MyCruise
MyCruise is a Scandinavian cruise travel agency founded in 2008 that resells cruises from 9+ major cruise lines directly to consumers in Sweden and Denmark through its website, phone, and offices.
- Company typePrivate
- Founded2008
- HeadquartersVanløse, Denmark
- Headcount11–50
- GTM typeB2C
- OfferingServices
What MyCruise does
MyCruise is a privately held Scandinavian cruise travel agency founded in Copenhagen in 2008 and operating under the legal entity MyCruise.dk ApS. The company acts as an authorized reseller for 9 of the world's leading cruise lines, including Royal Caribbean, Norwegian Cruise Line, Celebrity Cruises, MSC Cruises, and Costa Cruises, aggregating cruise inventory from these partners into a single direct-to-consumer booking experience. The company operates from its headquarters in Vanløse outside Copenhagen, Denmark, and a satellite office in Stockholm, Sweden, employing approximately 25 people. Claus Jensen serves as co-founder and CEO. The primary customer base is individual travelers and families in Sweden and Denmark, with a secondary segment for group and corporate cruise bookings.
MyCruise firmographics
Firmographics- Name
- MyCruise
- Legal name
- MyCruise.dk ApS
- Website
- https://mycruise.se
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- MyCruise is a Scandinavian cruise travel agency founded in 2008 that resells cruises from 9+ major cruise lines directly to consumers in Sweden and Denmark through its website, phone, and offices.
- Ownership category
- akta.pro rank
MyCruise industry classification
Industry- Product category
- Cruise Travel Agency Services
- NAICS
- Travel Agencies (561510)
- SIC
- Retail-Catalog & Mail-Order Houses (5961)
- akta.pro primary industry
- Ocean Cruise Specialists (Mainstream/Contemporary) (THAKAKAG)
- akta.pro secondary industry
- Cruise Air/Hotel Add-On Packagers (Fly-Cruise Specialists) (THAKAKAK)
Keywords
Where MyCruise is headquartered
LocationHeadquarters
- HQ city
- Vanløse
- HQ country
- Denmark
- HQ region
- Europe
Offices2 records
Markets served
MyCruise business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations
Revenue model
- Cruise booking commissions: MyCruise acts as a Scandinavian cruise agent/reseller, earning commissions from cruise line partners when customers book cruises through their agency. The company sells cruises from 9 of the world's leading cruise lines.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Multi-year contract | Various cruise packages with different cabin types |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
MyCruise product offering
Product offeringCore offering
MyCruise is a Scandinavian cruise travel agency that acts as an authorized reseller for 9+ leading global cruise lines, offering personalized cruise booking services via website, phone, and physical office. The company customizes several thousand cruise vacations annually, including fly+cruise packages, last-minute deals, gift cards, and curated worldwide package tours. Revenue is earned through commissions from cruise line partners when customers book through the agency.
Product overview
MyCruise operates as a cruise travel agency with a unified booking platform that aggregates cruises from 9+ major cruise lines (Norwegian Cruise Line, Celebrity Cruises, MSC Cruises, Costa Cruises, Royal Caribbean, Azamara, Holland America Line, Princess Cruises, and others). The core product is the cruise booking website where customers can search by destination, cruise line, ship, length, and departure date. Additional offerings include Fly + Cruise packages that bundle flights with cruise travel, special promotional deals, gift cards, and unique package tours to worldwide destinations. The company acts as an intermediary, connecting customers with cruise line booking systems and providing travel agency services including guidance on travel insurance, online bookings, and customer support.
Differentiator
Problem solved
Functional benefit
Products and services
- Cruise Booking Platform
Quantifiable outcome
- Several thousand cruises customized annually
- +1 more outcomes
Companies that use MyCruise
Customer profileSegments3 records
Ideal customer profiles2 records
MyCruise technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
MyCruise partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Royal CaribbeancoreRoyal Caribbean is one of the world's largest cruise lines, known for innovative ships and family-friendly vacations. MyCruise sells Royal Caribbean cruises as an authorized reseller.
- Norwegian Cruise LinecoreNorwegian Cruise Line offers freestyle cruising with no set dining times. MyCruise is an authorized seller of NCL cruises.
- Celebrity CruisescoreCelebrity Cruises provides luxury cruise experiences with a focus on fine dining and unique destinations including Galapagos. MyCruise sells Celebrity cruises.
- MSC CruisescoreMSC Cruises is an Italian cruise line with a modern fleet, strong in the Mediterranean and Caribbean markets. MyCruise sells MSC cruises.
- Costa CruisescoreCosta Cruises is an Italian cruise line with a family-friendly focus and strong European market presence. MyCruise sells Costa cruises.
- RejsegarantifondencoreDanish travel guarantee fund that provides travel protection for customers. MyCruise is registered with the fund (nr. 2016) providing the same insurance for Swedish customers as Kammarkollegiet.
- CLIA (Cruise Lines International Association)minorCLIA is the cruise industry's trade association. MyCruise displays CLIA certification on their website footer.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
MyCruise competitors and assessment
Company assessmentDirect peers
- Vingresor: Vingresor is a major Swedish travel agency offering package holidays and cruises to Scandinavian consumers. Comparable to MyCruise as a Sweden-focused travel distributor, though with broader product scope beyond cruises.
- Sembo: Sembo is a Scandinavian online travel agency offering hotels, flights, and cruise packages. Directly comparable to MyCruise as a Nordic DTC travel reseller serving Swedish and Danish consumers with similar booking channels.
- Dream Vacations: Dream Vacations is a home-based cruise and vacation franchise agency. Comparable to MyCruise as a cruise-focused agency distributing multiple cruise line brands through personalized consultant service.
- Cruise Compete: Cruise Compete is an online cruise quote-comparison marketplace connecting consumers with travel agents for cruise bookings. Comparable business model to MyCruise as a cruise-specialist intermediary driving bookings to multiple cruise lines.
- Avoya Travel: Avoya Travel is a US-based cruise vacation agency network offering personalized cruise bookings across multiple cruise lines. Directly comparable to MyCruise's model of cruise-specialist agency with consultant-led service.
- Solresor: Solresor is a Swedish tour operator and travel agency specializing in package holidays, with cruise offerings among its portfolio. Overlaps with MyCruise in Scandinavian consumer cruise distribution.
Broad incumbents
- Royal Caribbean: Royal Caribbean is one of the world's largest cruise lines and a direct supply partner of MyCruise. Relevant as a broad incumbent in the same vertical, whose direct-booking strategy and commission terms materially affect MyCruise's economics.
- Expedia Cruises: Expedia Cruises is a dedicated cruise booking arm of Expedia Group with franchise and online cruise distribution. Comparable as a cruise-specialist travel intermediary, but operates globally with substantially larger scale and marketing budget.
- Norwegian Cruise Line: Norwegian Cruise Line is a major cruise line and direct supply partner of MyCruise. Comparable as an incumbent in the cruise vertical, whose direct-to-consumer push and commission policy shape MyCruise's competitive position.
Regional players
- Fritidsresor: Fritidsresor (part of TUI Nordic) is one of Sweden's largest charter and package tour operators. Comparable to MyCruise as a Scandinavian travel distributor offering cruises as part of a broader package portfolio, competing for the same Nordic leisure traveler.
Market position
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
MyCruise social profiles
Digital presenceMyCruise financial estimates
Financial estimateRevenue estimate
Valuation estimate
MyCruise leadership team
Management profileNumber of profiles
Profiles1 record
MyCruise funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MyCruise 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 MyCruise
What does MyCruise do?
MyCruise is a Scandinavian cruise travel agency that acts as an authorized reseller for 9+ leading global cruise lines, offering personalized cruise booking services via website, phone, and physical office. The company customizes several thousand cruise vacations annually, including fly+cruise packages, last-minute deals, gift cards, and curated worldwide package tours. Revenue is earned through commissions from cruise line partners when customers book through the agency.
Is MyCruise a public or private company?
MyCruise is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MyCruise founded?
MyCruise was founded in 2008. It employs 11 to 50 people.
Where is MyCruise based?
MyCruise is headquartered in Vanløse, Denmark, in the Europe region.
How does MyCruise make money?
One revenue line is on record: cruise booking commissions.
Who are MyCruise's main competitors?
Direct peers on record are Vingresor, Sembo, Dream Vacations, Cruise Compete, Avoya Travel and Solresor. Broad incumbents are Royal Caribbean, Expedia Cruises and Norwegian Cruise Line. Fritidsresor is listed as a regional player.
Does MyCruise have an API?
No public API is recorded for MyCruise.
What industry is MyCruise in?
MyCruise's product category is Cruise Travel Agency Services. Its primary akta.pro industry code is THAKAKAG, Ocean Cruise Specialists (Mainstream/Contemporary), with a secondary code of THAKAKAK, Cruise Air/Hotel Add-On Packagers (Fly-Cruise Specialists). Its NAICS code is 561510 and its SIC code is 5961.