Travel in
Finland

Country Report

Executive Summary

Sep 2019
Challenging decisions for many Finns regarding destination and mode of transport

A number of factors are influencing Finns’ decisions on whether to travel abroad for a holiday or take a “staycation” in their home country. The number of domestic leisure trips recorded an improved performance in 2019, with some Finns becoming increasingly concerned about climate change and their own part in increasing levels of pollution and environmental issues, encouraging them to take domestic trips by land, rail and water while a strong decline was registered by air for this same purpose.

Digital uptake for travel-related products continues to increase

Current value sales through online travel intermediaries already dominated overall travel intermediaries in Finland in 2019, while the share of digital bookings across the board ranging from package holidays to travel modes, to lodgings continued to gain in popularity and momentum. Finnish consumers are increasingly adopting a digital stance when researching and booking travel-related products, with mobile sales in particular recording strong growth.

Polar opposites within hotels experience the greatest dynamism

Although hotels recorded a stable but undynamic performance due to the low growth recorded by the largest segment of mid-market hotels in both increasing numbers and current value terms, polar opposites luxury and upscale hotels and budget hotels in particular, recorded the strongest performances in 2019 due to the amount of new players and brands entering these segments at the end of the review period. However, one mid-market brand, the expanded Break Sokos Hotel from S Group in Vantaa, managed to record substantial share gain and value growth by opening an adults-only floor, while leading budget hotel Omena Hotels now offers single rooms in a self-catering capacity to better cater to the solo traveller.

Multimodal transport bookings readily accepted by younger tech-savvy Finns

The concept of multimodal bookings for transport continued to be supported by the ongoing popularity of the Whim application by Finnish company MaaS Global or “Mobility as a Service”. The aim is to offer customers the chance to have unlimited use of every kind to transport from different providers in one area, brought together under the mobile app through either a monthly subscription, or alternatively, users can add journeys on demand such as a taxi within 5km.

Positive outlook for travel in and out of Finland although concerns regarding sustainable tourism grow

Growth in domestic leisure trips to be taken over the forecast period is set to marginally improve compared to the review period but in line with the trend for choosing alternative modes of transport to flying, Finns are more likely to travel by land, water or rail when holidaying at home, supported by competitive prices of public transport and growing concerns over environmental issues. Likewise, outbound departures will experience an upwards trajectory as many Finns will continue to escape to warmer climates for their summer breaks, although this experience is being transformed by the increasing number of consumers who will take shorter breaks but upgrade to business class travel or stay in more luxurious hotels as an indulgence, or venture further afield and choose dynamic packaging booked through intermediaries that are able to offer them a more individualised approach.

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Discover the latest market trends and uncover sources of future market growth for the Travel industry in Finland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Travel industry in Finland, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Finland for free:

The Travel in Finland market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation
  • Historic volumes and values, company and brand market shares
  • Five year forecasts (of market share, market trends, market growth)
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

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  • What are the major brands in Finland?  

Why buy this report?

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This industry report originates from Passport, our Travel And Tourism market research database.

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Travel in Finland

EXECUTIVE SUMMARY

Challenging decisions for many Finns regarding destination and mode of transport
Digital uptake for travel-related products continues to increase
Polar opposites within hotels experience the greatest dynamism
Multimodal transport bookings readily accepted by younger tech-savvy Finns
Positive outlook for travel in and out of Finland although concerns regarding sustainable tourism grow

SWOT

Summary 1 Destination Finland: SWOT

MARKET DATA

Table 1 Annual Leave: Volume 2014-2019
Table 2 Travellers by Age: Number of People 2014-2019
Table 3 Seasonality: Number of People 2014-2019
Table 4 Leisure Outbound Demographics: Number of Trips 2014-2019
Table 5 Other Transport Sales: Value 2014-2019
Table 6 Other Transport Online Sales: Value 2014-2019
Table 7 Forecast Other Transport Sales: Value 2019-2024
Table 8 Forecast Other Transport Online Sales: Value 2019-2024
Table 9 Activities: Value 2014-2019
Table 10 Forecast Activities: Value 2019-2024

DEFINITIONS

SOURCES

Summary 2 Research Sources

Airlines in Finland

HEADLINES

PROSPECTS

Finnair retains dominance of airlines but under pressure from low cost carriers
Blurring boundaries between scheduled and low cost carriers in Finns’ minds lead to strong growth for the latter
Environmental concerns lead to declines for domestic travel by air but country’s location poses difficulties further afield due to access

CATEGORY DATA

Table 11 Airlines Sales: Value 2014-2019
Table 12 Airlines Online Sales: Value 2014-2019
Table 13 Airlines: Passengers Carried 2014-2019
Table 14 Airlines NBO Company Shares: % Value 2015-2019
Table 15 Charter Airlines Brands by Key Performance Indicators 2019
Table 16 Low Cost Carriers Airlines Brands by Key Performance Indicators 2019
Table 17 Scheduled Airlines Brands by Key Performance Indicators 2019
Table 18 Forecast Airlines Sales: Value 2019-2024
Table 19 Forecast Airlines Online Sales: Value 2019-2024

Car Rental (Destination) in Finland

HEADLINES

PROSPECTS

Shorter rental time but younger consumers appreciate multimodality
Unfounded concerns over dangers of validating foreign drivers’ licences
Varied impact due to controversial change to taxi legislation

CATEGORY DATA

Table 20 Car Rental Sales: Value 2014-2019
Table 21 Car Rental Online Sales: Value 2014-2019
Table 22 Structure of Car Rental Market 2014-2019
Table 23 Car Rental NBO Company Shares: % Value 2015-2019
Table 24 Car Rental Brands by Key Performance Indicators 2019
Table 25 Forecast Car Rental Sales: Value 2019-2024
Table 26 Forecast Car Rental Online Sales: Value 2019-2024

Lodging in Finland

HEADLINES

PROSPECTS

Consolidation for hotels, while budget segment records strongest growth in number of sites
Short-term rentals continues to be strongest overall performer driven by ongoing popularity of Airbnb
Untapped potential of cottages, while niche of hostels increases in popularity

CATEGORY DATA

Table 27 Lodging Sales: Value 2014-2019
Table 28 Lodging Online Sales: Value 2014-2019
Table 29 Hotels Sales: Value 2014-2019
Table 30 Hotels Online Sales: Value 2014-2019
Table 31 Other Lodging Sales: Value 2014-2019
Table 32 Other Lodging Online Sales: Value 2014-2019
Table 33 Lodging Outlets: Units 2014-2019
Table 34 Lodging: Number of Rooms 2014-2019
Table 35 Lodging by Incoming vs Domestic: % Value 2014-2019
Table 36 Hotels NBO Company Shares: % Value 2015-2019
Table 37 Hotel Brands by Key Performance Indicators 2019
Table 38 Forecast Lodging Sales: Value 2019-2024
Table 39 Forecast Lodging Online Sales: Value 2019-2024
Table 40 Forecast Hotels Sales: Value 2019-2024
Table 41 Forecast Hotels Online Sales: Value 2019-2024
Table 42 Forecast Other Lodging Sales: Value 2019-2024
Table 43 Forecast Other Lodging Online Sales: Value 2019-2024
Table 44 Forecast Lodging Outlets: Units 2019-2024

Online Travel Sales and Intermediaries in Finland

HEADLINES

PROSPECTS

Mix of travel intermediaries amongst leaders offering both traditional package holidays and the chance for independent travel
Dynamic package holidays continue to gain share from traditional as Finns become increasingly adventurous
Increasing number of global issues factor into Finns’ holiday choices

CATEGORY DATA

Table 45 Travel Intermediaries Sales: Value 2014-2019
Table 46 Intermediaries Corporate Business Online Sales: Value 2014-2019
Table 47 Intermediaries Leisure Online Sales: Value 2014-2019
Table 48 Travel Intermediaries NBO Company Shares: % Value 2015-2019
Table 49 Online Travel Sales to Residents: Value 2014-2019
Table 50 Total Mobile Travel Sales to Residents: Value 2014-2019
Table 51 Forecast Travel Intermediaries Sales: Value 2019-2024
Table 52 Forecast Intermediaries Corporate Business Online Sales: Value 2019-2024
Table 53 Forecast Intermediaries Leisure Online Sales: Value 2019-2024
Table 54 Forecast Online Travel Sales to Residents: Value 2019-2024
Table 55 Forecast Total Mobile Travel Sales to Residents: Value 2019-2024

Tourism Flows in Finland

HEADLINES

PROSPECTS

Finland offers Asian markets a safe natural environment to explore outside of main tourist hotspots
Outbound departures sees return to Egypt, while more adventurous Finns head to other continents
Finland struggles to address lack of more affordable lodging which would encourage greater domestic tourism

CATEGORY DATA

Table 56 Inbound Arrivals: Number of Trips 2014-2019
Table 57 Inbound Arrivals by Country: Number of Trips 2014-2019
Table 58 Inbound City Arrivals 2014-2019
Table 59 Inbound Receipts: Value 2014-2019
Table 60 Leisure Inbound Demographics: Number of Trips 2014-2019
Table 61 Forecast Inbound Arrivals: Number of Trips 2019-2024
Table 62 Forecast Inbound Arrivals by Country: Number of Trips 2019-2024
Table 63 Forecast Inbound Receipts: Value 2019-2024
Table 64 Domestic Trips by Destination: Number of Trips 2014-2019
Table 65 Domestic Business Trips by Travel Mode: Number of Trips 2014-2019
Table 66 Domestic Leisure Trips by Travel Mode: Number of Trips 2014-2019
Table 67 Domestic Expenditure: Value 2014-2019
Table 68 Forecast Domestic Business Trips by Travel Mode: Number of Trips 2019-2024
Table 69 Forecast Domestic Leisure Trips by Travel Mode: Number of Trips 2019-2024
Table 70 Forecast Domestic Expenditure: Value 2019-2024
Table 71 Outbound Departures: Number of Trips 2014-2019
Table 72 Outbound Departures by Destination: Number of Trips 2014-2019
Table 73 Outbound Expenditure: Value 2014-2019
Table 74 Forecast Outbound Departures: Number of Trips 2019-2024
Table 75 Forecast Outbound Departures by Destination: Number of Trips 2019-2024
Table 76 Forecast Outbound Expenditure: Value 2019-2024