Luxury travel and its role in Finnish travel business

01.11.2019, Inari

Development Specialist Liisa Renfors

Business Finland Oy, Visit Finland

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THE NEW LUXURY

Luxury is an ever-evolving concept with a definition that changes as rapidly as the values of consumers and the world they live in.

For luxury travelers, an experience in itself is no longer enough. The personal fulfillment and self improvement to become the person they aspire to be are taking precedence

In other words, the new luxury is personal fulfillment.

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Luxury travel is growing faster than overall travel. Over the next 10 years, the growth rate in outbound luxury trips is projected at 6.2%, almost a third greater than overall travel (4.8%).

Finland is a new and sustainable luxury destination.

Finland cannot be presented by using the traditional luxury arguments

(Luxury travel study 2019)

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In Finland we are not about lavishness, gold

and glitter but about a chance to slow down,

to experience pure, tranquil nature, to breathe

one of the cleanest airs in the world and to

connect with one another.

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” People want to do things that are a little bit

different and Finland offers that. There is a

genuineness about the country. Finland offers that

unique & genuine experience, something magical.“

(Interviewee UK)

Luxury Travel Study 2019

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Meaningful and authentic experiences

in unique, cleanenvironment

High quality, versatile, professionally

executed products

Hospitable, flexibleand individual service

Easily tailor made into unique experiences for

even the mostdemanding customer

Possibilty to get to know Finnish culture, be active or relax from

everyday life by something exceptional

Tree House Hotel, Rovaniemi

WHAT IS FINNISH HIGH-END TRAVEL?

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All product recommendations for Finnish luxury travel here (in Finnish)

SIX DIFFERENT ASPECTS DEFINE LUXURY TRAVEL(Luxury Travel Study 2019)

BEING TAKEN

CARE OF

HUOLENPITO

PERSONAL TOUCH

SAFETY

EXPERIENCES

FLEXIBILITY EXCLUSIVITY

LUXURY TRAVEL SHOULD BE CARE FREE

• When in the destination the luxury traveller should not

need to worry about what happens next. Everything

has been organized and anticipated.

• Service is effortless, unnoticeable and fluent.

• Expectations and wishes must be met in the best

possible way.

• Whole service chain should be qualitatively high all

the time.

EVERYTHING IS

PLANNED IN ADVANCE

CLIENT IS TREATED AS AN INDIVIDUAL

• Personal service is a major part of a luxury experience.

• Details are important, e.g. personal welcoming gift or

remembering an anniversary.

• The client should feel that he/she is treated as an

individual and an extra effort is made to serve him/her.

YOU ARE APPROACHED

AS AN INDIVIDUAL

PALVELU ON TEHTY

VAIN SINUA VARTEN

LUXURY IS ALWAYS CUSTOMIZED

” Tailor-made experiences are important. Everything

happens for you only. If it is very cold or the client is sleepy

then you don’t go out to participate in an activity. The

experience will be organized at a better time.”

(Interviewee Lapland)

Luxury Travel Study, 2019

FLEXIBILITY AND SAFTEY

• The service is tailor-made for the client in question. It requires flexibility from the provider.

• Luxury traveller wants private services and activities- organized only for him/her and entourage

• It is important to feel safe during the stay. Safetyincludes being in control and a feeling care free. HUOLENPITO

THE SERVICE

MEETS YOUR

WISHES

UNINTERRUPTED

AND SAFE

EXPERIENCE

FINDING UNIQUE EXPERIENCES MEANS LUXURY

Luxury is increasingly becoming about experiences,

exclusive and private experiences that the customer

feels they have discovered, experiences that are not

open to everybody.

(Interviewee UK)

Luxury travel study 2019

Suomen mielikuva rakentuu lähes yksinomaan talven ympärille

THE IMAGE OF FINLAND IS BUILT ALMOST ENTIRELY AROUND WINTER

SUMMER SUPPLY IS NOT KNOWN!

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Good

accessibilityUnique winter

experiences

Santa Claus Clean nature Local food Genuine

people

OriginalityLocation near

Russia

Exotic but safe

Design &

architecture

FINLAND’S STRENGTHS AS A TRAVEL DESTINATION

Northern lights

FINLAND’S CHALLENGES AS A LUXURY TRAVEL DESTINATION

SERVICE

KNOW HOW

LIMITED

SUPPLYCOSTS AND

PRICING

TOOLS FOR PRODUCT DEVELOPMENT

”What is Finnish Luxury Travel” Guide (in Finnish)

Finnish Luxury Travel Study (in Finnish)

You should concentrate on the luxury of

experience, authenticity of what you are

offering rather than luxurious hotels,

concentrate on what Finland has to offer” Those kind of once in a life time experiences don’t really exist a lot in

Europe in general“

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Luxury Travel Study 2019

Finnish Wellbeing -

FinrelaxFinland is the best source of natural wellbeing in

the world

According to Global Wellness Tourism

Economy Report wellbeing travel grows by

9 % per year which is twice as quickly as

the travel economy in general

Wellbeing traveler also spends more

money than the average traveler.

Traditionally wellbeing travel is percieved to

include mainly wellness and spa holidays

but nowadays round 59 % of wellbeing

travelers are searching for other kind of

content for their holiday.

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What is Finnish Wellbeing Tourism?

Definition:

” Finnish wellbeing tourism is tourism that continues to enhance the tourists' wellbeing after the trip. Wellbeing tourism does not cure an illness or increase fitness but maintains and improves the tourist's current state of health and increases activity. Wellbeing tourism brings the customer individual and comprehensive wellbeing that can increase both physical and mental activity.”

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WELLBEING EDEN IN FINLAND - COMPETITION

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KIITOS!

Kehitysasiantuntija Liisa RenforsBusiness Finland Oy, Visit Finland

050-597 0608liisa.renfors(at)businessfinland.fi