Icelolly Marketing
Icelolly Marketing operates icelolly.com, a UK holiday price-comparison platform that aggregates package deals from 25+ travel providers, scanning 2M+ deals daily and earning revenue via affiliate commissions when users are redirected to book with partners.
- Company typePrivate
- Founded2005
- HeadquartersLeeds, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Icelolly Marketing does
Icelolly Marketing Ltd is a privately held UK company that operates icelolly.com, a consumer-facing holiday price-comparison platform founded in 2005 and registered in England (Company No. 05655962), headquartered in Leeds with 11–50 employees. The platform aggregates package holiday inventory from 25+ UK travel providers — including Jet2holidays, TUI, easyJet Holidays, First Choice, loveholidays, On the Beach, Holiday Best and Holiday Gems — scanning more than two million deals daily and serving nearly one million monthly comparison visitors across website and mobile app. Supporting products include an activities booking module at activities.icelolly.com, a cruise comparison section powered by Cruise Critic, a travel-inspiration blog, and specialised search categories for family, all-inclusive, last-minute, long-haul, city-break, beach, winter-sun, self-catering and free-child-place holidays.
The core technology is a deal-aggregation and comparison engine that pulls inventory from partner travel providers and presents side-by-side results filtered by destination, departure airport, board basis, star rating, price and duration, with users redirected to the chosen provider's website to complete booking. All packages surfaced carry ATOL/ABTA financial protection. The company also maintains destination-specific landing pages across 40+ countries spanning Europe, Africa, the Americas, the Middle East, Asia, the Caribbean and Oceania, supported by an active social presence on Instagram, TikTok, X and Facebook.
The business model is a free-to-consumer affiliate/referral model: the platform earns commission when users click through to partner travel providers and complete bookings. The company does not take payments or issue tickets itself, and there is no consumer-facing pricing. The only disclosed capital event is a ~$2.6 million facility from Silicon Valley Bank in January 2020; the company appears to be independently operated with no parent, no subsidiaries, and no M&A activity recorded in the input data.
Icelolly Marketing firmographics
Firmographics- Name
- Icelolly Marketing
- Legal name
- Icelolly Marketing Ltd
- Website
- https://icelolly.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Icelolly Marketing operates icelolly.com, a UK holiday price-comparison platform that aggregates package deals from 25+ travel providers, scanning 2M+ deals daily and earning revenue via affiliate commissions when users are redirected to book with partners.
- Ownership category
- akta.pro rank
Icelolly Marketing industry classification
Industry- Product category
- Travel Price Comparison
- akta.pro primary industry
- Air Booking Platforms & Flight Marketplaces (THALAFAA)
- akta.pro secondary industry
- Destination & Local Services Marketplaces (Transfers, Guides, City Passes) (THALAFAK)
Keywords
Where Icelolly Marketing is headquartered
LocationHeadquarters
- HQ city
- Leeds
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Icelolly Marketing business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Marketing or Sales, Technology or R&D, Personnel, Operations
Revenue model
- Affiliate/Referral commission: Icelolly.com earns commission when users click through to partner travel providers and complete bookings. The company does not take bookings directly but redirects customers to travel providers. Revenue is generated through affiliate partnerships with travel brands.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Icelolly Marketing product offering
Product offeringCore offering
Icelolly Marketing operates icelolly.com, a free holiday price comparison website and mobile app that aggregates package holiday deals from over 25 UK travel providers (including Jet2holidays, TUI, easyJet Holidays, First Choice, loveholidays, On the Beach, Holiday Best, and Holiday Gems). The platform scans more than two million holiday deals daily, allows users to filter by destination, departure airport, board basis, star rating, price and duration, then redirects them to partner travel providers to complete bookings. Icelolly earns revenue through affiliate commissions from those partner providers rather than selling holidays itself.
Product overview
Icelolly Marketing operates icelolly.com, a holiday price-comparison platform that aggregates package holiday deals from 20+ UK travel providers (including Jet2holidays, TUI, First Choice, easyJet Holidays, loveholidays, On the Beach, Holiday Best, and Holiday Gems) into a single searchable interface. The core product is the icelolly.com website and mobile app, which scan more than two million holiday deals daily and help users save an average of £350 per trip. Supporting features include a cruise comparison tool powered by Cruise Critic, an activities booking module (activities.icelolly.com), a travel inspiration blog, and specialized search categories for holiday types including family, all-inclusive, long-haul, city breaks, beach holidays, winter sun, self-catering, and free child place holidays.
Differentiator
Problem solved
Functional benefit
Products and services
- icelolly.com Holiday Comparison Platform
Quantifiable outcome
- Average customer savings of £350 per trip
- +2 more outcomes
Companies that use Icelolly Marketing
Customer profileSegments3 records
Ideal customer profiles3 records
Icelolly Marketing technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Icelolly Marketing partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Jet2holidayscoreMajor UK travel provider whose package holiday deals are featured on icelolly.com for comparison
- TUIcoreMajor UK travel provider whose package holiday deals are featured on icelolly.com for comparison
- easyJet HolidayscoreMajor UK travel provider whose package holiday deals are featured on icelolly.com for comparison
- First ChoicecoreMajor UK travel provider whose package holiday deals are featured on icelolly.com for comparison
- loveholidayscoreUK travel provider whose package holiday deals are featured on icelolly.com for comparison
- On the BeachcoreUK travel provider whose package holiday deals are featured on icelolly.com for comparison
- Holiday BestcoreUK travel provider whose package holiday deals are featured on icelolly.com for comparison
- Holiday GemscoreUK travel provider whose package holiday deals are featured on icelolly.com for comparison
- TUI, First Choice and Jet2Holidays (Free Child Places)corePartners offering free child place holidays featured on the platform
- Cruise CriticminorCruise deal aggregator powering the cruise comparison section of icelolly.com
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Icelolly Marketing competitors and assessment
Company assessmentDirect peers
- Skyscanner: UK-headquartered travel comparison platform operating a similar affiliate-led model, comparing flights, hotels, and car hire across providers. Direct competitor for UK holiday shopper intent and SEO traffic, though more flight-leaning than icelolly's package focus.
- Trivago: Global hotel/price comparison marketplace with strong UK presence that earns commission by redirecting users to booking sites. Closely comparable affiliate/click-out revenue model and competing for the same UK travel comparison SERP.
- Kayak: Owned by Booking Holdings, Kayak is a meta-search engine that aggregates travel deals from hundreds of providers and redirects to booking sites. Closely analogous business model and user experience to icelolly's comparison-and-redirect flow.
- Momondo: Travel meta-search engine with strong UK brand awareness, comparing flights, hotels, and packages from multiple suppliers and redirecting to booking sites. Directly comparable comparison-shopping consumer proposition.
- TravelSupermarket: UK-focused price comparison site covering package holidays, flights, hotels, and car hire, owned by Moneysupermarket Group. The most direct UK package-holiday comparison peer, competing head-to-head for the same ATOL-protected package query intent.
Emerging players
- loveholidays: UK OTA specializing in package holidays; listed as an icelolly partner but also a competitor as it builds its own direct booking funnel and brand for the same price-sensitive UK package shopper.
- On the Beach: UK package holiday OTA also integrated into icelolly's comparison results. Operates a direct-booking model targeting the same budget-conscious UK beach/package holiday segment, representing both a partner and a structural competitor.
- Hopper: Mobile-first travel booking app with prediction-led pricing and comparison features; competes for the same UK discretionary travel shopper, particularly younger demographics, with a stronger app experience.
Broad incumbents
- Google Travel: Google's meta-search and travel-planning surfaces embedded directly in Search results. The single largest competitive threat to UK comparison sites because it can absorb comparison queries before users ever reach third-party sites.
- Tripadvisor: Global travel meta-search and review platform with a UK holiday comparison offering that surfaces package deals from multiple suppliers. Operates broadly across travel (not just comparison) and competes for UK travel intent across SERPs.
Market position
Strengths1 record
Weaknesses1 record
Competitive moat5 records
Key risks1 record
Key highlights6 records
Customer concentration
Icelolly Marketing social profiles
Digital presenceIcelolly Marketing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Icelolly Marketing leadership team
Management profileNumber of profiles
Profiles3 records
Icelolly Marketing funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Icelolly Marketing M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Icelolly Marketing
What does Icelolly Marketing do?
Icelolly Marketing operates icelolly.com, a free holiday price comparison website and mobile app that aggregates package holiday deals from over 25 UK travel providers (including Jet2holidays, TUI, easyJet Holidays, First Choice, loveholidays, On the Beach, Holiday Best, and Holiday Gems). The platform scans more than two million holiday deals daily, allows users to filter by destination, departure airport, board basis, star rating, price and duration, then redirects them to partner travel providers to complete bookings. Icelolly earns revenue through affiliate commissions from those partner providers rather than selling holidays itself.
Is Icelolly Marketing a public or private company?
Icelolly Marketing is a private company. It is classified as unknown and is currently operating.
When was Icelolly Marketing founded?
Icelolly Marketing was founded in 2005. It employs 11 to 50 people.
Where is Icelolly Marketing based?
Icelolly Marketing is headquartered in Leeds, United Kingdom, in the Europe region.
How does Icelolly Marketing make money?
One revenue line is on record: affiliate/Referral commission.
Who are Icelolly Marketing's main competitors?
Direct peers on record are Skyscanner, Trivago, Kayak, Momondo and TravelSupermarket. Emerging players are loveholidays, On the Beach and Hopper. Broad incumbents are Google Travel and Tripadvisor.
Does Icelolly Marketing have an API?
No public API is recorded for Icelolly Marketing.
What industry is Icelolly Marketing in?
Icelolly Marketing's product category is Travel Price Comparison. Its primary akta.pro industry code is THALAFAA, Air Booking Platforms & Flight Marketplaces, with a secondary code of THALAFAK, Destination & Local Services Marketplaces (Transfers, Guides, City Passes).