The future potential for developing luxury tourism and hospitality in Lapland
Hallott, Andrew (2013)
Hallott, Andrew
HAAGA-HELIA ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013120419876
https://urn.fi/URN:NBN:fi:amk-2013120419876
Tiivistelmä
Due to the growing market of affluent consumers travelling for leisure and business purposes a new research study from HAAGA-HELIA University of Applied Sciences, carried out in spring 2013, investigated Lapland (and Finland’s) current and future potential to appeal to new luxury tourists.
The research was carried out in two stages. Firstly, the current provision of products and services was analysed to determine the present situation in relation to catering for luxury and wealthy tourists to the area. This was then followed up by investigating through an online survey and one on one interviews of tourism providers and consumers to see how Lapland (and Finland) is seen as a luxury destination at present, and if they feel it can be developed to meet the wants and needs of wealthy consumers in the future.
“Overall, Lapland (and Finland) has the potential to develop itself as a destination for wealthy consumers. However, in order to do so the level of service needs to be increased, tourism and hospitality providers need to embrace the unique surroundings and culture of Lapland, whilst facilities, especially those in accommodation and hospitality, need to move away from the traditional “safe” middle market, and look at developing exclusive products and services that satisfy the needs of wealthy travellers in line with other worldwide destinations”, says Andrew Hallott, the author of the study.
In addition, the study came up with a set of recommendations and benchmarks that should be adopted by the Finnish tourism industry to ensure that the new luxury concept, which would be branded as nFlux (New Finnish Luxury), is consistent across the entire country so that wealthy travellers to Finland understand the minimum quality levels to be expected when visiting Finland as a luxury destination.
The research was carried out in two stages. Firstly, the current provision of products and services was analysed to determine the present situation in relation to catering for luxury and wealthy tourists to the area. This was then followed up by investigating through an online survey and one on one interviews of tourism providers and consumers to see how Lapland (and Finland) is seen as a luxury destination at present, and if they feel it can be developed to meet the wants and needs of wealthy consumers in the future.
“Overall, Lapland (and Finland) has the potential to develop itself as a destination for wealthy consumers. However, in order to do so the level of service needs to be increased, tourism and hospitality providers need to embrace the unique surroundings and culture of Lapland, whilst facilities, especially those in accommodation and hospitality, need to move away from the traditional “safe” middle market, and look at developing exclusive products and services that satisfy the needs of wealthy travellers in line with other worldwide destinations”, says Andrew Hallott, the author of the study.
In addition, the study came up with a set of recommendations and benchmarks that should be adopted by the Finnish tourism industry to ensure that the new luxury concept, which would be branded as nFlux (New Finnish Luxury), is consistent across the entire country so that wealthy travellers to Finland understand the minimum quality levels to be expected when visiting Finland as a luxury destination.