Pickyourtrail records 70% YoY surge in bookings to Northern Lights destinations
Image used for representation (3)
The platform’s booking data shows that Finland (34%), Tromsø, Norway (26%), Reykjavik, Iceland (18%), Murmansk, Russia (14%), and Abisko, Sweden (8%), with Rovanemi recording the strongest growth among travellers on the platform.
Demand for Northern Lights holidays continues to rise, with Pickyourtrail recording 50-55% YoY rise in Northern Lights bookings/searches and 70-75% YoY growth in bookings to Northern Lights destinations. According to Hari Ganapathy, CEO and co-founder Pickyourtrail, travellers who miss the aurora on their first attempts are increasingly looking at longer stays and more flexible itineraries for a second visit. Weather, cloud cover, solar activity and timing can all affect aurora visibility, making multiple viewing opportunities important for travellers planning these holidays.
The platform’s data indicates that 80-90% of travellers book 3+ nights for Northern Lights holidays, while the 10-12% increase in average trip duration for Northern Lights itineraries. Longer stays allow travellers to account for changes in weather and auroral activity while also providing greater flexibility to explore multiple viewing locations.
The platform’s booking data shows that Finland (34%), Tromsø, Norway (26%), Reykjavik, Iceland (18%), Murmansk, Russia (14%), and Abisko, Sweden (8%), with Rovanemi recording the strongest growth among travellers on the platform.
Ganapathy noted that factors including accessibility, local weather patterns, transport options and the availability of multiple viewing locations are increasingly relevant when planning a Northern Lights itinerary.
The strongest booking period for Northern Lights holidays typically begins from September and runs through December, with November and December emerging as peak booking months.
However, Pickyourtrail has recorded more than 100% YoY growth in August bookings this year, indicating that travellers are beginning to plan and book their winter Northern Lights holidays earlier.
The company said travellers are also considering the wider seasonal experience when selecting travel dates, including snow conditions, daylight hours, temperatures and the availability of Arctic activities.
Mobility is another consideration for travellers attempting to see the Northern Lights. Cloud cover can vary across relatively short distances, making guided aurora-chasing excursions an option for travellers looking to move between locations in search of clearer skies.
The company’s data also bserved interest in experiences including a complimentary second Northern Lights tour, icebreaker cruises, Korouma Canyon and Santa Claus Village, indicating demand for itineraries that combine aurora viewing with other Arctic experiences.
