Ruby Rejser

What Ruby Rejser does

Ruby Rejser ApS is a Danish specialist travel agency founded in 1974 and headquartered in Aarhus (Europaplads 16, 1. sal, 8000 Aarhus C). The company arranges active and nature-based package holidays for Danish-speaking consumers, with a product portfolio spanning hiking, cycling, train journeys, alpine and cross-country skiing, Hurtigruten coastal voyages, HX expedition cruises, Tallink Silja mini-cruises, northern lights tours, bicycle cruises, Greenland trips, summer holidays, and a proprietary 'Fællesrejser' (shared-group) concept. Ruby Rejser also operates two owned Norwegian hotels (Ruby Skarslia in Hallingdal, capacity 140–150 guests; Ruby Hotel Kvitfjell, capacity 60–70 guests) and runs an exclusive chartered winter train service to the Arctic Circle via Snälltåget.

The business operates a direct-to-consumer model through a Magento-based e-commerce storefront (ruby-rejser.dk), a parallel Norwegian site (rubytravel.no), and phone/email-based personal travel consultation. Revenue is generated primarily through packaged holiday sales that bundle transport, accommodation, activities, and (where offered) Danish-speaking tour leaders, supplemented by digital gift cards (Travel Code Gavekort) in DKK 1,000–5,000 denominations valid for three years. Trip prices range roughly from DKK 5,198 to DKK 60,618 depending on destination and format.

Ruby Rejser is the flagship brand of Ruby Travel Group (formerly Sunway Group), which also encompasses Magic Tours (Disneyland Paris packages), Marathon Travel Club (running-event trips), Seatravel (sailing/river-boat rentals), and SKIERS (ski instructor training). The group was assembled through acquisitions of DaGama Travel (2018) and Magic Tours and Marathon Travel Club (2019). Ruby Rejser is registered with Rejsegarantifonden (Travel Guarantee Fund nr. 0206), is privately held with 11–50 employees, and serves consumer segments including active travelers, families, efterskole/folk high school groups, and solo travelers across Denmark, Norway, and the broader Nordic and European outbound markets.

Name

Ruby Rejser

Legal name

Ruby Rejser ApS

Website

https://ruby-rejser.dk

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

11–50 employees

Short description

Ruby Rejser is a Danish specialist travel agency founded in 1974 that sells direct-to-consumer packaged active holidays, including hiking, cycling, skiing, expedition cruises, Hurtigruten voyages, and charter trains, serving primarily Danish families, active travelers, and group segments.

Ownership category

akta.pro rank

Product category

Active Travel Agency

NAICS

Tour Operators (561520), Travel Agencies (56151)

SIC

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

akta.pro primary industry

Polar & Remote-Destination Expedition Tour Operators (THAKADAM)

akta.pro secondary industries

Rail Journey Package Tour Operators (THAKADAN), Winter & Mountain Guides (Ski, Snowshoe, Avalanche, Ice Climbing) (THAAALAF), Winter Adventure Experiences (Ski Touring, Snowshoeing, Dog Sledding) (THAJABAH)

Keywords

• Active holiday packages
• Hiking and cycling tours
• Expedition cruises
• Northern lights tours
• Ski travel packages

Headquarters

HQ city

Århus

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Package Holiday Sales: Ruby Rejser generates revenue through selling packaged active holidays including accommodation, transport, and activities. The company arranges group tours with Danish travel leaders and sells both package holidays and individual travel components. They offer trips with various transport options including bus, train, plane, and self-drive.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Ruby Rejser is a Danish travel agency selling packaged active holidays including hiking tours, cycling holidays, train journeys, ski trips, northern lights tours, bicycle cruises, expedition voyages, Hurtigruten coastal cruises, and Greenland travel. Packages include transport, accommodation, activities, and Danish-speaking travel leaders, with 120+ destinations across Scandinavia, Europe, and polar regions.

Product overview

Ruby Rejser is a Danish specialized travel agency with over 50 years of experience arranging active holidays across Europe and beyond. The company operates as a single unified travel agency platform offering multiple interconnected product categories including hiking holidays (Vandreferier), cycling holidays (Cykelferier), train journeys (Togrejser), ski holidays (Skiferier), northern lights tours (Nordlysrejser), bicycle cruises (Cykelkrydstogter), expedition journeys (Ekspeditionsrejser), Hurtigruten coastal voyages, Greenland travel, cruises, and summer holidays. Ruby Rejser also operates its own branded hotels (Ruby Skarslia Hotel, Ruby Hotel Kvitfjell) and offers unique group travel experiences (Fællesrejser) with shared accommodations. The company sells digital gift cards (Travel Code Gavekort) and has recently launched winter charter train services. As part of Ruby Travel Group, the company collaborates with other travel agencies including Seatravel, Magic Tours, Marathon Travel Club, and SKIERS.

Differentiator

Problem solved

Functional benefit

Products and services

• Vandreferier (Hiking Holidays) Hiking tours to destinations worldwide, available as independent trips or guided group tours with Danish tour leaders, covering various difficulty levels.
• Cykelferier (Cycling Holidays) Bicycle tours across Europe and beyond, allowing travelers to explore at their own pace through scenic landscapes.
• Togrejser (Train Journeys) Rail travel experiences through Europe's most beautiful train routes, offering stress-free and sustainable transportation.
• Skiferier (Ski Holidays) Ski trips primarily in Norway with various difficulty levels, including Alpine skiing, cross-country skiing, and ski resort accommodations.
• Nordlysrejser (Northern Lights Tours) Aurora viewing trips to Arctic Norway, Swedish Lapland, and Greenland during winter months.
• Cykelkrydstogter (Bicycle Cruises) Floating hotel cruises combined with cycling excursions, visiting destinations including Danube, Rhine, Holland, Belgium, France, Italy, Croatia, and Austria.
• Ekspeditionsrejser (Expedition Journeys) Expedition trips to remote destinations including Svalbard, Antarctica, and Arctic regions for adventure travelers.
• Hurtigruten (Coastal Voyages) Classic coastal voyages along Norway's coast with Hurtigruten ships, including round trips between Bergen and Kirkenes.
• Rejser til Grønland (Greenland Travel) Trips to Greenland with options for guided tours with Danish leaders or independent travel, including expedition cruises.
• Krydstogter (Cruises)

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• Air GreenlandminorChannel Partner/ Reseller/ Distributor · 9 October 2024Ruby Rejser and Air Greenland entered into a partnership to offer Greenland travel packages with improved flight access.
• HurtigrutencoreStrategic or Co-development PartnerRuby Rejser offers extensive Hurtigruten cruise packages along the Norwegian coast, including Bergen-Kirkenes routes, Svalbard expeditions, and themed voyages like northern lights cruises. They sell various cabin categories (Basic, Select, Platinum) and provide Danish travel leaders on selected routes.
• HX ExpeditionscoreStrategic or Co-development PartnerRuby Rejser offers HX Expeditions cruises to Antarctica, Greenland, Iceland, and Svalbard, providing access to remote expedition destinations with scientific and adventure focus.
• Tallink SiljaminorChannel Partner/ Reseller/ DistributorPartnership for mini-cruises and Baltic Sea ferry services, offering combined train and cruise packages to Stockholm and other Baltic destinations.
• SnälltågetminorChannel Partner/ Reseller/ DistributorRuby Rejser charters Snälltåget night trains for winter charter train routes from Denmark to Swedish Lapland and Northern Norway, including destinations like Narvik, Kiruna, Abisko, and Luleå.
• Ruby Travel GroupcoreStrategic or Co-development PartnerRuby Rejser is part of Ruby Travel Group, which includes Magic Tours (Disneyland Paris packages), Marathon Travel Club (running trips worldwide), Seatravel (sailing and river boat rentals), and SKIERS (ski instructor training). The group enables cross-referrals and shared expertise.
• SeatravelminorChannel Partner/ Reseller/ DistributorPart of Ruby Travel Group network, offering sailing and river boat rentals that may complement Ruby Rejser's cruise and active holiday offerings.
• Magic ToursminorChannel Partner/ Reseller/ DistributorPart of Ruby Travel Group network, arranges package holidays to Disneyland Paris.
• Marathon Travel ClubminorChannel Partner/ Reseller/ DistributorPart of Ruby Travel Group network, sends participants to running events worldwide.
• SKIERSminorStrategic or Co-development PartnerPart of Ruby Travel Group network, trains ski instructors and places them in positions, potentially supporting Ruby Rejser's ski travel operations.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Ving (Vingresor): Nordic tour operator (part of Vinggruppen/Norwegian/Swedish markets) selling package holidays and charter trips. Comparable category — Nordic outbound package travel — but operates at substantially larger scale with broader (beach-led) product mix.
• TUI Danmark: Denmark arm of TUI Group, the largest tour operator in Northern Europe. Overlaps with Ruby Rejser in Danish outbound package holidays and ski/Hurtigruten offerings, but at vastly larger scale and broader portfolio including charter flights and hotel brands.

Direct peers

• Apollo Rejser: Danish tour operator offering package holidays to a wide range of European and long-haul destinations. Comparable to Ruby Rejser as a domestic Danish tour operator selling multi-component package trips to Danish consumers, although Apollo's catalog is more beach/Resort-led while Ruby Rejser skews active/adventure.
• Jysk Rejsebureau: Danish travel agency chain selling package holidays and tailor-made trips. Overlaps with Ruby Rejser in serving Danish consumers seeking multi-component holiday packages, with similar agency-style sales motion (phone/online).
• Tjæreborg Rejser: Danish tour operator offering package holidays across Europe, North Africa, and beyond. Targets the same Danish consumer segment with package holiday products distributed via a similar DTC + call-center model.
• Nilles Rejser: Danish travel agency offering package holidays and active-leisure trips to Nordic and European destinations. Closely comparable to Ruby Rejser in size, market, and product focus on active/cycling/hiking experiences.
• Bravo Tours: Danish tour operator running charter and package holidays for the Danish market. Operates in the same DTC Danish travel-agency category as Ruby Rejser, with overlapping customer base and similar package-holiday distribution model.
• Ditte Rejser: Smaller Danish tour operator focused on active and nature-based holidays. Direct competitor to Ruby Rejser in the niche Danish active-travel segment, with overlapping hiking, cycling, and ski offerings.

Others

• HX Expeditions: Expedition cruise operator to Antarctica, Greenland, Iceland, and Svalbard. Both a key supplier to Ruby Rejser and a partial competitor for expedition-minded Nordic travelers, making it a relevant adjacent peer in the polar/expedition category.

Emerging players

• Inntravel: UK-based specialist in self-guided walking, cycling, and cultural holidays across Europe. Comparable to Ruby Rejser in product mix (active multi-day package tours), though focused on independent rather than group travel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/rubyrejser
• Instagraminstagram.com/ruby_rejser
• LinkedInlinkedin.com/company/ruby-rejser

Compliance1 record

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 Ruby Rejser