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