The effect of parton energy loss in cold nuclear matter on the suppression ofquarkonia (J/psi, Upsilon) in heavy-ion collisions is investigated, byextrapolating a model based on coherent radiative energy loss recently shown todescribe successfully J/psi and Upsilon suppression in proton-nucleuscollisions. Model predictions in heavy-ion collisions at RHIC (Au-Au, Cu-Cu,and Cu-Au) and LHC (Pb-Pb) show a sizable suppression arising from the soleeffect of energy loss in cold matter. This effect should thus be considered inorder to get a reliable baseline for cold nuclear matter effects in quarkoniumsuppression in heavy-ion collisions, in view of disentangling hot from coldnuclear effects.