Outlook on tourism industry in UK & USA - Welcome to the Visit Finland webinar: 25.5.2021 - Business Finland
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Welcome to the Visit Finland webinar:
Outlook on tourism industry in UK & USA
25.5.2021
:
WEBINAR PROGRAM •Welcome words & introduction of UK & US market teams, Päivi Hobbs •UK Market insights and market update, Caroline Beaton-Moscatelli •UK PR update, Sergei Shkurov •USA Market insights and market update, Heli Mende •USA PR update, Sari Hey •Questions & Answers Webinar materials and recording will be available afterwards on Visit Finland’s website (”Seminaarien satoa”)
Visit Finland UK market team Päivi Hobbs Caroline Beaton-Moscatelli Mervi Holmén Account Manager UK & USA Market Representative UK & Ireland Marketing Manager Global Sales Promotion International Operations Experience and MarCom Sergei Shkurov Susanne Heikkinen Liisa Renfors PR and Media Manager Analyst Development Specialist International Marketing and PR Business Intelligence Business Development
Visit Finland USA market team Päivi Hobbs Heli Mende Mervi Holmén Account Manager UK & USA Market Representative USA Marketing Manager Global Sales Promotion International Operations Experience and MarCom Sari Hey Katarina Wakonen Virpi Aittokoski PR and Media Manager Head of Business Intelligence Manager, Outdoor Activities International Marketing and PR Business Intelligence Business Development
Caroline Beaton-Moscatelli
Market representative| UK & IE
Visit Finland | Business Finland
5/27/2021
Market Insights & Update United Kingdom Presented by Caroline Beaton-Moscatelli
Finland’s image as a travel destination in UK Brand Tracking survey 2019
When asked spontaneously which countries are considered as a holiday destination in the next three
years, Finland falls behind its Nordic competitors and is ranked in 21st place.
Spontaneous Destination Consideration
50
45 Finland falls clearly behind
40
the other Nordic countries in
spontaneous consideration
35
30
6th
8th
25
20
9th
15
16th
10 21st
5
0
Q2. SPONTANEOUS CONSIDERATION DESTINATION
Which countries would you consider for a holiday or short break over the next three years? Please include up to 10 countries Base: Total Sample (1,200) 8
Snow and Nature elements come through strongly among spontaneous associations with Finland in
the UK
Country Mental Network - Finland Christmas and winter breaks. Fish,
cold weather, the outdoors.
Visiting To see Father Christmas in December and the Northern
A place where you
Santa! lights. Again. a place to see the natural sights of the
can see the
northern lights country but also expensive.
Very cold country, lots of saunas, lots
of snow and winter sports like skiing,
Scenic, unspoiled, Helsinki
ecologically sound
and friendly
Cold - I think of snow, dark
winters, pine forests, northern
lights. Expensive but egalitarian
Beautiful scenery, ability to
society. Unique language.
get close to the nature and
wilderness, guaranteed
winter snow Breath-taking snowscapes, lots of To note: the word ‘cold’ has been removed from the word
adventure and activities such as skiing, clouds, in order to see more detailed associations with Finland
kayaking. Very cold climate and land of
the midnight sun.
Base: Consideration Set: Finland (809)
Q9 BMN
Please take a few moments to think about . Please tell us everything that pops into your mind when you think of as a tourist destination. 9
BRITISH OVERNIGHTS IN FINLAND AND IN THE NORDICS
British overnights in Finland (pre-covid19)
Year 2019
650 000
17 % 1 %
569 300 overnights in total
600
650000
000 -4 %
6% 17 % 1 % 3rd in country rankings
600000
550 000 8% 6% 6% with a 8% share of foreign overnights
550000
500 000 14 % 8% -15 % 6%
12 % -2 % 6% Average change 2000-2019: +3%
500000
000 14 % 6%
450 10 % -2 % 3 % -15 %
-13 % 4% 12 % -2 %
450000
000 -4 % Change 2019 compared to 2000: +55%
400 14 % 2 % 2 % 10 % -2 % 3 % -13 %
-4 %
4%
400 000
350 000 14 % 2 % 2 %
350 000
300 000
300 000 Share of overnights by regions 2019
250 000
250 000
200 000
200 000
150 000
150 000
100 000
100 000
5050000
000
00
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 33% 7% 6% 54%
Sources: Visit Finland Statistics Service Rudolf, Statistics FinlandBritish overnights in Nordics
Monthly trend
• Holidays to Finnish Lapland in
December has clearly been the
preferred holiday type for the
Brits considering trips to the
Nordics.
• Beside Finland, also Iceland and
Norway are popular destinations
during the winter months, while
Sweden and Denmark are selected
more often for the summer.
• Travel from the UK to Finland,
Iceland and Norway has nearly
stopped since April 2020. Sweden
with looser travel policy and
Denmark with border openings in
summer 2020, attracted some
British visitors despite the
pandemic.
• Finland’s share of the British
visitors among the Nordic countries
was 16% in 2019.
Sources: Visit Finland’s Statistics Service Rudolf, Statistics Finland,
Statistics Denmark, Statistics Iceland, Statistics Norway and Statistics SwedenBritish overnights in Nordics
Seasonal trend
• Finland surpassed Iceland in 2019
as the first choice for the winter
holidays among the Nordics
(Finland’s market share was 25%)
• More than 80% of Brits visiting
Finland in winter travel to Lapland
• During the summer season, Iceland Finland
Sweden and Denmark are the
most popular destinations among
the Nordics for the British visitors
• Finland’s share in the summer
season 2019 was only 9% of the
British overnights in the Nordics
• Travel from the UK to Finland in
the winter and to Sweden and
Denmark in summer was on the
rise pre-covid
Sources: Visit Finland’s Statistics Service Rudolf, Statistics Finland,
Statistics Denmark, Statistics Iceland, Statistics Norway and Statistics SwedenDIGITAL DEMAND 2020 TOURISM-RELATED INTERNET SEARCHES ABOUT FINLAND
UK is #5 market by the volume of
tourism-related searches about
Finland
All together
4,8 million international
searches
(-12% compared to 2019)
Source: Digital Demand /Visit Finland 2021TRAVEL AND SEARCHES FROM UK
British overnights in Finland Travel related searches for Finland
2018 2019 2020 UK
250 000
200 000
150 000 Jan-Feb 2020
+57% growth in searches
100 000
50 000
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
British overnights concentrate heavily on December, and searches on winter
British overnights decreased in 2020 compared to 2019 by 70%, while searches decreased
only slightly, by 7%
Sources: Visit Finland’s Statistics Service Rudolf, Statistics Finland and D2 Digital DemandUK: Most searched topics in 2020: Top 10 micro brandtags
Britons are the most active among the VF target
market travel enthusiast in searching for Holiday
#1 in target Packages, Skiing and Ice Hotels in Finland.
market rankings
Searches for Travel increased the most. On the
activity side searches for Skiing, Saunas, Cities,
Ice Hotels and Hotels increased during 2020
compared to 2019.
#1 in target market rankings UK’s YtoY change
for UK
#2 in target market rankings ranking
Holiday Packages 1. -25%
Northern lights 4. -23%
#2 in target market rankings Travel 6. +265%
/ Glass cabins
Skiing 1. +5%
Santa Claus 2. -24%
#1 in target market rankings Saunas 6. +17%
Igloos/Glass cabins 2. -15%
Cities 7. +23%
Ice Hotels 1. +15%
Hotels 3. +27%
Source: D2 Digital DemandUK
TOP 3 MICRO BRANDTAGS WITH INTEREST GROWING IN 2020
• Searches on Skiing in Finland increased in the UK especially in the beginning of the year. In global searches, Norway clearly leads the
way in the Nordics and also Sweden stays clearly ahead of Finland, so this activity could be promoted even more.
• Interest towards Saunas has increased both globally and in the UK. Finland is also clearly in the lead position among the Nordic
countries with the searches for saunas.
• Travel related searches for Cities in Finland increased last year in the UK. In addition, the global searches for cities increased for each
of the Nordic countries, so there seems to be some good potential for smaller cities as holiday destinations in the near future.
Skiing 19 800 (+5%) Saunas 18 500 (+17%) Cities 16 000 (+23%)
Source: D2 Digital DemandSkiing:
Finland stays far behind Norway and Sweden in the global searches for skiing – UK #1 market for Finland
Global searches / Skiing
Travel-related searches on Skiing for Finland in 2020
FINLAND: Global searches for Skiing FINLAND: British searches for Skiing
Source: D2 Digital DemandSaunas:
Finland clearly the leader in global searches with good growth during the whole year 2020
Global searches / Saunas
Travel-related searches on Saunas for Finland in 2020
FINLAND: Global searches for Saunas growing FINLAND: British searches for Saunas
Source: D2 Digital DemandCities:
Nordic Cities equally interesting and searches increasing for each country in 2020
Global searches /
Cities
Travel-related searches on Cities for Finland in 2020
FINLAND: Global searches for Cities FINLAND: British searches for Cities
Source: D2 Digital DemandIgloos/Glass cabins/Aurora cabins vs. Ice Hotels
Global searches / Igloos/ Global searches / Ice Hotels
Aurora cabins
Finland is clearly the leader in
global searches for
Glass/Aurora cabins, while
Sweden is in the lead position
for Ice Hotels.
FINLAND: British searches for Aurora/glass cabins FINLAND: British searches for Ice Hotels
Britons are keen on searching
for these special
accommodation types for
their winter travel.
Source: D2 Digital DemandOUTLOOK ON TRAVEL SENTIMENT AND TRENDS UK
European Travel Commission: Monitoring Sentiment for Domestic and Intra-European Travel
Preferred type of leisure trips during March-August 2021
#1 (30%) #2 (19%)
#3 (11%)
Wave 6 data collected: 5.-19. February 2021; sample= 5,837
Countries included: Germany, United Kingdom, France, Netherlands, Italy, Belgium, Switzerland, Spain, Poland and Austria
Source: ETC – Monitoring Sentiment for Domestic and Intra-European Travel, Wave 6European Travel Commission: Monitoring Sentiment for Domestic and Intra-European Travel
Travel qualities sought by consumers at the moment
#1 (23%) #4 (10%)
#2 (17%)
#3 (10%)
Countries included: Germany, United Kingdom, France,
Netherlands, Italy, Belgium, Switzerland, Spain, Poland and Austria
Source: ETC – Monitoring Sentiment for Domestic and Intra-European Travel, Wave 6UK Update May 2021
UK GDP rose 2.1% in March, Manufacturing and service sector rose by 1.9%
Accommodation and Food Services sector’s contribution to growth was - 0.2%
By June it is estimated 250 billion will have been saved by Brits who retained
their incomes. The Bank of England are expecting a spending spree this Summer
7-10 UK adults have had covid-19 reaching near herd immunity
17th May UK went into the next stage of government’s roadmap opening
up based on data of Covid infection, hospitalisations and success of vaccination
This means we can eat indoors, have group of 6 2 households inside, eat inside
restaurants and small events, weddings can take place of max 30 guests
The Indian variant threatens 21st June full lifting of restrictionsJab to Freedom - UK’s highly successful vaccination programme • 23 million people have had 2 vaccines • 39 million 1st jab (ages 32+) (in some areas 18+) • UK’s hospitals, iconic venues and museums have become vaccination hubs • Vaccine passports have arrived from the 28th April – NHS app downloaded with personal info on jabs to be used for International travel Scientific Data of Pfizer-BioNTech & AstraZeneca vaccine • Those having one vaccine and being infected were 38% and 49% less likely to pass the virus on to their household contacts than those who were unvaccinated and one dose can reduce infection rate by 65% • Public Health England also shows protection against death from two vaccines rises from approximately 80% after one dose to 97% after two doses • Vaccination programme is being stepped up in adults due to the rise in Indian variants. 18+ can have the vaccine in areas of Manchester and Bolton
The Great Escape - 17th May Leisure Travel permitted • Green destinations, arrivals will have to take a pre-departure test and another PCR test on or before day two of their return to the UK. No quarantine or additional tests will be needed unless a positive result comes back. • Amber countries, arrivals must quarantine for 10 days, take a pre-departure test and a PCR test on day two and day eight after their return, with the option of a "test to release" on day five to end self-isolation early. • Red destinations, travel to these countries will be restricted along the same lines as the government's current "red list", 10 days in a quarantine hotel, as well as take a pre-departure test and a further PCR test on day two and day eight af • Portugal (including Azores and Madeira) & Iceland are the countries that are welcoming UK travellers Searches increased by 264% to Portugal 277% on announcement- Tour ops and travel agents have also reported bookings to Iceland and some Amber countries • British Airways is the first airline in the world to intensively test the lateral flow antigen tests for speedier, easier and cheaper way to test • PCR tests are being brought at volume by the major holiday companies and TUI have tests available to their customers for £20.
UK Travel Industry – Outlook sunny for Winter 21/22 • Finnair have 2 flights daily from London Heathrow and direct Manchester. Edinburgh and Dublin infrequent flights, a new timetable is coming out end of May for the Summer. Finnair have seen a big increase in December bookings to Lapland even though the flights are going via Helsinki. • Norwegian have pushed schedules from London Gatwick to Helsinki departing in July direct and November, December have not opened up full schedule to Rovaniemi • Easyjet – 2 flights a week mid-Nov – March 22 from London Gatwick to Rovaniemi and from mid-November and Dec from Manchester to Rovaniemi • TUI day trip charters to from London, Bristol, Birmingham, Manchester, Newcastle, Edinburgh, Glasgow sold out on most days in December. Other 4-day packages to Rovaniemi, Kuusammo, Inari. Kittila selling well and TUI Crystal Ski selling the longer duration ski packages • Other charters with Inghams, Transun, Canterbury have managed to postpone many of last years booking with a bumper winter ahead
UK Travel Industry • All operators and agents are reporting strong winter sales with new bookings as well as postponed ones from last year. Most are revaluating their Finland offering for 22/23 • Majority of operators and agents now back from Furlough, shops open and some still working reduced hours from home • Tracoin for Trafalgar and Contiki – group sizes are smaller max 8 post covid and health and safety paramount for all tours. Good sales 2022 • Artisan Travel – have experienced a 200% increase in bookings Winter bookings. Refining their offering. Looking at starting escorted tours with partnership with the Times. Working with agents more. Customers would prefer direct flights post pandemic • Trailfinders, Best Served, Baltic, DTW, Sunvil are looking at new product for 22/23. Including weddings, workations, DTW Incentive travel, car hire and motorhome, luxury travel • Destinology are now owned by Brooklyn Travel and they are going to look at ultimate VIP luxury for Finland
Emerging Travel Trends from our UK Travel Professionals
• Purposeful and selective travel destinations • UK Hotels and retreats boom
• Longer trips • Wellness holidays
• Safe locations • Wildlife
• Eco conscious holidays
• Culture
• Shorter travel distances
• Escorted trips
• Last minute getaways where borders open
• Working away holidays (workations)
• Escorted trips
• Weddings and honeymoons
• Bucket list travel
• Bubble travel (post lockdown group of friends) • Incentive travel
• Travel by train cruise and motorhomes • Culinary & Drinks Tourism
• Booking with reliable agent and travel company • Self catering villasVisit Finland UK Activities 2021 • Virtual & physical meetings and presentations. training new and existing companies, Finnish travel partners, TF (ad-hoc) • ANTOR ‘’meet the travel trade June ’’(virtual) • London Wetlands Tove Jansson Exhibition & Trail Launch Media event with some UK trade June (virtual) • Luxury Travel Forum June 21 (virtual) • Meetings show and Sales Business events roadshow (live) • Chelsea Flower Show event at the Finnish Soul Garden September Taina Suonio 21 UK trade (live) • Manchester & London Workshops 19/20 October (live) • ANTOR regular webinars, meetings - Nominated for a board Director position for 21/22 • AITO working closely with members and presenting in July 21 • E-learning moving to global platform this year • Team Finland meetings and planning
UK & USA Future Trends
Find out more: Matkailun ennakointi/ Travel Foresight on businessfinland.fi
Europe & USA future trends
Important trends affecting travel in Europe & USA
CAR TRAVEL > Touring by land (incl. Car, Camper Van, Train, Bus Travel + Touring in general)
WORKATION
EXPERIENCE MORE (incl. The want to consume more experiences (esp. Post corona) +
change of values > refer to values-based marketing)
PERSONALISED PRICING > Personalised Services (+content, liquid services,
tailor-made packaging)
SUSTAINABILITY MEGATREND
Trends are established phenomena, existing and measurable group of signals, a factor of bigger change.
Megatrends refer to bigger change that is usually cross-industrial and implies a visible, long lasting effect.Europe & USA future trends
Global outlook
Find out more: Matkailun ennakointi/ Travel Foresight on businessfinland.fiFind out more: Matkailun ennakointi/ Travel Foresight on businessfinland.fi
Europe & USA future change signals
Weak signals of change affecting travel in Europe & USA
FLEXIBLE BOOKING AND CANCELLATION POLICIES
HEALING TRAVEL
COTTAGE HOLIDAYS
VIDEO AS MEDIUM FOR MARKETING
Weak signals are smaller change phenomena, often single cases or observations of our time, that can relate to known trend or
be a signal of something new, still emerging and uncertain change. In time, 27/05/2021
these signals might turn into trends orname
First fade Last
out.name 36Global outlook
Strengthening travel motivations for nature-oriented travellers
Source: ADVENTURE TRAVEL TRENDS SNAPSHOT, ATTA 2020Global outlook
Trending trip types for nature-oriented travellers
Source: ADVENTURE TRAVEL TRENDS SNAPSHOT, ATTA 2020Sergei Shkurov
PR & Media Manager
Visit Finland | Business Finland
5/27/2021 ©Heli MendeHighlights Report
2020/2021
UNITED KINGDOMHello! Magazine Date: May 2020 Circulation: 166,173 Theme: Finnish Lakeland press trip feature in Hello! Magazine's Dreamy Escapes page
Sainsbury's Magazine Date: August 2020 Circulation: 139,442 Theme: Freelancer Richard Mellor travelled to Turku to experience the food scene for Sainsbury’s Magazine, one of the largest food publications in the UK
Mail on Sunday/Scottish Mail on Sunday Date: November 2020 Circulation: 867,077 / 61,517 Theme: Mail on Sunday, one of the largest UK newspapers covered some of Finland's winter highlights
Gordon, Gino & Fred: Desperately seeking santa Date: December 2020 Theme: The PC Agency organised for Gordon, Gino and Fred to travel around Lapland as they experience traditional Finnish food and culture. The prime time Christmas special was viewed by over six million people
Country & Town House Date: January 2021 Circulation: 60,000 Theme: Country & Town House travelled to Finland to see why it's the happiest country in the world
The Times/Times.co.uk Date: February 2021 Circulation: 415,577 Unique visitors: 5,570,000 Theme: The island of Pikku-Nauvo was featured in a round up of 25 secluded island escapes
The Week Date: February 2021 Unique visitors: 913,609 Theme: The traditional Finnish Pannukakku pancake was included in a round up of how to make the perfect pancakes for The Week online, following an agency pitch
Wanderlust Date: May 2021 Circulation: 40,240 Theme: The city of Lahti was included in a roundup of 25 places plotting a greener future in Wanderlust magazine
Total Coverage Results 2020-2021 to date: • 245 pieces of Visit Finland coverage to date • 2020 media affect: 793M • 2021 media affect to date: 558M • 2020 publicity value: 3,508k Eur • 2021 publicity value to date: 1,070k Eur
pc@pc.agency 1 Heddon St, Regent St, Mayfair, London, W1B +44 (0)20 7768 0001
4BD
Thank you
@ T H E P C A G E N CY THE PC AGENCY 2021Heli Mende
Market representative | North America
Visit Finland | Business Finland
5/27/2021 ©Heli MendeOUTLOOK ON TOURISM INDUSTRY IN USA
25.5.2021
Heli MendeCURRENT SITUATION IN THE US
OUTLOOK ON DIGITAL DEMAND USA 2020
TOURISM
INDUSTRY GREETINGS FROM THE US TRAVEL TRADE
IN USA
VISIT FINLAND ACTIVITIES IN THE US 2021
OPPORTUNITIES, DEVELOPMENT, SALES CHANNELS
53CURRENT SITUATION IN USA
54CURRENT SITUATION IN THE US
New York Times ,May 20, 2021
12-15 years are eligible for Pzifer
vaccine since May 13, 2021
5/27/2021 55CURRENT SITUATION IN THE US
No restrictions for vaccinated travelers in domestic travel (no quarantines or tests required).
On domestic flights test certificates or vaccination cards are not checked.
US Goverment is not going to try impose a countrywide digital registry. States can have their own if
they so wish. Also airlines have introduced their own apps.
Masks required on all domestic flights and other public transportation.
When returing from an international destination, negative test is required 3 days prior to flight. Test
results are checked by the airline.
Different states may have different procedures on arrival but for example New York state requires to fill
in a health form with contact information. This is either collected by the airline or upon arrical to NYC
and information is inserted to the tracing system.
Vaccinated travelers returning from international travel are not required to test or quarantine after
arrival, although test is recommended.
In New York City tests are free of charge and easily available around the city.
CDC* has also now approved first self test kit that can be used when traveling.
https://www.afar.com/magazine/cdc-approves-at-home-covid-tests-for-international-travel
*Centers for Disease Control and Prevention
56CURRENT SITUATION IN THE US 5/27/2021 57
CURRENT SITUATION IN THE US
Update on American Travel Trends & Sentiment—Week of May 17th
May 14, 2021/in Coronavirus /by Destination Analysts
COVID concerns keep dropping as 58% of American travelers are now fully vaccinated: American
travelers’ personal health concern levels about COVID again dropped to an all-time low, with nearly a
third now relatively unconcerned about contracting the virus.
Americans’ expectation that the pandemic situation will improve in the U.S. in the next month reached
a record 61.8%.
Confidence in travel’s safety continued to increase, and now just 34.7% are engaging in travel
avoidance until the situation is more resolved—down over 20 percentage points in 3 months.
The majority of American travelers remain ready-to-travel and marketable: Over 70% of American
travelers say they are excited and open to new trips in the near-term, as well as highly desiring of travel
inspiration. Search engines, email campaigns and social media remain the top channels that
Americans say they would be most receptive to travel messaging in.
Americans continue to make trip plans: Over 72% report doing some travel planning or dreaming in the
last week. The months of July (32.6%) and August (31.6%) continue to see growth in the proportion of
Americans expecting to take leisure trips during then. September and October also look strong for
travel, with a quarter of Americans reporting they plan to get away in each of those months.
58CURRENT SITUATION IN THE US
Air connectivity
Finnair:
Helsinki – JFK since March 6th, daily by July 1
Helsinki – Los Angeles and Chicago June 15, first 2 x weekly, from July 4 x weekly
Icelandair and SAS are ramping up connections in June – July USA – Europe
All other airlines also ramping up to those destinations that are opening
59DIGITAL DEMAND USA 2020
14.5.2021
60USA was #3 market by the number of internet searches in 2020
Rank Country Searches 2020 YtoY change All international searches in 2020:
1 Japan 488 824 -13 %
2 Germany 480 439 -4 %
4,8 million, -12% compared to 2019
3 United States 457 516 5%
2019: 4 Russia 347 434 -37 % USA: 457 500 searches in 2020,
USA #4 5 United Kingdom 333 867 -7 % which was 9% of all searches,
402 100 searches 6 France 205 467 -18 %
+20% vs. 2018
+5% compared to 2019
7 China 201 482 -63 %
8 Spain 182 232 -11 % USA
9 Netherlands 180 535 25 %
10 India 171 296 6%
11 Estonia 136 670 19 %
12 Sweden 128 918 -3 % Q1 2020
13 Switzerland 108 984 -10 % +26% growth in searches
14 Norway 74 032 15 %
15 Denmark 54 076 -1 %
16 South Korea 45 866 7%
17 Latvia 36 844 6%
18 Lithuania 23 539 1%
19 Iceland 7 738 -37 %
61
Source: D2 Digital DemandUSA: Most searched topics in 2020: Top 10 micro brandtags
+35% Top most searched topics for Americans
were Saunas, Northern Lights, Cities and
Igloos Hotels – which covered 44% of the
total number of searches
+19% #1 in target market rankings
#1 in target market rankings Americans were the most active among
the VF target market travel enthusiast in
searching for Cities, Igloos Hotels, Golf
and Coastline in Finland.
Searches for Saunas increased the most.
Also searches for Cities, Golf and
Coastline increased during 2020
compared to 2019.
+15% #1 in target market rankings
+18% #1 in target market rankings
62
Source: D2 Digital DemandSaunas:
Finland with good growth during the whole year 2020
Global searches / Saunas
Travel-related searches on Saunas for Finland in 2020
FINLAND: Global searches for Saunas growing FINLAND: U.S. searches for Saunas
63
Source: D2 Digital DemandCities:
Nordic Cities equally interesting and searches increasing for each country in 2020
Global searches / Cities
Travel-related searches on Cities for Finland in 2020
FINLAND: Global searches for Cities growing FINLAND: U.S. searches for Cities
64
Source: D2 Digital DemandGREETINGS FROM THE US TRAVEL
TRADE
65USTOA ACTIVE MEMBER RESEARCH
May 4, 2021
OVERVIEW OF RESPONDENTS
- 37 corporate members responded representing 111 brands for a
response rate of 78%
- Active Members responding resemble the following break-down of travel
services:
• Escorted/guided tours 71%
• FIT packages 58%
• Custom packages 56%
• Student travel 18%
• Cruises 38%
66USTOA ACTIVE MEMBER RESEARCH
May 4, 2021
USTOA ACTIVE MEMBER SENTIMENTS
• 49% of USTOA Active Members are “cautiously optimistic” for a complete resumption of business by the end of 2021
• 24% are “optimistic.”
• Roughly 7% are “enthusiastic” for a full resumption of business by year’s end
• 11% are “not optimistic”
• 9% are feeling “negative.”
CURRENT OPERATIONS
A little more than half (56%) of respondents are currently operating tours or packaged travel itineraries.
- Of those currently operating, 65% of operated itineraries were international and 35% were domestic.
- Two thirds (64%) of currently operating Active Members reported that customers shared only positive feedback regarding the
wellness protocols and reported no negative impact on the overall travel experience.
- The remaining third (36%) said only a small number of customers reported that the wellness protocols put in place hindered
the experience in some way.
67USTOA ACTIVE MEMBER RESEARCH
May 4, 2021
PASSENGER BOOKING PATTERNS MOST FREQUENTLY ASKED QUESTIONS BY END
• An overwhelming 96% of Active Members have seen an increase in CUSTOMERS
new bookings in the last 60 days.
• The remaining 4% said bookings remained flat with no change in
1. Cancellation/refund policy
either direction.
2. Health protocols
As a follow-up, USTOA asked when are the most passengers booked
to travel, based solely on new bookings made in the last 60 days.
Active Members reported the following:
3. Changes/limitations of itinerary
- Close to half (44%) of responding Active Members report that Q3 4. Health/COVID insurance policies
and Q4 of 2021 have the most passengers booked to travel.
- A third (36%) said that most new passengers are booked between 5. Size of group
Q1 and Q2 of 2022.
- Another 11% named Q3/Q4 2022 as having the most passengers 6. Will the trip still be fun.
booked to travel.
- The remaining 9% said Q2 2021 has the most passenger bookings.
68USTOA ACTIVE MEMBER RESEARCH
May 4, 2021 Top three international destinations that US travelers are
booking for 2021 departures:
1. Italy
2. Ireland and United Kingdom (tied second)
3. Costa Rica, Egypt, Iceland, and Mexico (tied third)
Top three international destinations that travelers are
booking for 2022 departures:
1. Italy
2. Germany
3. France, Greece, and Ireland (tied third)
Note: the above rankings are based on new reservations made in 2021 only.
69GREETINGS FROM THE NORTH AMERICAN TOUR
OPERATORS AND TRAVEL ADVISORS
Tour operators are seeing that clients are booking more expensive and also more extensive tours right now – people have
money and there is a lot of pent up demand!
Travelers are going where borders are open!
The biggest client group are 50+ who were vaccinated early
Both mono destination and multi-destination tours are being booked for 2021 and 2022
Tour operators are emphasizing the importance of flexible booking terms
North American tour operators and travel advisors ask:
• Are you able to share expected timelines for tourism opening in Finland? What is the best resource for Americans and Canadians to gather
information before traveling?
• What will be the experience of travelers when it comes to hotel/accommodations, dining, shopping, attractions, museums, etc.?
• Are there restrictions and policies travelers need to be aware of when experiencing tourist spots?
• What are the most important traveler tips we should be sharing to customers?
• Is PCR and/or antigen Covid testing readily available for US and Canadian travelers to fulfill the re-entry requirement to the USA/Canada?
Are you able to provide information on the costs and locations or if you are able to forward where we can source this information?
70VISIT FINLAND ACTIVITIES IN THE US
2021
71VISIT FINLAND B2B AND B2B2C ACTIVITIES
IN THE US 2021
B2B B2B2C
VIRTUOSO, USTOA, ADVENTURE TRAVEL ASSOCIATION, JOINT PROMOTIONS WITH TO´S and OTA´S
FAMILY TRAVEL ASSOCIATION MEMBERSHIPS January – May Kensington Tours, Avanti, TourRadar, Culturetrip
June –> Potential partners: Avanti, Hotelbeds, GOGO Holidays &
VIRTUAL AND IN-PERSON B2B SALES EVENTS: VIRTUOSO, Flight Centre, Collette, Goway, Culturetrip, TourRadar…
18 VIRTUAL EVENTS
USTOA, ATTA AND WEBINARS BY VIRTUOSO B2C MARKETING
June 8th, 2021
WEBINARS
VISIT FINLAND USA ROADSHOW 2021: OCTOBER 4-8, 2021
CROSS INDUSTRY PROMOTION
DISCUSSING NEW FINLAND PRODUCTION FOR 2023
SOUTH BY SOUTHWEST
VIRTUOSO BTOB MARKETING WITH
HAPPINESS FROM FINLAND PR PROJECT
NORDIC LEVEL CO-OPERATION
TRAVEL TRADE MEDIA ACTIVATION
72OPPORTUNITIES,
DEVELOPMENT,
SALES CHANNELS
73OPPORTUNITIES & DEVELOPMENT
High end travelers are the main target group • Which services are suitable for high end travelers?
• FIT, small groups
• Service design (small things matter)
• Groups (20 – 50 pax) will continue
• Affluent • Understand the travelers mindset – end customer
• 55+ perspective. Empathy is as important as inspiration in
• Couples message strategy.
• Multigeneration families • Marketing
• Nordic tours for FIT´s and groups • Make sure your website and social media channels are up-to-date
• Mono-destination tours: Northern Lights experience • Use native english language proof readers or translators
• Health & safety protocols, information about healthcare
• Packaging summer in a new way
facilities
• Helsinki + extension to Archipelago | Lapland | Lakeland
• Sustainable and responsible solutions must be well
• Nature experiences thru short excursions / activities communicated
• Combination of sightseeing, local culture and soft nature adventures – best of Finland in • Special groups, children
compact package
• Self drive packages • Flexible cancellation policies are
• Adventure travel IMPORTANT
• Family travel • Big picture – short term, mid term,
• Special interest? Culture, sports, heritage
long term
74Companies
TRAVEL INDUSTRY DISTRIBUTION
in Finland:
Transportation
CHAIN / VALUE CHAINS IN THE USA
companies
Consolidators /
(airline, ferry Whole sellers
company)
Accomodation Travel agencies
providers with
own production
Activity Nordic
providers incoming Tour Travel agencies
agencies operators End
Other
service Independent customer
providers Online sales and travel advisors • FIT
marketing platforms • GIT
Destination
• Group
management
companies Online hotel booking
platforms
• Sales channel strategy!
• Educate incoming agencies! Online travel
agencies
75KIITOS! VISIT FINLAND USA Heli Mende heli.mende@businessfinland.fi
Sari Hey
PR & Media Manager
Visit Finland | Business Finland
5/27/2021 ©Heli MendeUS PR Update Sari Hey, PR & Media Manager
Highlights from 2020
• Interest in Finland’s unique experiences and offerings remained
high in 2020
• Topic: Rent-A-Finn/Happiness Finland/Happiest Country in the
World
• Approach: Virtual Rent-A-Finn Happiness campaign
• Tactics: Integrated media relations that covered creative
storyline development and aggressive media engagement
• Topic: Luxury Lapland/Lapland Experiences
• Approach: Press Trips/Immersive experiences target
• Tactics: Integrated media relations that covered press trips,
creative storyline development and aggressive media
engagement
25/05/2021 Sari Hey 79Other major PR activities in 2020
• Topic: Say it With Santa
• Approach: Virtual campaign launch; virtual
interviews
• Tactics: Media relations surrounding interviews
and storyline development
• Topic: Sustainable Travel Finland Virtual Media
Event
• Approach: Virtual media event; press release
• Tactics: Media invites, press release distribution
and pitching following the event
• Branding Finland project
25/05/2021 Sari Hey 80Media interests in 2020
• Traditional media: • Influencers:
• Rent-A-Finn/Happiness Finland • Lapland/Northern Lights
• Luxury • Luxury: Accommodations, food
• Lapland/Northern Lights and wine
• Lakeland • Outdoors
• Culinary Offerings • Lakeland
• Sustainability • Sauna
81
25/05/2021 Sari HeyCoverage highlights 2020
PR activities in 2021
• No PR events
• Media trips on hold
• Pitching for TV show opportunities
• International & US specific press
releases
• On-going pitching
• Main themes: Sustainability,
Healthy & Safe Travel, Happiness
84
25/05/2021 Sari HeyWhat’s new in 2021
Themes that have seen a surge in
recent months:
• Weird/Quirky Events and Festivals
• Women-owned or women leaders
in the industry
• Outdoor Activities: beyond the
hike; solo journeys; road trips
• Luxury and lavish trips
• Seclusion not secluded
• Wellness travel;
slow/transformative travel
85
25/05/2021 Sari HeyThe Most Amazing Vacation Rentals / Netflix
• Rovaniemi & Pyhä
• Coming out 18 June
Among Forests and Lakes exhibition /
National Nordic Museum & Ateneum
• Pitching local media, media tours
25/05/2021 Sari Hey 9Thank you!
27/05/2021 First name Last name 87Q&A
Thank you for attending!
27/05/2021 First name Last name 90
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