Operator intelligence / Owner dossier

Maarten Raes

NORDIC Collection / Arctic Bath (SE)

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12 cited statements (1 pain, 1 money signals). Raw harvest on record: 0 LinkedIn posts, 0 web captures.

ICP dossier / The Wellness Hotelier at Scale

Multi-dimensional profile for the advisory ICP, assembled from the research on record. Ownership: owner, NORDIC Collection's own "Our Story" page confirms he founded the company in 2004, and independent listings separately confirm he is Chairman of the board and owner at Arctic Bath, matching round 1 on both entities..

Rooms or keys
12
Rate band
SEK 20,995 to 22,995 per person for the 4-day/3-night "Journey in the North" package (full program, meals and transfers included); no separate standalone nightly room rate is published
Founded
2019
Tenure (years)
7
Nationality
Belgian
Public activity
high

Coded voice: 12 statements (1 pain, 1 money signal). Top themes: team_hiring_culture_and_leadership (5), brand_marketing_and_industry_presence (2), founder_journey_and_legacy (1), financing_investment_and_revenue (1), growth_expansion_and_market_strategy (1).

Firmographics

employee countunknown for Arctic Bath specifically. Nordic Collection group (the tour operator side, not Arctic Bath) reports approximately 175 employees across Belgium (about 120, across Steenhuffel, Gent, Brussel and Herentals), the Netherlands (about 50) and its Iceland DMC (about 20), up from about 45 pre-COVID source
expansion eventsNordic Collection took an investment from Down 2 Earth Capital in 2019; it expanded into the Netherlands and France in a subsequent spring; it expanded to the German market on 2022-07-22; it is developing an 80-room hotel built into a mountain in Finnish Lapland through Explore the North, a Swedish holding 50% owned by Nordic Collection source
founded yearArctic Bath opened in either late 2019 or April 2020; sources are inconsistent on the exact month (a Swedish design-press article dated its opening around April 2020). Nordic (the tour-operator predecessor of Nordic Collection) was established in 2008, per one Belgian trade-press profile, though an earlier NORDIC Collection company page places Raes buying the "Norway Info" travel business and rebranding it in 2008 to 2009 source
other venturesNordic Collection, an umbrella travel group with four pillars (Nordic for Scandinavia/UK/polar regions, Beyond Borders for adventure travel, Explore for premium destination brands including My Himalaya, Atacama, Canada Travel Designers, Wild Alaska and VNC Asia Travel, and GoNorth, an Iceland destination management company); Explore the North, a Swedish real-estate holding for Lapland hotel properties, 50% owned by Nordic Collection source
ownership structureArctic Bath was conceived and founded by local citizens of Harads, Sweden (population about 500): the floating sauna idea originated with resident Per-Anders Eriksson, the circular building was designed by architects Bertil Hagstrom and Johan Kauppi, and Maarten Raes was invited to join as a partner by Kent Lindvall, owner of the neighbouring Treehotel (per Small Luxury Hotels of the World Journal, "Independent Minds: Maarten Raes, Arctic Bath," found via web search). Nordic Collection (the umbrella travel group Raes founded) is described as owned by Maarten Raes and his wife Katia De Vil, with Philip Timmermans serving as CEO source
price pointunknown, no published nightly rate found on arcticbath.se or slh.com/hotels/arctic-bath source
rooms keys12 (6 floating water/suite cabins plus 6 land cabins) at Arctic Bath source
trigger 12025-2026 dated news: none found. The most recent dated item located was Nordic Collection's German market expansion, announced 2022-07-22, outside the requested 2025-2026 window. No 2025 or 2026 announcements, awards, launches, or leadership changes for Maarten Raes, Arctic Bath, or Nordic Collection were found; nordiccollection.eu/en/about-us/our-story/ and nordiccollection.eu/en/blog/ both returned HTTP 403 Forbidden on direct fetch, and nordiccollection.se resolves to a parked domain page with no content. source

Demographics

age bandunknown, not published in any source consulted
base locationBelgium (Nordic Collection's main offices are in Steenhuffel, Gent, Brussel and Herentals), with a personal connection to Swedish and Finnish Lapland through the group's hotel holdings source
career entry 1Founder & Executive Chairman at Nordic Collection source
career entry 2Board member & co-owner at Skårungen source
career entry 3Chairman & co-owner at Arctic Bath source
career entry 4Board member & co-owner at Explore the North source
career entry 5Board member & co-owner at GoNorth source
career entry 6Board member & co-owner at Beyond Borders source
career entry 7Company Owner at Nestun AS source
career entry 8Company Owner at Coolplaces BV source
career entry 9Founder & CEO Nordic at Nordic source
career entry 10Managing partner & company owner at The Northern Lights Ranch source
career entry 11Network System Engineer at sint-theresiacollege source
career historyStarted as an IT professional; in 2004 (per one source) or 2008 (per another) began building the Scandinavia travel business that became Nordic, then Nordic Collection, reinvesting profits into Nordic hospitality real estate including Arctic Bath source
educationunknown, not found in any source consulted
edu entry 1Executive MBA Global Hospitality (ongoing), Les Roches source
edu entry 2Master, ICT Telecommunicatie ingenieur, KU Leuven Ghent Campus source
languagesunknown, not found in any source consulted
nationalityBelgian (implied; Nordic Collection's tour-operator headquarters and staff are concentrated in Belgium, at Steenhuffel, Gent, Brussel and Herentals) source

Psychographics

top theme 1team_hiring_culture_and_leadership
top theme 2brand_marketing_and_industry_presence
top theme 3founder_journey_and_legacy
top theme 4financing_investment_and_revenue
top theme 5growth_expansion_and_market_strategy
voice profile12 coded statements; pain 1; money signal 1

Jobs to be done

job 1When press recognition like MICHELIN and Falstaff coverage arrives but the property has only 12 rooms and two seasonal closures to capitalize on it, I want a demand-generation engine that converts that earned media into direct bookings quickly, so that a narrow capacity and season are not wasted on press attention that fades before it converts.
job 2When bookings flow mostly through OTA aggregators rather than a direct channel, I want a proper direct-booking engine for Arctic Bath, so that commission does not erode margin on an already-small room count.
job 3When his personal following sits dormant since 2020 while the group develops new hotel projects like the Finnish Lapland property, I want to reactivate a public voice under his own name, so that the group's growth is backed by a founder story people can follow, not silence.
jtbd coverage noteEvidence is limited to sales-brief pain points and dossier facts on capacity, distribution and the founder's dormant public profile; the study register carries no quotes from Maarten Raes, so emotional and social jobs are omitted for lack of founder voice evidence.

Reachability

linkedin follower count4775 source
linkedin profilehttps://www.linkedin.com/in/maarten-raes-1b15b62 source
post capture count49 posts in the capture window (limit 50) source

Statements

Wij verkopen geen alledaagse producten en in het geheel van de reissector zijn we nog altijd niche.

painGrowth, Expansion and Market Strategysource

Je kan een bed in contingent nemen, of garant of als die beide niet kunnen, desnoods het hotel kopen. Wij gaan tot stap drie, veel collega's haken al af bij stap één.

money signalFinancing, Investment and Revenuesource

We zoeken een teamlead sales bij Beyond Borders!

Team, Hiring and Leadership2026-05-19source

This year, Trends once again highlighted the fastest-growing companies in Belgium. We are proud that Nordic has been selected as Ambassador among the large companies in the province Flemish Brabant. Success in a business is never the result of one single factor. It comes from a cocktail of strong teamwork, the right product, and the trust of customers. After nearly 18 years in the cockpit of Nordic Collection, and the last seven years together with Philip Timmermans, I am once again proud to celebrate this milestone. Proud of what my little “Nordic” (born in 2008) has grown into - now an 18-year-old teenager. What once literally started around the dining table in our living room has grown into a tour operating company with 3 brands and nearly 200 employees, offices in Belgium, the Netherlands, Germany, France, and Iceland (GoNorth), and hotel participations employing more than 300 people across Sweden, Finland, and Norway. A heartfelt thank you to all our partners around the world. Without your dedication on the ground, we would not be able to deliver the best travel experiences to our guests. Thank you to all our customers for the many years of trust in our brands. And thank you to the entire teams of Nordic Collection, GoNorth, Skårungen, Explore the North, and Arctic Bath for the years of commitment, passion, and collaboration. The best is yet to come. 🚀

Founder Journey and Legacy2026-03-12source

I’ll be attending the three B2B days of ITB Berlin from Tuesday through Thursday (3-4-5 March). Looking forward to connecting with inspiring partners and exploring new opportunities across our portfolio. I still have a few open slots in my agenda and would be happy to meet with: • Suppliers from The Nordics (for our brand Nordic) • Companies specialised in adventure travel (for our brand Beyond Borders) • High-end and boutique luxury DMCs (for our brand Explore) If you are attending ITB and see potential for collaboration, feel free to reach out and schedule a meeting. See you in Berlin.

Brand, Marketing and Industry Presence2026-02-20source

Skårungen is hiring! Head of Accounting & HR – Full-Time Position. Skårungen is a year-round hospitality and tourism destination experiencing strong growth, offering a hotel, cabins, restaurant, spa, and curated experiences in the heart of the Lofoten Islands. We are based in Kabelvåg - Lofoten - Norway. Accounting & Finance: 70% HR & Personnel Administration: 30% More information Christer Larsen and Tilla Lien Larsen

Team, Hiring and Leadership2025-12-19source

Just a few more weeks until we open our newest gem in Lapland. Two years ago, our Swedish subsidiary Explore The North began construction on Kaamos Lodge – the newest and one of the most unique hotels in all of Lapland. Kaamos Lodge features a stunning restaurant, a relaxing spa, and 80 rooms built directly into the hillside. Each room blends seamlessly with the surrounding nature: in summer, the lodge appears as a green hill dotted with hidden rooms; in winter, it transforms into a softly glowing slope covered in snow. A heartfelt thank you to the entire Explore The North team! Explore the North Nordic Nordic Collection

Design, Architecture and Healing Environment2025-11-02source

What incredible news for Arctic Bath today! This morning, the Michelin Keys were announced for hotels worldwide — and Arctic Bath received one as the only hotel in Sweden outside the capital, Stockholm. Just as Michelin Stars recognize the world’s best restaurants, Michelin Keys celebrate exceptional hotels. Receiving a Michelin Key means that the experience at a hotel is truly extraordinary. After a very bumpy eight-year journey, we have finally built a true high-end retreat — a dedicated organization of 22 team members and only 12 breathtaking rooms. Despite significantly higher construction costs in 2018–2020 than planned, and a very difficult start (we opened Arctic Bath just one week before Covid), our amazing team has created a stunning floating hotel experience. Well… floating on the Luleå River in summer, but frozen solid in the ice during winter. PS: There’s still some availability for this coming winter (though not much left! 😉). Thank you Klara Ranggård, David Staf and the whole team of Arctic Bath.

Brand, Marketing and Industry Presence2025-10-09source

Vacature alert! Voor ons kantoor in Londerzeel zijn we reeds ruime tijd op zoek naar een teamlead sales Zuid-Scandinavië. Wat ga je concreet doen? Salesstrategie en klantbeleving: Je ontwikkelt samen met de CEO een inspirerend salesplan dat zorgt voor een sterke klantbeleving én commerciële resultaten. Teamcoaching en leiderschap: Je begeleidt je team in hun ontwikkeling, motiveert hen met duidelijke doelen, en coacht hen richting groei. Planning en organisatie: Je verdeelt rollen en taken, bewaakt personeelsbezetting, lost problemen op en bepaalt prioriteiten. Data en dialoog: Je meet vooruitgang aan de hand van cijfers én gesprekken. Innovatie en verbetering: Je denkt actief mee over hoe het beter, efficiënter of mensgerichter kan. Je hebt minstens 3 jaar ervaring in sales, waarvan minstens 2 jaar als teamlead. Contacteer mij of solliciteer meteen via deze link: https://lnkd.in/eVFPVfdV?

Team, Hiring and Leadership2025-07-05source

🌍 Antarctica 2026 – Een once-in-a-lifetime expeditie met Nordic ❄️ Droom jij ervan om voet aan wal te zetten op het mysterieuze, witte continent? In januari 2026 bieden we een unieke 16-daagse reis (12 dagen op zee) aan boord van de gloednieuwe Ocean Albatros – exclusief voor Nordic-klanten! ✨ Highlights: 6 volle dagen op Antarctica! Nederlandstalige reisbegeleiding en lezingen door onder andere Joeri Cortens Zodiac-safari’s en dagelijkse landingen Zeker zie je walvissen, pinguïns & zeehonden Max. 186 gasten – kleinschalig & comfortabel 🎉 Friends & Family-actie: De laatste hutten willen we graag aanbieden met een exclusieve korting voor Friends & Family (dus jij én je reisgenoten). Interesse? DM mij voor meer info en een voorstel op maat! 📅 Vertrek: 12 januari 2026 📍 Meer info & boeken via: https://lnkd.in/eAQammjY

Location and Destination Appeal2025-04-01source

We have another great vacancy for those with experience in contracting and a passion for tourism! We are hiring a contractor/buyer for Finnish and Swedish Lapland. OOO yeah! - You are responsible for the procurement of package holidays; - You work on a strategic production plan in all our markets (Flanders, Wallonia, France, the Netherlands and Germany); - You follow the trends in Lapland and our markets; - You travel to Lapland to convince partners to work with us for accommodation, transport and excursions. You will have to get used to - A nice atmosphere in our team; - A fast growing company with a clear ambition; - Freedom in how you plan your work; - Travel to Lapland 10-20% of your work time; - Northern Lights while you travel; - Nice hotels and good food; - Great people to work with. Interested? Contact Laura Peele - Lammers or me. All info at: https://lnkd.in/eZPwtViH

Team, Hiring and Leadership2024-12-15source

Nordic is looking for a contractor for our destinations Sweden, Ireland, Schotland and Wales. Are you interested in convincing hotel and cabin owners, excursion providers, ... to work with us then this is the right job for you! Together with our contracting team and me, you will ensure that Nordic, as the market leader, develops and delivers the most exciting and innovative travel products for the Dutch, Belgian, French and German market. Preferably you live in BE or NL. FR and DE we can manage as well. More info: https://lnkd.in/egJhVjdV

Team, Hiring and Leadership2024-06-03source

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