Octola Private Wilderness has become the world's first travel destination to monitor air quality using research-grade technology, providing guests with measurable data on the purity of its Lapland home. Olivia Palamountain reports

In a definitive example of the "Clean Air Tourism" trend (as predicted by Globetrender founder Jenny Southan during the pandemic), Octola Private Wilderness, located within the Arctic Circle in Finnish Lapland, has installed advanced monitoring systems on its estate that continuously track ultra-fine air particles.

This advanced tech is typically reserved for academic and governmental research stations and represents an unprecedented level of environmental transparency for the luxury travel sector. For more on Clean Air Tourism, subscribe to VOLT and download the dedicated issue on this trend.

"Many destinations speak about clean air, but Octola actually shows it," says Mikko Sipilä, professor of atmospheric sciences at University of Helsinki. "It's remarkable to see a travel destination take such initiative in supporting scientific research, collecting meaningful data, and bringing greater awareness and transparency to a topic that affects us all." The monitoring system extends across Octola's full collection, including the original wilderness retreat and Octola II, opening in December 2025. The technology provides 24/7 data on air quality conditions that guests can access during their stays at the secretive destination, which maintains a 94% return rate despite extremely limited availability. For more on Octola Private Wilderness, check out Globetrender's review here.

Founder Janne Honkanen describes the initiative as natural evolution of the retreat's founding mission centred on Lapland's pristine environment. "Our surroundings have always offered a rare kind of purity. Now, we have the data to prove it," he says. "By measuring ultrafine particles - some of the smallest and most harmful air pollutants - we're able to affirm the quality of our environment and share this reassurance with our guests in a meaningful, transparent way."

The monitoring programme coincides with the launch of Respiro Octola, a bespoke wellness experience designed around breathing exercises in Arctic conditions. The programme combines guided breathwork with traditional Nordic practices including sauna experiences, ice swimming and yoga, all calibrated to the destination's unique environmental conditions.Sipilä notes the health implications of clean air exposure, explaining that air pollution reduces global average life expectancy by roughly two years, whilst the most polluted regions see reductions of up to a decade. "Breathing in air as clean as that found in Lapland can support respiratory recovery, enhance overall wellbeing, and statistically may even contribute to a longer life," he says.

Octola operates as what it claims is the first high-end Arctic destination with a negative carbon footprint, setting environmental benchmarks for luxury travel whilst maintaining exclusivity through undisclosed locations and invitation-only access. The retreat does not offer online reservations, instead maintaining private waiting lists for interested guests.

The destination collaborates with researchers studying its unique location, including Northern Lights scientist Dr Esa Turunen. Situated in one of the world's most active aurora zones, the retreat offers Northern Lights visibility over 200 nights annually, creating opportunities for both guest experiences and ongoing scientific observation.The air monitoring initiative reflects broader luxury travel trends toward measurable environmental claims rather than general sustainability messaging. By providing continuous, research-grade data, Octola aims to substantiate long-standing assertions about Arctic air quality with scientific evidence accessible to guests.

Honkanen emphasises the monitoring system's role in environmental protection alongside guest services. "The purity of our air is something guests often describe as healing, almost otherworldly. With this monitoring in place, we can ensure we protect it and hold ourselves accountable to the highest possible standard."

The initiative positions Octola within emerging "scientific luxury" tourism, where destinations combine high-end hospitality with research capabilities and data-driven experiences.