What Spies Rejser does

Spies Rejser is a Danish tour operator and travel agency founded in 1956, self-described as Denmark's largest travel organizer (Danmarks største rejsearrangør). The company sells package holidays, charter flights, hotel-only bookings, city breaks, cruises, active/sports holidays, football travel, and group travel to more than 60 countries through its website (spies.dk), a mobile app, a phone sales line, and a dedicated group sales department. Departures operate from five Danish airports (Copenhagen, Billund, Aalborg, Odense, Bornholm). All package holidays are covered under the Danish Package Travel Act (pakkerejseloven), and the company emphasizes no post-booking fuel surcharges, 24/7 Scandinavian-speaking customer service, and a 94.3% guest recommendation rate.

The product portfolio is anchored by three owned concept hotel brands: Sunprime Hotels (adults-only, ages 16+), Sunwing Family Resorts (children under 12 eat free, Lollo & Bernie kids club), and Ocean Beach Club (upscale beachfront). Beyond owned inventory, Spies distributes a selection of 4,743 hotels and partners with five major cruise lines (MSC, Royal Caribbean, Celebrity, Norwegian, Costa). Adjacent product lines include active/training holidays (yoga, cycling, triathlon, padel, golf, diving) with a partnership with SATS fitness centers, football trips to Premier League, La Liga, and Bundesliga matches, and a free Spies Friends loyalty program offering early access to deals and twice-yearly chances to win 10,000 DKK travel gift cards.

The company operates as a private, direct-to-consumer business serving primarily Danish consumers, with a secondary B2B channel for groups of 10+ (corporate, sports clubs, conferences, large families). Pricing is unit-based with budget tiers from approximately 2,500 DKK per person up to 15,000 DKK+ for premium long-haul, with city breaks from 1,395 DKK and Mediterranean cruises from 7,724 DKK. Spies maintains sibling Nordic brands (Ving Norge, Ving Sverige, Tjæreborg Finland), suggesting shared ownership under a Nordic travel group, although the corporate parent is not explicitly disclosed.

Name

Spies Rejser

Legal name

Spies Rejser

Website

https://spies.dk

Company type

Private

Founded year

1956

Operating status

Operating

Headcount range

101–250 employees

Short description

Spies Rejser is a Danish tour operator founded in 1956, selling package holidays, charter flights, hotels, cruises, city breaks, and active/sports travel to 60+ countries from five Danish airports, serving primarily Danish consumers through a direct-to-consumer model with owned concept hotel brands.

Ownership category

akta.pro rank

Product category

Travel Agency & Tour Operator

NAICS

Tour Operators (56152), Tour Operators (561520), Other Travel Arrangement and Reservation Services (56159)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Island, Beach & Resort Travel Agencies (THAKAFAL)

akta.pro secondary industry

Cruise + City Break Packages (THAEAHAE)

Keywords

• Charter travel services
• Package holidays
• Tour operator
• Hotel booking
• Cruise packages

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Package Holidays (Charterrejser): Core revenue stream from selling package holidays combining charter flights and hotel accommodations. These are comprehensive vacation packages with flights, hotels, and often transfers included. Customers can also add meal packages, insurance, and other extras.
2. Hotel Bookings: Standalone hotel bookings from a selection of thousands of quality-assured hotels. Customers can book hotels independently without flight packages.
3. Cruise Packages: Cruise packages that include flights, cruise with full board, and sometimes hotel stays. Partnerships with major cruise lines including MSC Cruises, Royal Caribbean, Celebrity Cruises, Norwegian Cruise Line, and Costa Cruises.
4. Flight Tickets: Sale of flight-only tickets, both charter flights and scheduled airlines, providing flexibility for customers who want to arrange their own accommodations.
5. Concepthotel Brands: Revenue from owned hotel concepts including Sunprime Hotels (adults-only), Sunwing Family Resorts, and Ocean Beach Club. These branded properties offer consistent experience across destinations.
6. Group Travel Services: Specialized group travel for large groups of 10+ people with discounts (10th person free), corporate trips, conferences, and sports clubs.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Spies Rejser packages and sells charter-based holidays to Danish consumers, combining flights, hotel stays, and curated experiences into single-booking products. Offerings span family holidays, adults-only resorts, city breaks, cruises, wellness trips, sports-related travel, concert tours, and large group bookings. The company positions itself as Denmark's largest travel organizer with nearly 70 years of operating history.

Product overview

Spies Rejser is a Danish travel agency and tour operator (Danmarks største rejsearrangør — Denmark's largest travel organizer) founded in 1956. It operates a multi-product platform offering package holidays (charter and flexible fly+hotel combinations), with destinations across more than 60 countries. The product portfolio is anchored by owned hotel brands — Sunprime Hotels (adults-only, 16+), Sunwing Family Resorts (family-focused with free children's meals and Lollo & Bernie kids club), and Ocean Beach Club (upscale beachfront, by Sunwing) — and extended through third-party hotel partnerships. Adjacent products include city breaks (60+ cities), cruise packages (partnering with MSC, Royal Caribbean, Celebrity, Norwegian, Costa), active/training holidays (yoga, cycling, triathlon, padel, golf, diving), football trips (Premier League, La Liga, Bundesliga), group travel (15+ participants with dedicated account management), theme trips (food & wine, culture, creativity), last-minute deals, and standalone flight tickets. A free loyalty program (Spies Friends) provides early access to offers and exclusive benefits. All package bookings are protected under the Danish Package Travel Act (pakkerejseloven).

Differentiator

Problem solved

Functional benefit

Brands

• Sunprime Hotels: Adults-only hotels designed for guests over 16 years, featuring spa facilities, modern design, and peaceful pool areas.
• Sunwing Family Resorts
• Ocean Beach Club (O.B.C.)
• Spies Friends

Products and services

• Family package holidays Package holidays targeted at Danish families with children, bundling charter flights, family-friendly accommodations, and on-site family-oriented activities into a single booking.
• Adults-only package holidays Package holidays designed for adults traveling without children, typically offered as adult-only resorts, all-inclusive options, and relaxation-oriented itineraries.
• City breaks Short-duration city break packages combining flights and hotel accommodation in urban destinations for Danish travelers.
• Cruise packages Curated cruise itineraries packaged with travel logistics and accommodation for Danish consumers seeking sea-based vacations.
• Sports trip packages Event-themed travel packages combining sports event tickets with flights and accommodation for Danish sports fans.
• Concert tour packages Travel packages built around concert events, bundling tickets with flights and accommodation for Danish music fans.
• Wellness and spa retreats Relaxation-focused holiday packages featuring wellness and spa experiences, targeted at adults seeking restorative travel.
• Large group bookings Coordinated charter and accommodation packages designed for large Danish travel groups, handled through a dedicated group sales channel.
• Solo traveler packages Single-occupancy holiday packages designed for Danish solo travelers booking independently.
• Active / experience travel packages Activity- and excursion-led holiday packages for Danish travelers seeking hiking, water sports, and cultural experiences over purely beach-based vacations.
• Charter flight services Charter flight capacity operated by Spies Rejser as the foundation of its package holiday offerings, transporting Danish travelers to holiday destinations.

Quantifiable outcome

• 94.3% guest recommendation rate
• +3 more outcomes

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core.

• MSC CruisescoreChannel Partner/ Reseller/ DistributorPartnership with MSC Cruises for cruise packages including flights, 7-night cruises with full board, and sometimes hotel stays. Popular routes include Mediterranean, Caribbean, and Asia itineraries. MSC ships include MSC Orchestra, MSC World Europa, MSC Seashore, and others.
• Royal Caribbean InternationalcoreChannel Partner/ Reseller/ DistributorPartnership offering cruise packages on Royal Caribbean vessels including large ships like Oasis of the Seas, Wonder of the Seas, and Explorer of the Seas. Provides family-friendly cruise experiences with extensive onboard activities.
• Celebrity CruisescoreChannel Partner/ Reseller/ DistributorPartnership for upscale cruise experiences targeting adult travelers seeking elegance. Includes ships like Celebrity Apex, Celebrity Eclipse, and Celebrity Infinity with premium dining and entertainment.
• Norwegian Cruise LinecoreChannel Partner/ Reseller/ DistributorPartnership offering flexible cruise experiences with no fixed dining times (Freestyle Cruising). Includes ships like Norwegian Epic, Norwegian Jewel, and Norwegian Escape with family-friendly facilities.
• Costa CruisescoreChannel Partner/ Reseller/ DistributorPartnership with Costa Cruises for affordable family cruises. Includes ships like Costa Toscana and Costa Smeralda with good children's discounts and family activities. Italian-style cruising experience.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bravo Tours: Bravo Tours is a Danish tour operator specializing in charter package holidays, particularly to Southern European and beach destinations. It competes head-to-head with Spies for the same Danish package-holiday customer base.
• Apollo Rejser: Apollo Rejser is a Danish charter tour operator offering package holidays to Mediterranean, Asian, and long-haul destinations. It is a direct Nordic competitor to Spies with a similar package holiday model targeting Danish consumers.
• Jet2Holidays: Jet2Holidays is the UK's leading package holiday operator, combining charter flights with hotel bundles and own-brand resort concepts. It is highly comparable to Spies in business model, owned-hotel differentiation, and target customer, but operates in the UK market.

Broad incumbents

• FTI Touristik: FTI Touristik is a large German tour operator offering package holidays, hotels, and cruises across Europe and beyond. It is a broader incumbent comparable to Spies on package tour operations, hotel sourcing, and group travel, but with a wider geographic footprint.
• TUI Danmark: TUI Danmark (formerly Fritidsresor) is the Danish arm of global tour operator TUI Group, offering charter package holidays, hotels, cruises, and flights across Denmark. It is a major incumbent competitor with broader scale and a wider international portfolio than Spies.
• Booking.com: Booking.com is the world's largest online travel agency, offering hotels, flights, and attractions on a global marketplace model. It is a broad incumbent that competes with Spies for both hotel bookings and standalone travel, particularly among digitally native consumers.
• TUI Group: TUI Group is the world's largest integrated tour operator, owning hotels, airlines, cruise ships, and tour brands across Europe. It is the parent of TUI Danmark and a broad incumbent against which Spies competes on Nordic market share.

Regional players

• Schauinsland-Reisen: Schauinsland-Reisen is a major German tour operator focused on package holidays to beach and city destinations. It is a regional European peer comparable to Spies on package-holiday model and target customer demographic.
• Tjæreborg (Finland): Tjæreborg is the Finnish sister brand of Spies, offering charter package holidays, hotels, and flights to Finnish consumers. It is structurally identical to Spies and serves as a direct regional proxy for the Spies operating model.
• Ving (Norway): Ving is the Norwegian charter tour operator sister brand to Spies under the same Nordic travel group ownership. It operates a nearly identical package holiday model in the Norwegian market, serving as a regional comparable for Spies' Nordic operating playbook.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/spiesrejser
• Facebookfacebook.com/spiesrejser
• Instagraminstagram.com/spiesrejser
• Xx.com/spiesrejser
• LinkedInlinkedin.com/company/spies-dk

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Spies Rejser