Luxury Action
Luxury Action is a Finnish destination management company designing bespoke private luxury travel experiences across Arctic and Nordic countries, serving high-net-worth individuals, families, and corporate clients through verified travel trade partners and a portfolio of owned wilderness retreats.
- Company typePrivate
- Founded2009
- HeadquartersRovaniemi, Finland
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Luxury Action does
Luxury Action Oy is a private, founder-owned destination management company (DMC) founded in 2009 and headquartered in Rovaniemi, Finnish Lapland. The company designs and operates bespoke, private luxury travel journeys for high-net-worth individuals, families, and corporate clients across seven Arctic and Nordic countries: Finland, Sweden, Norway, Iceland, Denmark, the Faroe Islands, and Greenland. Service offerings include custom itinerary design, accommodations, guides, transportation, and curated experiences spanning Northern Lights viewing, Sámi cultural immersion, husky sledding, snowmobiling, and ultra-private wilderness retreats.
The company operates the Luxury Action Alliance, an integrated portfolio combining the core DMC with wholly-owned hospitality assets: Octola (ultra-exclusive private wilderness retreat in Finnish Lapland), Reindeer Manor (resort in Levi with glass igloo suites), Arctic Snowmobile Park (year-round adventure activities), and the newly launched Aurora Radar Station (10-bedroom ultra-private outpost in Hetta). Underlying technology consists of a password-protected trade catalog, an inquiry management system, and CRM tooling; there is no proprietary AI/ML platform. Distribution is a B2B2C model: verified travel trade partners and luxury networks—most notably Virtuoso—access the protected catalog to book journeys for their end clients, supplemented by direct inquiries handled personally by in-house travel designers.
The business model is professional services revenue with all pricing custom and quote-based, structured around bespoke journeys priced on complexity, exclusivity, and duration. The company employs 11–50 staff (about 25 named individuals across design, sales, concierge, and operations), with over 95% drawn from Arctic and Nordic regions. Ownership remains entirely with founder Janne Honkanen, though a professional board and new CEO were appointed in September 2025 to formalize governance around what the company described as significant recent profitable growth. The company markets through its website, Instagram, Facebook, email newsletter, and industry events such as the Virtuoso forums, where it became the first Finnish travel company in history to receive the Top Producing On-Site Partner award in North and Southeast Asia.
Luxury Action firmographics
Firmographics- Name
- Luxury Action
- Legal name
- Luxury Action Oy
- Website
- https://luxuryaction.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Luxury Action is a Finnish destination management company designing bespoke private luxury travel experiences across Arctic and Nordic countries, serving high-net-worth individuals, families, and corporate clients through verified travel trade partners and a portfolio of owned wilderness retreats.
- Ownership category
- akta.pro rank
Luxury Action industry classification
Industry- Product category
- Destination Management Services
- NAICS
- Tour Operators (561520), Travel Agencies (56151), Travel Agencies (561510)
- SIC
- Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Luxury & VIP Destination Services (Concierge/Chauffeur) (THAKAEAG)
- akta.pro secondary industries
- Destination & Itinerary Management (DMC-Led Experiences, Excursions, VIP Access) (THAHANAE), Luxury & Premium Leisure Travel Agencies (THAKABAC)
Keywords
Where Luxury Action is headquartered
LocationHeadquarters
- HQ city
- Rovaniemi
- HQ country
- Finland
- HQ region
- Europe
Offices2 records
Markets served
Luxury Action business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Destination Management Services: Luxury Action designs and manages bespoke private travel journeys across Arctic and Nordic regions. As a full-service DMC, they create tailored itineraries incorporating accommodations, activities, guides, transportation, and experiences. Revenue is generated through service fees and markups on the total journey cost, with pricing based on the complexity, exclusivity, and duration of each custom itinerary.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom bespoke itineraries - pricing varies by journey |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Luxury Action product offering
Product offeringCore offering
Luxury Action is a full-service destination management company (DMC) that designs and manages private, tailor-made travel journeys across Arctic and Nordic regions including Finland, Sweden, Norway, Iceland, Denmark, Faroe Islands, and Greenland. The company arranges accommodations, activities, guides, transportation, and exclusive experiences through a wholly-owned Luxury Action Alliance portfolio (Octola, Reindeer Manor, Arctic Snowmobile Park) and curated partner properties. All journeys are bespoke and handled personally by dedicated travel designers, with pricing quoted individually for each client.
Product overview
Luxury Action operates as a luxury and ultra-luxury destination management company (DMC) offering private travel experiences across Arctic and Nordic regions. The core Luxury Action DMC serves as the primary product, designing bespoke journeys across seven destinations (Finland, Sweden, Norway, Iceland, Denmark, Faroe Islands, and Greenland). The company also operates the Luxury Action Alliance, a portfolio of affiliated brands including Octola (exclusive wilderness retreat), Reindeer Manor (resort in Levi), and Arctic Snowmobile Park (adventure activities). Signature Experiences and Luxury Villas are offered as curated modules within a password-protected catalog for travel trade partners. The product portfolio also includes the Aurora Radar Station, a newly launched ultra-private outpost retreat in Finnish Lapland.
Differentiator
Problem solved
Functional benefit
Brands
- Luxury Action Alliance: A portfolio of brands united by a shared commitment to authenticity and excellence, including Luxury Action DMC, Octola, Reindeer Manor, and Arctic Snowmobile Park.
Products and services
- Luxury Action Private Travel DMC Core bespoke private travel design and management service creating personalized journeys across seven Nordic and Arctic destinations (Finland, Sweden, Norway, Iceland, Denmark, Faroe Islands, Greenland), including accommodations, activities, guides, transportation, and exclusive experiences, delivered through dedicated travel designers.
- Octola Ultra-exclusive private wilderness retreat in Finnish Lapland, available by invitation only, included in the Luxury Action Alliance portfolio.
- Reindeer Manor Intimate resort in Levi, Finland combining heritage buildings, glass igloo suites, and authentic Arctic activities, operated as part of the Luxury Action Alliance.
- Arctic Snowmobile Park Year-round Arctic adventure activities ranging from snowmobile safaris to summer canoeing trips, operated within the Luxury Action Alliance portfolio.
- Aurora Radar Station Ultra-private outpost retreat set in the Arctic tundra of Hetta, Finnish Lapland, converted from a former classified radar station (mid-1960s) and featuring 10 bedrooms, 8 bathrooms, private luxury sauna, lounge, and outdoor jacuzzi, accommodating up to 26 guests for exclusive seclusion.
Quantifiable outcome
- First Finnish travel company to receive Virtuoso's Top Producing On-Site Partner award in North and Southeast Asia
Companies that use Luxury Action
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Luxury Action technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Luxury Action partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- University of LaplandcoreSince 2019, Luxury Action has partnered with the University of Lapland to create educational programs highlighting the effects of climate change on the Arctic environment, cultures, and wildlife. Together they develop innovative ways to help travelers appreciate the Arctic's uniqueness and the importance of protecting it.
- VirtuosocoreVirtuoso is the leading global network specializing in luxury and experiential travel. Luxury Action is a preferred partner within the Virtuoso network, receiving referrals and bookings from Virtuoso's global network of luxury travel advisors. Their award as Top Producing On-Site Partner demonstrates the strength of this relationship.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Luxury Action competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key highlights6 records
Customer concentration
Luxury Action social profiles
Digital presenceLuxury Action financial estimates
Financial estimateRevenue estimate
Valuation estimate
Luxury Action leadership team
Management profileNumber of profiles
Profiles6 records
Luxury Action subsidiaries and ownership
Company hierarchySubsidiaries3 records
Luxury Action funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Luxury Action 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 Luxury Action
What does Luxury Action do?
Luxury Action is a full-service destination management company (DMC) that designs and manages private, tailor-made travel journeys across Arctic and Nordic regions including Finland, Sweden, Norway, Iceland, Denmark, Faroe Islands, and Greenland. The company arranges accommodations, activities, guides, transportation, and exclusive experiences through a wholly-owned Luxury Action Alliance portfolio (Octola, Reindeer Manor, Arctic Snowmobile Park) and curated partner properties. All journeys are bespoke and handled personally by dedicated travel designers, with pricing quoted individually for each client.
Is Luxury Action a public or private company?
Luxury Action is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Luxury Action founded?
Luxury Action was founded in 2009. It employs 11 to 50 people.
Where is Luxury Action based?
Luxury Action is headquartered in Rovaniemi, Finland, in the Europe region.
How does Luxury Action make money?
One revenue line is on record: destination Management Services.
Does Luxury Action have an API?
No public API is recorded for Luxury Action.
What industry is Luxury Action in?
Luxury Action's product category is Destination Management Services. Its primary akta.pro industry code is THAKAEAG, Luxury & VIP Destination Services (Concierge/Chauffeur), with a secondary code of THAHANAE, Destination & Itinerary Management (DMC-Led Experiences, Excursions, VIP Access). Its NAICS code is 561520 and its SIC code is 7000.