“Coolcation” as the new summer luxury: Signature Collection Travel focuses on Finnish Lapland

Signature Kollection Travel is picking up on the growing trend toward “coolcations” and, with Octola Private Wilderness in Lapland, is showing how summer luxury is being redefined

Munich, April 13, 2026. Luxury tour operator Signature Kollection Travel is expanding its focus to include exclusive summer trips and, with Finnish Lapland, is targeting a destination that picks up on the current trend toward so-called “coolcations.” This refers to trips to cooler regions that offer an attractive alternative to traditional warm-weather destinations, especially during the summer months. With exclusive retreats such as the Octola Lodge, the region embodies this new form of luxury travel: peaceful, mindful, and close to nature. Aspects such as the climate, privacy, and the chance to slow down are increasingly becoming the focus of discerning travelers.

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An exclusive alternative to traditional summer hotspots

With Finnish Lapland, Signature Kollection Travel is showcasing a destination that reimagines the summer travel experience. Instead of crowded hotspots and high temperatures, travelers can expect crisp air, secluded natural landscapes, and natural phenomena such as the midnight sun and the Northern Lights. The region uniquely combines relaxation and activity and is increasingly establishing itself beyond the winter season as a destination for discerning travelers seeking new perspectives in the summer.

Personalized nature experiences and a chance to slow down in a pleasant climate

The focus is on tailor-made experiences in unspoiled nature, deliberately organized in a private setting. Whether guided hikes, canoe trips, fishing, or activities under the midnight sun – the offerings are individually tailored to guests’ wishes. At the same time, the desire for retreat and rejuvenation takes center stage. Finnish Lapland offers ideal conditions for this and makes slowing down a natural part of the experience. Traditional Finnish sauna experiences and exclusive wellness moments also blend harmoniously into this special environment, even in summer.

"We see that expectations for luxury travel are changing. Many guests today are specifically looking for places that offer privacy and authenticity. For us, Finnish Lapland is therefore not only a logical response to the ‘coolcation’ trend, but also a destination where summer luxury is being redefined", says Shahab Kamali, founder and CEO of Signature Kollektion Travel.

Octola Lodge: Private wilderness at the highest level

An outstanding example of this new summer luxury is Octola Private Wilderness. This exclusive hideaway is located within the Arctic Circle near Rovaniemi, the capital of Lapland, and combines extensive privacy with a stay that is thoroughly nature-oriented. The exact location remains deliberately anonymous. On a 700-hectare estate, families, couples, or groups of friends will find a secluded retreat with personalized service: guests are individually accompanied by their own guide, chef, and butler. Private wilderness meets tailor-made experiences, high-quality retreats, and a clear focus on nature, mindfulness, and exclusivity. At the same time, sustainability and a respectful approach to nature and local communities play a key role in the house's concept. Octola is the first five-star accommodation in the Nordic region with a negative carbon footprint. The architecture and materials blend discreetly into the landscape.

Learn more here.

About Signature Kollection Travel GmbH:

Signature Kollection Travel GmbH is a luxury travel operator based in Munich. The company develops bespoke luxury trips, individually curated tours, and sustainable travel experiences worldwide for sophisticated customers, all of which are personally guided and executed with the greatest care. A particular focus is placed on luxury and expedition cruises, hand-selected hotels, private jet travel, and private yachting. Thanks to trusted partnerships with select hosts and local experts, clients gain access to extraordinary destinations and exclusive experiences.