What S Tours does

S Tours is a privately held Greek travel agency and tour operator headquartered in Rhodes with a secondary office on Kos, serving leisure travelers and European tour operators across the Dodecanese islands. The company operates a dual business model combining on-the-ground tour operations — guided excursions, cruises, adventure activities, private tours, and transfers — with two digital accommodation platforms: a B2B portal (login.stours.gr) providing travel agents access to over 205,000 hotels globally and more than 1,300 exclusive Greek hotel agreements, and a B2C portal (etraveldeal.com) covering 207 countries, 205,000 hotels, and 9,000 destinations. The business also controls S HOTELS, which owns two seafront hotels (5-star and 4-star) and is part of a broader hotel group with 8 properties and 2,600 rooms.

The company monetizes through transaction fees on tour bookings (adult tickets ranging from €10 to €101), commission-based accommodation bookings on its B2B and B2C platforms, and hotel operations through S HOTELS. Technology infrastructure centers on the Rezdy booking engine integrated at stours.rezdy.com for real-time tour reservations, with additional visibility through aggregators such as Kayak. S Tours serves as a ground-handling partner for 150+ European tour operators and OTAs — including Thomson Holidays, Airtours Plc, Lastminute.com, Youtravel.com, and Tjaereborg Rejsen — handling over 80,000 customers annually across Rhodes and Kos.

Founded as 'Ibiscus Tours' by Nikos Soulounias in the early 1960s after he provided logistics for the Hollywood film 'The Guns of Navarone' shot on Rhodes, the family business is currently led by Kostas Soulounias, who rebranded it to S TOURS in the early 2000s and led its digital transformation. The Soulounias family has maintained ownership across three generations while diversifying the operation into adjacent hospitality and global accommodation distribution verticals.

Name

S Tours

Legal name

S Tours TravelAgency

Website

https://stours.gr

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

S Tours is a family-owned Greek tour operator and travel agency based in Rhodes and Kos, offering guided excursions, cruises, transfers, and B2B/B2C hotel booking platforms serving 80,000+ leisure travelers and European tour operators annually.

Ownership category

akta.pro rank

Product category

Tour Operator Services

NAICS

Tour Operators (561520), Tour Operators (56152), Scenic and Sightseeing Transportation, Water (48721), Scenic and Sightseeing Transportation, Water (487210), Scenic and Sightseeing Transportation, Land (48711), Scenic and Sightseeing Transportation, Water (4872)

SIC

Services-Amusement & Recreation Services (7900), Water Transportation (4400), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Shore Excursion Operators (Tours & Activities) (THAEAFAC)

akta.pro secondary industries

Sightseeing & Scenic Boat Tours (Harbor, Sunset, Dolphin/Whale Watching) (THAJAJAA), Day & Short-Horizon Private Cruises (Half-Day/Day/Overnight) (THAEAEAF), Luxury Cruise + Land Expedition Operators (Cruise-Tour Programs) (THAEABAH)

Keywords

• Guided tour services
• Island excursions
• Hotel booking platform
• Travel agency services
• Transfer services

Headquarters

HQ city

Athens

HQ country

Greece

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Tours & Excursions: S Tours earns revenue through selling guided tours, excursions, cruises, and activities on Rhodes and Kos islands. Tours include cultural tours, adventure activities, boat cruises, diving excursions, and private tours.
2. B2B Hotel Accommodation Platform: The company operates a B2B worldwide hotel accommodation platform (login.stours.gr) providing travel agents access to over 205,000 hotels globally with more than 1,300 exclusive hotel agreements in Greece.
3. B2C Hotel Accommodation Platform: The company operates a B2C worldwide hotel accommodation platform (etraveldeal.com) offering competitive rates in 207 countries with 205,000 hotels and 9,000 destinations.
4. Hotel Operations: S TOURS under S HOTELS owns two seafront Hotels (5-star and 4-star) and is part of a Hotel Group with total 8 Hotels and 2,600 rooms/5,900 beds.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels3 records

Core offering

S Tours is a Rhodes- and Kos-based tour operator and travel agency selling guided excursions, island cruises (e.g. East Coast Cruise, Symi Island day trip, Kos to Bodrum ferry day trip), adventure activities (sea kayaking, scuba diving, bike tours), land/air/sea transfers, and hotel accommodation bookings. It also distributes hotel inventory worldwide through its B2B and B2C platforms and operates its own seafront hotels under the S HOTELS brand.

Product overview

S Tours is a travel agency and tour operator based in Rhodes and Kos, Greece, offering a portfolio of tour and activity products complemented by hotel accommodation platforms. The core offering consists of guided tours, excursions, and adventure activities across Rhodes and Kos islands and neighboring destinations. Supporting the tour business, S Tours operates two digital hotel accommodation platforms: a B2B portal (www.stours.gr) accessible to travel agents with 205,000+ hotels globally and 1,300+ exclusive Greek agreements, and a B2C portal (www.etraveldeal.com) serving direct customers with worldwide hotel inventory. Additionally, S Tours owns two seafront hotels (5-star and 4-star) and holds stakes in a hotel group with 8 properties totaling 2,600 rooms.

Differentiator

Problem solved

Functional benefit

Brands

• S TOURS B2B Platform: Worldwide B2B hotel accommodation platform providing travel agents access to over 205,000 hotels globally with over 1,300 exclusive hotel agreements in Greece
• etraveldeal.com

Products and services

• Rhodes Tours and Excursions Daily guided excursions and cruises around Rhodes (e.g. East Coast Cruise, Symi Island day trip, Medieval Rhodes guided tour) sold per-person to leisure travelers visiting the island, with adult and child pricing.
• Kos Tours and Excursions Guided day trips and cruises departing from Kos, including the Kos Town shopping tour, the Kos to Bodrum (Turkey) ferry day excursion and broader Dodecanese island excursions, sold per-person to leisure travelers.
• Adventure Tours and Activities Guided outdoor activities in Rhodes such as e-bike tours, sea kayaking trips and scuba diving, aimed at active leisure travelers booking per-person.
• Transfer Services Pre-booked private and shared transfers (airport, port and inter-hotel) on Rhodes and Kos, including land, sea and air options, sold per booking to leisure travelers and tour-operator partners.
• B2B Travel-Trade Booking Platform (login.stours.gr) Web-based B2B portal (login.stours.gr) allowing European tour operators, OTAs and travel agents to log in and book tours, transfers and accommodation inventory in Rhodes and Kos at trade rates.
• B2C Hotel Accommodation Platform (etraveldeal.com) Online consumer hotel-booking site (etraveldeal.com) listing around 205,000 hotels globally and used to distribute S HOTELS rooms and third-party hotel inventory directly to travelers.
• S HOTELS Owned Hotels Seafront hotel properties operated by the Soulounias family under the S HOTELS brand on Rhodes and Kos, supplying accommodation inventory to S Tours' consumer and trade channels.

Named customers7 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered founding partnership, key partner, core technology partner and marketing partner.

• Tjaereborg Rejsen (Denmark)founding partnershipChannel Partner/ Reseller/ Distributor · 1 January 1960Founding partnership established when Ejlif Krogager, founder of Tjaereborg Rejsen from Denmark, met Nikos Soulounias in Rhodes looking for a handling agent. Soulounias was already open early every morning which impressed Krogager and led to the business agreement.
• Laker Holidayskey partnerChannel Partner/ Reseller/ DistributorMajor UK tour operator partner established as part of S Tours' expansion of tour operator relationships.
• Thomson Holidayskey partnerChannel Partner/ Reseller/ DistributorMajor European tour operator partner sending customers to Rhodes operations.
• Airtours Plckey partnerChannel Partner/ Reseller/ DistributorEuropean tour operator partner in the network of over 150,000 incoming visitors reached by 1999.
• Allkauf Reisenkey partnerChannel Partner/ Reseller/ DistributorGerman tour operator partner in the European network.
• MedHotels.com/Lastminute.comkey partnerChannel Partner/ Reseller/ DistributorOnline travel agency partners that joined in early 2000s during the transition to internet bookings, bringing new online distribution channels.
• Youtravel.comkey partnerChannel Partner/ Reseller/ DistributorOnline travel partner that joined in early 2000s, representing the shift toward online holiday bookings.
• Rezdycore technology partnerTechnology or IntegrationOnline booking engine platform used for tour reservations (stours.rezdy.com and stoursrhodes.rezdy.com), enabling real-time availability and online payments.
• Kayakmarketing partnerGTM or Marketing PartnerTravel aggregator partnership for visibility and marketing exposure on third-party booking platforms.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Viator: Tripadvisor-owned global online marketplace for tours, excursions, and activities. Directly comparable to S Tours' core excursion business model, with broader geographic coverage but less depth in the Greek Dodecanese market.
• GetYourGuide: Global tours and experiences marketplace connecting travelers with local tour operators. Directly comparable to S Tours' D2C tour distribution, including Mediterranean island tours; competes for the same end tourist on aggregator channels.
• ToursByLocals: Online marketplace connecting travelers with private local tour guides. Directly comparable to S Tours' private tour offering on Rhodes and Kos, with similar multilingual-guide and curated itinerary model but global rather than island-concentrated.

Broad incumbents

• Sunweb Group: European tour operator specializing in package holidays to Mediterranean destinations including Greece. Comparable as a European tour operator partner that sources ground handling and excursion services from local operators like S Tours.
• Booking.com: Global hotel and travel marketplace that also offers Booking Experiences (tours/activities). Comparable on the hotel booking platform side (where S Tours competes via etraveldeal.com and login.stours.gr) and increasingly on the excursions aggregation side.
• TUI Group: Europe's largest integrated tour operator and hotel owner. Comparable end-to-end travel business model combining tour operations, hotel ownership, and B2B/B2C distribution; S Tours' European tour operator partnership network mirrors TUI's broader supply relationships.
• Jet2holidays: UK package holiday operator offering island destinations including Greece. Comparable as a European tour operator sending tourists to Greek islands — similar to the role Thomson Holidays, Airtours, and Tjaereborg play as S Tours' distribution partners.

Emerging players

• Withlocals: Marketplace for private tours and culinary experiences hosted by locals. Comparable niche private-tour positioning, overlapping in the cultural and food-tour categories S Tours offers (e.g., Tastes of Greece tour).
• Klook: Asia-Pacific-headquartered tours and experiences platform expanding into Europe. Comparable as a competing marketplace for tours and activities, including sightseeing and water-based excursions in the Mediterranean.

Regional players

• Celestyal Cruises: Greece- and Cyprus-focused cruise line operating 3- to 7-night Aegean island itineraries. Comparable as a regional maritime leisure competitor offering Greek island excursions and cruises overlapping with S Tours' boat cruise and island-hopping products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/stoursrhodes
• LinkedInlinkedin.com/company/s-tours

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 records

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 S Tours