Ving Sverige

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.

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

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

• Package holidays
• Charter flights
• Tour operations
• Hotel bookings
• Travel packages

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Package Holidays (Charter): Ving sells complete package holidays including charter flights and hotel stays, along with optional transfers and travel insurance.
2. Hotels: Hotel bookings offered as standalone products or as part of package holidays, with thousands of quality-certified hotels worldwide.
3. Flight-only Bookings: Flight tickets sold independently, including both charter and regular flights to various destinations.
4. Excursions and Activities: Day tours, activities, and excursions offered at destinations, including transfers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability6 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Rädda Barnen (Save the Children)minorOthersCharitable 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 ProtectionminorOthersAnimal welfare policy partnership ensuring ethical treatment of animals at destinations. Part of Ving's sustainability and responsible tourism initiatives.
• Min Stora DagminorOthersCharitable partnership supporting children's experiences. Part of Ving's community involvement and responsible tourism program.
• Resurs BankcoreChannel Partner/ Reseller/ DistributorPayment 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 AirlinescoreTechnology or IntegrationVing operates flights with Sunclass Airlines, their charter airline, providing flight services for package holidays.
• Meta (Facebook/Instagram)minorGTM or Marketing PartnerAdvertising and marketing partnership for targeted advertising and retargeting campaigns. Meta places cookies on Ving's website for behavioral tracking and ad targeting.
• GoogleminorGTM or Marketing PartnerDigital 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

Direct 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

• YouTubeyoutube.com/user/Ving
• Facebookfacebook.com/vingresor
• Instagraminstagram.com/vingresor
• Xx.com/vingresor

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 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 Ving Sverige