What Secret Atlas does

Secret Atlas (legal entity: World Explorer Travel Limited, registered in England and Wales, company number 11930689) is a London-based tour operator founded in 2019 that specialises in polar expedition micro cruises — small-ship voyages of 12 to 36 guests to the Arctic (Svalbard, Greenland) and Antarctic (Antarctica, South Georgia). The company positions itself as the pioneer of the Expedition Micro Cruise category, operating two purpose-built ice-strengthened vessels — MV Vikingfjord and MV Freya, each carrying a maximum of 12 guests — fitted with zodiacs, Scandinavian-inspired interiors, hot tubs, saunas, and Starlink Wi-Fi. Operations are headquartered at 71-75 Shelton Street, Covent Garden, London, with Longyearbyen (Svalbard) as the primary Arctic departure gateway.

The business model is anchored on three product lines: (1) Expedition Micro Cruises, the core per-person sailing product priced from approximately £12,200 / €14,300 / US$16,500 per guest in tiered cabins (Signature Twin/Double, Signature Suite, Signature Single, Classic Single), all-inclusive of lectures, meals, boots, permits, and airport transfers; (2) Photography Expeditions led by internationally renowned photographers (Paul Goldstein, Randy Hanna, Dean Tatooles, Virgil Reglioni), commanding premium pricing from £15,500; and (3) bespoke Private Yacht Charters for exclusive groups, plus a Trade and MICE vertical for corporate, media, and research clients. Payment is staged (30–60% deposit, balance three months pre-departure) and multi-currency (GBP, EUR, USD, CAD, AUD).

Distribution is consultation-led direct-to-consumer: customers reach expedition specialists via the website reservation form, a 30-minute video or phone consultation, or dedicated sales lines in the UK, US, US/Canada toll-free, and Australia toll-free. Channel partnerships with Exito Travel (flight bookings) and DAP Airlines (Chilean/Antarctic connections) handle travel logistics. The company maintains memberships in IAATO, AECO, ATTA, PTGA, and the Conscious Travel Foundation. The marketing engine is content-led, combining an Explorer's Handbook, virtual webinar programme, newsletter, and earned media features in The Washington Post, National Geographic, Condé Nast Traveller, Forbes, and Financial Times. Approximately 11–50 employees support operations; co-founder Michele is named.

Name

Secret Atlas

Legal name

World Explorer Travel Limited

Website

https://secretatlas.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Secret Atlas is a London-based tour operator that pioneered the Expedition Micro Cruise model, running small-group polar voyages (12-36 guests) on two ice-strengthened vessels to Svalbard, Greenland, Antarctica, and South Georgia for affluent adventure travellers and photography enthusiasts.

Ownership category

akta.pro rank

Product category

Expedition Cruises

NAICS

Deep Sea Passenger Transportation (483112), Scenic and Sightseeing Transportation, Water (48721)

SIC

Water Transportation (4400)

akta.pro primary industry

Expedition Cruise Lines (Polar & Remote Regions) (THAEABAD)

akta.pro secondary industries

Small-Ship Expedition Cruises (Under ~500 Guests) (THAEADAC), Polar & Remote-Destination Expedition Tour Operators (THAKADAM)

Keywords

• Polar expedition cruises
• Small ship expeditions
• Arctic antarctic travel
• Wildlife photography tours
• Private yacht charters

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Supply Chain, Others

Revenue model

1. Expedition Micro Cruise Bookings: The primary revenue stream is selling expedition cruise bookings directly to consumers. Customers pay a tiered deposit (30-60% on booking) followed by a final payment 3 months before departure. Pricing is per person and varies by cabin type (Signature Twin/Double, Signature Suite, Signature Single, Classic Single) and expedition destination. Solo traveller single supplements and cabin share options are also available.
2. Photography Expeditions: Specialist photography expeditions bundled with a professional photographer guide (e.g., Paul Goldstein, Randy Hanna, Dean Tatooles, Virgil Reglioni). These premium tours carry higher price points than standard micro cruises and include in-field photography coaching, workshops, and lectures.
3. Private Yacht Charters: Bespoke private charter expeditions for exclusive groups, allowing custom itineraries and maximum flexibility. These are priced at a premium and available across Svalbard, Greenland, Antarctica, and South Georgia.
4. Trade and MICE Charters: Corporate meetings, incentives, and group charter bookings for trade clients, including expedition management services and logistics for commercial yacht charters, TV/media productions, and research vessel charters.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Secret Atlas sells small-group expedition micro cruises (12-36 guests) to the Arctic (Svalbard, Greenland) and Antarctic (Antarctica, South Georgia) aboard two ice-strengthened vessels, MV Vikingfjord and MV Freya. Its product lines comprise Expedition Micro Cruises, Photography Expeditions led by professional photographers, and Private Yacht Charters, priced per person across multiple cabin categories with tiered deposit/balance payment terms.

Product overview

Secret Atlas is a tour operator specializing in expedition micro cruises to the Arctic and Antarctic. The company offers three core product lines: Expedition Micro Cruises (12-36 guests on small ships exploring Svalbard, Greenland, Antarctica, and South Georgia), Photography Expeditions (specialized tours led by professional photographers including Paul Goldstein, Virgil Reglioni, Dean Tatooles, and Randy Hanna), and Private Yacht Charters (bespoke custom expeditions). The fleet consists of two purpose-operated vessels: MV Vikingfjord (12 guests, ice-strengthened with Scandi design, featuring observation lounge, dining room, hot tub, sauna, and Starlink Wi-Fi) and MV Freya (12 guests, classic expedition ship with dining saloon, bar, bridge, sauna, and hot tub). Cabin categories across both ships include Signature Twin/Double, Signature Suite, Signature Single, and Classic Single accommodations. The company also provides supplementary services including Virtual Events/Webinars and an Explorer's Handbook online resource. Departures operate from Longyearbyen (Svalbard), Constable Point/Iceland (Greenland), and Ushuaia (Antarctica/South Georgia).

Differentiator

Problem solved

Functional benefit

Products and services

• Expedition Micro Cruises Small-ship polar expeditions (12-36 guests) to the Arctic (Svalbard, Greenland) and Antarctic (Antarctica, South Georgia), featuring flexible itineraries, Zodiac landings, and expedition-style exploration for affluent adventure travellers and photographers.
• Photography Expeditions Specialist polar expeditions led by professional photographer-guides (Paul Goldstein, Randy Hanna, Dean Tatooles, Virgil Reglioni) with in-field coaching, workshops, and lectures for amateur and professional photographers.
• Private Yacht Charters Bespoke private charter expeditions for exclusive groups to Arctic and Antarctic destinations, with fully custom itineraries and maximum flexibility, priced via quote across Svalbard, Greenland, Antarctica and South Georgia.
• MV Vikingfjord Ice-strengthened expedition vessel with 12-guest capacity, Scandinavian-inspired design, observation lounge, dining room, bridge lounge, hot tub, sauna, and Starlink Wi-Fi, with cabin options of Signature Twin/Double, Signature Suite and Signature Single.
• MV Freya Classic ice-strengthened expedition ship with 1A hull for Arctic waters, 12-guest capacity, featuring dining saloon, bar, bridge, sauna, hot tub, deck areas, and cabin options of Signature Twin, Signature Suite, Signature Single and Classic Single.
• Virtual Events (Webinars) Live and on-demand online events covering expedition life, polar photography tutorials, destination insights (Svalbard, East Greenland, Antarctica) and behind-the-scenes content from guides, crew and guests, with an archive of past webinars available on the website.
• Explorer's Handbook Online resource hub providing destination guides, wildlife guides, photography micro-guides, culture and history guides, and planning information for polar expeditions.

Quantifiable outcome

• Best guide-to-guest ratios at both polar regions
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Exito TravelcoreChannel Partner/ Reseller/ DistributorExito Travel is Secret Atlas's recommended flight booking partner, handling complex expedition flight arrangements. With nearly 30 years of experience, Exito's Air Desk Team manages routes, fares, schedule changes, and offers 24/7 support for flexible, adaptable ticketing.
• DAP AirlinescoreChannel Partner/ Reseller/ DistributorDAP Airlines is a Chilean carrier specialising in regional flights across Patagonia and Antarctica. The partnership connects travellers to remote destinations including Punta Arenas to King George Island, with a focus on safety, comfort, and adventure in extreme environments.
• Sail RacingminorOthersSail Racing is a premium Swedish brand designing high-performance sailing gear for extreme conditions. Their clothing and outerwear are trusted by professional sailors and explorers. Partnership likely involves brand visibility and co-marketing.
• The Original Muck Boot CompanyminorOthersThe Original Muck Boot Company creates rugged, waterproof boots for harsh conditions. Muck Boots are provided to guests (rubber polar-standard boots for shore landings) and represent a gear partnership for adventure expeditions.
• IAATO (International Association of Antarctica Tour Operators)coreStrategic or Co-development PartnerIAATO is a member organisation promoting safe, responsible, and environmentally conscious travel to Antarctica. Through strict guidelines and collaboration, IAATO ensures tourism supports conservation efforts while preserving Antarctica's ecosystems. Secret Atlas displays the IAATO logo as a member operator.
• AECO (Association of Arctic Expedition Cruise Operators)coreStrategic or Co-development PartnerAECO is an international organisation dedicated to responsible and sustainable tourism in the Arctic. It sets high standards for safety, environmental protection, and community engagement. Secret Atlas is a member and adheres to AECO operational guidelines and permit requirements.
• ATTA (Adventure Travel Trade Association)coreStrategic or Co-development PartnerThe Adventure Travel Trade Association is a global community of adventure travel professionals committed to responsible tourism and sustainable growth. Through collaboration, education, and industry standards, ATTA connects operators, destinations, and travellers. Secret Atlas is a member.
• PTGA (Polar Tourism Guides Association)coreStrategic or Co-development PartnerThe Polar Tourism Guides Association sets professional standards for polar guides and expedition leaders. Through training, assessment, and certification, PTGA promotes safety, competence, and environmental stewardship in Arctic and Antarctic tourism.
• The Conscious Travel FoundationcoreStrategic or Co-development PartnerThe Conscious Travel Foundation is a global network driving positive change in the travel industry, promoting responsible, sustainable, and regenerative tourism. Secret Atlas's brand values align with this partnership, and their logo is displayed on the website footer.
• HyperboreaminorChannel Partner/ Reseller/ DistributorRun by Semi and Evan, Hyperborea is a local tour operator partner in Iceland that helps guests plan pre- or post-expedition tours and arranges local services. Featured as a recommended partner for Iceland extension experiences following East Greenland expeditions.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Adventure Canada: Small-ship expedition operator running polar and cultural voyages in the Canadian Arctic, Greenland and Antarctica. Comparable small-ship, expert-led expedition model for adventurous, experience-focused travellers.
• Polar Latitudes: Small-ship Antarctic and Arctic expedition operator focused on intimate itineraries. Comparable in small-ship, expert-led approach; competes in overlapping polar geographies and a similar experiential traveller segment.

Broad incumbents

• Hurtigruten: Norwegian-headquartered broad expedition cruise line with extensive Arctic and Antarctic itineraries across a fleet of small to mid-sized ships. Comparable category (polar expedition cruises) but operates at much larger scale with broader, less-exclusive positioning.
• Scenic Luxury Cruises & Tours: Luxury travel group operating the Scenic Eclipse expedition yachts in polar waters. Comparable ultra-luxury small-ship expedition product and affluent traveller base, but operates as part of a broader luxury travel portfolio rather than a polar specialist.
• Silversea Expeditions: Luxury cruise brand within Royal Caribbean Group operating expedition voyages to Antarctica and the Arctic. Comparable polar luxury positioning but at much larger ship scale and broader portfolio offering, competing for the same affluent traveller.

Direct peers

• Quark Expeditions: Long-established polar expedition cruise operator offering small-ship Antarctic and Arctic voyages. Directly comparable to Secret Atlas as a competitor for the same affluent, experience-driven polar guests, with overlapping itineraries in Svalbard, Greenland and Antarctica.
• Aurora Expeditions: Australian-founded small-ship expedition company specializing in Antarctic and Arctic voyages with photography-led departures. Closely comparable to Secret Atlas in product mix (small ships, expert-led polar expeditions, premium positioning).
• Poseidon Expeditions: Small-ship polar expedition operator focused on Antarctic and Arctic itineraries including the North Pole. Comparable in vessel size philosophy and expedition-style product, competing for similar polar-curious affluent travellers.
• Lindblad Expeditions: Pioneer of small-ship expedition cruising with a long-standing National Geographic partnership. Direct competitor in expedition-style itineraries to polar regions and emerging 'expedition yacht' small-capacity segment that overlaps with Secret Atlas's micro-cruise positioning.
• Swan Hellenic: Cultural and expedition cruise brand operating small luxury expedition ships to polar and remote regions. Comparable vessel size, itinerary style, and culturally-immersive premium positioning targeting similar affluent experiential travellers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/secretatlas
• Facebookfacebook.com/secretatlas
• LinkedInlinkedin.com/company/secret-atlas

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Secret Atlas