Sembo
- Company typePrivate
- Founded1993
- HeadquartersHelsingborg, Sweden
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
Sembo firmographics
Firmographics- Name
- Sembo
- Legal name
- Stena Line Travel Group AB
- Website
- https://sembo.se
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Sembo industry classification
Industry- Product category
- Online Travel Agency
- NAICS
- Travel Agencies (561510), Travel Agencies (56151)
- SIC
- Transportation Services (4700)
- akta.pro primary industry
- Travel Management & Booking Infrastructure (GDS/Channel Managers/Booking APIs) (BPAMAIAO)
- akta.pro secondary industry
- Airline Ticketing & Fulfillment Platforms (ET/EMD/Order) (THABAJAD)
Keywords
Where Sembo is headquartered
LocationHeadquarters
- HQ city
- Helsingborg
- HQ country
- Sweden
- HQ region
- Europe
Offices4 records
Markets served
Sembo business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Travel Package Commission: Commission from selling bundled travel packages including hotels, flights, ferry tickets, and activities. Acts as an online travel agency (OTA) earning transaction fees and commissions from suppliers including hotels, airlines, ferry operators, and activity providers.
- Hotel Booking Commission: Commission from booking hotels, vacation houses, and apartments through the platform. The Sembonus loyalty program incentivizes repeat bookings.
- Transportation Bookings: Revenue from booking flights and ferry tickets as part of travel packages or standalone bookings.
- Ancillary Services: Revenue from add-on services including travel insurance, transfer services, excursion tickets (e.g., Legoland, Disneyland Paris), and equipment rental (ski gear, diving equipment).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Dynamic pricing based on travel dates, destination, and availability |
| Other | Pay-as-you-go | Sembonus loyalty program - earn stamps and get free nights |
| Other | Pay-as-you-go | Gift cards for travel bookings |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
Sembo product offering
Product offeringCore offering
Sembo is a Scandinavian online travel agency that sells hotel accommodations, vacation homes, apartments, flights, ferry + hotel packages, multi-stop trips, and add-on activities directly to consumers through its sembo.se website. The platform aggregates inventory from hotels, airlines, ferry operators, and bedbanks, and packages these into bookable travel products with dynamic pricing.
Product overview
Sembo is a Scandinavian online travel agency offering a comprehensive travel booking platform. The core product portfolio includes diverse accommodation options (hotels, vacation homes, apartments), transportation (flights, ferries, car trips), and package combinations. Key products include flight+hotel packages, ferry+hotel bundles leveraging Stena Line routes, multi-stop flexible itineraries, and self-drive road trips. The platform also offers add-on services including theme park tickets, spa experiences, and sporting event access. Sembo operates a loyalty program (Sembonus) and offers gift cards. An AI assistant named Amelia provides personalized travel planning assistance. The company is part of Stena Line Travel Group and focuses on individual/flexible travel booking with particular strength in Scandinavian and family-oriented travel products.
Differentiator
Problem solved
Functional benefit
Brands
- Sembonus: Loyalty program offering bonus nights - stay 10 nights and get 1 night free, applicable to over 300,000 accommodations worldwide.
- Amelia
Products and services
- Hotels Hotel accommodation booking service allowing users to search and book individual hotel stays across thousands of destinations worldwide, sourced via GDS and bedbank integrations.
- Flights + Hotels Package travel combining flights and hotel accommodations in a single booking for convenience and bundled pricing.
- Flights Flight-only booking service for travelers arranging their own accommodation separately.
- Ferry + Hotels Package combining ferry crossings (operated by Stena Line) with hotel accommodations, particularly for Scandinavia and Baltic routes.
- Multi-stop Trips Flexible travel packages allowing users to combine multiple destinations into a single itinerary with multi-city flights and varied accommodations.
- Vacation Homes Self-catering vacation home rentals offering alternatives to traditional hotels for family and group travelers.
- Apartments Apartment rental service providing self-contained accommodations for travelers seeking more space and kitchen facilities.
- Car Trips (Bilsemester) Road trip planning and booking service combining ferry crossings, accommodations along routes, and car-friendly travel packages.
- All-Inclusive Packages Pre-packaged resort holidays with accommodations, meals, and often activities included in the price for hassle-free travel.
- Sembonus Loyalty Program Free loyalty program offering bonus nights: collect 1 stamp per night stayed, redeem 10 stamps for 1 free night at over 300,000 properties worldwide.
- Gift Cards Gift vouchers for travel that can be used toward any Sembo booking, valid for 3 years from purchase.
Companies that use Sembo
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
Sembo technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability3 records
Feature2 records
Sembo partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor and core.
- TravelifeminorTravelife sustainability certification displayed on the website footer, indicating Sembo participates in Travelife's sustainability program for travel companies.
- Global Distribution Systems (GDS)coreGDS is an IT network system enabling transactions between travel industry suppliers including airlines, hotels, car rental companies, and travel agencies. Sembo uses GDS for real-time inventory and booking integration with suppliers.
- BedbankscoreBedbanks are IT network systems enabling transactions between hotels and travel agencies. Sembo connects to bedbanks for hotel inventory aggregation and booking processing.
- AirlinescoreSembo books flights with various airlines as part of package holidays. Passenger data including names, travel dates, special meal requests, and assistance needs are shared with airlines for booking fulfillment.
- Hotels and Accommodation ProviderscoreSembo books hotel rooms, vacation houses, and apartments. Customer data including names, dates, special requests, and assistance needs are shared with accommodation providers.
- Ferry OperatorscoreSembo sells ferry tickets, particularly Stena Line routes connecting Sweden to Denmark. Vehicle registration details and passenger information are shared for ferry bookings.
- Car Rental CompaniesminorSembo primarily refers customers to car rental company booking portals rather than processing bookings directly. Some car rental bookings may be handled where personal data is shared with rental companies.
- Insurance CompaniesminorTravel insurance is offered as an add-on to bookings. Customer data including names, email, destination, and travel dates are shared with insurance providers for policy registration.
- Payment ProviderscorePayment integration partners including Trustly (bank payment), Swish, Mastercard, Visa, Apple Pay, and PayPal for secure transaction processing.
Scale indicators5 records
Recent moves5 records
Expansion highlights5 records
Sembo competitors and assessment
Company assessmentEmerging players
- Momondo: Nordic-originated travel metasearch and OTA (owned by Booking Holdings) comparing flights, hotels, and packages. Comparable Scandinavian origin and travel-discovery focus, though stronger in meta-search than in package booking.
- Trivago: Hotel price-comparison and meta-search platform. Adjacent competitor in hotel discovery and price comparison, leveraging similar AI/UX directions as Sembo's Amelia — partial overlap in the comparison-shopping layer of travel booking.
Direct peers
- eDreams ODIGEO: European OTA group serving leisure travelers with flights, hotels, and packages across multiple European markets. Comparable consumer OTA model and European geographic exposure to Sembo.
- Vingresor: Swedish package holiday operator offering charter flights, hotels, and family vacation packages to Mediterranean destinations. Directly comparable to Sembo on Nordic family-leisure charter/package holidays and Scandinavian customer base.
- Lastminute.com: European OTA focused on leisure travel packages, dynamic packaging, and last-minute deals. Comparable target customer (leisure/family travelers) and bundled package product offering.
- Apollo: Nordic tour operator owned by Schibsted/Nordic Travel Group offering package holidays, charter flights, and hotels. Direct competitor in Scandinavian leisure travel with overlapping product mix and bundled offerings.
- Fritidsresor: Swedish tour operator (part of Thomas Cook Nordics / Spies group) selling charter-based package holidays to Swedish families. Comparable business model and target demographic to Sembo's family-leisure segment.
Broad incumbents
- Booking.com: Global online travel agency with dominant share in European accommodation booking. Competes directly with Sembo on hotel inventory and pricing, but at vastly larger scale and broader geographic reach.
- Expedia: Global OTA offering flights, hotels, packages, and activities. Competes with Sembo across core product lines; broad incumbent with significantly larger marketing budget and global brand presence.
- TUI: Europe's largest integrated tourism group offering charter flights, hotels, cruises, and packages. Broad incumbent competing with Sembo in Nordic package holidays and family vacation segments, with much wider portfolio and own-asset inventory.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Sembo social profiles
Digital presenceSembo compliance and trust
Trust signalCompliance1 record
Sembo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sembo leadership team
Management profileNumber of profiles
Sembo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sembo 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 Sembo
What does Sembo do?
Sembo is a Scandinavian online travel agency that sells hotel accommodations, vacation homes, apartments, flights, ferry + hotel packages, multi-stop trips, and add-on activities directly to consumers through its sembo.se website. The platform aggregates inventory from hotels, airlines, ferry operators, and bedbanks, and packages these into bookable travel products with dynamic pricing.
Is Sembo a public or private company?
Sembo is a private company. It is classified as corporate owned and is currently operating.
When was Sembo founded?
Sembo was founded in 1993. It employs 101 to 250 people.
Where is Sembo based?
Sembo is headquartered in Helsingborg, Sweden, in the Europe region.
How does Sembo make money?
Four revenue lines are on record. Travel Package Commission is the primary driver. The others are hotel Booking Commission, transportation Bookings and ancillary Services.
Who are Sembo's main competitors?
Emerging players on record are Momondo and Trivago. Direct peers are eDreams ODIGEO, Vingresor, Lastminute.com, Apollo and Fritidsresor. Broad incumbents are Booking.com, Expedia and TUI.
Does Sembo have an API?
No public API is recorded for Sembo.
What industry is Sembo in?
Sembo's product category is Online Travel Agency. Its primary akta.pro industry code is BPAMAIAO, Travel Management & Booking Infrastructure (GDS/Channel Managers/Booking APIs), with a secondary code of THABAJAD, Airline Ticketing & Fulfillment Platforms (ET/EMD/Order). Its NAICS code is 561510 and its SIC code is 4700.