Sembo launches AI assistant for planning and booking multi-stop trips on one single platform and takes the lead in AI advancement in the travel business

Helsingborg, Sweden - Sembo, one of the Nordic region’s leading travel agencies, has released a new AI assistant that provides users with tailor-made trip suggestions that can be booked and paid by the traveller on one single platform. The AI assistant is built with technology similar to that of ChatGPT and allows travellers to combine different destinations, modes of transport and accommodation options and then compare the price of the entire trip with other dates. The tool is completely free to use and gives travellers a lot more freedom when it comes to planning trips. The launch of Sembos AI travel assistant is the first of its kind globally.

“This will set a new industry standard globally. We see that many companies are playing around with AI and building their own ChatGPT-inspired solutions, but this is the first solution where you get given both travel suggestions and the opportunity to book multiple modes of transport and accommodations in the same tool and booking feed. It should feel as amazing to book a holiday as it is to go on it. Now travellers can finally get in the driver's seat and for the first time get an overview of their whole trip in one feed, regardless of the complexity of the trip." says Andreas Elmgren, General Manager at Sembo.

The news comes at a time when Swedes are largely continuing to prioritise travel. At the same time, the launch of ChatGPT has made more and more industries look at how AI can be implemented to improve customer experience.

“Sembo has always been a technology-driven and innovative travel agency, which is one of the reasons why Stena Line acquired the company. In general, the travel industry lags behind other industries when it comes to digitalisation and the way of booking trips has looked the same for the last 20 years. Now Sembo is taking a giant leap forward and it feels fantastic to be a frontrunner internationally. We have high hopes that this will further strengthen Sembo's market position, both in Sweden and internationally." says Jari Virtanen, Managing Direct of Stena Line Travel Group Holding AB.

A first version of the AI travel assistant was launched on April 9th.

About Sembo

Sembo is one of the Nordic region's leading travel agencies and the only travel agency that allows travellers to build their entire trip in a single booking tool - no matter how simple or complicated the trip may be. Sembo is the first player globally to give travellers the freedom to combine different modes of transport and accommodation in the same booking feed, while providing a clear overview of how the trip can become cheaper. Want to fly there, drive home - and maybe make a few stops along the way? No problem. With Sembo you can control how, where and when you travel - with only a few clicks in a single feed.

Close to 140 employees work at Sembo and the company has offices in Helsingborg, Frederikshavn, Palma de Mallorca och Wrocław.

About Sembo’s new AI assistant

Sembos' new AI assistant is the first of its kind globally. It allows anyone to ask trip related questions and then book the suggested trip in a single booking feed - regardless of its complexity. In Sembo’s booking tool it’s possible to combine several destinations, accommodations and modes of transport and get an overview of when it is most cost-effective to travel.

About Stena Line Travel Group Holding AB

Stena Line Travel Group Holding AB is part of Stena Line and consists of Sembo Group, Best Travel, Vista Travel, Buro Scanbrit, Voigt Travel, Ruka Safaris, Scandinavian Wintersports and European Online Flight.