Sembo

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

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

• Online travel agency
• Flight and hotel packages
• Ferry and hotel bookings
• Vacation rental platform
• Scandinavian travel booking

Headquarters

HQ city

Helsingborg

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. 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.
2. Hotel Booking Commission: Commission from booking hotels, vacation houses, and apartments through the platform. The Sembonus loyalty program incentivizes repeat bookings.
3. Transportation Bookings: Revenue from booking flights and ferry tickets as part of travel packages or standalone bookings.
4. 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

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core 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.

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability3 records

Feature2 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• TravelifeminorOthersTravelife sustainability certification displayed on the website footer, indicating Sembo participates in Travelife's sustainability program for travel companies.
• Global Distribution Systems (GDS)coreTechnology or IntegrationGDS 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.
• BedbankscoreTechnology or IntegrationBedbanks are IT network systems enabling transactions between hotels and travel agencies. Sembo connects to bedbanks for hotel inventory aggregation and booking processing.
• AirlinescoreChannel Partner/ Reseller/ DistributorSembo 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 ProviderscoreChannel Partner/ Reseller/ DistributorSembo books hotel rooms, vacation houses, and apartments. Customer data including names, dates, special requests, and assistance needs are shared with accommodation providers.
• Ferry OperatorscoreChannel Partner/ Reseller/ DistributorSembo sells ferry tickets, particularly Stena Line routes connecting Sweden to Denmark. Vehicle registration details and passenger information are shared for ferry bookings.
• Car Rental CompaniesminorChannel Partner/ Reseller/ DistributorSembo 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 CompaniesminorChannel Partner/ Reseller/ DistributorTravel 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 ProviderscoreTechnology or IntegrationPayment 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

Emerging 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

• Xx.com/sembo_se
• Facebookfacebook.com/sembo.se

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Sembo