Stopover Finland Co-creation workshop 2015 Stopover Finland Merellinen saaristo Finrelax Kasvuohjelmien kohdemarkkkinat
Merellinen saaristo: Saksa, Sveitsi, Ranska, Italia
Finrelax®: Saksa, Venäjä, Japani
Stopover Finland: Kiina, Japani, Etelä-Korea Stopover Finland status update
10/9/2015 HELI MENDE Objectives of the Stopover Finland program • The goal is to develop Finland as a stopover location for passengers traveling via Helsinki-Vantaa by building attractive packages from a few hour transfers to several days’ stopovers (5 hrs – 5 days)
• Program target markets are China (Beijing, Shanghai, Hong Kong), Japan and South Korea
• The objectives are
• More turnover for companies participating in the program
• New jobs within the tourism and travel industry
• 45 % more registered overnights from Asia by 2018
• 80 M€ more travel industry export earnings from Asia by 2018
• Finland as the best known stopover destination in the Nordic countries by 2020
300 pax more per day from Asia 4 15.9.2015 Stopover Finland
23.2.2015 5 Stopover definition
• Stopover passenger is a flight passenger that stops in Finland before the connecting flight either on his way to the final destination or on the way back so that the passenger leaves the airport. The stay can last from a couple of hours to days (from 5 hrs to 5 days). • In practice, Helsinki is the only stopover airport in Finland. • Most stopover passengers fly with Finnair from Asia, but some also depart from Russia and connect to flights towards west. The biggest growth potential is in Asia. • Finnair and Finland compete for passengers with other airlines providing Asia- Europe routes. SAS operates most of its Asian routes from Copenhagen. Japan Airlines has a daily flight from Tokio to Helsinki and the transfer passengers continue to other European destinations with Finnair.
15.9.2015 FINTRA OY 6 Customer journey Stopover Finland end customer
CHANNELS
FINNAIR INTERNET TRAVEL AGENCY PRINT BROCHURES ADVERTISING FAIRS MOBILE & PHONE SOCIAL MEDIA SERVICE PROVIDERS IN FINLAND AIRPORT
TOUCHPOINTS
HELI MENDE Stopover Finland status update
1. Studies and research Benchmarking studies published in visitfinland.fi/stopover Market studies will be published soon in visitfinland.fi/stopover Consumer research in target markets under preparation
2. Workshops Co – creation workshops (Helsinki 30.9., Vantaa 2.10., Mikkeli 5.10., Kemi 7.10.) Coaching workshops (Tampere 6.11., Helsinki 9.11., Rovaniemi 13.11.)
3. Business model and product planning
Stopover Finland menu, operational model and marketing network are under construction (deadline February 2016)
9.10.2015 HELI MENDE 8 Stopover Finland status update 4. Marketing and sales promotion
Companies with offering for Stopover Finland menu will be visible in renewed Visitfinland.com / Your Stay and Trade-site Stopover Finland inflight video on Finnair flights starting from October 2015 Nordic blogger´s experience 2016: Stopover Finland pre and post tours for Asian bloggers Stopover Finland as ITB Asia main partner 2016 (will be announced at ITB Asia 2015)
10/9/2015 HELI MENDE ITB Asia
• Three-day B2B trade show in Singapore 19-21 October 2016
• Approx. 9000 visitors
• Around 850 hosted buyers
9.10.2015 HELI MENDE 10 ITB Asia 2016 Two projects
ITB Asia 2016 main partner package Visit Finland stand Stopover Finland: 70 000 €
Partners: 70 000 € 3500- 5500 € / participant Total: 140 000 €
Partners: Finnair, Finavia, Restel Hotel Group, Scandic Hotels, Sokos Hotels, Viking Line, Tallink Silja, Visit Turku, Visit Helsinki, Visit Rovaniemi
9.10.2015 HELI MENDE 11 Other Stopover Finland launch and marketing 2016
Other launching activities and marketing plan 2016: plan and budget by end of November 2015 • BtoC in target countries Digital marketing and social media campaigns in China, Japan and South Korea (using celebrities, videos, user generated content etc.) • BtoB in target countries Visit Finland sales promotion events in China and Japan, Stopover Finland sales promotion event in South Korea Buyer trips for selected TO´s Joint campaigns with TO´s / OTA´s • Media in Asia
10/9/2015 HELI MENDE Value chain and roles for Stopover Finland Providers of Stopover Finland services
Local sites and service providers
Incoming travel agencies/DMCs (packaging)
Big service providers, year-around volume (ferry lines, hotels), nationwide
Asia-Europe Enablers airlines via Helsinki (AY,JAL) - Visit Finland & area organisations - Finavia
14 15.9.2015 FINTRA OY Stopover Finland value chain Travelers / Travel agencies / Tour operators
Etc.
Display on major Stopover Finland partners’ websites Marketplace (= inbound operator) • Airlines Service Package • Ota´s • TO´s Providers (SPP) with inventory SPP 1 SPP 2 SPP 3 . . . SPP 10 • Incoming agencies/DMC’s • Activity service providers • Ferry lines, hotel chains
Service Providers (SP) SP1 SP2 SP3 SP4 SP5 SP6 SP7 . . . SP50 • Activity service providers • Local sites • Restaurants, hotels • Transportation services 15.9.2015 VISIT FINLAND, FINTRA OY 15 • Guides Roles - Marketplace operator
• Private ownership, has to be a commercial business in 3 years • A viable governance model with key stakeholders • Licences ”Stopover Finland” brand for 5 -10 years with an option to continue • Builds the marketplace (existing platform / investment) • Displays the content of the SPPs with their brand, can provide the transaction (booking & payment) and inventory. Checks automatically the credibility of SPP’s. Technical user support, but no other customer service (i.e. no ticket changes) • Markets the portal in the target markets in internet and SOME (Google AdWords) • Developes the business and new services for the service package providers, travelers, travel agencies and tour operators • User generated content; reviews, Tripadvisor, mobile services, WeChat for Chinese • Good statistics on visitors, page visits, conversion ratio etc • Inventory service for smaller companies.
15.9.2015 FINTRA OY 16 Roles - Service Package Provider (SPP) • Builds standardized service packages combining its’ own and other providers’ services • Main content / activity, transportation, guide, meals etc. • Specs in terms of time (e.g. 2h, 1/2 day, 1 day etc.), theme, location, availability (seasonal, daily, max nr of participants) to be confirmed • Pricing (gross on own website & marketplace, separate registration/extranet for tour operators/groups for net prices) • Own real time (dynamic) inventory, availability • Bookings, transactions & payment on the website • Responsible for customer service & promise and service delivery • Contracts with a number of subsuppliers for single elements of the package • Can be anyone meeting the criteria and has sound financials (incoming travel agencies, ferry lines, rail, bus company, activity providers etc.)
15.9.2015 FINTRA OY 17 Roles - Service Provider (SP)
• Provides an element to the stopover package for the Service Package Provider i.e. • Minivan company taking care of pick ups • A freelance guide • Husky farm providing the drive (experience) • Restaurant providing the meal during a day trip • Hotel providing the accommodation etc. • Commitment to deliver throughout the season / pool of providers • Quality and customer feedback
15.9.2015 FINTRA OY 18 The future traveler wants freedom and authentic experiences The marketplace should in the future respond to these needs
• No overpackaging, freedom for the visitor to choose from individual elements what they want • Freedom for all kinds of qualified travel suppliers to offer what is in demand • Freedom for individuals to offer their services (manual input of data)
• Invite to a Finnish home for sauna, dinner etc. (”saunauber”) • Rent a cottage etc. • Review system (user generated content that attracts further visitors)
Technology implications • The marketplace should be a content management system, listing/catalogue • Open source technology, open interface enabling travel suppliers to integrate their inventory
• Two-sided platform: consumers and professionals with registration • Mobile, responsive
15.9.2015 FINTRA OY 19 Stopover Finland Benchmarking and market studies Modules & criteria Methods used in studies
• The market studies are based on interviews
• 34 travel industry interviews in Japan, China and South-Korea during July-August 2015. Key decision makers in
online and offline tour operators, travel agencies and travel wholesalers were interviewed.
• Interviewed represented a good mix of a) agencies that are strong in selling flights to Europe via Helsinki (Finnair provided the names) b) agencies that sell Europe but are not actively selling Finland or via Helsinki travelling c) represented both online and offline agencies. In addition, the local Finnair representative and representative of Japan Airlines were interviewed. • For the benchmarking study three interviews were made in Singapore. Icelandair provided information for Stopover Iceland benchmark study.
• In Finland 25 interviews with Finnish travel industry companies and organisations (incoming travel agencies,
travel service companies and area organisations) in August-September 2015, interviewed the Chief Commercial
Officer and the head of sales of Finnair, two ICT experts and one senior travel industry expert.
• In addition, MIDT flight passenger data and relevant travel industry literature were utilized.
15.9.2015 FINTRA OY 21 Results of the previous Finnish Stopover studies and the current product offering Outcomes of the previous Stopover projects
• Along with Finnair’s Asia strategy there have been various studies how Finland could benetrate the Asian transfer passengers. • The recommendations of the Gateway study made in 2008 are almost completely unrealized. Nevertheless, they are still valid for the current Stopover project. • It seems that only Helsinki, Lapland and the Nuuksio national park have been building products for individual travelers since. • The Helsinki-Vantaa airport has no infostands at the arrival gates, nor can the traveler buy any products at the landside desk. • The industry representatives felt there was little commitment and no common will to the Gateway project as Finnair was not leading it; it was not concrete enough and commercial aspects were neglected. The Finnish travel industry is dispersed and most service providers are small with limited resources, capacity and knowhow. Consequently, joint marketing efforts have not taken place and the Helsinki airport is not functioning as a showroom nor a point of sales for Finland. • This Stopover Finland project aims to tackle these pitfalls. Finnair is committed to its strong role.
15.9.2015 FINTRA OY 23 Keskeiset tulokset ja suositukset aiemmista hankkeista Gateway-tutkimus ja suositukset 2008 (Haaga-Perho) Toteuma
• Pääkaupunkiseudun matkailulle pitää luoda vetovoimainen kärkituote.
• Helsingin lentokentän tuloporttien luokse Visitors’ Center, josta saa tietoa ja voi ostaa transit- matkustajille tarkoitettuja lyhytkestoisia stopover -tuotteita kuten 2h Helsingin kiertoajelu / saunavierailu / sauvakävely, ostosmatka Jumboon, vierailu Flamingoon tai Heurekaan. Takuukuljetus jatkolennolle.
• Showroom lentokentän tuloaulaan, jossa esitellään Suomen matkailua ja josta voi ostaa tuotteita.
• Tuotteet pidempikestoiseen pysähdykseen Suomessa: pääkaupunkiseudulla Nuuksion kansallispuiston sekä meri- ja saaristoluonnon tuotteistaminen, Lappi (yötön yö, revontulet, joulupukki).
• Kansallinen yhteistyö: Finnair kehityksen veturina, mukana lentokenttä, hotellit tuotteiden myyjinä, liikenneyhtiöt, matkailukohteet, ohjelmapalveluyritykset.
• Tuotetarjonnan näkyvyyden parantaminen, lentokonemarkkinointi.
15.9.2015 FINTRA OY 24 Current Finnish Stopover product supply • The current Finnish online product offering for individual travelers and its suitability for a joint Stopover Finland marketplace in the future was evaluated.
• There are few productized services for individual travelers and even fewer of those one can buy online. Low demand makes it hard to run a profitable business, and hence service providers have been concentrating on groups.
• There is a clear need for online services in Japanese and Chinese as well as for more Asian personnel in customer service. Currently there are only Chinese and Japanese speaking guides.
• Our challenge is that we have too few incoming travel agencies (DMC) to package the products for individual travellers. Much of the business is in the hands on Japanese and Chinese operators and many serve the Finnish market from Copenhagen.
• We surveyed six DMCs in Finland together 59 products for individual travelers in web. Most products are for Helsinki and Lapland, typically Helsinki sightseeing, cruise, hotel etc. 57 products had a fixed price, but only 11 one could be bought online.
• Contrary to most countries, Finnish hotels are not an active sales channel for stopover products.
15.9.2015 FINTRA OY 25 Benchmarking Stopover models in Iceland and Singapore Benchmarking Iceland and Singapore
• Both Singapore and Iceland stopovers are built around the domestic flagship carrier i.e. Singapore Airlines and Icelandair, which are the driving forces for the concept.
• Stopover generates:
80 000 visitors and an annual revenue of 45 M€ to Iceland
11.4 million visitors and a 15 000 M€ revenue to Singapore
15.9.2015 FINTRA OY 27 Benchmarking Iceland and Singapore
• Travelers buy local stopover activities separarately in the destination.
• The most interesting activities are short: from a couple of hours to half- a day or full-day programs.
• The local offering is gathered together to an online marketplace that enables the visitor to buy the product (day excursions etc.). In addition, the airlines own a tour operator subsidiary that offers stopover flight + hotel + optional excursion packages at the time of booking the flight ticket. These two sales channels are separate.
15.9.2015 FINTRA OY 28 Benchmarking Iceland and Singapore • The marketplace operates on business terms: drives for efficiency, increases sales and commercial success of the participating local travel companies. Anyone meeting the minimum criteria gets the product displayed at the marketplace. Customer demand determines the attractiveness and viability of each product. • Individual travelers are seldom a business alone. Many daily excursions for individual travelers are the same and offered by the same companies as for the large tourist groups (with ”must see” sights it’s easier to reach the breakeven volume). Price per person is fixed and the maximum amount of participants is often 8 (minivan pick up). The timing is designed to avoid the mass tourist peaks. • Marketing of the joint stopover activity offering is systematic and present in all channels. In Singapore, the airline, airport and tourist board finance each one third of the international marketing expenditure.
15.9.2015 FINTRA OY 29 Market and distribution channel studies in Asia Key findings
Beijing Shanghai Hong Kong China Japan Korea Population, million 20 23 7 1357 127 51 Nr of int'l airlines operating 87 69 94 Nr of airlines with direct flight to Europe 23 14 9 Overseas trips a year, million 116 16,9 16 Overseas trips to Europe a year, million 9 2,8 1,7
Finnair passenger 2014 23 000 124 000 300 000 77 000
Overnights in Finland 22 000 129 000 200 000 29 000
Finland, position in travel interest NA 30s 40s
Individual travelers, % < 10% < 10% 70 % < 10% 49 % 60 %
Travel agencies share of bookings, % 88 % 80 % 87 % Online booking % 53 % 69 % 42 % • Mainland China, Japan and South Korea are all big outbound travel markets. Koreans make the most trips abroad compared to the population. Chinese travelers made last year almost 9 million trips to Europe, Japanese 2.8 and Koreans 1.7 million. Finnair had 524 000 passengers from these countries representing a 4 %- marketshare. • Finland is not yet on the top of the travel interest list for Chinese, but it’s the 30th most visited destination for Japanese and the 40th for Koreans. When the Chinese tourist matures and has seen the famous European holiday destinations, the popularity of Finland will rise • Chinese are still traveling in organised groups, whereas half or more of the travelers from Japan, Korea and Hong Kong are traveling individually. They still book the trip from a domestic travel agency, most likely online.
15.9.2015 FINTRA OY 31 The most popular final European destinations for Finnair passengers from Asia (2011-2014) China Hong Kong Japan South Korea 1 Paris Copenhagen Milan Copenhagen 2 Copenhagen Helsinki Barcelona Madrid 3 Helsinki Berlin Rome Rome 4 Rome Stockholm Paris London 5 London Bergen Helsinki Paris 6 Stockholm London Madrid Barcelona 7 Amsterdam Oslo Stockholm Helsinki
Finland competes for passengers from Asia with the most attractive tourist sites in Europe such Paris, Barcelona, Rome and London. Copenhagen is the top Nordic destination for Asian passengers flying with Finnair (Danish incoming travel agencies are strong in Asian groups)
15.9.2015 FINTRA OY 32 Stopover volume and the length of stay
• Finnair registered some 23 000 stopover passengers from the Mainland China, Hong Kong, Japan and South Korea in 2014. Around 4 % of the passengers made a stopover in Finland. • Almost 50% of stopover passengers are from Japan, 31 % from Mainland China, 15 % from Korea and 7 % from Hong Kong. • Looking at single cities, most stopover passengers had departed from Tokio, Seoul and Hong Kong.
15.9.2015 FINTRA OY 33 Stopover volume and the length of stay
• Visitors from Hong Kong had the frequency rate with 16 % for stopovers in Finland • Visitors from the Mainland China had the lowest frequency rate, just 6 %. Still the biggest potential lies in growing the number of Chinese stopovers, and as the outbound travel of Chinese is growing the fastest, the Chinese stopover frequency ratio could be doubled or tripled. • All stopover passengers stay in Finland at least for 24 h. The most common length is 2 days, but for travelers from Hong Kong just 1.4 days. 20 % of the travelers stayed over four days. • According to Finavia, 20 % of Japan Airlines passengers have Finland as their stopover or final destination
15.9.2015 FINTRA OY 34 Stopover destinations in Finland (2012-2014)
Chinese overnights in Finland Japanese overnights in Finland 140 000 250 000
120 000 200 000 100 000
80 000 150 000
60 000 100 000 40 000 50 000 20 000
0 0 Total nights Capital area Lapland Other Total nights Capital area Lapland Other
China 2014 China 2013 China 2012 Japan 2014 Japan 2013 Japan 2012
Overnights from Hong Kong in Finland Korean overnights in Finland 25 000 35 000 30 000 20 000 25 000 15 000 20 000 10 000 15 000
5 000 10 000 5 000 0 Total nights Capital area Lapland Other 0 Total nights Capital area Lapland Other Hong Kong 2014 Hong Kong 2013 Hong Kong 2012 Korea 2014 Korea 2013 Korea 2012 Lähde: Rudolf, Visit Finland 15.9.2015 FINTRA OY 35 Key findings Japan • Japanese groups make a stopover in Finland as a part of their North European / Scandinavian tour. The stopover for individual travelers can be made more attractive when selling the option ”One stop in Helsinki and you can reach 2-3 capitals”. • Travel agencies would like to sell the stopover program as a pre-arranged inclusive program. Japanese still have language concerns which is ranked No.3 factor hindering overseas travel. Therefore, they feel uncomfortable to book services on the spot.
9.10.2015 FINTRA OY 36 Key findings Japan • Travelers with only a flight and hotel booking could purchase the same product on the spot. Travel agencies believe in the growth of the Stopover products provided that the product development and process is done in cooperation. Required commission is 10-20 %. • The preferred Stopover program is 1 night + 2 days with up to 200 € additional expense, Lapland up to 500 €. The target segment is young ladies and couples in their 30-40s or 55+. • Success of the Stopover products will depend on attractive content: Nature experience (Aurora borealis, midnight sun, snow, lakes, forest), Helsinki sightseeing and cruise on the Baltic Sea were of top interest. A daily / regular availability of the product is required.
9.10.2015 FINTRA OY 37 Key findings China • 88 % of the Mainland Chinese outbound travelers book their trip via a local travel agency, and the majority does this offline. A typical purchase consists of a packaged tour or multidestination journey for 10-14 days. • Individual travelers (FIT) book at least the flight, accommodation and visa service in China. A mere 19 % purchase the destination activities on their own. • Second or third tier cities are not yet considered promising target markets for FIT clients. These customers are now traveling in Asia-Pacific region, or enter Europe in groups.
15.9.2015 FINTRA OY 38 Key findings China • Chinese travel agencies are prepared to participate in joint campaigns € to €. A free gift such as a Helsinki day pass is recommended for the launch campaign. • Finnair’s connections and competitive prices are key to the attractiveness of the Stopover concept. Hong Kongese would welcome new Stopover products to compelement the winter Lapland. Winter season products should be introduced in Mainland China. • A stopover combined with a cruise to Tallin or Stockholm is of interest in China and Hong Kong.
15.9.2015 FINTRA OY 39 Key findings South Korea
• Potential target customer group for Stopover Finland are females traveling in a small group (2-4), aged 20-30. The most popular traveling season is June-September, but the season is also widening. • Overall the target group can be divided into 4 sub segments with separate marketing approaches. • Travelers book the flight ticket 60-90 days, early-bird tickets up to 180 days prior to the departure. • Individual travel products, including stopover, are only simple combinations with the flights, such as hotel only, hotel+tour, hotel+city pass. Offering tour activities would make the price higher than what the customers are willing to pay for the stopover upfront.
15.9.2015 FINTRA OY 40 Key findings South Korea
• Finland is perceived as a unique travel destination. Popular attractions for Koreans are Helsinki sightseeing, cruise on the Baltic Sea, Aurora borealis, Santa Claus, etc. Cities are preferred to nature. • Popular stopover destinations for Korean consumers are Istanbul, Paris and Dubai. Istanbul has successfully increased stopover overnights, offering a free city-sightseeing. Finnair’s arrival time to Helsinki is early afternoon, which makes half-day sightseeing possible with a departure the same evening.
15.9.2015 FINTRA OY 41 Stopover Finland menu modules & criteria
42 Stopover Finland menu
Stopover Finland introduces new easily reachable packages and services for 5 hrs to 5 days stopover
Finnish highlights from Northern Lights to Midnight Sun, relaxing moments in the pure Finnish forests, lakes and sauna, shopping Finnish design and meeting Moomins and Santa Claus
Stopover Finland menu will be launched 2016
9.10.2015 Heli Mende 43 Stopover Finland menu
Stopover Finland menu module can be Examples of packages for example:
- Hotel overnight
- Private transfer
- City sightseeing
- Activity service
- Domestic flight
Or a combination / package of several services for 1 day, 2 days, 3 days, 4 days and 5 days stopover
15.9.2015 FINTRA OY 44 Components of Stopover Finland menu modules Customer perspective
Duration Distance Product themes Season Fixed price 2 h – 5 days (travel time) Sightseeing City break Nature Stopover –components Availability Wellbeing (calendar, inventory) Lakeland Transportation Archipelago Accommmodation Cruise Guiding (language choices) Guaranteed Culture execution Silence Experiences / Activities / Sites to visit (no minimum Winter Dining participant number) Santa Claus Design and shopping Shopping Equipment Booking & Activities Optional extra services Mix Product/service description payment Languages (credit cards)
Accessibility, client Directory= Your Stay journey & safety
15.9.2015 VISIT FINLAND, FINTRA OY 45 Stopover Finland menu module criteria for online sales Service Package Provider / Service Provider
Within about 1-3 h one-way travel time (depending of the length of stopover)
The product works with and has been tested with foreign visitors
Fixed price
Commitment to secured execution (published dates)
Inventory (the customer can see the availability)*
Integration of product information & inventory with the service package provider / marketplace, or manual input
Own website at least in English, preferably in Chinese, Japanese, Korean
Customer service at least in English, possible also in Chinese and Japanese with co – operation partners
*The service package provider / marketplace could provide this as a service http://www.visitfinland.fi/wp-content/uploads/2015/08/VF_Kansainvälistymiskriteerit_Low.pdf?dl 15.9.2015 FINTRA OY 46 Stopover Finland menu marketing and distribution
Stopover Finland Visitfinland.com modules 1-50 Your Stay & Trade
Marketing channels Stopover Finland Stopover Finland menu market place Distribution channels
15.9.2015 FINTRA OY 47 Stopover Finland Marketing network model suggestion Marketing network – tier players, the ones that gain most in sales – different weights
0. Tier zero
• Enablers: Visit Finland and Finavia
1. Tier 1
• Finnair and other airlines flying scheduled traffic from Asia to Helsinki
2. Tier 2
• High-volume daily service providers / nationwide operations, e.g. Hotels, ferry lines, VR, travel area organisations like Lapland and Helsinki
3. Tier 3
• DMC’s/Incoming tour operators (packaging), city travel oragisations, activity service providers with inventory
15.9.2015 FINTRA OY 49 Role of Tier partnership members • Finance the 3-year joint ”Stopover / Finland as a destination” marketing campaign in Asia + continuation • Tier 0, Tier 1, Tier 2, Tier 3 partnership levels with diminishing share • Decision on how to profile Finland • What’s the flagship experience (e.g. pure nature / Lapland / Helsinki etc.) • As a gateway to the Baltic States, Scandinavia and Russia? • Approve the budget and joint marketing plan, review results • Display the Stopover Finland marketplace content (filtered) on own website (generate traffic & transactions) and promote it in own marketing
15.9.2015 FINTRA OY 50 The roles of Visit Finland and Stopover Finland marketplace
Payment for Asian media promotion Coordination Marketing network Stopover Finland Asian OTA´s Extranet
members marketplace activities Marketing & TOs - Tiers 0-3 (commercial)
Payment for services Data Individual integration Asian • Marketplace is in charge of marketing operations to traveler maximize traffic to the website and transactions • Network members pay their share of joint activities to Visit Finland, and for the services they bought to the marketplace. • Both players plan, execute & pay campaigns complimenting each others
15.9.2015 FINTRA OY 51 Conclusions Conclusions • Helsinki area and Lapland (northern lights) are of most interest currently. Good domestic flight connections and compeititve pricing is essential for the development of the product. New products, attractions and activities / experiences are welcomed.
• Competition for stopover customers is increasing and passengers are offered a free service (day pass, sightseeing etc).
• Finland lacks strong incoming travel agencies for individual travellers. This might hinder the availability of fixed-price Stopover products online.
15.9.2015 FINTRA OY 53 Conclusions
• The joint Finnish marketplace for Stopover products should be built for the free independent traveler who likes to shop around.
• According to market studies, Asian travelers book the flight ticket and accommodation in Asia, but activities are more likely to be purchased in the destination.
• Demand will mainly be for short 2 h - 1 day activities. The marketplace should be open for all travel service providers meeting the set criteria, it should be run commercially and the operator should be an independent and experienced player.
15.9.2015 FINTRA OY 54 Stopover Finland valmennustyöpajat
• Valmennusten tavoitteena on tuoda osallistujille lisää työkaluja Stopover-tuotteiden rakentamiseen aasialaisille yksittäismatkailijoille. Valmennus järjestetään yritysryhmävalmennuksena ja työpajamuotoisena.
• Valmennusten kohderyhmä: Matkailualan yritykset, erityisesti pk-yritykset
• Valmennukset järjestetään Team Finland -kasvuohjelmarahoituksen osittaisella tuella.
• Tuen osuus: pk-yritys 65 %, suuryritys 25 %, muut 0 %
• Valmennustyöpajoihin osallistuvat täyttävät Team Finland -Kasvuohjelman yritystietolomakkeen 15.10.2015 mennessä. Lomake lähetään teille ilmoittautumisen jälkeen ja sen täyttäminen on edellytys julkiseen tukiosuuteen.
• Stopover-valmennustyöpajat järjestetään syksyllä 2015 seuraavilla paikkakunnilla: Tampereella 6.11. klo 9:30- 16:30, Helsingissä 9.11. klo 9:30-16:30, Rovaniemellä 13.11. klo 9:30-16:30
• Hinta tukiosuuden jälkeen: 320 eur / pk-yritys
• Ilmoittautuminen: 15.10.2015 mennessä oheisen linkin kautta: http://bit.ly/1PPj0cw
• Lisätietoja: [email protected] tai [email protected]
10/9/2015 HELI MENDE Thank you! [email protected] [email protected]
10/9/2015 HELI MENDE