Draft:Sembo
 | |
| Industry | Travel industry |
|---|---|
| Genre | Online travel agency / Travel technology |
| Founded | 1987 in Helsingborg, |
| Headquarters | |
Area served | Worldwide |
Number of employees | (140+) |
| Website | https://www.sembo.com/ |
 | Draft article not currently submitted for review.
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Last edited by Frietjes (talk | contribs) 23 days ago. (Update) |
Comment: In accordance with the Wikimedia Foundation's Terms of Use, I disclose that I have been paid by my employer for my contributions to this article. Stinamander (talk) 18:55, 3 June 2025 (UTC)
Sembo
[edit]Sembo is a Swedish online travel agency headquartered in Helsingborg, Sweden. The company operates a digital platform that allows users to plan and book customized trips, including multistop vacations, flights, accommodations, activities, car rentals, and ferry tickets. Sembo is part of Stena Line Travel Group, a division of the Swedish conglomerate Stena AB.
Sembo’s AI-powered assistant, Amelia, helps travelers discover and book complex, tailored travel itineraries in under a minute. As of 2025, Sembo is the only travel company in the world offering a public AI solution for multistop travel booking.
Technology and Amelia 🧠
[edit]In 2024, Sembo launched Amelia, an AI-based travel assistant that allows users to search, plan, and book multistop trips in seconds. Amelia uses natural language processing and real-time data aggregation to create personalized itineraries, combining multiple destinations, transport options, accommodations, and activities into one seamless booking experience.
Key features include:
- Multistop trip planning
- Destination discovery based on interests, themes, or moods
- Real-time pricing from hotel banks, airlines, and third-party suppliers
- Fully bookable, consumer-grade interface
Amelia is available free of charge and can be used to plan and book trips to destinations all over the world.
Products and Services 🛫
[edit]Sembo offers a wide range of travel services through its platform, including:
- AI travel assistant (Amelia): Plan and book personalized trips in seconds
- Flights and accommodation: Access to hotels, apartments, and vacation homes worldwide
- Transfers, ferries, and car rentals: Smooth travel between destinations
- Activities and experiences: Book excursions, tours, and local attractions
- Multistop and package trips: Combine multiple legs into one complete itinerary
All combined bookings are covered under the EU Package Travel Act, ensuring travelers receive additional legal protection and consumer rights.
History 📅
[edit]Sembo was founded in 1987 in Helsingborg, Sweden by entrepreneur Sven Wennhall, initially focusing on European car holidays and offering directly contracted vacation homes and apartments, mainly in Southern Europe.
In 2001, Sembo took its first major digital step by launching its online booking platform, becoming one of the early adopters of online travel sales in the Nordic market.
The company was acquired by the Swedish conglomerate Stena AB in 2008 and became part of Stena Line Travel Group.
Throughout the 2010s, Sembo expanded both its product offering and international presence, adding flights, hotels, car rentals, and ferry tickets to its portfolio. This period also marked a steady shift from traditional sales to a digital-first model.
In recent years, Sembo has become a fully digital travel company, with all bookings made online via its own platform.
In 2024, the company rebranded and launched Amelia, its proprietary AI travel assistant – enabling travelers to plan and book multistop journeys across the globe in seconds. This milestone positioned Sembo at the forefront of innovation in global travel tech.
Media Coverage 📣
[edit]Sembo and Amelia have been featured in major Nordic media outlets, highlighting the company’s unique position at the intersection of travel and technology.