Højmark Rejser
Højmark Rejser is a family-owned Danish ski travel agency selling complete package holidays (transport, accommodation, lift passes, ski school) to Austrian, Italian, and Swiss Alpine resorts, serving primarily Danish families through its 12 owned Alpeffect Hotels and differentiated children's programs.
- Company typePrivate
- Founded1995
- HeadquartersRingkøbing, Denmark
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Højmark Rejser does
Højmark Rejser A/S is a family-owned Danish travel agency and tour operator specializing in complete ski holiday packages to Alpine destinations. Founded in 1995 and headquartered in Ringkøbing, Denmark, the company bundles transportation, accommodation, lift passes, ski school instruction, and equipment rental into single unit-priced packages, targeting primarily Danish families alongside couples, friend groups, corporate teams, and school groups. Destinations span Austrian resorts (Ischgl, Schladming, Wagrain, Saalbach, Zauchensee, Zell am See, St. Anton, Sölden, Obergurgl, Obertauern, Flachau, Bad Gastein, Maria Alm, Nauders, Lofer, Dachstein West), Italian resorts (Canazei, Livigno), and one Swiss destination (Grindelwald). Transportation options include flights from three Danish airports (Copenhagen/Kastrup, Billund, Aalborg) via SAS, Eurowings, Norwegian, and Peoples, as well as bus and self-drive options, with bundled airport transfers.
The company's most significant differentiator is Alpeffect Hotels, a wholly-owned portfolio of 12 hotel properties across Austrian ski resorts (Grafenberg Resort and Hotel Kirchboden in Wagrain, Hotel Planai in Schladming, Hotel Abendrot in Ischgl, Hotel Enzian in Zauchensee, Hotel Silbertal and Silbertal Cabins in Sölden, Hotel Rosanna in St. Anton, Hotel Pinzgauerhof in Zell am See, Hotel Wechselberger in Saalbach, Hotel Dax in Lofer, Hotel Tatzlwurm in Wagrain), representing vertical integration that captures full accommodation margins and enables direct quality control. Supporting products include Klub Elliot (children's program for ages 3-12), PeakZone (teen program for ages 13-18), SnowZone activity program, Danish-language ski school with guaranteed Danish-speaking instructors, and tiered ski rental (Economy, Premium, Superior). The company is not a technology business; it operates a traditional sales-led model via website (hojmark.dk), phone bookings, and personalized quote requests.
Revenue is generated primarily through unit-priced package sales. The company earns commissions on third-party-supplied components — flights via SAS, Eurowings, Norwegian, and Peoples; ground bus transport; partner hotel accommodation; lift passes; ski school; and equipment rental — and retains full margins on its owned Alpeffect Hotels. An additional revenue stream is travel and cancellation insurance commissions from a partnership with Gouda Rejseforsikring. Package pricing ranges from approximately 3,100 kr per person for entry-level apartment packages to 12,629 kr per person for premium hotels, with family pricing reaching 43,776 kr for two adults and two children at Grafenberg Resort in peak weeks. The company has been awarded Denmark's Best Ski Travel Organizer at the Danish Travel Awards in both 2023 and 2025 and is a member of Rejsegarantifonden (license 1226), the statutory Danish travel guarantee fund.
Højmark Rejser firmographics
Firmographics- Name
- Højmark Rejser
- Legal name
- Højmark Rejser A/S
- Website
- https://hojmark.dk
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Højmark Rejser is a family-owned Danish ski travel agency selling complete package holidays (transport, accommodation, lift passes, ski school) to Austrian, Italian, and Swiss Alpine resorts, serving primarily Danish families through its 12 owned Alpeffect Hotels and differentiated children's programs.
- Ownership category
- akta.pro rank
Højmark Rejser industry classification
Industry- Product category
- Ski Holiday Packages
- NAICS
- Tour Operators (56152), Tour Operators (561520), Skiing Facilities (71392), Skiing Facilities (713920)
- SIC
- Services-Miscellaneous Equipment Rental & Leasing (7350)
- akta.pro primary industry
- Winter Adventure Experiences (Ski Touring, Snowshoeing, Dog Sledding) (THAJABAH)
- akta.pro secondary industries
- Winter Equipment Rental, Demo & Repair (Skis/Boards/Boots, Tuning) (THAAAJAH), Snow & Mountain Unique Stays (Chalets, Ski Cabins) (THAMADAL)
Keywords
Where Højmark Rejser is headquartered
LocationHeadquarters
- HQ city
- Ringkøbing
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
Højmark Rejser business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Package Holiday Sales: Højmark Rejser generates revenue through selling complete ski holiday packages that include transport (flight, bus, or self-drive), accommodation at partner hotels or their own Alpeffect Hotels, lift passes, ski school, and equipment rental. The company earns commissions on all components and retains margins on their own hotel properties.
- Own Hotel Operations (Alpeffect Hotels): Højmark operates their own portfolio of hotels in Austrian ski resorts (Grafenberg Resort, Hotel Kirchboden, Hotel Planai, Hotel Tatzlwurm, Hotel Wechselberger, Hotel Enzian, Hotel Abendrot, Hotel Dax, Hotel Pinzgauerhof, Hotel Rosanna, Hotel Silbertal, Silbertal Cabins). Revenue from direct hotel bookings is retained by the company.
- Insurance Products: The company earns commissions on travel insurance and cancellation insurance sold in partnership with Gouda Rejseforsikring.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Multi-year contract | Budget Package - Apartment accommodation with guide service and lift pass |
| Unit Pricing | Multi-year contract | Family Package - Hotels with child prices including accommodation, meals, and lift passes |
| Unit Pricing | Multi-year contract | Hotel Planai - Full service hotel with half board |
| Unit Pricing | Multi-year contract | Hotel Enzian - 4-star hotel with half board |
| Unit Pricing | Multi-year contract | Grafenberg Resort - Family resort with half board |
| Unit Pricing | Multi-year contract | Hotel Abendrot - Premium hotel in Ischgl |
| Unit Pricing | Pay-as-you-go | Ski Transport Add-on |
| Unit Pricing | Pay-as-you-go | Ski Rental - Various tiers |
| Unit Pricing | Pay-as-you-go | Flight-only tickets available |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels7 records
Højmark Rejser product offering
Product offeringCore offering
Højmark Rejser is a family-owned Danish travel agency that sells complete package ski holidays to Alpine destinations in Austria, Italy, and Switzerland. Each package bundles transportation (flights from three Danish airports, bus, or self-drive), accommodation at owned Alpeffect Hotels or partner properties, lift passes, optional Danish ski school, and equipment rental. The company also offers summer alpine travel packages and themed trips for families, couples, groups, corporate clients (Firmaski), and schools.
Product overview
Højmark Rejser is a family-owned Danish ski travel agency with over 30 years of experience, offering comprehensive package ski trips to Austria, Italy, and Switzerland. The company's core offering centers on complete ski travel packages that combine transportation, accommodation, lift passes, and optional add-ons. Their proprietary hotel brand, Alpeffect Hotels, includes 11 owned properties across premier Alpine destinations including Grafenberg Resort and Hotel Kirchboden (Wagrain), Hotel Planai (Schladming), Hotel Enzian (Zauchensee), Hotel Abendrot (Ischgl), Hotel Dax (Lofer), Hotel Wechselberger (Saalbach), Hotel Silbertal and Silbertal Cabins (Sölden), Hotel Rosanna (St. Anton), and Hotel Pinzgauerhof (Zell am See). Family-focused services include Klub Elliot (children's club for ages 3-12), PeakZone (teen program for ages 13-18), SnowZone, and Danish ski school with guaranteed Danish-speaking instructors. The company also offers summer travel packages to Austria, specialized themed trips (corporate, school, group, ladies' week), ski rental, travel insurance, and multiple transportation options (flights, bus, self-drive) with inclusive airport transfers.
Differentiator
Problem solved
Functional benefit
Brands
- Alpeffect Hotels: Højmark's own hotel brand with properties in Austrian ski resorts including Grafenberg Resort (Wagrain), Hotel Abendrot (Ischgl), Hotel Dax (Lofer), Hotel Enzian (Zauchensee), Hotel Kirchboden (Wagrain), Hotel Pinzgauerhof (Zell am See), Hotel Planai (Schladming), Hotel Rosanna (St. Anton), Hotel Silbertal (Sölden), Hotel Tatzlwurm (Wagrain), Hotel Wechselberger (Saalbach), and Silbertal Cabins (Sölden).
- Klub Elliot
- PeakZone
- SnowZone
Quantifiable outcome
- Awarded Denmark's Best Ski Travel Organizer
Companies that use Højmark Rejser
Customer profileNamed customers1 record
Segments7 records
Ideal customer profiles5 records
Højmark Rejser technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Højmark Rejser partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core.
- Gouda RejseforsikringcoreHøjmark Rejser partners with Gouda Rejseforsikring for travel insurance and cancellation insurance products. The company earns commissions on insurance products sold. Højmark recommends that customers check existing coverage through home insurance or credit cards before purchasing additional coverage.
- SAS (Scandinavian Airlines)coreSAS is one of the airline partners used for flights to Alpine destinations from Copenhagen/Kastrup airport.
- EurowingscoreEurowings is used for flights from Copenhagen/Kastrup and Aalborg to Salzburg and other Alpine destinations.
- NorwegiancoreNorwegian is one of the airline partners for flights to Alpine ski destinations.
- Peoples (Aviation Partner)corePeoples is used for flights from Billund to St. Gallen airport.
- Rejsegarantifonden (Travel Guarantee Fund)coreHøjmark Rejser is a member of Rejsegarantifonden (membership number 1226), providing financial protection and guarantee for customers in case of bankruptcy. The fund is a statutory travel guarantee scheme in Denmark.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Højmark Rejser competitors and assessment
Company assessmentDirect peers
- Apollo Rejser: Apollo is a major Danish tour operator with dedicated ski and winter holiday packages from Denmark to Alpine resorts, competing head-to-head with Højmark for the same Danish family-skier segment with similar transport, accommodation, and lift-pass bundles.
- Almatur (Detur group / SkiStar-affiliated operators): Almatur is a Danish specialist ski tour operator offering package ski holidays to Alpine destinations, closely comparable to Højmark in market (Denmark), product (transport + lodging + lift pass), and customer (Danish family skiers).
- Sembo (Nordic travel agency): Sembo is a Nordic online travel agency offering ski and package holidays across the Nordics; comparable to Højmark in Nordic outbound ski package distribution, though Sembo operates primarily as a digital reseller without owned hotel inventory.
- Ving (Vingresor): Ving is the largest Nordic tour operator and sells ski packages (Ving Ski) to Alpine destinations from Sweden, Norway, and Denmark, serving a similar Nordic family-skier customer base with comparable all-inclusive bundles.
- Sunweb Group: Sunweb is one of Europe's largest ski package tour operators, offering transport + accommodation + lift pass + ski school bundles to Alpine destinations from multiple origin countries — directly comparable to Højmark's package-holiday model, though at far larger pan-European scale.
- SnowTrex: SnowTrex is a European ski-specialist tour operator selling complete ski packages (transport, lodging, lift pass, equipment) to Alpine destinations across multiple origin markets — a close functional peer to Højmark's package model in the ski-only segment.
- Fritidsresor: Fritidsresor is a major Swedish tour operator (TUI Nordic subsidiary) selling ski and beach packages to Nordic consumers; comparable to Højmark's Nordic outbound ski packaging model though without the owned-hotel vertical integration.
Broad incumbents
- Skistar: Skistar is a publicly listed Swedish operator of Alpine ski resorts and on-mountain accommodation in Sweden, Norway, and Austria; comparable to Højmark's Alpeffect Hotels in that it owns and operates lodging at ski destinations, but focused on ski-area operations rather than outbound tour packaging.
- TUI (TUI Nordic): TUI is Europe's largest vertically integrated tour operator offering ski holidays as part of a far broader portfolio; TUI Nordic (incl. Fritidsresor in Sweden) competes in the same Danish/Swedish ski package market but at substantially greater scale and brand recognition.
Emerging players
- Booking.com (Booking Holdings): Booking.com increasingly bundles flights, lodging, and ski-related ancillaries into self-serve package offerings across Europe, including Denmark; it is an emerging distribution channel and indirect competitor to traditional tour operators like Højmark in the ski travel market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Højmark Rejser social profiles
Digital presenceHøjmark Rejser compliance and trust
Trust signalCompliance1 record
Højmark Rejser financial estimates
Financial estimateRevenue estimate
Valuation estimate
Højmark Rejser leadership team
Management profileNumber of profiles
Højmark Rejser subsidiaries and ownership
Company hierarchySubsidiaries1 record
Højmark Rejser funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Højmark Rejser 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 Højmark Rejser
What does Højmark Rejser do?
Højmark Rejser is a family-owned Danish travel agency that sells complete package ski holidays to Alpine destinations in Austria, Italy, and Switzerland. Each package bundles transportation (flights from three Danish airports, bus, or self-drive), accommodation at owned Alpeffect Hotels or partner properties, lift passes, optional Danish ski school, and equipment rental. The company also offers summer alpine travel packages and themed trips for families, couples, groups, corporate clients (Firmaski), and schools.
Is Højmark Rejser a public or private company?
Højmark Rejser is a private company. It is classified as family owned and is currently operating.
When was Højmark Rejser founded?
Højmark Rejser was founded in 1995. It employs 11 to 50 people.
Where is Højmark Rejser based?
Højmark Rejser is headquartered in Ringkøbing, Denmark, in the Europe region.
How does Højmark Rejser make money?
Three revenue lines are on record. Package Holiday Sales are the primary driver. The others are own Hotel Operations (Alpeffect Hotels) and insurance Products.
Who are Højmark Rejser's main competitors?
Direct peers on record are Apollo Rejser, Almatur (Detur group / SkiStar-affiliated operators), Sembo (Nordic travel agency), Ving (Vingresor), Sunweb Group, SnowTrex and Fritidsresor. Broad incumbents are Skistar and TUI (TUI Nordic). Booking.com (Booking Holdings) is listed as an emerging player.
Does Højmark Rejser have an API?
No public API is recorded for Højmark Rejser.
What industry is Højmark Rejser in?
Højmark Rejser's product category is Ski Holiday Packages. Its primary akta.pro industry code is THAJABAH, Winter Adventure Experiences (Ski Touring, Snowshoeing, Dog Sledding), with a secondary code of THAAAJAH, Winter Equipment Rental, Demo & Repair (Skis/Boards/Boots, Tuning). Its NAICS code is 56152 and its SIC code is 7350.