Ice Hotel

What Ice Hotel does

Ice Hotel is a UK travel agency operating under the trading name IceHotels.co.uk and the corporate entity RB Collection Ltd, a family-owned private limited company founded in 1985 and based in Lichfield, Staffordshire. The business specializes exclusively in arranging bespoke holidays to Sweden's famous Ice Hotel in Jukkasjärvi, an activity it has run for nearly 15 years, and more recently has expanded into multi-centre itineraries combining the Ice Hotel with the Tree Hotel, Abisko, Tromsø, and Narvik. The product portfolio comprises tiered packages ranging from a budget "Essentials" 3-night break at £1,199 per person to a luxury "Ultimate VIP" package at £2,599+ per person, with add-on activities including husky sledding, snowmobile Northern Lights tours, reindeer encounters, ice sculpting, photography tours, sauna rituals, and moose safaris.

The company operates a sales-led, direct-to-consumer model with a 5-person team delivering tailor-made itineraries via its own website, phone, email, an in-person travel lounge in Lichfield, and WhatsApp support during trips. There is no proprietary technology platform or AI capability disclosed; the website functions as an informational and booking-request hub on Squarespace, and the company's competitive edge rests on human expertise, brand heritage (AITO Specialist Travel Agent, ABTA membership No. 79652, ATOL protection, Feefo Platinum Service, AITO Agent Excellence Award Gold, and a family travel history dating to 1936). Revenue is generated through package holiday bookings (acting as agent for licensed tour operators), activity and excursion add-ons, accommodation upgrades, and a gift list referral service, with deposits taken at booking and final payment closer to departure.

Name

Ice Hotel

Legal name

RB Collection Ltd

Website

https://icehotels.co.uk

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

1–10 employees

Short description

Ice Hotel (RB Collection Ltd) is a family-owned UK travel agency that arranges tailor-made holidays to Sweden's Ice Hotel and multi-centre Nordic itineraries for UK leisure travelers, combining flights, accommodation, and curated Arctic activities through a five-person specialist team.

Ownership category

akta.pro rank

Product category

Specialist Travel Agency Services

NAICS

Travel Agencies (561510), Tour Operators (561520)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Adventure & Expedition Travel Agencies (THAKAFAB)

akta.pro secondary industries

Winter Adventure Experiences (Ski Touring, Snowshoeing, Dog Sledding) (THAJABAH), Polar & Remote-Destination Expedition Tour Operators (THAKADAM), Guided Backcountry & Off-Piste Services (Ski Touring, Splitboarding, Heli/Cat Skiing) (THAAAJAD)

Keywords

• Ice hotel holidays
• Arctic travel packages
• Northern lights tours
• Sweden lapland vacations
• Bespoke travel agency

Headquarters

HQ city

Lichfield

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Package Holiday Bookings: The company sells curated, fully customizable travel packages to Sweden's Ice Hotel. Packages are tailor-made per client and include flights, transfers, accommodation, excursions, and activities. Revenue is generated through the total package price paid by customers. The company acts as an agent for licensed tour operators and is ATOL and ABTA protected.
2. Activity and Excursion Add-ons: Optional paid activities including Northern Lights snowmobile tours, husky dog sledding, reindeer safaris, ice sculpting, photography tours, and sauna rituals are offered as add-ons to the base package. These are priced separately and payable locally or included in certain package tiers.
3. Accommodation Upgrades: Customers can upgrade from standard Ice Rooms to Art Suites or Deluxe Suites 365 at an additional cost. The VIP Ultimate package includes upgraded accommodation as part of the bundle.
4. Gift List Service: The company offers a gift list service for occasions such as weddings, allowing guests to contribute toward current or future holidays, generating referral revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

IceHotels.co.uk is a specialist UK travel agency that curates and sells fully tailor-made holiday packages to Sweden's Ice Hotel in Jukkasjärvi, including flights, transfers, accommodation in cold Ice Rooms, artist-designed Art Suites, or warm rooms/chalets, and optional Arctic activities such as husky dog sledding, snowmobile Northern Lights tours, reindeer encounters, and sauna rituals. Each package is custom-built per client by expert travel consultants with firsthand Ice Hotel experience, and bookings are ATOL and ABTA financially protected.

Product overview

IceHotels.co.uk is a trading name of RB Collection Ltd, an award-winning UK travel agency specializing in arranging holidays to Sweden's famous Ice Hotel in Jukkasjärvi for nearly 15 years. The company offers a portfolio of vacation packages ranging from budget-conscious 3-night essentials to luxury VIP experiences, combined accommodation and activity offerings. Package types include Ice Hotel Essentials, Ice Hotel Classic (top seller), Ice Hotel Ultimate VIP, Tree Hotel & Ice Hotel twin-centre, Arctic Circle Explorer multi-destination, Northern Lights Break, and Abisko Aurora Sky Station packages. Accommodation options span cold (ice) rooms with temperature around -5°C to -8°C, Art Suites, Deluxe Art Suites 365 (with private sauna and bathroom), and warm accommodations including Nordic Chalets and Kaamos Rooms. Activities include dog sledding, snowmobile tours, Northern Lights excursions, ice sculpting, photography tours, reindeer encounters, sauna rituals, and moose safaris. The company operates with ATOL and ABTA financial protection.

Differentiator

Problem solved

Functional benefit

Products and services

• Ice Hotel Essentials Package Budget-conscious 3-night Ice Hotel package including 2 nights in warm accommodation and 1 night in an Ice Room, with optional activity and accommodation upgrades. From £1,199 per person based on 2 sharing in low season.
• Ice Hotel Essentials Plus Package Budget-conscious 3-night Ice Hotel break combining the Essentials package with two popular winter activities: short husky ride and Northern Lights by shared snowmobile excursions. From £1,699 per person based on 2 sharing in low season.
• Ice Hotel Classic Package Top-selling 3-night Ice Hotel break including flights, an upgraded Art Suite cold night, and two excursions including the extended Trap Line Husky trip where guests learn to drive. From £2,099 per person based on 2 sharing.
• Ice Hotel Ultimate VIP Package Luxury 3-night VIP experience including arrival transfer by husky sled, Deluxe Suite 365 with private bathroom, 5-course Ice Menu dinner with wine pairing, Northern Lights snowmobile excursion, sauna ritual, and multiple meals. From £2,599 per person based on 2 sharing.
• Arctic Circle Explorer Package Multi-centre 4-night journey from Tromsø in Northern Norway, through Narvik via the Arctic Train, ending with a stay at the ICEHOTEL in Kiruna, Sweden. From £1,799 per person including flights, daily breakfast, and light supper in Tromsø.
• Tree Hotel & Ice Hotel Package Twin-centre 4-night package combining 2 nights at the Tree Hotel in Harads and 2 nights at the Ice Hotel in Jukkasjärvi (including 1 ice room night), with flights, transfers, breakfast, 2 evening meals at Tree Hotel, train transfer, guided tour, and ICEHOTEL diploma. From £2,099 per person.
• Northern Lights Break Package 3-night aurora-focused package including a Northern Lights photography excursion and Northern Lights by snowmobile excursion, with 1 night in an Ice Room and 2 nights in warm accommodation. From £1,699 per person.
• Abisko Aurora Sky Station Package Twin-centre package combining stays at Abisko (with access to Aurora Sky Station voted by National Geographic as one of the best Northern Lights viewing locations) and the Ice Hotel, including 2 nights Abisko, 1 night Ice Hotel, and transfers.
• Ice Hotel Accommodation Bookings Bookable accommodation at the Ice Hotel in Jukkasjärvi, including Ice Rooms (built from ice/snow, around -5°C to -8°C), Art Suites and Art Suite 365 (individually designed by international artists), Deluxe Art Suite 365 (top-tier suite with private sauna and bathroom in the year-round 365 building), Nordic Chalets (two-bedroom warm units for 1-4 guests), and Kaamos Rooms (modern Scandinavian-style warm rooms with en-suite bathroom).
• Ice Hotel Activity Excursions Add-on Arctic activities bookable with Ice Hotel packages, including Trap Line Dog Sledding at Bert Ove Johansson's Nature's Best kennels, Northern Lights by Snowmobile with wilderness dinner, Ice Sculpting Class, Northern Lights Photography Tour, Private Overnight Snowmobile Tour, Ultimate Dog Sledding Overnight Adventure, Raidu Reindeer Encounter, Short Dog Sled Ride, Sauna Ritual at Kallebastun, Moose Safari on Horseback in Abisko National Park, Wilderness Dinner with Stargazing, and Private Husky Airport Transfer.

Quantifiable outcome

• Fully financially protected holidays through ATOL and ABTA licensing
• +1 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• RB Collection LtdcoreOthersRB Collection Ltd is the parent company and trading name of IceHotels.co.uk. The company has been in the travel industry since 1985 with family involvement since 1936. It is based in Lichfield, UK, and holds ABTA membership (79652) and ATOL protection. The company arranges special holidays worldwide and specializes in Ice Hotel travel packages.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Regent Holidays: Long-established UK specialist tour operator focused on Scandinavia, the Nordics, and Northern Lights travel. Comparable to IceHotels.co.uk as a UK-headquartered, family/independently-run specialist selling multi-day Nordic packages to UK consumers with similar AITO/ABTA positioning.
• Off the Map Travel: UK boutique travel agency specialising in Northern Lights, Arctic, and unique-accommodation holidays (including ice/glass/aurora cabins). Comparable niche positioning, UK customer base, and luxury tailor-made delivery model.
• Activities Abroad: UK specialist tour operator focused on family adventure and activity-led holidays including Arctic, Northern Lights, and Scandinavian winter trips. Comparable in serving UK consumers seeking curated, activity-rich Nordic travel experiences.
• The Aurora Zone: UK specialist travel company dedicated to Northern Lights and Arctic holidays. Direct competitor to IceHotels.co.uk in targeting bucket-list UK travellers seeking aurora-focused Arctic itineraries with similar tailor-made and small-team service model.
• Discover The World: UK-based specialist travel company focused on Scandinavia, Iceland, and the Nordics, offering tailor-made holidays. Closely comparable to IceHotels.co.uk in geography (UK-headquartered), niche positioning (Scandinavian/Arctic specialist), and tailor-made service model serving affluent UK leisure travellers.
• Nordic Visitor: Iceland/Scandinavia-focused travel company offering packaged Nordic holidays with optional excursions. Comparable to IceHotels.co.uk in selling multi-centre Nordic packages (Iceland/Norway/Sweden combinations), winter activities, and tailor-made itineraries to bucket-list travellers.

Broad incumbents

• Intrepid Travel: Global adventure tour operator offering small-group experiential trips including Arctic and Scandinavian itineraries. Comparable in delivering activity-rich Nordic travel, but with broader portfolio and group-tour model rather than fully tailor-made.
• Exodus Travels: UK-headquartered adventure tour operator offering guided and self-guided active holidays including winter and Northern Lights itineraries. Comparable in adventure/activity-led Nordic packages but operates at much greater scale across many geographies.
• Audley Travel: Large UK tailor-made travel company offering luxury, expert-led holidays worldwide. Comparable sales-led, expert-consultant model serving UK consumers seeking high-touch, custom itineraries, though with much broader geographic scope than IceHotels.co.uk.

Regional players

• Hurtigruten: Norwegian-origin coastal voyage and expedition cruise operator with strong Northern Lights and Arctic positioning. Comparable in delivering Northern Lights and Arctic experiences, but as a cruise/expedition operator rather than a tailor-made land-based agent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/ice-hotel

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ice Hotel