Icehotel reports record results - “Strong brand for Sweden”

- Many may not have understood how strong the Icehotel brand actually is for Sweden, says CEO Marie Herrey.

According to the latest financial statement for the period from September 2024 to the end of August last year, the company had a turnover of 180.5 million with a profit of 26.4 million. During the previous period 2023/2024, the turnover was 169.4 million kronor with a profit of 18.3 million.

- I am very proud of our result. The explanation is multifaceted. Much is about cost control and otherwise, there are many well-thought-out decisions and improvements behind the increased result.

The challenge is the infrastructure when the number of flights to Kiruna has decreased and the train has struggled with difficulties, according to Marie Herrey.

- But for the upcoming season, flight capacity will increase by 50 percent. The flight from Kastrup to Kiruna has meant that we have received more Danish guests and made it easier for guests coming from the USA and the United Kingdom. In winter, departures from Copenhagen increase from two to three a week.

When the season closes on 12 April, Icehotel will have received around 100,000 visitors, including day visitors. The cold rooms have on average had an occupancy of 80-90 percent and the warm ones 90-100 percent.

- This is where it's happening in Norrbotten! We have everything - northern lights, nature, and silence. Many of our guests who come from big cities have never experienced such silence. And the starry sky, that's worth the visit alone.

Icehotel is not alone in experiencing the increased interest in visiting northern Sweden, and as much as 80 percent of the seats on flights to Kiruna are filled by tourists.

- We are a fundamental industry in Norrbotten, and there are many skilled operators here doing a great job. Among Icehotel's core values, 'authentic' is important. We do not want to scale up in the way that happens elsewhere. When it's full, we have about 300 guests per night, but it never feels crowded. Our buildings are spread out, we have three restaurants, and also many guests who eat at our camps every evening.

Marie Herrey estimates that the 2025/2026 season will end roughly like the previous one.

- We have been affected by fewer flights and a slightly stronger Swedish krona, which has impacted tourism from the United Kingdom and the USA. At the same time, we have been able to compensate with guests from other countries, primarily Swedish guests.