Mycruise Holding Aps

What Mycruise Holding Aps does

Mycruise Holding Aps, trading as MyCruise, is a privately held Danish travel agency (ApS, CVR 31497272) founded in 2008 and headquartered at Tirsbækvej 7 in Vanløse, Copenhagen. The company operates exclusively as a cruise-specialist intermediary, selling cruise packages to Danish consumers through its Danish-language website mycruise.dk, a phone-based travel-consultant team, and in-person consultations at its Copenhagen office. MyCruise holds authorized sales-agent status with at least fifteen major cruise lines spanning mass-market, premium, and luxury tiers, including MSC Cruises, Costa Cruises, Norwegian Cruise Line, Royal Caribbean, Carnival Cruise Line, Holland America Line, Princess Cruises, Celebrity Cruises, Azamara, Ponant, Oceania Cruises, Silversea, Regent Seven Seas, SeaDream Yacht Club, and Celestyal Cruises.

The product surface combines a cruise search-and-book e-commerce storefront with bundled flight-plus-cruise packages, travel and cancellation insurance intermediated through Gouda Rejseforsikring, editorial destination content covering 12+ global regions, and full-cycle human customer support. The underlying technology stack is a conventional Magento-style e-commerce storefront on AWS CloudFront (Nineteen02/mycruise theme) with no disclosed mobile app, API, SDK, or proprietary AI/ML components; differentiation sits in curated content, human consulting, and a price guarantee rather than in technology.

The business model is commission-based: MyCruise earns transaction fees on cruise bookings and affiliate referral commissions on insurance sales, with pricing varying by cruise line, ship, cabin, destination, and travel period. Marketing is multi-channel across mycruise.dk, Facebook, Instagram, YouTube, email newsletter, and the WeLoveCruise Nordic cruise trade fair. The firm is registered with Rejsegarantifonden (member 2016) for consumer refund guarantees, with Finanstilsynet for ancillary insurance mediation, and is a CLIA-certified member; it received the Borzen Gazelle Award in 2025. No funding rounds, parent, subsidiaries, or external investors are disclosed.

Name

Mycruise Holding Aps

Legal name

MyCruise ApS

Website

https://mycruise.dk

Company type

Private

Founded year

2008

Operating status

Operating

Short description

Mycruise Holding Aps is a privately held Danish cruise-only travel agency, founded in 2008 and based in Vanløse, Copenhagen, that sells cruise packages from 15+ major cruise lines to Danish consumers via its mycruise.dk website, phone consultants, and in-person office, supplemented by flight bundles and Gouda travel insurance.

Ownership category

akta.pro rank

Product category

Cruise Travel Agency Services

NAICS

Tour Operators (56152)

akta.pro primary industry

Cruise & Land Tour (Cruisetour) Package Operators (THAKADAO)

akta.pro secondary industry

Travel Insurance & Protection Products (Cruise-Specific) (THAEAFAL)

Keywords

• Cruise travel agency
• Cruise booking
• Travel agency services
• Vacation packages
• Travel insurance

Headquarters

HQ city

Vanløse

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Cruise Package Sales: MyCruise acts as a travel agent and intermediary for cruise lines, earning commissions on cruise bookings. They sell cruise packages that include the cruise itself and may include flights, hotels, and other travel services.
2. Insurance Intermediation: MyCruise acts as an intermediary for travel insurance products, receiving commission from insurance providers. They partner with Gouda Rejseforsikring for travel insurance and cancellation insurance products.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

MyCruise is a Danish cruise travel agency that acts as an authorized intermediary selling cruise packages from major cruise lines (MSC, Costa, Norwegian, Royal Caribbean, Carnival, Holland America, Princess, Celebrity, and others) to individual Danish consumers. The company offers cruise bookings, flight+cruise bundled packages, and travel insurance through its Danish-language website, phone support, and physical office in Copenhagen.

Product overview

MyCruise is a Danish cruise travel agency and online booking platform that serves as an intermediary for the world's leading cruise lines. The company operates primarily as a digital travel agency offering cruise search, comparison, and booking services through their website, supplemented by personal travel consultant services. Their core product is the cruise booking platform, which integrates multiple cruise lines (MSC, Costa, Norwegian, Royal Caribbean, Carnival, Holland America, Princess, Celebrity, and others) into a unified search and booking experience. Additional offerings include flight+cruise package combinations, travel insurance products via Gouda Rejseforsikring, and comprehensive customer service support. The company was established in 2008 and is headquartered in Vanløse, Copenhagen.

Differentiator

Problem solved

Functional benefit

Products and services

• Cruise Booking Services Online platform for searching, comparing, and booking cruises from major cruise lines including MSC, Costa, Norwegian, Royal Caribbean, Carnival, Holland America, Princess Cruises, Celebrity, Azamara, SeaDream, Ponant, Oceania, Silversea, Celestyal, and Regent Seven Seas. Targeted at Danish consumers seeking cruise vacations to worldwide destinations.
• Flight + Cruise Packages Combined travel packages that include both flights and cruise bookings, allowing customers to book complete travel arrangements from a single source. Targeted at Danish consumers requiring air travel to reach cruise embarkation ports.
• Travel Insurance (via Gouda Rejseforsikring) Cancellation insurance and travel insurance products offered through partnership with Gouda Rejseforsikring, one of Denmark's largest travel insurance providers. Available to Danish cruise customers as an add-on at the time of booking.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered major, minor and core.

• Costa CruisesmajorChannel Partner/ Reseller/ DistributorMyCruise serves as an authorized sales agent for Costa Cruises, offering their cruise ships including Costa Toscana, Costa Smeralda, Costa Diadema, Costa Fascinosa, and Costa Favolosa to Danish customers.
• MSC CruisesmajorChannel Partner/ Reseller/ DistributorMyCruise is an authorized agent for MSC Cruises, featuring ships such as MSC World Atlantic, MSC World Asia, MSC World America, MSC Euribia, and MSC Seascape.
• Norwegian Cruise LinemajorChannel Partner/ Reseller/ DistributorAuthorized sales partner for Norwegian Cruise Line including Norwegian Aura, Norwegian Luna, Norwegian Aqua, Norwegian Viva, and Norwegian Prima.
• Carnival Cruise LinemajorChannel Partner/ Reseller/ DistributorAuthorized agent for Carnival Cruise Line featuring ships including Carnival Festivale, Carnival Jubilee, Carnival Celebration, Mardi Gras, and Carnival Venezia.
• Holland America LinemajorChannel Partner/ Reseller/ DistributorSales partner for Holland America Line including Rotterdam, Nieuw Statendam, Koningsdam, Nieuw Amsterdam, and Eurodam.
• Princess CruisesmajorChannel Partner/ Reseller/ DistributorAuthorized agent for Princess Cruises featuring Star Princess, Sun Princess, Discovery Princess, Enchanted Princess, and Sky Princess.
• Royal CaribbeanmajorChannel Partner/ Reseller/ DistributorSales partner for Royal Caribbean including Hero of the Seas, Legend of the Seas, Star of the Seas, Utopia of the Seas, and Icon of the Seas.
• Azamara CruisesminorChannel Partner/ Reseller/ DistributorAuthorized sales partner for Azamara Cruises including Azamara Journey, Azamara Onward, Azamara Pursuit, and Azamara Quest.
• Celebrity CruisesmajorChannel Partner/ Reseller/ DistributorSales partner for Celebrity Cruises featuring Celebrity Xcel, Celebrity Ascent, Celebrity Beyond, Celebrity Apex, and Celebrity Flora.
• SeaDreamminorChannel Partner/ Reseller/ DistributorAuthorized agent for SeaDream Yacht Club including SeaDream I and SeaDream II.
• PonantminorChannel Partner/ Reseller/ DistributorSales partner for Ponant luxury expedition cruises including L Austral, Le Bellot, Le Boreal, Le Bougainville, and Le Champlain.
• Oceania CruisesminorChannel Partner/ Reseller/ DistributorAuthorized agent for Oceania Cruises including Oceania Sonata, Oceania Allura, Oceania Vista, Oceania Riviera, and Oceania Marina.
• SilverseaminorChannel Partner/ Reseller/ DistributorSales partner for Silversea luxury cruises including Silver Ray, Silver Nova, Silver Endeavour, Silver Dawn, and Silver Origin.
• Celestyal CruisesminorChannel Partner/ Reseller/ DistributorAuthorized agent for Celestyal Cruises including Celestyal Discovery and Celestyal Journey.
• Regent Seven Seas CruisesminorChannel Partner/ Reseller/ DistributorSales partner for Regent Seven Seas Cruises including Seven Seas Grandeur, Seven Seas Splendor, Seven Seas Explorer, Seven Seas Voyager, and Seven Seas Mariner.
• Gouda RejseforsikringcoreChannel Partner/ Reseller/ DistributorMyCruise partners with Gouda Rejseforsikring, one of Denmark's largest travel insurance providers, to offer travel insurance and cancellation insurance products to customers. MyCruise receives commission from sales of these insurance products.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Booking Holdings: Parent of Booking.com, Priceline, Agoda, and KAYAK, all of which carry cruise inventory. A broad incumbent competitor for online cruise bookings, with deeper marketing budgets and technology investment than MyCruise.
• Travel + Leisure Co: Membership and leisure travel company (formerly Wyndham Destinations) operating cruise and resort vacation businesses. Comparable as a broader leisure-vacation intermediary competing for discretionary cruise spend, though diversified across timeshare and resorts.
• Expedia Group: Global OTA conglomerate with cruise booking verticals. Competes with MyCruise for cruise bookings online but offers a much broader product set (hotels, flights, packages) without MyCruise's specialist-only cruise focus.
• TUI Group: Global travel conglomerate owning TUI Cruises and Mein Schiff. Overlaps with MyCruise on cruise distribution to European consumers, but operates at vastly larger scale with proprietary fleet, broad tour operator portfolio, and own retail/agency network.

Direct peers

• CruiseDirect: Online cruise agency selling multiple cruise lines direct to consumers with phone-based agent support. Closely matches MyCruise's web + phone channel mix and multi-line agency model, differing mainly by US market focus.
• Avoya Travel: US-based cruise-leveraged travel agency that acts as an authorized agent for major cruise lines and pairs online booking with personal travel advisor support. Mirrors MyCruise's agent-for-multiple-lines + human-consultant hybrid distribution model.
• Vacations To Go: Long-running US cruise-discount agency acting as intermediary across many cruise lines. Comparable as a multi-line cruise reseller with a long operating history and price-led positioning similar to MyCruise's price-guarantee approach.
• Dreamlines: Online cruise-specialist travel agency selling multi-line cruise packages across Europe. Directly comparable to MyCruise in its role as a digital intermediary aggregating multiple cruise lines, differing mainly by operating at pan-European rather than single-country scale.

Regional players

• Apollo: Swedish/Nordic tour operator offering package holidays with cruise components to Scandinavian consumers. Overlaps with MyCruise on cruise-inclusive package holidays across the Nordic region.
• Ving: Major Nordic tour operator (part of Vingresor/NG Group) offering package holidays including cruises to Scandinavian consumers. Comparable as a regional travel brand bundling flights, hotels, and cruises in the same Nordic geography MyCruise serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCvLLx4rfx9yezIFAq4IQGeA
• Facebookfacebook.com/MyCruise.dk
• Instagraminstagram.com/mycruisedk

Revenue estimate

Valuation estimate

Number of profiles

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 Mycruise Holding Aps