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Aurinkomatkat's market share is now nearly as big as the combined market share of Aurinkomatkat and Finnmatkat before the latter was sold.

According to a study conducted by the Association of Finnish Travel Agents (SMAL) in 2002, Aurinkomatkat's market share, as measured by passenger numbers, grew four percentage units to 35 per cent and thus passed its main competitor. As measured by turnover, the market share is even bigger, at 37 per cent.
Aurinkomatkat began selling holidays on the Internet at the end of 2001.

Although Internet sales still account for less than five per cent of holidays sold, the popularity of e-commerce in purchasing package tours is growing quickly.