Experiencing Santa’s Lapland first-hand has been key to Ashleigh Pedersen’s sales success, as joining a three-night fam trip helped her see how the operator creates its famed festive breaks each winter.

November and December are the busiest months for Christmas break bookings for the team of 10 at Travel Dreams by Ashleigh & Co. They average two bookings a day for Santa’s Lapland, as well as numerous Santa breaks with sister brand Inghams. Sales also continue into the new year, and this January and February the agency secured 10 packages for 2026 and 2027 departures. 

“A lot of other travel agents are quiet in November and December, but it’s like our January, we’re so busy!” Ashleigh explains. “I think people see that winter's here and they start thinking about next year, wanting to go away for Christmas and do something amazing.”

Bookings are now open for Santa's Lapland for Christmas 2026 and 2027. Ashleigh says free child places on selected Santa’s Magic packages is a huge incentive for clients to book across both years. She adds: “They have a lot of free child places, so customers often wait for those and then book. We have some people wanting to book for 2026 now and they think they’re really early, but it’s already filling up. And then others are already asking when 2028 will be available!”

Choosing a package 

Each year Santa’s Lapland offers departures from late November until Christmas Eve to Saariselka, a small village 250 kilometres north of the Arctic Circle. Customers can choose two- or three-night stays, which include half-board accommodation, activities, flights, transfers and thermal suits and boots.  

The operator offers two packages, with price parity assured to agents:

Santa’s Magic: this classic package starts from £1,469 per adult, with free child places available on selected 2026 and 2027 departures. It includes a private meeting with Santa, a husky sled ride, a reindeer sleigh ride and lots of snowy activities like mini-skiddos and tobogganing. It also includes lively shows with the elves and a festive dinner. Clients have a choice of six hotels and log cabins. 

Santa’s Aurora: this premium package starts at £1,709 per adult, and includes a private meeting with Santa, a longer husky sled ride, a reindeer sleigh ride and snowy activities. It also offers extras such as a special Wilderness Dinner, a snowmobile safari, a trip along the Enchanted Trail and an immersive workshop with the elves. Clients stay in Santa’s Star Arctic Hotel, which is exclusive to Santa's Lapland. 

Exciting activities

 

During her fam trip Ashleigh enjoyed activities from both packages, including a snowmobile safari and a sleigh ride led by reindeer through the snowy landscape. The Santa’s Aurora 5km husky sled ride was one of her highlights, as it also included time to meet the dogs. She explains: “It was just amazing, they were very cute! The people looking after the dogs told us all about them, explaining how they really love running, and how it's ethical –  you can tell that the dogs are really well looked after, which is important to our customers. An adult can actually drive the sled too, it’s so fun.”

On both packages guests enjoy plenty of thrilling experiences in the snow. Ashleigh explains: “There was so much to do. We went into an igloo where the elves performed a show, which was a bit like a pantomime and really interactive, so it was really good for kids.” Guests are able to choose when they enjoy activities throughout the day, to ensure queues don’t build up.

Another highlight was meeting Santa, and Ashleigh enjoyed the build-up. “The story starts from the minute you arrive. When you're greeted at the airport by the elves they tell the children we’re all there to search for Santa. Everyone gets a golden ticket to hand over, and the elves keep talking about how we’ll have a fun time and will try to see Santa, but that it's rare to find him.

“On the day you join a magical sleigh ride through the forest, and they're telling a story, getting the kids excited, and then all of a sudden you come across this cabin. And the elves are so excited to have found it, and everyone goes into the cabin and meets Santa.”  

While Ashleigh’s fam trip group was just adults, they were all mesmerised by their meeting with the big man himself. She explains: “It was so good. His interaction was amazing, and he looked really, really good. Children are given a present when they meet him too.”

Client matching 

Ashleigh’s clients for Santa's Lapland range from families with younger and older children, through to couples. “The whole experience is magical for everybody,” she explains. Santa’s Lapland recommend the product for children age two upwards, and highlight that it is typically children between the ages of five and nine who have the most memorable experience.

When promoting the two packages, Ashleigh often advertises the Aurora package towards families whose children have special educational needs. This package includes several extra experiences not included in the Santa’s Magic option, and she explains: “It’s more exclusive, as they limit the number of people on each tour to 30. So it's a lot quieter and a lot more chilled. It also has the Enchanted Trail where you find the hidden home of the Forest Elf, and the trail is full of lights so it’s really good as a sensory experience. And you also go into Santa’s Elves Workshop and see where they need to send all the presents, with a big map on the wall, and it smells just like you’d imagine. I got really emotional going in!”  

Santa’s Lapland has created two extensive guides to support guests in understanding the different sensory experiences and accessibility aspects, with guides for the Santa's Aurora package and the Santa's Magic package. 

Ashleigh says both packages offer a fantastic experience, adding: “If customers come to me and say, ‘we want the absolute best experience, money is not an issue’, then the Santa’s Aurora package would be the one. And if they are on a bit more of a budget, then the Santa’s Magic package is a better bet.

“Both packages have everything included, and all the little extras that people want that other operators don’t offer. Having games on the plane is a massive thing for parents, as they want it to be really festive. On our plane we were singing Christmas songs and playing games that get everyone onboard involved!

“Then the minute you arrive in resort there are elves everywhere. You’re on the coach going to the resort, and the rep is telling you to look out for them out of the window, and you see them popping out from behind trees or throwing snowballs at each other. The kids love it, and the parents love it as well.”

Regional departures

While Ashleigh’s team are based near Humberside Airport, their clients are from across the country so they make full use of Santa’s Lapland’s 16 regional departures. “It’s really helpful, as they’re one of the few operators to offer some of these regional airports,” she adds. 

Ashleigh encourages other agents to gain first-hand experience of Santa’s Lapland if possible, but for those who haven’t been, she urges them to utilise the operator’s tools and resources. She adds: “The sales team are really, really helpful and that makes such a difference when selling it. They have guides and lots of information on their website, including videos. Knowing the product inside out and all of the little extras that are included really helps to sell it.”