiators against OTA and direct-supplier competition.
Ving Sverige firmographics
Firmographics- Name
- Ving Sverige
- Legal name
- Ving AB
- Website
- https://ving.se
- Company type
- Private
- Founded year
- 1956
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Ving Sverige is Sweden's leading outbound tour operator, founded in 1956 and owned by Nordic Leisure Travel Group, selling charter and package holidays, flights, and hotels to 60+ countries for Swedish leisure travelers.
- Ownership category
- akta.pro rank
Ving Sverige industry classification
Industry- Product category
- Tour Operations
- NAICS
- Tour Operators (561520)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Island, Beach & Resort Travel Agencies (THAKAFAL)
- akta.pro secondary industry
- Luxury Multi-Day Tour Operators (THAKADAE)
Keywords
Where Ving Sverige is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Ving Sverige business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Package Holidays (Charter): Ving sells complete package holidays including charter flights and hotel stays, along with optional transfers and travel insurance.
- Hotels: Hotel bookings offered as standalone products or as part of package holidays, with thousands of quality-certified hotels worldwide.
- Flight-only Bookings: Flight tickets sold independently, including both charter and regular flights to various destinations.
- Excursions and Activities: Day tours, activities, and excursions offered at destinations, including transfers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Package holidays with flights and hotels at various price points |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Ving Sverige product offering
Product offeringCore offering
Ving Sverige is Sweden's leading tour operator, selling charter trips, customizable package holidays (with regular flights), flight-only bookings, and hotel reservations to more than 60 countries. The company also operates its own concept hotel brands (Sunwing Family Resorts, Sunprime Hotels, Ocean Beach Club) and offers add-on services such as transfers, car rentals, and excursions, alongside a free membership club (Vings Vänner) and a mobile app.
Product overview
Ving Sverige is a Swedish travel company offering a comprehensive portfolio of travel products and services. The core offering consists of charter trips and customizable package holidays (paketresor) with flights, hotels, and transfers to over 60 countries. The company operates its own concept hotel brands including Sunwing Family Resorts (family-focused with Lollo & Bernie kids club), Sunprime Hotels (adults-only, age 16+), and Ocean Beach Club (family luxury). Supporting products include flight-only bookings, thousands of partner hotels, All Inclusive packages, last-minute deals, weekend/city trips, cruises, training vacations, themed trips, football trips, and group travel. Add-on services include airport transfers, car rentals, and excursions. The company also offers a free membership program (Vings Vänner) and a mobile app for trip management and customer service. Ving celebrated its 70th anniversary in 2026 and was named Sweden's best travel operator at the Grand Travel Awards for the tenth time in eleven years.
Differentiator
Problem solved
Functional benefit
Brands
- Sunprime Hotels: Concept hotels for adults aged 16+ with comfortable rooms, peaceful pool areas, and spa facilities.
- Ocean Beach Club
- Sunwing Family Resorts
- Vings Vänner
Products and services
- Charterresor (Charter Trips) Package holidays with chartered flights to over 60 countries, combining flights, hotels, and transfers.
- Paketresor (Package Holidays) Customizable package holidays with regular flights, allowing customers to tailor their own travel with hotel and flight options.
- Flygresor (Flight-Only Bookings) Flight tickets sold independently, including both charter and regular flights to various destinations.
- Hotell (Hotel Bookings) Hotel bookings across thousands of quality-assured hotels globally, available standalone or as part of package holidays.
- Sista minuten-resor (Last-Minute Deals) Last-minute travel deals for spontaneous travelers seeking discounted trips.
- Weekendresor (Weekend / City Breaks) Short city breaks and weekend getaways, including flights, hotels, and baggage.
- All Inclusive Holiday packages where meals, drinks, and activities are included in the price.
- Kryssningar (Cruises) Cruise holiday packages offering sea voyages with various cruise line partners.
- Träningsresor (Training Trips) Active vacation packages combining travel with fitness and training activities.
- Temaresor (Themed Trips) Themed travel packages organized around specific interests and experiences.
- Fotbollsresor (Football Trips) Football travel packages including match tickets and accommodation for sports enthusiasts.
- Gruppresor (Group Travel) Group travel packages for large parties and organized groups traveling together.
- Sunprime Hotels Concept hotels for adults aged 16+ with comfortable rooms and suites, peaceful pool areas, and spa facilities.
- Ocean Beach Club Concept hotel brand offering family luxury beach vacations with relaxed atmosphere, Lollo & Bernie kids club, and high-quality food and drinks.
- Sunwing Family Resorts Concept hotel brand for families with children under 12 eating free, kids clubs with Lollo & Bernie characters, and activities for all ages.
- Ving Solo Single travel packages designed for solo travelers with options tailored for individual travelers, including special single rooms and no single supplement at select hotels.
- Transfer (Add-on) Airport transfer services between airports and hotels at destinations.
- Hyrbil (Car Rental Add-on) Car rental services at destinations through partner providers.
- Utflykter (Excursions Add-on) Excursion and activity bookings at destinations through local partners.
- Vings Vänner (Membership Club) Free membership club offering exclusive deals, early access to offers, newsletters, travel inspiration, and chances to win gift cards worth 10,000 SEK twice yearly.
- Ving App (Mobile App) Mobile application providing travel information, booking capabilities, and 24/7 Scandinavian-speaking customer service access during trips.
Quantifiable outcome
- 97% of guests would recommend Ving as a tour operator
- +1 more outcomes
Companies that use Ving Sverige
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles5 records
Ving Sverige technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
AI capability6 records
Ving Sverige partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor and core.
- Rädda Barnen (Save the Children)minorCharitable partnership where Ving supports children's welfare through responsible tourism initiatives. Part of Ving's 'Resa med omtanke' (Travel with care) sustainability program.
- World Animal ProtectionminorAnimal welfare policy partnership ensuring ethical treatment of animals at destinations. Part of Ving's sustainability and responsible tourism initiatives.
- Min Stora DagminorCharitable partnership supporting children's experiences. Part of Ving's community involvement and responsible tourism program.
- Resurs BankcorePayment services partner providing installment payment options for customers. Ving promotes 'Betala nu – betala med Resurs' (Pay now – pay with Resurs) as a payment option at booking.
- Sunclass AirlinescoreVing operates flights with Sunclass Airlines, their charter airline, providing flight services for package holidays.
- Meta (Facebook/Instagram)minorAdvertising and marketing partnership for targeted advertising and retargeting campaigns. Meta places cookies on Ving's website for behavioral tracking and ad targeting.
- GoogleminorDigital marketing partnership for advertising, analytics, and retargeting. Google provides advertising services and web analytics for Ving's digital marketing.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Ving Sverige competitors and assessment
Company assessmentDirect peers
- Fritidsresor: TUI's Swedish tour operator brand, directly competing with Ving on charter package holidays to Mediterranean, Canary Islands, and other sun destinations for the same Swedish consumer base.
- Apollo: Swedish and Nordic charter tour operator offering package holidays, flights, and hotels with similar concept hotel brands; competes head-to-head with Ving in beach/resort segments.
- Solresor: Swedish tour operator focused on charter and package holidays for adults and couples, overlapping with Ving's Sunprime adults-only positioning and beach resort offerings.
- Ving Norge: Norwegian sister company within Nordic Leisure Travel Group (NLTG); operates the same business model with similar concept hotels and package holidays for Norwegian consumers.
- Spies (Denmark): Danish sister company within NLTG offering charter and package holidays under a parallel brand; demonstrates Ving's replicable Nordic tour operator model.
- Tjæreborg (Finland): Finnish sister brand within NLTG, operating the same charter package holiday model as Ving for the Finnish market; useful comparable for cross-Nordic operational benchmarking.
Broad incumbents
- TUI Group: European tourism conglomerate owning Fritidsresor (Sweden), TUI fly, hotel brands, and cruise lines; competes with Ving across multiple Nordic markets with significantly broader portfolio.
- Booking.com: Global OTA that competes with Ving's hotel and flight booking products by offering self-service alternatives to packaged travel; key disintermediation threat to Ving's bundling model.
- Expedia Group: Global online travel platform with hotel, flight, and package offerings across Nordic markets; broad incumbent competing with Ving across multiple travel verticals.
Emerging players
- Sembo: Nordic-focused online travel agency specializing in hotels, flights, and package deals; competes with Ving in digital channels for Swedish and Nordic travelers seeking flexible booking.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Ving Sverige social profiles
Digital presenceVing Sverige compliance and trust
Trust signalCompliance3 records
Ving Sverige financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ving Sverige leadership team
Management profileNumber of profiles
Profiles1 record
Ving Sverige subsidiaries and ownership
Company hierarchySubsidiaries3 records
Ving Sverige funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ving Sverige M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ving Sverige
What does Ving Sverige do?
Ving Sverige is Sweden's leading tour operator, selling charter trips, customizable package holidays (with regular flights), flight-only bookings, and hotel reservations to more than 60 countries. The company also operates its own concept hotel brands (Sunwing Family Resorts, Sunprime Hotels, Ocean Beach Club) and offers add-on services such as transfers, car rentals, and excursions, alongside a free membership club (Vings Vänner) and a mobile app.
Is Ving Sverige a public or private company?
Ving Sverige is a private company. It is classified as corporate owned and is currently operating.
When was Ving Sverige founded?
Ving Sverige was founded in 1956. It employs 251 to 500 people.
Where is Ving Sverige based?
Ving Sverige is headquartered in Stockholm, Sweden, in the Europe region.
How does Ving Sverige make money?
Four revenue lines are on record. Package Holidays (Charter) is the primary driver. The others are hotels, flight-only Bookings and excursions and Activities.
Who are Ving Sverige's main competitors?
Direct peers on record are Fritidsresor, Apollo, Solresor, Ving Norge, Spies (Denmark) and Tjæreborg (Finland). Broad incumbents are TUI Group, Booking.com and Expedia Group. Sembo is listed as an emerging player.
Does Ving Sverige have an API?
No public API is recorded for Ving Sverige.
What industry is Ving Sverige in?
Ving Sverige's product category is Tour Operations. Its primary akta.pro industry code is THAKAFAL, Island, Beach & Resort Travel Agencies, with a secondary code of THAKADAE, Luxury Multi-Day Tour Operators. Its NAICS code is 561520 and its SIC code is 7900.