Visit Finland. Brand Tracker Presented January 2016

Transcription

1 Visit Finland Brand Tracker 2015 Presented January 2016

2 Fieldwork cities UK- London France- Paris Germany- Berlin, Bayern, Baden-Wurttemburg, Hessen, Nordrhein-Westfalen, Hamburg Italy- Milan Russia- Moscow, St. Petersberg China- Shanghai, Beijing, Hong Kong* Japan- Tokyo 2

3 Who did we talk to? Fieldwork took place from 16 th Nov 2 nd Dec 2015 Europe China Males & Females years Planning holiday to Europe in next 3 years Hong Kong Males & Females years Planning holiday to Europe in next 3 years Males & Female years Holiday abroad at least once a year Modern Humanist Live within 50km from city centre Japan Females years Planning holiday to Europe in next 3 years 3

4 What did we ask them? How well known is Finland as a travel destination? How attractive is Finland as a travel destination? How is Finland perceived as a travel destination? Screener Familiarity Likelihood to visit Image & Associations Media Campaign How does Finland compare to our competitors? 4

5 Who are we comparing ourselves against? To see where we stand in a competitive context, we asked all questions for the following destinations Norway Vs. Finland Iceland Sweden Estonia 5

6 Overall Summary Finland has some positive associations, although varied somewhat from countryto-country The biggest challenge for Finland is that it is relatively undistinguished from its Nordic competitors, except in Russia. It will be difficult to shift perceptions vs. competitors like Sweden who have much larger budgets Therefore, focus, especially in communications, will likely be most effective to continue to build associations, familiarity and thus consideration and booking 6

7 Travel behaviour

8 UK, Italy and Hong Kong are more likely to be interested in short international breaks UK Germany France Italy Russia Japan China Hong Kong Short international break Long international break

9 Family holidays are less popular in Japan. Tourists in Hong Kong and Italy are less likely to travel solo UK Germany France Italy Russia Japan China Hong Kong Usually travel with children Usually travel alone

10 Travelling with adult friends or partners is most common for all our key markets 10

11 Russia, Hong Kong and Japan would be more likely to use tour operators when arranging a holiday to Finland You said that you would consider a holiday to Finland. How would you like to arrange your trip there? UK Germany France Italy Russia Japan China Hong Kong Plan / make bookings myself Use tour operator for all/some parts of trip

12 Though as your would expect, the type of holiday preferred does does differ by market UK Germany France Italy City breaks Active in Summer Tours to multiple cities City breaks 67% 62% 60% 75% Beach Beach Active in Summer Active in Summer 54% 60% 55% 60% Relaxation & Wellbeing Tours to multiple cities Culture Beach 44% 42% 54% 55% 12

13 Though as your would expect, the type of holiday preferred does does differ by market Russia Japan China Hong Kong Beach Relaxation & Wellbeing Beach City breaks 77% 47% 71% 76% Active in Summer Culture Relaxation & Wellbeing Shopping 58% 47% 66% 61% Culture Tours to multiple cities Active in Summer Relaxation & Wellbeing 58% 45% 59% 60% 13

14 Awareness & consideration of Finland as a holiday destination

15 Overall consideration for Finland is similar across all the markets, though ranking position is very different much lower in Europe Total consideration - Finland Hong Kong Finland Rank overall #12 #2 #7 #5 #11 #11 #5 #9

16 Familiarity with Finland is lowest in the European markets, which impacts likelihood to visit Familiarity with destination (T2B) Rank (Key Competitors) Likelihood to Visit Rank (Vs Key Competitors) 70 #1 44 #1 61 #3 51 #1 43 #1 11 #1 Hong Kong 29 #2 17 #3 29 #3 15 #2 29 #3 12 #4 25 #4 11 #4 22 #4 10 #4

17 Finland is known for its weather! Though awareness of specifics is better in Italy & Germany compared to in France and the UK 17

18 In Asia and Russia particularly, people have more associations with specific Finland offers Hong Kong

19 How do perceptions of destinations in the region differ?

20 The target group for Finland is people who have travelled a lot and are seeking fresh alternatives Individualism vs. Mass-Tourism Slowing down New Spiritualism Back to Basics We have measured image and associations in the following way Do you associate any of these holiday destinations with the following statements? Do you associate any of these holiday destinations with the following activities and experiences? 20

21 Using our image questions, we can understand what Attributes/perceptions can drive likelihood to visit Drivers analysis shows the impact of attributes in terms of improving performance on consideration and likelihood to visit a destination The results are at a category level so what will drive visits to any Nordic destination This helps you understand what themes are important to communicate in each market 21

22 The key attributes that tend to drive likelihood to visit this region are... Beautiful, natural landscapes Calming & relaxing wilderness retreats Peace, quiet & relaxation 22

23 But, there are certain attributes that stand out as being more important for each market UK GERMANY FRANCE ITALY Most interested in Most interested in Most interested in Most interested in City break holidays Active in Summer & beach holidays Tours to multiple cities City break holidays Key driver to visit Nordic region: Key driver to visit Nordic region: Key driver to visit Nordic region: Key driver to visit Nordic region: Rich and interesting culture/heritage Wide range of holiday experiences Interesting towns and cities to visit Interesting towns and cities to visit *Drivers are for the Nordic countries as a whole, not just Finland 23

24 Increased familiarity of the region in Asia & Russia means they are more driven by specific assets RUSSIA JAPAN CHINA HONG KONG Most interested in Most interested in Most interested in Most interested in Beach holidays Relaxation & wellbeing and culture holidays Beach holidays City break holidays Key driver to visit Nordic region: Key driver to visit Nordic region: Key driver to visit Nordic region: Key driver to visit Nordic region: Great place for winter sports Calming & relaxing wilderness retreats Great place for winter sports Calming & relaxing wilderness retreats *Drivers are for the Nordic countries as a whole, not just Finland 24

25 How How do perceptions is Finland perceived of Finland vs differ competitors by market? in each market?

26 UK holidaymakers have a wide consideration set, making it a real challenge to persuade them to choose Finland

27 Consideration for competitors and Finland is similar, suggesting people in the UK are attracted to the region in general Consideration Vs competitors Sweden Finland Norway Iceland Estonia 51% 62% 61% 59% 36% The UK market are open-minded when it comes to travel destinations. The average consideration in our competitor set is 53%, with Finland ranked 12 th out of 17 European countries. This strong competition will make persuading them to choose Finland more difficult 27

28 But there is lower familiarity with Finland compared to key competitors, which may impact actual likelihood to visit Familiarity with destination Likelihood to Visit Sweden Norway Iceland Finland 15 9 Estonia 28

29 While there are similar themes in all countries, Sweden, Norway and Iceland have more distinct associations than Finland Which 3 words come to mind when you think of.? Norway Iceland Sweden Norway and Iceland have strong, unique natural associations, while in Sweden, associations are more based around cultural aspects Finland Estonia 29

30 Finland s image profile in the UK is similar (albeit weaker) to competitors. Norway has the strongest image (natural assets) FINLAND SWEDEN ESTONIA NORWAY ICELAND It s a family-friendly destination You can enjoy peace, quiet and relaxation It offers calming and relaxing wilderness retreats It has beautiful lake areas with lots of lakes It has beautiful natural landscapes 0 It provides a wide range of holiday experiences You can enjoy an active holiday there (e.g. cycling, canoeing, hiking etc.) It s a good place to visit all year round It has a beautiful coastline / archipelago It s a great place for winter sports 30

31 Finland also doesn t stand out on any of the cultural perceptions in the UK market FINLAND SWEDEN ESTONIA NORWAY ICELAND The local people are friendly and hospitable It offers enjoyable eating experiences It s great for music festivals and live concerts It s easy to find information about the destination and make trip arrangements 20 0 It has a rich & interesting culture and heritage It has interesting towns and cities to visit It has interesting design and architecture It s a great destination for a short break or stopover It offers unique experiences 31

32 Iceland has the highest likelihood to visit in the UK market, which may stem from its perception as a unique destination It offers unique experiences Likelihood to Visit Sweden Norway Iceland Finland 34 9 Estonia 32

33 Finland s strengths in the UK are it s association with Christmas and Lapland. However, these are of limited appeal to the UK market These may be of limited appeal in the UK market only 13% say they prefer to go on Festive holidays Iceland Sweden Norway Finland Estonia scores lowest for all statements Pure nature and clean air Scandinavian/ Nordic culinary experiences Sleigh rides pulled by Huskies or reindeer Visiting Lapland Visiting the home of Santa Claus Saunas Cross-country skiing in forests Seeing the Northern Lights The Midnight Sun (24 hours of daylight) Visiting National parks Experiencing indigenous cultures Sleeping in Igloos Sailing, boating and water sports Cottage retreats Weird and wonderful festivals Island hopping Finland stands out from competitors for sleigh rides Christmas Products Iceland and Norway are better known for Northern Lights and Midnight Sun Currently no country has a strong association with these products, presenting an opportunity 33

34 Value perceptions are an advantage for Finland compared to competitors, although this may be due lower familiarity It s too expensive It is only for people who like to be outside a lot It s too inaccessible Norway 46 Iceland 29 Iceland 17 Sweden 43 Norway 22 Estonia 11 Iceland 33 Finland 18 Finland 8 Finland 29 Sweden 18 Sweden Estonia Estonia Norway 34

35 Recommendations for the UK: Ø Demonstrate Finland s unique attractions Ø This could be done perhaps by focusing continually on a few key, attractions, going for depth of exposure rather than breadth Ø Advertising just landscapes or features that could be taken for competitor markets could reduce the impact Ø Consider using Lapland to communicate more than just Christmas 35

36 In France, Finland has an opportunity to build strong associations with some unique travel experiences

37 Consideration for Finland is in line with the average in France, but lower than they rate key competitors Consideration Vs competitors Finland Iceland Norway Sweden Estonia 32% 40% 39% 38% 13% The average consideration in the total competitor set is 32%, with Finland ranked 9 th out of 17. The most attractive destinations are the UK (52%), Canada (49%) and Ireland (46%), suggesting language may be a barrier to visiting non-english speaking countries 37

38 Familiarity is similar for Sweden, Iceland and Norway, though Iceland stands out in terms of likelihood to visit Familiarity with destination (T2B) Likelihood to Visit Sweden Iceland Norway Finland 11 6 Estonia 38

39 Finland has a strong association with nature, although competitors are also known for this. Iceland and Norway are more distinct Which 3 words come to mind when you think of.? Norway Iceland Sweden People in France associate Finland with Fjords, so there is a degree of confusion with Norway Finland Estonia 39

40 Active holidays and country tours are popular in the French market. Multi-stop tours to a range of locations may be appealing Which type of holiday do you prefer to go on? (Total Market) Tours to multiple cities/ locations within a country Outdoors & Active holidays in the summer Cultural Beach City breaks Outdoors & Relaxation & Active well-being holidays in the winter Country holidays Tours to multiple countries in a region Festive holidays at Christmas Shopping trips Health & Spa Cruises Which of the following types of holiday would you consider to (Finland)? (Likely to visit Finland) Tours to multiple cities/ locations within a country Outdoors & Active holidays in the summer Cultural Beach City breaks Outdoors & Relaxation & Active well-being holidays in the winter 40 Country holidays Tours to multiple countries in a region Festive holidays at Christmas Shopping trips Health & Spa Cruises

41 Finland, Norway, Iceland and Sweden all have strong associations with relaxation and nature, making it a challenge to differentiate FINLAND SWEDEN ESTONIA NORWAY ICELAND It s a family-friendly destination You can enjoy peace, quiet and relaxation It offers calming and relaxing wilderness retreats It has beautiful lake areas with lots of lakes It has beautiful natural landscapes 0 It provides a wide range of holiday experiences You can enjoy an active holiday there (e.g. cycling, canoeing, hiking etc.) It s a good place to visit all year round It has a beautiful coastline / archipelago It s a great place for winter sports Top destination- Lapland Top season- Winter 41

42 Finland lags behind competitors for cultural imagery, particularly for urban assets. Iceland stands out as offering unique experiences FINLAND SWEDEN ESTONIA NORWAY ICELAND The local people are friendly and hospitable It offers enjoyable eating experiences It s great for music festivals and live concerts It s easy to find information about the destination and make trip arrangements 20 0 It has a rich & interesting culture and heritage It has interesting towns and cities to visit It has interesting design and architecture It s a great destination for a short break or stopover It offers unique experiences 42

43 Besides Santa Claus and Visiting Lapland, Finland is ahead of on associations with the Northern Lights and Midnight Sun Only 9% say they prefer festive holidays in France Iceland Sweden Norway Finland Estonia scores lowest for all statements Sleeping in Igloos Sleigh rides pulled by Huskies or reindeer Visiting Lapland Visiting the home of Santa Claus The Midnight Sun (24 hours of daylight) Seeing the Northern Lights Pure nature and clean air Cross-country skiing in forests Visiting National parks Saunas Experiencing indigenous cultures Scandinavian/ Nordic culinary experiences Cottage retreats Sailing, boating and water sports Island hopping Weird and wonderful festivals Finland distinguishes itself for several unique products Currently no country has a strong association with these products 43

44 Value and accessibility are considered less of an issue for Finland, though Finland is seen mainly as an outdoors holiday destination It s too expensive It is only for people who like to be outside a lot It s too inaccessible Norway 43 Iceland 38 Iceland 22 Sweden 38 Finland 28 Estonia 14 Iceland 31 Norway 27 Finland 9 Finland 30 Sweden 24 Norway 7 Estonia 8 Estonia 16 Sweden 6 44

45 Recommendations for France: Ø Strengthen the connection with the Northern Lights and Midnight Sun to establish Finland as the primary destination to have these experiences Ø Focus on a few distinctive Finnish assets where competitors are weak to show that Finland offers something unique- such as sleeping in Igloos or sleigh rides Ø Consider using France s high awareness of Lapland to communicate more than just Christmas 45

46 In Germany the challenge is to further leverage the things Finland is already known for to boost its image

47 Sweden and Norway dominate in terms of consideration Consideration Vs competitors Finland Sweden Norway Iceland Estonia 36% 50% 47% 33% 18% Germans are most likely to travel to their neighbouring countries, suggesting ease of travel being a factor. The most attractive destinations are Austria (61%), France (57%) and Switzerland (51%). The average consideration in the total competitor set is 39%, with Finland ranked 11 th out of 17. Base: Total market (900) 47

48 Though consideration does differ slightly by region Consideration by German region Hamburg & Nordhein-Westfalen also have the strongest levels of familiarity with Finland Total Consideration Consideration by region Competitors also have higher consideration in these regions, so there is little change in Finland s relative position Base: Total market (900), Likely to visit Finland (111) 48

49 The Germans have a preference for outdoor summer holidays Which type of holiday do you prefer to go on? (Total Market) Outdoors & Active holidays in the summer Beach Tours to multiple cities/ locations within a country City breaks Cultural Relaxation & well-being Tours to multiple countries in a region Outdoors & Active holidays in the winter Health & Spa Cruises Country holidays Shopping trips Festive holidays at Christmas Which of the following types of holiday would you consider to (Finland)? (Likely to visit Finland) Outdoors & Active holidays in the summer Beach Tours to multiple cities/ locations within a country City breaks Cultural Relaxation & well-being Tours to multiple countries in a region Outdoors & Active holidays in the winter Health & Spa Cruises Country holidays Shopping trips Festive holidays at Christmas Base: Total market (900), Likely to visit Finland (111) 49

50 but currently only 42% of those likely to visit would consider Finland for those types of holidays GERMANY Which type of holiday do you prefer to go on? Which types of holiday would you consider to Finland? Most interested in Active in Summer & beach holidays Key driver to visit Nordic region: Wide range of holiday experiences Summer Active holidays Summer Active holidays 50

51 Finland is associated with lakes and saunas, but Norway and Iceland also have their distinct features Which 3 words come to mind when you think of.? Norway Iceland Sweden Finland Estonia 51

52 As such Finland has just a strong association with relaxation and peace but is not seen as for year round or for families FINLAND SWEDEN ESTONIA NORWAY ICELAND It s a family-friendly destination You can enjoy peace, quiet and relaxation It offers calming and relaxing wilderness retreats It has beautiful lake areas with lots of lakes It has beautiful natural landscapes 0 It provides a wide range of holiday experiences You can enjoy an active holiday there (e.g. cycling, canoeing, hiking etc.) It s a good place to visit all year round It has a beautiful coastline / archipelago It s a great place for winter sports 52

53 Inaccessibility is more of an issue for Finland compared to Norway and Sweden, particularly in Bayern and Hamburg It s too inaccessible It s too inaccessible Iceland Bayern Hamburg Estonia 19 Baden-Wurttemburg 20 Finland Norway Nordrhein-Westfallen Berlin Sweden Hessen Average: 19%

54 No Nordic country is seen as offering enjoyable eating experiences. Finland s cultural perceptions are relatively weak FINLAND SWEDEN ESTONIA NORWAY ICELAND The local people are friendly and hospitable It offers enjoyable eating experiences It s great for music festivals and live concerts It s easy to find information about the destination and make trip arrangements 20 0 It has a rich & interesting culture and heritage It has interesting towns and cities to visit It has interesting design and architecture It s a great destination for a short break or stopover It offers unique experiences 54

55 Finland s perceived inaccessibility may be a reason why Germans do not strongly associate it with being a short-break destination It s too expensive It is only for people who like to be outside a lot It s too inaccessible Norway 45 Iceland 43 Iceland 39 Sweden 42 Norway 39 Estonia 22 Finland 32 Finland 39 Finland 19 Iceland 31 Sweden 33 Norway 12 Estonia 15 Estonia 28 Sweden 12 55

56 With the exception of Sauna experiences and Lapland, Finland is not associated with any asset, though there may be opportunities Iceland Sweden Norway Finland Estonia scores lowest for all statements Pure nature and clean air Scandinavian/ Nordic culinary experiences Sleigh rides pulled by Huskies or reindeer Visiting Lapland Visiting the home of Santa Claus Saunas Cross-country skiing in forests Seeing the Northern Lights The Midnight Sun (24 hours of daylight) Visiting National parks Experiencing indigenous cultures Sleeping in Igloos Sailing, boating and water sports Cottage retreats Weird and wonderful festivals Island hopping Finland really stands out for Saunas and Lapland, although Lapland may not be linked to Santa Claus Finland has strong offerings in these areas and no competitors currently stand out for them, presenting an opportunity 56

57 Recommendations for Germany: Ø Build Finland s profile as a summer destination Ø Educate the German market on transport links to improve perceptions of inaccessibility. Watch out for using images of remote locations in comms that may exacerbate perceptions of inaccessibility Ø Utilise the strong associations with Saunas/Sauna culture for Finrelax and to portray other aspects of Finland Ø Boost Finland s cultural profile by promoting unique Finnish eating experiences Ø Ensure communications are distinctly Finnish 57

58 In Italy the challenge is also to amplify awareness of Finland s unique experiences

59 Finland currently has slightly lower consideration in Italy compared to the other Nordic destinations Consideration Vs competitors Sweden Finland Norway Iceland Estonia 36% 43% 42% 40% 14% The average consideration in the total competitor set is 35%, with Finland ranked 11 th out of 17. The most attractive destinations are the UK (57%), Ireland (49%) and France (48%). Base: Total market (600) 59

60 Though actual likelihood to visit is quite similar for each of the Nordic destinations Familiarity with destination Likelihood to Visit Sweden Norway Finland Iceland 16 9 Estonia Base: Total market (600) 60

61 City breaks are the most popular holiday type in general in Italy. European markets Which type of holiday do you prefer to go on? (Total Market) City breaks Outdoors & Active holidays in the summer Beach Tours to multiple cities/ locations within a country Cultural Relaxation & well-being Festive holidays at Christmas Outdoors & Active holidays in the winter Health & Spa Tours to multiple countries in a region Cruises Shopping trips Country holidays Which of the following types of holiday would you consider to (Finland)? (Likely to visit Finland) City breaks Outdoors & Active holidays in the summer Beach Tours to multiple cities/ locations within a country Cultural Relaxation & well-being Festive holidays at Christmas Outdoors & Active holidays in the winter Health & Spa Tours to multiple countries in a region Cruises Shopping trips Country holidays Base: Total market (600); Likely to visit Finland (88) 61

62 Christmas comes through as being quite top of mind for Finland, along with lakes, reindeer and the Northern Lights Which 3 words come to mind when you think of.? Norway Iceland Sweden Finland is known for nature, but so are competitors. Norway has a very strong association with Fjords in Italy Finland Estonia 50% of those likely to visit Finland, would consider it for a Festive holiday 62

63 In Italy, Finland stands out from the competitor destinations for its lakes, which is a key driver for this market FINLAND SWEDEN ESTONIA NORWAY ICELAND It s a family-friendly destination You can enjoy peace, quiet and relaxation It offers calming and relaxing wilderness retreats It has beautiful lake areas with lots of lakes It has beautiful natural landscapes 0 It provides a wide range of holiday experiences You can enjoy an active holiday there (e.g. cycling, canoeing, hiking etc.) It s a good place to visit all year round It has a beautiful coastline / archipelago It s a great place for winter sports Base: Total market (600) 63

64 There is an opportunity to stand out from the pack for offering eating experiences FINLAND SWEDEN ESTONIA NORWAY ICELAND The local people are friendly and hospitable It offers enjoyable eating experiences It s great for music festivals and live concerts It s easy to find information about the destination and make trip arrangements 20 0 It has a rich & interesting culture and heritage It has interesting towns and cities to visit It has interesting design and architecture It s a great destination for a short break or stopover It offers unique experiences Base: Total market (600) 64

65 Finland stands out for Christmas offer in Italy. No country stands out in the category for Northern Lights and Midnight Sun Iceland Sweden Norway Finland Estonia scores lowest for all statements Pure nature and clean air Scandinavian/ Nordic culinary experiences Sleigh rides pulled by Huskies or reindeer Visiting Lapland Visiting the home of Santa Claus Saunas Cross-country skiing in forests Seeing the Northern Lights The Midnight Sun (24 hours of daylight) Visiting National parks Experiencing indigenous cultures Sleeping in Igloos Sailing, boating and water sports Cottage retreats Weird and wonderful festivals Island hopping Base: Total market (600) Finland really stands out for these products Northern Lights and Midnight Sun are less developed than in other European markets 65

66 Recommendations for Italy: Ø Leverage strong associations with Santa and Lapland to appeal to the Christmas holiday market Ø Strengthen associations with the Northern Lights and Midnight Sun to become the category leader for those offerings Ø Further distinguish Finland from competitors as a destination for lake holidays, perhaps in tandem with planned communications about the Archipelago Ø Stand out from competitors by becoming known for unique food products and eating experiences 66

67 In Russia, Finland is the market leader in the competitor set in terms of consideration, familiarity and likelihood to visit

68 Finland has the highest consideration of the competitor set Finland Norway Sweden Iceland Estonia 44% 33% 39% 30% 19% The average consideration in the total competitor set is 31%, with Finland ranked 2 nd out of 17. The most attractive destination is France (46%). Finland has higher consideration than the Baltic countries that border Russia, who have the lowest consideration in the set (Estonia 19%, Latvia 18%, Lithuania 16%) 68

69 Finland has higher consideration than competitors. Consideration is higher for Finland in St. Petersburg, likely due to proximity Total St. Petersburg Moscow Sweden Finland Norway Iceland Estonia The average consideration in the total competitor set is 31%, with Finland ranked 2 nd out of 17. The most attractive destination is France (46%). Finland has higher consideration than the other countries that border Russia, who have the lowest consideration in the set (Estonia 19%, Latvia 18%, Lithuania 16%) 69

70 And Russians are generally familiar with Finland s natural assets and holiday experiences Which 3 words come to mind when you think of Finland? 70

71 Somewhat unsurprisingly though, associations of all the competitor destinations are also strong Which 3 words come to mind when you think of.? Norway Iceland Sweden Finland Estonia 71

72 As a result of the stronger familiarity, likelihood to visit is higher for Finland than competitors, particularly in St. Petersburg Familiarity with destination Likelihood to Visit Finland Likelihood to Visit Finland Estonia St. Petersburg Moscow- 34 Sweden Norway Also significantly higher in St. Petersburg vs. Moscow for Sweden & Estonia Iceland 72

73 Beach holidays are the holiday of choice in Russia, but only a small segment of the Russian market would consider one in Finland Which type of holiday do you prefer to go on? (Total Market) Beach Outdoors & Active holidays in the summer Cultural Tours to multiple cities/ locations within a country City breaks Relaxation & well-being Country holidays Festive holidays at Christmas Health & Spa Cruises Outdoors & Active Tours to multiple holidays in the countries in a winter region Which of the following types of holiday would you consider to (Finland)? (Likely to visit Finland) Shopping trips Beach Outdoors & Active holidays in the summer Cultural Tours to multiple cities/ locations within a country City breaks Relaxation & well-being Country holidays 73 Festive holidays at Christmas Health & Spa Cruises Outdoors & Active Tours to multiple holidays in the countries in a winter region Shopping trips

74 Russians have a strong preference for beach and summer holidays, though Finland is not considered for these trips Which type of holiday do you prefer to go on? Which types of holiday would you consider to Finland? Beach Holidays Summer Active holidays Beach Holidays Summer Active holidays 74

75 Finland has a strong profile in Russia, standing out as a familyfriendly destination for active holidays and winter sports FINLAND SWEDEN ESTONIA NORWAY ICELAND It s a family-friendly destination You can enjoy peace, quiet and relaxation It offers calming and relaxing wilderness retreats It has beautiful lake areas with lots of lakes It has beautiful natural landscapes 0 It provides a wide range of holiday experiences You can enjoy an active holiday there (e.g. cycling, canoeing, hiking etc.) It s a good place to visit all year round It has a beautiful coastline / archipelago It s a great place for winter sports 75

76 Finland falls behind competitors for some cultural offerings though, particularly for urban attractions and unique experiences FINLAND SWEDEN ESTONIA NORWAY ICELAND The local people are friendly and hospitable It offers enjoyable eating experiences It s great for music festivals and live concerts It s easy to find information about the destination and make trip arrangements 20 0 It has a rich & interesting culture and heritage It has interesting towns and cities to visit It has interesting design and architecture It s a great destination for a short break or stopover It offers unique experiences 76

77 Finland has few negative associations, though improving perceptions of holidays beyond outdoors could be beneficial It s too expensive It is only for people who like to be outside a lot It s too inaccessible There s not much to do Norway 54 Iceland 42 Iceland 65 Estonia 45 Sweden 52 Finland 40 Norway 17 Finland 14 Iceland 35 Norway 40 Sweden 8 Iceland 13 Finland 18 Sweden 18 Estonia 5 Norway 8 Estonia 13 Estonia 12 Finland 4 Sweden 7 77

78 Finland has high levels of familiarity with a number of key offers. However, there are still areas that Finland could look to develop Iceland Sweden Norway Finland Estonia scores lowest for all statements Saunas Cottage retreats Cross-country skiing in forests Sleigh rides pulled by Huskies or reindeer Visiting Lapland Visiting the home of Santa Claus Pure nature and clean air Scandinavian/ Nordic culinary experiences Experiencing indigenous cultures Visiting National parks Seeing the Northern Lights Weird and wonderful festivals The Midnight Sun (24 hours of daylight) Sleeping in Igloos Sailing, boating and water sports Island hopping Finland really stands out for these products These areas could be developed further 78

79 Recommendations for Russia: Ø Focus on cottage retreats and sauna culture as Finland really owns these associations in the category - particularly for Finrelax Ø Develop cultural associations to appeal to a new audience in Russia- showing what is distinctive about Finnish eating experiences would be a good way to do this, and can be incorporated into Finrelax Ø Strengthen Finland s profile as a summer destination by developing associations with the coastline/archipelago and activities like island-hopping, boating and watersports Ø Take advantage of Russia s close proximity and become known for festivals 79

80 People in China state a high likelihood to visit Finland and the region. With no dominant competitors in terms of imagery and associations, there is an opportunity to build a unique profile in China and stand out to a market with high potential

81 The Chinese market are fairly open-minded about destinations they would consider Finland Sweden Norway Iceland Estonia 42% 47% 40% 36% 14% The average consideration in the total competitor set is 36%, with Finland ranked 7 th out of 18. The most attractive destinations are in Western Europe, particularly France (62%), Switzerland (57%) UK (55%) and Germany (54%) 81

82 Claimed likelihood to visit Finland is slightly ahead of competitors Familiarity with destination (T2B) Likelihood to Visit Sweden Iceland Finland Norway Estonia 82

83 In China, Finland is perceived as being a beautiful country. The Thousand Lakes messaging may help boost this 83

84 Spontaneous impressions are similar across the Nordic areas, though Lakes has some traction for Finland Which 3 words come to mind when you think of.? Norway Iceland Sweden Norway and Sweden appear undeveloped compared to other markets, with few mentions of Fjords for Norway and limited cultural associations for Sweden Finland Estonia

85 Winter holidays are of limited appeal in China. Outdoor holidays are appealing, but are not considered for Finland Which type of holiday do you prefer to go on? (Total Market) Beach Relaxation & well-being Outdoors & Active holidays in the summer Tours to multiple cities/ locations within a country Shopping trips Cruises Cultural City breaks Country holidays Outdoors & Active holidays in the winter Tours to multiple countries in a region Health & Spa Festive holidays at Christmas Which of the following types of holiday would you consider to (Finland)? (Likely to visit Finland) Beach Relaxation & well-being Outdoors & Active holidays in the summer Tours to multiple cities/ locations within a country Shopping trips Cruises Cultural Health & Spa Country holidays Outdoors & Active holidays in the winter Tours to multiple countries in a region Health & Spa Festive holidays at Christmas Base: Total sample (200), likely to visit Finland (36) 85

86 There is little to distinguish Finland and competitors though, with no countries standing out on any perceptions FINLAND SWEDEN ESTONIA NORWAY ICELAND It s a family-friendly destination You can enjoy peace, quiet and relaxation It offers calming and relaxing wilderness retreats It has beautiful lake areas with lots of lakes It has beautiful natural landscapes 0 It provides a wide range of holiday experiences You can enjoy an active holiday there (e.g. cycling, canoeing, hiking etc.) It s a good place to visit all year round It has a beautiful coastline / archipelago It s a great place for winter sports (e.g. skiing, snowboarding) 86

87 Cultural perceptions for all Nordic markets are under-developed FINLAND SWEDEN ESTONIA NORWAY ICELAND The local people are friendly and hospitable It offers enjoyable eating experiences It s great for music festivals and live concerts It s easy to find information about the destination and make trip arrangements 20 0 It has a rich & interesting culture and heritage It has interesting towns and cities to visit It has interesting design and architecture It s a great destination for a short break or stopover It offers unique experiences 87

88 No destination lead on the key products so there is a real opportunity to build association with particular assets Iceland Sweden Norway Finland Visiting the home of Santa Claus Visiting Lapland Saunas Cottage retreats Seeing the Northern Lights Pure nature and clean air Experiencing indigenous cultures Sleigh rides pulled by Huskies or reindeer Scandinavian/ Nordic culinary experiences Visiting National parks Sleeping in Igloos The Midnight Sun (24 hours of daylight) Cross-country skiing in forests Weird and wonderful festivals Island hopping Sailing, boating and water sports 88

89 Recommendations for China: Ø The associations for which the Nordic countries are famous in other markets are all largely unfamiliar to the Chinese audience. There is therefore a big opportunity to promote these unique activities and experiences and become famous for them. Ø Summer holidays are significantly more appealing to the Chinese market so focus should be on developing Finland s summer profile. The idea of the Land of a Thousand Lakes seems to have some traction in the Chinese market- can this be leveraged? Ø However, there is still a niche Winter market in China- Finland could look to own one of the key attributes, such as the Northern Lights, Sleigh Rides or Igloos, to distinguish itself in this market Ø Relaxation and well-being are also popular for the Chinese market, so Finland could look to promote its offering in this area. Strengthening Finland s lead on association with Cottage Retreats would be a good way to do this 89

90 Hong Kong In Hong Kong, there is an opportunity to appeal to people looking for relaxation and wellness holidays

91 Consideration for Finland is slightly ahead of Sweden, Iceland and Norway Finland Sweden Iceland Norway Estonia 38% 34% 33% 32% 14% The average consideration in the total competitor set is 32%, with Finland ranked 5 th out of 18. The most attractive destinations are the UK (58%), Switzerland (53%) and Germany (53%) 91

92 Familiarity and likelihood to visit are on par with competitors Familiarity with destination (T2B) Likelihood to Visit Sweden Finland Norway Iceland Estonia 92

93 Those likely to visit Finland are most likely to consider outdoor and festive holidays, and wellbeing/relaxation holidays less so Which type of holiday do you prefer to go on? (Total Market) City breaks Shopping trips Relaxation & well-being Outdoors & Tours to Active holidays multiple cities/ in the summer locations within a country Cultural Outdoors & Active holidays in the winter Beach Health & Spa Country holidays Festive holidays at Christmas Cruises Tours to multiple countries in a region Which of the following types of holiday would you consider to (Finland)? (Likely to visit Finland) low base! City breaks Shopping trips Relaxation & well-being Outdoors & Tours to Active holidays multiple cities/ in the summer locations within a country Cultural Outdoors & Active holidays in the winter Beach Health & Spa Country holidays Festive holidays at Christmas Cruises Tours to multiple countries in a region Base: Total sample (200), likely to visit Finland (36) 93

94 Relaxation is a key driver of likelihood to visit but only a third who are likely to visit would consider Finland for this type of holiday HONG KONG Top drivers to visit Nordic Region Which type of holiday do you prefer to go on? (total sample) 60 Which types of holiday would you consider to Finland? (likely to visit Finland) #1 Peace, Quiet and Relaxation #3 Calming and relaxing wilderness retreats Relaxation and wellbeing 36 Relaxation and wellbeing 94

95 In Hong Kong, the Northern Lights and Santa Claus come through strongly in spontaneous associations with Finland Which 3 words come to mind when you think of Finland? 95

96 Finland has stronger association with actual tourist attractions than competitors, where associations are dominated by offer and brands Which 3 words come to mind when you think of.? Norway Iceland Sweden Limited mentions of Fjords in Norway, volcanic landscapes in Iceland etc. suggest people in Hong Kong are unaware of the unique travel features of competitors Finland Estonia

97 No country stands out on relaxing retreats in Hong Kong, with Finland at a similar level to competitors FINLAND SWEDEN ESTONIA NORWAY ICELAND It s a family-friendly destination You can enjoy peace, quiet and relaxation It offers calming and relaxing wilderness retreats It has beautiful lake areas with lots of lakes It has beautiful natural landscapes 0 It provides a wide range of holiday experiences You can enjoy an active holiday there (e.g. cycling, canoeing, hiking etc.) It s a good place to visit all year round It has a beautiful coastline / archipelago It s a great place for winter sports (e.g. skiing, snowboarding) 97

98 Cultural imagery is also relatively undeveloped in Hong Kong. Iceland is seen as offering something unique to travellers FINLAND SWEDEN ESTONIA NORWAY ICELAND The local people are friendly and hospitable It offers enjoyable eating experiences It s great for music festivals and live concerts It s easy to find information about the destination and make trip arrangements 20 0 It has a rich & interesting culture and heritage It has interesting towns and cities to visit It has interesting design and architecture It s a great destination for a short break or stopover It offers unique experiences 98

99 Although, Finland does stand out in terms of its associations with Saunas Iceland Sweden Norway Finland Estonia scores lowest for all statements Visiting the home of Santa Claus Visiting Lapland Saunas Cottage retreats Seeing the Northern Lights Pure nature and clean air Experiencing indigenous cultures Sleigh rides pulled by Huskies or reindeer Scandinavian/ Nordic culinary experiences Visiting National parks Sleeping in Igloos The Midnight Sun (24 hours of daylight) Cross-country skiing in forests Weird and wonderful festivals Island hopping Sailing, boating and water sports 99

100 Price is a potential barrier to visiting all countries in this region, accessibility is less of an issue It s too expensive It is only for people who like to be outside a lot It s too inaccessible There s not much to do Iceland 56 Iceland 34 Iceland 45 Estonia 25 Norway 48 Finland 16 Estonia 36 Iceland 20 Sweden 46 Norway 14 Norway 17 Sweden 10 Finland 46 Sweden 14 Sweden 14 Norway 10 Estonia 30 Estonia 10 Finland 14 Finland 6 100

101 Recommendations for Hong Kong: Ø Develop Finland s profile as a destination for relaxation and wilderness retreats Ø Use the strong association with Santa Claus to promote the other attractions available in the Lapland region Ø In stopover promotions, highlight affordability to alleviate the key barrier to visitation 101

102 In Japan consideration for Finland is there, but the challenge is to convert that into likelihood to visit

103 In terms of consideration for the Nordic markets, Finland leads the competitive set Finland Sweden Norway Iceland Estonia 36% 32% 29% 14% 10% The average consideration in the total competitor set is 27%, with 10% not wanting to visit any markets, and Finland ranked 5 th out of 18. The most attractive destinations are the UK (48%), Germany (48%) and France (45%). 103

104 In Japan, people are most familiar with Finland and Sweden, though overall likelihood to visit any Nordic country is low Familiarity with destination Likelihood to Visit Finland Sweden 34 8 Norway 26 7 Iceland 19 4 Estonia 104

105 Price and distance are likely to be the main factor hindering likelihood to visit Finland and the region in general It s too expensive It is only for people who like to be outside a lot It s too inaccessible Norway 34 Iceland 15 Iceland 60 Sweden 34 Norway 12 Estonia 55 Iceland 32 Sweden 12 Norway 44 Finland 32 Finland 11 Sweden Estonia Estonia Finland 105

106 There is a strong linkage with the Northern Lights for Finland and competitors. Finland stands out for Moomins though! Which 3 words come to mind when you think of.? Norway Iceland Sweden Finland Estonia 106

107 Those likely to visit Finland would consider cultural holidays and tours to multiple cities, matching the types of holidays they prefer Which type of holiday do you prefer to go on? (Total Market) Relaxation & well-being Cultural Tours to multiple cities/ locations within a country City breaks Outdoors & Shopping trips Beach Health & Spa Country Active holidays in the summer holidays Tours to multiple countries in a region Festive holidays at Christmas Outdoors & Active holidays in the winter Cruises Which of the following types of holiday would you consider to (Finland)? (Likely to visit Finland) Relaxation & well-being Cultural Tours to multiple cities/ locations within a country City breaks Outdoors & Shopping trips Beach Health & Spa Country Active holidays holidays in the summer Tours to multiple countries in a region Festive holidays at Christmas Outdoors & Active holidays in the winter Cruises 107

108 The Japanese are interested in relaxation and well-being vacations, but only a quarter would consider Finland for that sort of holiday JAPAN Most interested in Which type of holiday do you prefer to go on? (total sample) Which types of holiday would you consider to Finland? (likely to visit Finland) Relaxation & wellbeing and culture holidays 47 Key driver to visit Nordic region: 26 Calming & relaxing wilderness retreats Relaxation and Wellbeing Relaxation and Wellbeing 108

109 But no market is particularly associated with relaxation and retreat products, though Finland does have a short lead FINLAND SWEDEN ESTONIA NORWAY ICELAND It s a family-friendly destination You can enjoy peace, quiet and relaxation It offers calming and relaxing wilderness retreats It has beautiful lake areas with lots of lakes It has beautiful natural landscapes 0 It provides a wide range of holiday experiences You can enjoy an active holiday there (e.g. cycling, canoeing, hiking etc.) It s a good place to visit all year round It has a beautiful coastline / archipelago It s a great place for winter sports 109

110 And, culturally, very little is known about any of the Nordic markets FINLAND SWEDEN ESTONIA NORWAY ICELAND The local people are friendly and hospitable It offers enjoyable eating experiences It s great for music festivals and live concerts It s easy to find information about the destination and make trip arrangements 20 0 It has a rich & interesting culture and heritage It has interesting towns and cities to visit It has interesting design and architecture It s a great destination for a short break or stopover It offers unique experiences 110

111 Finland is associated with saunas though, which could be used to build awareness as a destination for relaxation/well-being Iceland Sweden Norway Finland Pure nature and clean air Scandinavian/ Nordic culinary experiences Sleigh rides pulled by Huskies or reindeer Visiting Lapland Visiting the home of Santa Claus Saunas Cross-country skiing in forests Seeing the Northern Lights The Midnight Sun (24 hours of daylight) Visiting National parks Experiencing indigenous cultures Sleeping in Igloos Sailing, boating and water sports Cottage retreats Weird and wonderful festivals Island hopping 111

112 Recommendations for Japan Ø Further develop Finland as a destination for relaxation holidays. Cottage Retreats and sauna culture could be leveraged to build Finland s perception as a relaxation destination Ø Develop Finland s cultural profile, to help to build stopover trips perhaps using Finland s strong associations with Santa, Saunas - or even Moomins! Ø Take advantage of Finland s lead on competitors and become the main place to see the Northern Lights for the Japanese markets Ø Watch out for comms that could exacerbate the perception of Finland as being inaccessible, or compromise it s image as a destination to relax 112

113 Final thoughts and recommendations

114 Challenges for 2016 and beyond! Ø Be focused and consistent- Focusing on a few, unique characteristics may be the best way to boost the perception of Finland as a tourist destination. Building strong familiarity with one or two aspects like this to hook a potential traveller and gain their interest may cause them to investigate Finland further, leading them to discover the other things Finland offers Ø Be Unique- Carving out a distinctive profile for Finland is key to convincing people to choose Finland over competitors Ø Be Finnish! As many of the offerings are available in competitor countries as well as Finland, it is important to make communications stand out as being distinctively Finnish. This is particularly important when communicating offerings that competitors are also strongly associated with 114

115 Thank you