The Northern Lights
The Northern Lights Cruise is a Cardiff-based, UK-focused cruise broker (Art of Travel Group Ltd, 5 employees) that aggregates and resells Northern Lights viewing itineraries from 11 cruise line partners to individual leisure travelers, with 13-17 night departures primarily from London Tilbury to Norwegian Arctic ports.
- Company typePrivate
- Founded-
- HeadquartersCardiff, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What The Northern Lights does
The Northern Lights is a UK-based direct-to-consumer cruise broker operating under the legal entity Art of Travel Group Ltd (registered in England and Wales, company number 14595500), with a registered office in Cardiff. The company specializes exclusively in Northern Lights viewing cruises, aggregating itineraries from 11 cruise line partners spanning economy to luxury tiers — Ambassador, Hurtigruten, Viking, Saga, Cunard, Fred Olsen, P&O, Silversea, Aurora Expeditions, Quark, and Havila — and reselling cabin inventory to individual travelers and travel groups. Itineraries range from 13 to 17 nights and depart primarily from London Tilbury, visiting Norwegian Arctic ports (Tromso, Alta, Trondheim, Narvik, Bodo, Leknes) with select 2026-2027 departures also calling at Scottish ports (Invergordon, Lerwick). Per-person pricing spans £1,109 to £2,438 across departure dates and cabin categories, and the company earns commissions on each booking.
The underlying technology stack is conventional for a small specialist travel agency: a content-driven website (northern-lights-cruise.com) serves as the primary customer acquisition channel, supported by Mailchimp for email marketing, CallSwitch for telephony, Tawk for live chat, Inspiretec CRM for customer and booking management, and standard social media integrations (Facebook, Instagram). The company is PCI DSS certified and operates under ABTA membership for consumer protection. The platform has no proprietary technology, AI/ML capability, or API offering, and the core business value lies in content curation, cruise line portfolio breadth, and operational execution of bookings rather than technology differentiation.
The go-to-market motion is direct-to-consumer, with customers submitting inquiries via website forms or calling the sales line (02921 202288), and bookings processed on a pay-as-you-go basis. With 5 employees, no external funding, and no public listing, the company operates as a privately-held, sub-scale specialist intermediary whose revenue is structurally tied to the volume of cruise package transactions and the commission terms negotiated with its cruise line suppliers.
The Northern Lights firmographics
Firmographics- Name
- The Northern Lights
- Legal name
- ART OF TRAVEL GROUP LTD
- Website
- https://northern-lights-cruise.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Northern Lights Cruise is a Cardiff-based, UK-focused cruise broker (Art of Travel Group Ltd, 5 employees) that aggregates and resells Northern Lights viewing itineraries from 11 cruise line partners to individual leisure travelers, with 13-17 night departures primarily from London Tilbury to Norwegian Arctic ports.
- Ownership category
- akta.pro rank
The Northern Lights industry classification
Industry- Product category
- Cruise Travel Agency
- NAICS
- Tour Operators (56152)
- SIC
- Water Transportation (4400)
- akta.pro primary industry
- Cruise Consolidators & Wholesale Cruise Sellers (THAKAKAH)
Keywords
Where The Northern Lights is headquartered
LocationHeadquarters
- HQ city
- Cardiff
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
The Northern Lights business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Cruise Package Sales: The company acts as a travel agency/reseller, earning commissions on cruise packages sold to customers. They offer various cruise itineraries to Norway and Arctic regions on behalf of partner cruise lines, with pricing ranging from approximately £1,119 to £2,438 per person depending on cruise duration and cabin type.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard cruises ranging from 13-17 nights with varying destinations |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
The Northern Lights product offering
Product offeringCore offering
The Northern Lights (trading as Northern Lights Cruise) is a UK travel agency and cruise broker that resells Northern Lights (Aurora Borealis) cruise packages to Norway and Arctic regions on behalf of multiple cruise line partners. The company aggregates itineraries from cruise lines including Ambassador, Hurtigruten, Viking, Saga, Cunard, Fred Olsen, P&O Cruises, Silversea, Aurora Expeditions, Quark, and Havila, and sells 13- to 17-night voyages to consumers through its website, phone sales, and email.
Product overview
The Northern Lights is a cruise holiday booking platform operated by Art of Travel Group Ltd that specializes in Northern Lights viewing vacations. The core product is a booking platform that aggregates cruise itineraries from multiple cruise line partners (Ambassador, Aurora Expeditions, Cunard, Fred Olsen, Havila, Hurtigruten, P&O Cruises, Quark, Saga, Silversea, and Viking) and allows customers to browse, compare, and book Northern Lights cruises primarily to Norway and Arctic regions. The platform offers curated itineraries ranging from 13 to 17 nights, featuring ports like Tromso, Alta, Trondheim, Bodo, Narvik, and Leknes in Norway, with departures from London Tilbury. Individual cruise itineraries include Norway Northern Lights and Norway's Land of the Northern Lights & Scotland. The company books passengers on partner cruise ships including Ambassador's Ambition and Ambience vessels, which feature various cabin accommodations from standard inside cabins to luxury suites with balconies.
Differentiator
Problem solved
Functional benefit
Products and services
- Northern Lights Cruise Booking Platform Aggregated cruise holiday booking platform specializing in Northern Lights (Aurora Borealis) viewing voyages to Norway and Arctic regions, reselling itineraries from multiple cruise line partners and allowing customers to browse, compare, and book Northern Lights cruises for 2025-2027 departures.
- Norway Northern Lights Cruise
Companies that use The Northern Lights
Customer profileSegments2 records
Ideal customer profiles4 records
The Northern Lights technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
The Northern Lights partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- Ambassador CruisescoreAmbassador Cruises is a cruise line partner offering dedicated cruise vessels (Ambition and Ambience) for Northern Lights itineraries. Their ships depart from London Tilbury and visit Norwegian ports including Tromso, Alta, Trondheim, and the Lofoten Islands.
- HurtigrutencoreHurtigruten is a Norwegian cruise operator specializing in coastal voyages, offering expedition-style cruises to Arctic regions known for Northern Lights viewing.
- Viking CruisescoreViking Cruises offers ocean and expedition vessels featuring Northern Lights cruise itineraries to Norway, with various cabin options and onboard amenities.
- SagaminorSaga provides cruises targeting the over-50s demographic, with Northern Lights itineraries to Norwegian destinations.
- CunardminorCunard Line offers premium cruise experiences including Northern Lights voyages to Norway from UK ports.
- Fred OlsenminorFred Olsen Cruise Lines provides traditional British cruise experiences with Northern Lights itineraries.
- P&O CruisesminorP&O Cruises offers British-focused cruise vacations including Northern Lights routes to Norway.
- SilverseaminorSilversea is a luxury cruise line offering expedition-style voyages to Northern Lights destinations.
- Aurora ExpeditionsminorAurora Expeditions specializes in small-ship expedition cruises to polar regions including Norwegian Arctic areas for Northern Lights viewing.
- Quark ExpeditionsminorQuark Expeditions focuses on adventure cruises to the Arctic, offering itineraries that include Northern Lights viewing opportunities.
- Havila CruisesminorHavila Voyages operates Norwegian coastal voyages with modern vessels featuring Northern Lights itineraries.
Recent moves5 records
Expansion highlights4 records
The Northern Lights competitors and assessment
Company assessmentDirect peers
- Broadway Travel: UK travel agency with a sizeable cruise division selling itineraries from multiple cruise lines including Northern Lights voyages. Directly comparable aggregator and phone/website sales motion.
- Iglu Cruise: UK-based cruise travel agency aggregating multiple cruise lines with strong Northern Lights / Arctic itinerary coverage. Direct competitor with similar aggregator model, multi-line portfolio, and UK consumer base.
- Bolsover Cruise Club: Long-established UK cruise retailer selling multi-line cruise inventory including Northern Lights sailings. Comparable mid-size agency competing for the same UK bucket-list cruise shopper.
- Nordic Visitor: Iceland-based specialist tour operator focused on Northern Lights and Scandinavian travel, including Norway cruises. Most direct niche competitor given explicit Aurora Borealis specialization.
- ROL Cruise: UK cruise agency specializing in worldwide and premium cruise itineraries, including Arctic/Northern Lights voyages. Comparable aggregator model with phone-and-web sales motion.
- Cruise Nation: Online-first cruise agency selling discounted and mainstream cruise inventory from many of the same lines (P&O, Cunard, Hurtigruten). Directly comparable on aggregator model and UK-targeted funnel.
- Panache Cruises: UK cruise agency with a curated portfolio across premium and luxury cruise lines. Overlaps with Northern Lights Cruise on premium/expedition partners such as Hurtigruten, Viking, and Silversea.
- Cruise.co.uk: Large UK cruise agent selling mainstream and premium cruise inventory including Norway/Arctic itineraries. Same multi-line aggregator model, larger scale.
- Imagine Cruising: UK cruise and holiday retailer offering cruise-plus-flight and cruise-rail packages across multiple cruise lines. Comparable UK-focused cruise aggregator with similar price points.
- Audley Travel: UK tailor-made travel specialist offering bespoke Norway and Arctic itineraries including Northern Lights cruises. Comparable specialist agency with phone-led, higher-touch sales model targeting affluent UK travelers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
The Northern Lights social profiles
Digital presenceThe Northern Lights compliance and trust
Trust signalCompliance1 record
The Northern Lights financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Northern Lights leadership team
Management profileNumber of profiles
The Northern Lights funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Northern Lights 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 The Northern Lights
What does The Northern Lights do?
The Northern Lights (trading as Northern Lights Cruise) is a UK travel agency and cruise broker that resells Northern Lights (Aurora Borealis) cruise packages to Norway and Arctic regions on behalf of multiple cruise line partners. The company aggregates itineraries from cruise lines including Ambassador, Hurtigruten, Viking, Saga, Cunard, Fred Olsen, P&O Cruises, Silversea, Aurora Expeditions, Quark, and Havila, and sells 13- to 17-night voyages to consumers through its website, phone sales, and email.
Is The Northern Lights a public or private company?
The Northern Lights is a private company. It is classified as unknown and is currently operating.
When was The Northern Lights founded?
The Northern Lights was founded in -1. It employs 1 to 10 people.
Where is The Northern Lights based?
The Northern Lights is headquartered in Cardiff, United Kingdom, in the Europe region.
How does The Northern Lights make money?
One revenue line is on record: cruise Package Sales.
Who are The Northern Lights's main competitors?
Direct peers on record are Broadway Travel, Iglu Cruise, Bolsover Cruise Club, Nordic Visitor, ROL Cruise, Cruise Nation, Panache Cruises, Cruise.co.uk, Imagine Cruising and Audley Travel.
Does The Northern Lights have an API?
No public API is recorded for The Northern Lights.
What industry is The Northern Lights in?
The Northern Lights's product category is Cruise Travel Agency. Its primary akta.pro industry code is THAKAKAH, Cruise Consolidators & Wholesale Cruise Sellers. Its NAICS code is 56152 and its SIC code is 4400.