The Aurora Zone
The Aurora Zone is the UK's only dedicated Northern Lights holiday specialist, selling ATOL-protected flight-inclusive packages to Finland, Iceland, Norway, and Sweden through direct sales and travel agent partners, targeting families, couples, solo travelers, and adventure seekers.
- Company typePrivate
- Founded2012
- HeadquartersNewcastle Upon Tyne, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What The Aurora Zone does
The Aurora Zone is a UK-based specialist tour operator dedicated exclusively to Northern Lights holidays, operating as a trading brand under The Artisan Travel Company Limited, a private limited company registered in England. The company packages and sells flight-inclusive, ATOL-protected holidays to four Northern European destinations — Finland, Iceland, Norway, and Sweden — with pricing per person ranging from £695 to £2,465 depending on destination, accommodation tier, and trip duration. Core products include glass-roofed Aurora Cabins with proprietary Aurora alert notification systems (deployed at Northern Lights Villages in Saariselkä, Levi, Pyhä, and Ivalo), wilderness hotels in Finnish Lapland, husky safaris, snowmobile Aurora hunts, reindeer and Sámi cultural experiences, and Aurora photography workshops; the company claims a 4.9/5 Feefo score, an 85% Aurora sighting success rate, and 30,000+ cumulative customers served over more than 20 years of operation.
The business operates a sales-led go-to-market model combining direct-to-consumer booking via theaurorazone.com and phone sales with travel expert consultation, supplemented by a B2B2C travel agent partner program and inbound enquiries. Distribution is concentrated in the UK (North Shields head office), with a North American toll-free number indicating transatlantic customer acquisition; the company holds ATOL licence 6865 and ABTA membership Y6261, providing statutory financial protection that functions as both compliance and consumer trust signal. Revenue is generated through one-time package purchases (flights + accommodation + transfers + activities), with deposit/balance payment structures, repeat-customer discounts (5%), and a referral program (£50 to referrer and referred customer).
Technology stack is lightweight and operationally focused: an online booking platform integrated with The Artisan Travel Company's customer portal, the Aurora Alert System deployed in select cabin accommodations, and a content-marketing infrastructure (Northern Lights blog, email newsletter, SEO-optimized destination guides) that drives top-of-funnel demand. The company has no public API, no developer-facing integrations, and no disclosed AI or machine-learning capabilities. Strategic emphasis is on curated accommodation partnerships and destination expertise rather than technology platform development.
The Aurora Zone firmographics
Firmographics- Name
- The Aurora Zone
- Legal name
- The Artisan Travel Company Limited
- Website
- https://theaurorazone.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Aurora Zone is the UK's only dedicated Northern Lights holiday specialist, selling ATOL-protected flight-inclusive packages to Finland, Iceland, Norway, and Sweden through direct sales and travel agent partners, targeting families, couples, solo travelers, and adventure seekers.
- Ownership category
- akta.pro rank
The Aurora Zone industry classification
Industry- Product category
- Northern Lights Holiday Travel
- NAICS
- Tour Operators (561520)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Polar & Remote-Destination Expedition Tour Operators (THAKADAM)
- akta.pro secondary industry
- Winter Activity & Experience Operators (Ice Climbing, Dog Sledding, Fat Biking, Ice Skating) (THAAAJAJ)
Keywords
Where The Aurora Zone is headquartered
LocationHeadquarters
- HQ city
- Newcastle Upon Tyne
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
The Aurora Zone business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Package Holidays: The company sells complete holiday packages to Northern Lights destinations, typically including flights, accommodation, activities, and transfers. Pricing is per person (pp) and varies by destination, duration, and accommodation type.
- Flight-Inclusive Holidays: Majority of bookings include flights as part of ATOL-protected packages
- Referral Program: Customer referral program offering £50 discount to referred customers and £50 credit to referrer per completed booking
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Multi-year contract | Budget/Entry Level Holidays |
| Unit Pricing | Multi-year contract | Mid-Range Packages |
| Unit Pricing | Multi-year contract | Premium/Luxury Experiences |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
The Aurora Zone product offering
Product offeringCore offering
The Aurora Zone sells package holidays focused on Northern Lights viewing in Arctic destinations (Finland, Norway, Sweden, Iceland). Offerings typically include flights, accommodation (including glass-roofed Aurora Cabins), activities (husky safaris, snowmobile hunts, reindeer experiences), and transfers, sold as ATOL-protected travel packages to individual consumers.
Product overview
The Aurora Zone is the UK's only dedicated Northern Lights holiday company, operating as a single unified travel service rather than a platform architecture. The core offering centers on Aurora hunting holiday packages to Arctic destinations including Finland, Iceland, Norway, and Sweden. Key product categories include: Northern Lights Village accommodations (Saariselkä, Levi, Ivalo, Pyhä) featuring glass-roofed Aurora Cabins with alert systems; Wilderness Hotels (Inari, Juutua, Nangu, Muotka, Saariselkä) offering remote wilderness experiences; and the premium Aarre Collection (launched January 2025) featuring upscale properties like Arctic TreeHouse Hotel and Loggers Lodge. Activities encompass husky safaris, snowmobile Aurora hunts, reindeer sleigh rides, and photography workshops. The company also offers themed holidays for families, honeymoons, solo travelers, and wellness seekers, plus destination-specific products like ICEHOTEL Sweden, Iceland spa weekends, Tromsø city breaks, and Svalbard expeditions.
Differentiator
Problem solved
Functional benefit
Products and services
- Northern Lights Village Saariselkä Flagship Aurora accommodation village in Finnish Lapland featuring glass-roofed Aurora Cabins, offering direct Northern Lights viewing from beds with alert systems.
- Northern Lights Village Levi Modern Aurora Cabins with partial glass roofs in Levi resort, combining festive experiences with Father Christmas encounters and Northern Lights viewing.
- Northern Lights Village Ivalo – Aurora and Husky Retreat Boutique retreat opened December 2025 with six guest rooms, featuring Aurora Kota with glass roofs alongside husky farm experiences.
- Northern Lights Village Pyhä Aurora resort established by native Laplander Markku Inkila featuring Aurora Cabins and comprehensive winter activities.
- Wilderness Hotels (Inari, Juutua, Nangu, Muotka, Saariselkä) Collection of remote wilderness hotels in Finnish Lapland offering Aurora hunting expeditions, traditional activities, and Arctic cultural experiences.
- Aarre Collection Premium collection featuring upscale Aurora accommodations including Arctic TreeHouse Hotel, Loggers Lodge, Jávri Hotel, and Arctic Retreat.
- Husky Safari Experiences Dog sledding adventures through Arctic wilderness, often combined with Aurora hunting expeditions.
- Snowmobile Aurora Hunts Guided snowmobile expeditions into wilderness away from light pollution for Aurora viewing.
- Reindeer Sleigh Rides & Sámi Cultural Experiences Traditional reindeer sleigh rides and visits to Sámi Siida Museum providing insight into indigenous Arctic culture.
- Aurora Photography Workshops Expert-led workshops teaching techniques for capturing Northern Lights photographs, offered across multiple destinations.
- Family Northern Lights Holidays Family-focused packages combining Northern Lights viewing with child-friendly activities including meetings with Father Christmas.
- Honeymoon Aurora Holidays Romantic packages featuring private Aurora Cabins, couples activities, and spa experiences in Finnish Lapland.
- Autumn Aurora Holidays Seasonal packages during Finnish 'Ruska' autumn season featuring colorful landscapes and early Northern Lights sightings.
- Wellness Holidays Arctic wellness retreats combining Northern Lights viewing with spa experiences and nature-based relaxation.
- Solo Travel Holidays Packages designed for individual travelers seeking Aurora experiences with like-minded solo adventurers.
- ICEHOTEL Sweden Experience Packages featuring stays at ICEHOTEL in Swedish Lapland, combining ice architecture with Aurora viewing opportunities.
- Iceland Northern Lights & Spa Weekend Short break combining Aurora hunting with natural geothermal spa experiences including Sky Lagoon and Hvammsvik.
- Tromsø City Break Urban Aurora experience combining cultural attractions of Norway's Arctic capital with Northern Lights expeditions into surrounding fjords.
- Svalbard Polar Nights Experience Extreme Arctic expedition to Spitsbergen for Aurora viewing during polar night conditions.
- Northern Lights Village Saariselkä – Festive Aurora Cabin Mini Break Two-night short break featuring glass-roofed Aurora Cabin accommodation with dedicated Aurora snowmobile safari and husky safari through snow-covered forests.
Quantifiable outcome
- 85% Aurora sighting success rate
- +3 more outcomes
Companies that use The Aurora Zone
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles4 records
The Aurora Zone technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
The Aurora Zone partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Artisan Travel CompanycoreThe Aurora Zone operates as a brand under Artisan Travel Company, which provides the booking infrastructure, financial protection (ATOL/ABTA), and corporate framework. Artisan Travel offers year-round holidays to Scandinavia, Iceland, Greenland, Canada, Alaska, and the Mediterranean.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
The Aurora Zone competitors and assessment
Company assessmentEmerging players
- Activities Abroad: UK family-activity specialist offering Lapland and Northern Lights family holidays (Santa experiences, husky safaris, snowmobiling). Overlaps significantly in the family segment of The Aurora Zone's customer base, particularly for Christmas and Father Christmas experiences.
Direct peers
- Nordic Visitor: Iceland-headquartered specialist tour operator offering Northern Lights and Nordic package holidays across the same four countries. Overlapping destinations, similar independent-traveller package format, and direct competition for the same booking funnel.
- Wildlife Worldwide: UK specialist tour operator offering wildlife and Northern Lights holidays across Scandinavia, Iceland, and Svalbard. Comparable niche, similar package model, and direct overlap in Aurora-focused itineraries.
- Regent Holidays: UK specialist tour operator with Nordic, Arctic, and Northern Lights offerings, including ICEHOTEL and Lapland packages. Overlapping destinations, supplier base, and UK outbound customer profile.
- 50 Degrees North: UK- and Norway-based specialist tour operator focused on Northern Lights, Arctic, and Nordic holidays. Most directly comparable peer: same niche, similar package structure, overlapping supplier base in Finland, Norway, Sweden, and Iceland.
- Discover the World: UK specialist tour operator with deep Nordic and polar expertise, offering Northern Lights holidays across Scandinavia and Iceland. Comparable business model (specialist packages, expert-led, ATOL/ABTA protected) targeting UK outbound customers.
- Off the Map Travel: UK-based boutique tour operator specialising in Northern Lights, Lapland, and unique-stay holidays (including glass-roofed cabins). Closely comparable niche positioning, product mix, and target customer.
Broad incumbents
- Hurtigruten (HX): Norwegian-founded expedition cruise line offering Northern Lights coastal Norway and Svalbard voyages. Competes for the same UK Aurora-seeking traveller but via ship-based itineraries rather than land packages; broader portfolio across polar regions.
- Intrepid Travel: Global small-group adventure tour operator with Northern Lights itineraries in Scandinavia and Iceland. Much broader portfolio; overlaps in winter adventure + Aurora combinations and competes for the same UK adventure-traveller segment.
- Exodus Adventure Travels: UK-based adventure tour operator with dedicated Northern Lights and Lapland winter-activity trips. Overlaps in winter activity + Aurora package format, but covers far more global adventure destinations.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
The Aurora Zone social profiles
Digital presenceThe Aurora Zone compliance and trust
Trust signalCompliance3 records
The Aurora Zone financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Aurora Zone leadership team
Management profileNumber of profiles
Profiles18 records
The Aurora Zone funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Aurora Zone 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 Aurora Zone
What does The Aurora Zone do?
The Aurora Zone sells package holidays focused on Northern Lights viewing in Arctic destinations (Finland, Norway, Sweden, Iceland). Offerings typically include flights, accommodation (including glass-roofed Aurora Cabins), activities (husky safaris, snowmobile hunts, reindeer experiences), and transfers, sold as ATOL-protected travel packages to individual consumers.
Is The Aurora Zone a public or private company?
The Aurora Zone is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Aurora Zone founded?
The Aurora Zone was founded in 2012. It employs 11 to 50 people.
Where is The Aurora Zone based?
The Aurora Zone is headquartered in Newcastle Upon Tyne, United Kingdom, in the Europe region.
How does The Aurora Zone make money?
Three revenue lines are on record. Package Holidays are the primary driver. The others are flight-Inclusive Holidays and referral Program.
Who are The Aurora Zone's main competitors?
Activities Abroad is listed as an emerging player. Direct peers are Nordic Visitor, Wildlife Worldwide, Regent Holidays, 50 Degrees North, Discover the World and Off the Map Travel. Broad incumbents are Hurtigruten (HX), Intrepid Travel and Exodus Adventure Travels.
Does The Aurora Zone have an API?
No public API is recorded for The Aurora Zone.
What industry is The Aurora Zone in?
The Aurora Zone's product category is Northern Lights Holiday Travel. Its primary akta.pro industry code is THAKADAM, Polar & Remote-Destination Expedition Tour Operators, with a secondary code of THAAAJAJ, Winter Activity & Experience Operators (Ice Climbing, Dog Sledding, Fat Biking, Ice Skating). Its NAICS code is 561520 and its SIC code is 7900.