Best Travel

What Best Travel does

Best Travel is a privately held Danish travel agency founded in 1999 in Aalborg and currently headquartered at Aalborg Lufthavn in Nørresundby, following a 2024 office relocation. The company sells all-inclusive package tours (pakkerejser) — fly, bus, train, river cruise, and ocean cruise — to 23 European countries and seven worldwide destinations, with a primary customer base of mature Danish travelers (50+) seeking cultural and historical group experiences. Its core differentiator is a network of Danish-speaking tour leaders, many of whom live as expats in destination countries, supported by an annual Rejselederdag training event.

Best Travel operates a tour-operator-style business model, capturing margin on package assembly rather than acting purely as a referral agent. Booking infrastructure combines a proprietary platform at booking.besttravel.dk with the Travelize reservation system and Amadeus GDS (accessed via sister company European Online Flight within Stena Line Travel Group) for flights and Sembo/DTF bedbank for hotel inventory. The company sells customized group travel to associations, companies, and schools, and earns ancillary commission on travel-insurance referrals (Gouda, Europæiske, Solid Forsikring) and CO2-offset referrals (South Pole). Distribution is multi-channel: website, phone sales, walk-in office visits at Aalborg Lufthavn, email newsletter via KMail, and event participation (Aalborg Rejsefestival). A single third-party AI chatbot (GetKarla.ai) handles top-of-funnel website inquiries.

Best Travel has been part of Stena Line Travel Group since 2011 (acquired via SEMBO), operates with ~16 employees plus a network of permanently attached tour leaders, and serves roughly 15,000 guests per year. The company holds a Bisnode/Dun & Bradstreet AAA credit rating (top ~5% of Danish firms), Travelife Certified sustainability status (achieved August 9, 2023), and statutory membership in Rejsegarantifonden (nr. 2190) and Danmarks Rejsebureau Forening (REJS). It owns Vista Travel, a Norwegian travel-agency subsidiary.

Name

Best Travel

Legal name

Best Travel

Website

https://besttravel.dk

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Best Travel is a privately held Danish tour operator, founded in 1999 and owned by Stena Line Travel Group, selling all-inclusive package tours (fly, bus, train, river and ocean cruises) with Danish-speaking tour leaders primarily to mature Danish travelers across 23 European and 7 worldwide destinations.

Ownership category

akta.pro rank

Product category

Travel Agency Services

NAICS

Tour Operators (561520), Travel Agencies (561510)

SIC

Transportation Services (4700)

akta.pro primary industry

Luxury & Premium Leisure Travel Agencies (THAKABAC)

Keywords

• Package group tours
• River cruise packages
• Escorted travel tours
• Cultural travel experiences
• Travel agency services

Headquarters

HQ city

Nørresundby

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Package Tours (Pakkerejser): Best Travel generates revenue by selling all-inclusive package travel arrangements ('pakkerejser') to customers. Packages include transport (flight, train, bus, cruise ship), hotel accommodation, meals, and guided excursions, all sold as a bundled package under Danish pakkerejseloven (package travel law) consumer protection. The company acts as a traditional travel agency/tour operator.
2. Cruise Bookings (Havkrydstogter & Flodkrydstogter): Revenue from booking customers onto ocean and river cruise ships, primarily MSC Cruises for ocean cruises and various river cruise ships (M/S Gloria, M/S Vivienne, M/S Viva Two, etc.) for river cruises. Commission and markup structure applies on top of supplier rates.
3. Group Travel (Skræddersyede Grupperejser): Customized group travel arrangements for associations, companies, and schools, with dedicated Danish tour leaders and bespoke itineraries, commanding premium pricing for the personalized service.
4. Travel Insurance Referrals: Best Travel refers customers to insurance partners (Gouda, Europæiske, Solid Forsikring) for travel and cancellation insurance, earning commission on each policy sold.
5. CO2 Compensation Referrals: Best Travel recommends South Pole to customers as an option to compensate for CO2 emissions from their flights, generating referral arrangements with the organization.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Best Travel is a Danish package travel agency that sells all-inclusive group tours spanning bus, train, fly, river cruise and ocean cruise transport, bundled with hotel accommodation, meals, excursions and a dedicated Danish-speaking tour leader. Trips cover 23 European countries and select worldwide destinations, targeted primarily at mature travelers aged 50+, with customized variants offered to associations, companies and schools.

Product overview

Best Travel operates as a package travel agency offering a unified portfolio of group tours with all-inclusive pricing and Danish-speaking tour leaders. The core products span multiple travel modes — flyrejser (air), togrejser (train), busrejser (bus), flodkrydstogter (river cruises), and havkrydstogter (ocean cruises) — all centered on cultural and historical experiences in Europe and select global destinations. The primary customer is the mature traveler seeking comfort and structured group experiences. Complementary offerings include skræddersyede grupperejser (customized group trips) for associations and companies, rejseforsikringer (travel insurance referrals), and specialized niche products such as langtidsferie (long-stay holidays) and solorejser (solo travel). Best Travel is part of Stena Line Travel Group and owns Vista Travel in Norway.

Differentiator

Problem solved

Functional benefit

Products and services

• Grupperejser (Group Travels) Package group tours with Danish tour leaders covering popular European and global destinations, including fly, bus, train, and cruise travel. Groups typically include 25-40 guests from the mature segment, with excursions and meals largely included in the package price.
• Flodkrydstogter (River Cruises) River cruise packages along the Danube, Rhine, Mosel, and Douro rivers aboard floating hotels, featuring Danish-speaking tour leaders, all-inclusive comfort, cultural experiences, and shore excursions along Europe's famous rivers.
• Flyrejser (Flight Trips) Package holidays by air to Europe and selected worldwide destinations, including charter flights with Danish tour leaders and included excursions.
• Togrejser (Train Travel) Train travel packages primarily to Germany using Deutsche Bahn's ICE high-speed trains (ICE 3 and ICE 4), with departures available from multiple locations in Denmark.
• Busrejser (Bus Trips) Bus tours to nearby destinations in Germany, Holland, Sweden, and Norway, with 5-star buses and a Danish tour leader on every departure.
• Havkrydstogter (Ocean Cruises) Ocean cruise packages primarily through MSC Cruises, offering all-inclusive experiences with entertainment, dining, and international destinations. Best Travel is one of the best-selling Danish agents for MSC Cruises, the world's third-largest cruise line.
• Skræddersyede Grupperejser (Customized Group Trips) Tailored group travel arrangements for associations, companies, and schools, with high service and quality levels in both planning and execution, and an experienced Danish tour leader.
• Rejseforsikringer (Travel Insurance) Referral service for travel insurance and cancellation insurance through Gouda (and Europæiske/Solid Forsikring), covering medical emergencies, baggage delays, home transport, and cancellation due to illness or unforeseen events. Best Travel earns commission on each policy sold.
• Langtidsferie (Long-Term Holidays) Extended holiday packages of 2 or 3 weeks in warmer climates during the Danish autumn and winter months, with relaxation and cultural excursions led by Danish-speaking tour leaders.
• Solorejser (Solo Travel) Travel packages designed for solo travelers, offering group travel experiences without requiring a companion. Single supplement options are available.
• Storbyferier (City Breaks) City break packages to European and global destinations with cultural focus and Danish tour leader accompaniment.

Quantifiable outcome

• 15,000 guests per year
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability2 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• Vista TravelminorStrategic or Co-development PartnerBest Travel owns Vista Travel, a travel agency in Norway. This represents Best Travel's expansion into the Norwegian market under the same corporate umbrella.
• MSC CruisescoreChannel Partner/ Reseller/ DistributorBest Travel is one of the best-selling Danish agents for MSC Cruises, the world's 3rd largest cruise line. Best Travel sells MSC ocean cruise packages, including fly-cruise combinations. MSC provides the ships, and Best Travel handles Danish customer service, Danish-speaking MSC Yacht Club experiences, and local support.
• SEMBO (Stena-owned)coreStrategic or Co-development PartnerBest Travel became part of SEMBO in 2011 when SEMBO, backed by Stena Line, acquired DTF Group. SEMBO's marketing department included an in-house advertising agency that Best Travel utilized. SEMBO aims to become Europe's leading player in the self-drive market.
• Amadeus (via European Online Flight)coreTechnology or IntegrationBest Travel uses Amadeus GDS for flight bookings, accessed via European Online Flight, a sister company within Stena Line Travel Group. Amadeus is the global distribution system used for airline reservations and travel inventory management.
• TravelizecoreTechnology or IntegrationBest Travel uses the Travelize booking system for managing travel bookings, itinerary processing, and customer reservation management.
• Gouda RejseforsikringminorGTM or Marketing PartnerBest Travel refers customers to Gouda for travel insurance and cancellation insurance. Best Travel receives commission on each insurance product sold. Gouda is one of three recommended insurance partners (along with Europæiske and Solid Forsikring).
• Europæiske & Solid ForsikringminorGTM or Marketing PartnerAdditional insurance referral partners alongside Gouda. Best Travel earns commission on insurance products sold through these partnerships.
• South PoleminorGTM or Marketing PartnerBest Travel recommends South Pole to customers as a CO2 compensation option. South Pole is an internationally recognized organization for carbon offsetting and forest restoration projects. Best Travel earns no stated commission but gains sustainability credibility by offering this option.

Scale indicators10 records

Recent moves9 records

Expansion highlights6 records

Regional players

• Vingresor: Swedish tour operator (Ving group) selling package holidays and themed trips to Swedish consumers. Comparable as a Nordic neighbor offering package tours with a similar mature-segment proposition, but operating in Sweden rather than competing directly with Best Travel in Denmark.

Others

• Sembo: Danish/Swedish travel agency within the same Stena Line Travel Group that owns Best Travel. Comparable as a sister-company ecosystem participant sharing bedbank, GDS, and marketing infrastructure; not a direct competitor but represents an internal benchmark for the Danish market.
• Vista Travel (Norway): Norwegian travel agency wholly owned by Best Travel within the Stena Group. Comparable as a sister-brand operating the same cultural-tour model in Norway, representing Best Travel's only disclosed international retail expansion.

Direct peers

• Spies Rejser: Danish tour operator (part of Nordic/TUI group) selling charter package holidays to Danish consumers. Comparable as a direct competitor in the Danish package-tour market, though Spies skews toward younger, mass-market sun-and-beach travelers rather than Best Travel's cultural/historical mature-tourist focus.
• Bravo Tours: Danish tour operator selling package holidays to a similar adult/mature audience with charter flights and escorted tours. Comparable directly as a Danish competitor targeting the 50+ traveler with curated cultural itineraries, though with less explicit Danish-tour-leader branding.
• Apollo Rejser: Danish tour operator (subsidiary of DER Touristik) offering package holidays, city breaks, and themed tours. Comparable as a Danish competitor in the package-travel category, with overlapping mature-tourist itineraries and similar reliance on Danish tour leaders.
• Tjæreborg Rejser: Danish tour operator (part of TUI Nordic) offering package holidays to Danish consumers across sun, city, and ski segments. Comparable as a Danish competitor in the package-travel category, though with a broader demographic targeting than Best Travel's mature niche.

Broad incumbents

• TUI Danmark: Largest Nordic tour operator offering package holidays (charter flights, cruises, escorted tours) to Danish consumers. Comparable as a mass-market package tour incumbent, but operates a much broader portfolio and lacks Best Travel's narrow focus on cultural, mature-tourist group travel with Danish tour leaders.
• Star Tour / Fritidsresor: Nordic mass-market tour operator offering charter package holidays across Scandinavia. Comparable as a broad incumbent in the Nordic package-tour category, but with mass-market positioning rather than Best Travel's premium cultural/escorted-tour focus.

Emerging players

• Billund Rejser: Smaller Danish tour operator offering cultural, music, and themed group tours to Danish travelers. Comparable as a niche Danish operator with overlapping cultural-group-travel themes, though smaller in scale and with less explicit cruise and multi-modal breadth than Best Travel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/RejsDigRig
• LinkedInlinkedin.com/company/best-travel-a-s

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

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 Best Travel