SE-Tours

What SE-Tours does

SE-Tours GmbH is a German tour operator founded in 1993 and headquartered in Bremerhaven, specializing in combined cycling and river-cruise vacations across Europe. The company sells Bike & Boat packages (where guests cycle during the day and sleep aboard a river cruise ship each night) and standalone river cruises along six major cycling route networks — Danube, Main, Moselle, Neckar Valley, Oder-Neisse, and Rhine — operating in 12 European countries including Germany, Netherlands, Austria, Hungary, France, Italy, Belgium, Denmark, the UK, Croatia, Greece, and Slovakia. The fleet comprises seven named vessels including MS Prinzessin Katharina (140 beds), MS Switzerland (113), MS Princess (102), and MS Olympia (94), collectively providing the company's accommodation backbone.

The core technology stack centers on a direct-to-consumer e-commerce website (se-tours.de) with integrated price calculators, online booking, and multilingual support (English/German). Digital infrastructure is augmented by the proprietary GUIBO mobile application, which delivers offline-accessible route books, GPS tracks, and travel documents, replacing printed materials. Rental bicycles and 8-gear e-bikes are sourced through an exclusive partnership with Velo de Ville (special SE-Tours edition). The company employs roughly 30 office staff and 25 tour guides, supported by named tour consultants (Sabine Miedlich, Ann-Christin Neue, Pia Blechschmidt) and Managing Director Jörg Gövert.

Revenue is generated primarily through per-person tour package sales (€799–€1,199+ for 8-day tours) with full-board accommodation, complemented by ancillary revenue from bike/e-bike rentals, optional equipment, excursions, travel insurance, parking, and gift vouchers. Pricing incorporates early-booking discounts, group pricing, and seasonal promotions. Go-to-market is exclusively direct-to-consumer via the website, supplemented by phone/email sales, contact-form inquiries, travel-fair presence, and paid/organic digital marketing across Google, Microsoft Bing, Meta (Facebook/Instagram), YouTube, LinkedIn, and Cleverreach email newsletters. Customer satisfaction is reported at 4.8–5.0 out of 5 stars across rated tours.

Name

SE-Tours

Legal name

SE-Tours GmbH

Website

https://se-tours.de

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

SE-Tours GmbH is a German tour operator founded in 1993 that sells direct-to-consumer Bike & Boat cycling vacations and river cruises across 12 European countries, serving active leisure travelers via its own fleet of seven river cruise ships and a proprietary digital booking and navigation platform.

Ownership category

akta.pro rank

Product category

River Cruise Tourism

NAICS

Scenic and Sightseeing Transportation, Water (487210), Tour Operators (56152)

SIC

Water Transportation (4400)

akta.pro primary industry

Luxury River Cruise Lines (THAEABAC)

akta.pro secondary industries

Small-Ship Expedition Cruises (Under ~500 Guests) (THAEADAC), River Shore Excursions & Onshore Programs (THAEACAG)

Keywords

• Bike and boat tours
• River cruises
• Cycling vacations
• Guided cycling tours
• Travel packages

Headquarters

HQ city

Bremerhaven

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tour Packages: Package tour sales including bike & boat tours and river cruises with full-board accommodation aboard cruise ships. Pricing varies by route, ship, and cabin type. Includes early booking discounts and group pricing.
2. Bike and E-Bike Rental: Rental of 7-gear trekking bikes and 8-gear e-bikes (Velo de Ville special SE-Tours edition) with pannier bags and rental insurance included.
3. Ancillary Services: Additional revenue from excursions, travel insurance, parking reservations, transfer services, and on-board purchases (drinks, optional equipment like helmets, phone holders, power banks).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

SE-Tours is a German tour operator specializing in combined bike & boat tours and river cruises across Europe. Customers cycle through European destinations during the day and stay aboard cruise ships at night, with full-board accommodation, digital navigation via the proprietary GUIBO app, and route briefings across 12 European countries along major cycling routes such as the Danube, Moselle, Rhine, and Oder.

Product overview

SE-Tours is a specialist tour operator offering Bike & Boat tours and River Cruises across Europe. Their core product portfolio consists of combined cycling and river cruise vacations (Bike & Boat) and standalone river cruises, featuring their owned and operated ships including MS PRINZESSIN KATHARINA (Danube), MS OLYMPIA and MS SWITZERLAND (Moselle/Saar), and MS PRINCESS (Berlin-Stralsund/Baltic). Supporting services include rental bicycles and e-bikes (Velo de Ville special editions), the Guibo App for digital navigation, gift vouchers, and travel insurance. The company operates from Bremerhaven, Germany, and serves 12 European countries including Netherlands, Germany, Austria, Hungary, France, and Italy.

Differentiator

Problem solved

Functional benefit

Products and services

• Bike & Boat Tours Combined cycling and river cruise vacations where passengers cycle through European destinations during the day and stay aboard the ship at night. Tours include full board, route briefings, and digital navigation materials across 12 European countries.
• River Cruises Standalone river cruise vacations along European waterways without cycling component, featuring scenic routes and full-board accommodation aboard partner cruise ships.
• Rental Bicycles 7-gear unisex trekking bikes (Velo de Ville special SE-Tours edition) with hand brake and freewheel or coaster brakes. Available in 45cm, 50cm, and 55cm frame sizes. Includes pannier bag and rental bike insurance.
• E-Bike Rental 8-gear electric bikes (Velo de Ville special SE-Tours edition) with hub gear available with freewheel or coaster brake. Includes pannier bag and rental bike insurance.
• Gift Vouchers Gift card service allowing customers to purchase vacation allowances as gifts for friends and family members.
• Travel Insurance Partnership offering travel insurance coverage for trip cancellations, medical emergencies, baggage, and accidents during tours.
• Guibo App Free smartphone companion app providing digital route books, GPS tracks, travel information, ship details, and contact information accessible offline during tours.

Quantifiable outcome

• Customer satisfaction rating of 4.8-5.0 out of 5 stars based on verified reviews

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and support.

• Velo de VillecoreTechnology or IntegrationExclusive partnership with Velo de Ville bicycle manufacturer to provide special SE-Tours edition trekking bikes and e-bikes for rental fleet. Bikes feature 7-gear hub gears with hand brakes and freewheel or coaster brake options, available in 45cm, 50cm, and 55cm frame sizes.
• TEFRA GepäckservicesupportImplementation/ SI/ Consulting PartnerLuggage service partner for transporting passenger luggage during tours, enabling customers to travel light during daily cycling excursions.
• Guibo AppcoreTechnology or IntegrationDigital travel documents and GPS navigation platform for route guidance during self-guided cycling tours. Provides offline access to travel information, ship details, and cycling routes.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• AmaWaterways: Premium river cruise line with extensive Danube, Rhine, and Moselle sailings. Overlaps in itineraries and premium positioning but offers a broader, more luxury-led product portfolio.
• Viking River Cruises: Global market leader in European river cruising with a much larger fleet and broader itinerary set. Competes for the same customer wallet but operates at significantly larger scale and includes ocean and expedition products.
• Avalon Waterways: Part of the Globus family of brands, operating river cruises across European waterways. Competes for similar itineraries and active leisure travelers but with a larger fleet and broader marketing reach.
• Hapag-Lloyd Cruises: German premium cruise line (ocean and select European rivers). Competes at the higher end of the European travel market with overlapping German customer base but different product focus.
• TUI / TUI Cruises: Europe's largest integrated tourism group; TUI Musica-style river and ocean products overlap with SE-Tours' broader tourism demand and compete for the same German-speaking leisure customer.

Direct peers

• Boat Bike Tours: Dutch-founded bike & boat tour specialist operating small river cruise ships across the same European waterways (Danube, Rhine, Main). Direct overlap in product concept, target customer (active leisure cyclists), and delivery model.
• Rad+Reisen (Rad und Reisen): Austria-based cycling holiday operator offering guided and self-guided bike tours throughout Europe. Directly comparable active-travel target market with overlapping river-route portfolio.
• Eurobike: Austrian cycling holiday specialist with deep coverage of European long-distance routes including Danube and Rhine. Directly comparable in product offering and active-tourist customer base.
• A-ROSA Flussschiff GmbH: German river cruise line operating multiple ships on Rhine, Danube, Main, and Moselle. Direct competitor for the standalone river cruise portion of SE-Tours' offering with a comparable fleet scale.
• CroisiEurope: France-based river cruise operator with a large European fleet (Rhine, Danube, Moselle, Main, etc.). Direct competitor in the European river cruise category with similar mid-market positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCa-_PFO2VTtYdQeYpWFxUrg
• Facebookfacebook.com/setoursgmbh
• LinkedInde.linkedin.com/company/se-tours-gmbh
• Instagraminstagram.com/setoursgmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 SE-Tours