Winberg Travel

What Winberg Travel does

Winberg Travel is a traditional Swedish travel agency founded in 1969 and headquartered at Östergatan 22 in Malmö, Sweden. The company specializes in customized (skräddarsydda) adventure and experiential travel packages to destinations across all inhabited continents, sold via personalized phone and in-store consultations rather than online booking. It also operates a group-travel department handling study trips for schools and corporate/association travel. Winberg Travel holds IATA accreditation (nr 8029157-3) for direct airline ticketing, is a member of the Swedish Travel Agency Association (SRF), and is covered by the Danish Travel Guarantee Fund (Rejsegarantifonden DK) under the Swedish Package Travel Act (Paketreselagen). In March 2018 it was acquired by Danish tour operator Jysk Rejsebureau, under which it operates as a subsidiary serving the Swedish market.

The company's core product is bespoke itinerary design by human travel advisors whose collective experience spans more than 100 countries. Revenue streams include customized package tours (flights, accommodation, transfers, excursions, experiences priced per person), pre-packaged group tours with fixed departures and Swedish-speaking tour leaders, dedicated group and conference travel, and airline ticket distribution. Distribution is sales-led and direct-to-consumer: a physical Malmö office, phone consultations (+46 40-645 04 90), online quote-request forms, and in-store plus digital travel lectures (Resekvällar, Resewebinarier). The firm maintains in-destination service centers in Bangkok, Kathmandu, and Bali operated via local partners (Highlander, Nick Tours & Travel) to provide ground support, excursion bookings, and emergency assistance to travelers abroad.

The underlying technology is minimal and non-proprietary: a content-marketing website (winbergtravel.se), newsletter, and Trustpilot presence, with no app, no public APIs, and no AI capabilities disclosed. Pricing is quote-based and not publicly disclosed, with example published from-prices ranging from 8,450 SEK per person for school study trips to 50,450 SEK per person for large USA tours. Customer segments are horizontally diversified across families, couples, seniors, school groups, and corporate/association groups, with no large anchor customers and no disclosed revenue figures. The company operates with approximately 14 employees from a single Malmö HQ.

Name

Winberg Travel

Legal name

Winberg Travel

Website

https://winbergtravel.se

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

11–50 employees

Short description

Winberg Travel is a traditional Swedish travel agency founded in 1969 and based in Malmö, specializing in customized adventure packages and group travel for individual, school, and corporate clients across global destinations, operating since 2018 under Danish parent Jysk Rejsebureau.

Ownership category

akta.pro rank

Product category

Travel Agency Services

NAICS

Tour Operators (561520), Travel Agencies (56151)

akta.pro primary industry

Adventure & Expedition Custom Itinerary Planning (THAKAOAC)

akta.pro secondary industries

Adventure & Expedition Travel Agencies (THAKAFAB), Group, Family & Multi-Generational Travel Planning (HSACAKAK)

Keywords

• Customized travel packages
• Adventure travel agency
• Group travel services
• Round trip tours
• Swedish tour operator

Headquarters

HQ city

Malmö

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Package Tours: Customized package tours including flights, accommodations, transfers, car rentals, and experiences to destinations worldwide. Priced per person based on group size, season, and selected accommodation standards.
2. Group Travel Services: Customized group travel for schools, companies, and associations including study trips, conferences, and organization travel.
3. Pre-packaged Tours with Fixed Departures: Group tours with fixed departure dates and Swedish tour leaders to various destinations.
4. Flight Tickets: Airline ticket distribution and booking services.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Winberg Travel is a traditional Swedish travel agency that customizes and books complete adventure travel packages for individual travelers and groups, bundling flights, accommodation, transfers, rental cars, excursions, and experiences across destinations worldwide. Customers cannot book online; every itinerary is designed by travel advisors through phone, in-store consultation, or online quote request, with 24/7 emergency support and fixed-price guarantees. The agency also arranges group travel for schools, companies, and associations, plus pre-planned group trips with fixed departures and Swedish-speaking tour leaders.

Product overview

Winberg Travel is a traditional travel agency established in 1969 in Malmö, Sweden, now owned by Danish company Jysk Rejsebureau since 2018. The company operates as a full-service travel agency serving customers nationwide with customized package tours and round trips with Swedish tour leaders. The core product is the skräddarsydda resor (customized/tailored travel) service, where experienced travel advisors design trips entirely according to customer specifications covering flights, accommodation, transfers, rental cars, excursions, and experiences. Supporting products include group travels (gruppresor) for schools, companies and associations, group trips with fixed departures (gruppresor med fasta avgångar), round trips with Swedish tour leaders (rundresor med svensk reseledare), round-the-world trips (jordenruntresor), travel presentations and webinars (reseföredrag och webinarier), and service centers in Asia (Bangkok, Kathmandu, Bali). The company specializes in adventure and experiential travel to destinations across all continents including Asia, Europe, North America, Oceania, Africa, and Latin America/Caribbean, with travel forms ranging from backpacking, cycling, wildlife/nature, diving, family vacations, safari, beach holidays, hiking, adventure cruises, and working holiday programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Customized Tailored Travel Packages (Skräddarsydda resor) Winberg Travel's primary service in which trips are customized entirely to customer specifications. The agency handles flights, accommodation, transfers, rental cars, excursions, and experiences across destinations worldwide, priced per person based on group size, season, and accommodation tier.
• Group Travels (Gruppresor) Customized group travel for schools, companies, and associations, including study trips, school excursions, corporate trips, conferences, and association travel. Tailored to specific group requirements and handled by a dedicated Group Department.
• Group Trips with Fixed Departures (Gruppresor med fasta avgångar) Pre-planned group tours with fixed departure dates and Swedish tour leaders to destinations worldwide, including active adventure trips.
• Round-the-World Trips (Jordenruntresor) Multi-continental travel experiences circumnavigating the globe, combining multiple destinations and travel modes in a single itinerary.
• Round Trips with Swedish Tour Leader (Rundresor med svensk reseledare) Guided round trips accompanied by a Swedish-speaking tour leader who provides expert guidance and on-trip support throughout the journey.
• Service Centers in Asia (Bangkok, Kathmandu, Bali) Three on-the-ground service centers in Bangkok (Thailand), Kathmandu (Nepal), and Sanur/Bali (Indonesia) that provide in-destination travel information, excursion and trekking bookings, flight confirmations, local transport arrangements, visa assistance, baggage storage, and a meeting point for Swedish and Danish travelers.

Quantifiable outcome

• Fixed pricing with no fuel surcharges - price paid at booking is the final price

Named customers2 records

Segments4 records

Ideal customer profiles3 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 and minor.

• Highlander (Kathmandu)coreStrategic or Co-development PartnerLocal partner in Kathmandu, Nepal operating the Winberg Travel Service Center. Staffed by experienced English-speaking team ready to answer questions about trekking in the Himalayas, excursions, safari, and all other activities in Nepal.
• Nick Tours & Travel (Bali)coreStrategic or Co-development PartnerLocal partner in Bali operating the Winberg Travel Service Center. Provides information, flight confirmations, excursion and trekking bookings, and meetings with other travelers.
• RejsegarantifondencoreOthersTravel guarantee fund providing security for customers. Winberg Travel has travel guarantees deposited with Rejsegarantifonden DK, ensuring customer protection in case of insolvency.
• IATA (International Air Transport Association)coreTechnology or IntegrationIATA accredited agency. Winberg Travel holds IATA accreditation (IATA nr: 8029157-3) enabling them to issue airline tickets directly.
• SRF (Swedish Travel Agency Association)minorOthersIndustry association for Swedish travel agencies and tour operators. Membership provides industry representation and standards compliance.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Others

• VakantiePiraten: Dutch adventure and small-group tour operator focused on active, off-the-beaten-path itineraries; thematically comparable for the experiential adventure segment Winberg serves, though operating in a different Nordic-adjacent geography.

Direct peers

• Vingresor (Ving): One of Sweden's largest package tour operators offering charter flights and package holidays to Swedish travelers. Comparable business model (package tours + group departures) targeting the same Swedish outbound-travel audience.
• Detur: Swedish travel agency (online + retail) focused on package tours, charter travel, and customized trips for Swedish consumers; directly comparable agency-style offering to the Swedish outbound market.
• Jysk Rejsebureau: Danish parent company of Winberg Travel; produces and sells high-quality package tours to Nordic travelers with overlapping product, customer base, and acquisition model. Direct overlap in tour-operator activities and group-travel packaging.
• Resia: Swedish travel agency chain with a multi-office retail footprint offering both standardized packages and customized travel; comparable in serving Swedish consumers across leisure, group, and corporate segments.
• Fritidsresor: Swedish travel agency (part of Nordic leisure-travel groups) offering sun-and-beach package tours; comparable packaged tour-operator model serving Swedish travelers.
• Apollo: Swedish tour operator under the DER Touristik group offering package tours, charter flights, and themed travel (sports, music, family) to Swedish customers. Comparable product breadth and direct overlap in school/corporate group travel.
• Kilroy: Nordic specialist in adventure, backpacking, study, and round-the-world travel with strong customization capabilities. Closest peer on the adventure/specialty axis, particularly for experiential and youth-travel itineraries.
• Ticket Travel: Swedish travel agency brand selling package holidays, charter flights, and city trips; comparable Swedish consumer base and product overlap, especially in group and customized travel.

Broad incumbents

• TUI Nordic: Large Nordic arm of global tourism group TUI; offers a broad portfolio (charter, hotels, cruises, customized tours) that overlaps with Winberg's package-tour and group-travel products but at a much larger scale and broader scope.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/winberg-travel

Compliance4 records

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 Winberg Travel