With the acquisition of Winberg Travel, the well-established Danish tour operator Jysk Rejsebureau takes its first step into the Swedish market. The acquisition, which gives Swedish travelers even better opportunities to book tailor-made trips to the whole world, was officially signed on Friday, February 23 and is the result of a long-standing desire by Jysk Rejsebureau to expand into Sweden.

– Jysk Rejsebureau has had great success in Denmark and we have doubled our turnover in the last six years. That is why we have long thought about ”exporting” our skills to the Swedish market. We have asked ourselves: ”When 20,000 Danes choose to travel with Jysk Rejsebureau annually – I wonder if there is not interest in our products in Sweden too?” With that question in mind, we started looking for a permanent partner in Sweden that matched our values and DNA, explains Niels Amstrup, CEO of Jysk Rejsebureau.

Big growth ambitions
Winberg Travel, located in Eslöv, about 40 kilometers north of Malmö, was founded in 1969 and began arranging and selling tours in Thailand in the 1970s. Today, the company's eight employees tailor trips to the whole world – just like Jysk Rejsebureau.

– We are very pleased that Winberg Travel wants to work with us. The two previous owners have run a successful business for twelve years and we look forward to further developing the brand and the company. We have great ambitions for the company's growth, says Niels Amstrup about the acquisition, whose negotiations have been ongoing since August 2017, when the two parties met for the first time.

Jysk Rejsebureau has 85 employees distributed across offices in Aarhus, Aalborg, Herning and Copenhagen.

Optimized technology and larger product portfolio
The purpose of the acquisition is not to phase out Winberg Travel as it stands today. Instead, the goal is an expanded product portfolio and an optimization of Winberg Travel's technical platform:

– Winberg Travel will keep its name and all employees will remain. They all have extensive experience in the travel industry and a great knowledge of the Swedish market, so they play an important role in the growth plans. Winberg Travel's customers can expect the same advice and product quality, but with a wider range of destinations and travel forms. It will be a kind of new and better version of the same company, emphasizes Amstrup.

New power and energy
The former owners of Winberg Travel, Dusica Nilsson and Milla Limrell, are both very pleased with the acquisition:

– We look forward to becoming part of Jysk Rejsebureau and thus a member of a larger group, which will be beneficial to both us and our customers, say the two, referring to the fact that Jysk Rejsebureau is part of the Kilroy group.