Tuesday 11 Aug, 2026

Sembo leads the way with AI-based booking service in the travel industry

Photo: Stena Line Travel Group AB,

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What does the travel agency of tomorrow really look like? The answer is here – and it’s called Amelia. With over 30 years in the industry, Sembo has long been a leading player in online travel. But now we’re taking a step into the future and letting every traveler be their own travel agent. Amelia, our AI-powered booking service, has already changed the rules of the game and it’s live – ready to help you discover your next dream trip.

In just a minute, you can book a round trip with multiple stops and destinations, something that previously required hours of planning. Amelia makes it smooth, easy, and personalized. From the first idea to the last booking, AI takes care of everything – helping you explore destinations you may never have even considered.

And the best part? Amelia is completely free for you to try. We invite you to try it out and experience how the future of travel is being created through intelligent recommendations tailored to you. Amelia is not just a tool – it’s your personal travel genius.

Sembo is leading the way globally by demonstrating how AI can create more engaging and efficient travel experiences. With Amelia, the future is here, and we’re making sure you’re ready to discover it. We’ve created a whole new definition of what a travel agency can be – in the palm of your hand, available when you need it.

According to the press release.

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