For the ones hustling to improve themselves and their urban life

A CRITIQUE TO THE SHY HOTELIER MARKETING (IN HELSINKI)

By 11:11 PM

For the last past years I have been very aware of Helsinki's accommodation trends. Seen how with the political sanctions the city has suffered a breakdown in booked nights by the Russian segment and it is still not over, but, what does the marketing campaign of individual hotels about it? Personally, I haven't seen much. As a reminder, the foreign segment is still bringing more volume than the national, yet how many hotels are advertising or balancing their marketing content when comes to this? Personally, I have seen a lot of text in Finnish, uploaded content to Social Media with no translation to any other language. Interesting, isn't it?



Despite of the plummet, the Russian market is still the dominant within the foreign countries of origins for the bookings in Helsinki, followed by Germany and Great Britain. Let's say all these three countries travel to Helsinki in a healthy balance between business and leisure purposes. It is quite easy to break down the numbers if we would be able to look at different periods of the year, months and we would analyze the biggest travel segments we have had. Trends then would be pulled out and we would have a juicy piece of information with, what's coming next month, what's the usual trend and what actions should be taken, what strings to lose and what strings to pull tight. Assuring the business travellers is a must and a concern for most hotels in Helsinki, I imagine, since the city depends on business tourism a good amount of months on a year. Fair enough. 

But hey, does the renewal of the contract with your biggest fish mean that you should forget about your image? Or that, they wouldn't care if you're not being distinctive, refreshed, updated or active?

I think many things are taken for granted within the industry in the Finnish capital after closing up THE deal with the fattest fish of the year and how often businesses forget to accentuate their monthly, weekly, daily effort into the dominant travel motivator: leisure. Where are the fun ads? Where are the fun strategic discount ads in Social Media? Where are the colors and the scheduled updates on these channels? I see so many abandoned Twitter and Instagram accounts, and let's just not forget about the inexistent accounts and how many hotels lack of a current digital marketing strategy. 

Helsinki's accommodation market is beyond shy advertising itself. It's almost inexistent. I miss a larger linkage and bond with the local DMO, though at the same time I understand the reasons why to draw a dry line between in most cases, but in the current situation within Finnish travel industry I do miss a clearer connection and effort between hotels and DMO. After all, shall we see the common interest and forget a minute about what's private and what's public? Travellers are going to be counted and put down on papers in forms of statistics at the end of the day, influx and revenues are driving the statistical images of the travel industry. Why not to join into an alliance and draw these incomes further?

To be more clear, I have an example of what I like to call "shy marketing" (or when one underestimates its own power). Let's talk about the Case of the Christmas period in Helsinki.
It's almost October now. Christmas is a big deal for everyone, especially because most families prefer to gather at home, cozily, talk, eat, enjoy each other's company and share moments together. Yes, you heard it well, SHARE MOMENTS TOGETHER. Do you think the panorama wouldn't change a bit more if hotels in the capital area would come up with planned discounts for the Christmas period for families (with/out kids) and maybe even, arrangements for these to be transported to Lapland for a fun Joulupukki visit? 

I am currently following all hotels (with a social media channel) in the capital area, and none, for now, has advertised anything about Christmas yet (Well Sokos did share 2 nice pictures on their Instagram regarding their property in Rovaniemi with text in Finnish and no English translation, which is a pity). Ok, I will be patient and wait but tell you what... I have been here previous years and the story is the same. I can only imagine the management team meeting on 1st of December mumbling "So, it's December, we all know this month is not really profitable, so let's just proceed with the plans for the upcoming year". No no no no! You're planning the upcoming year when you're currently not taking care of the current month! One of the months that could be among the most profitable if it would be wisely advertised!
After observing the Finnish travel industry, I think the Christmas advertisements should not only just EXIST (duh?!...) but come in early enough (wanderlusts, travellers with a purpose, the indecisive and families will take their time to plan and actually be convinced you want them to come to you). During these busy and profitable months of summer, take the Marketing Manager's sleeve if there happens to be one and ask kindly if they could already come with an outstanding Christmas campaign. One of those that would once and for all settle the eternal battle between Sweden and Finland on "Where is Santa from?". 

A planned and early attractive Christmas campaign, coming at the right time and directed to a completely different segment for December, targeting families, couples...add juicy yet reasonable prices (because anyway you will do it with or without a campaign, let's be honest) and a joyful bundle of activities (if you're telling me Helsinki doesn't have enough fun for December you should then book yourself a trip here already - even as a local) from Opera tickets to trips or Christmas events in the city and as previously mentioned, a bilateral agreement with an accommodation in Rovaniemi for a couple of days experiencing the best of both poles of Finland. What's better than that, huh?

I know you might think it sounds crazy?! Rovaniemi and Helsinki working together while at the same time competing? Oh oh! Well I am not sure if this has been tried before so ain't no one will say it won't work. Plus, if planned wisely it's a win win for both sides of the party. Rovaniemi is already a well known destination for its winter fun, while Helsinki has its cultural and more arty fartsy side, museums and overall more "adult stuff" to be done down here. 

All summed up in an equation which I would call "Successful Helsinkian Hotelier's Marketing"
agility - nordic modesty + young innovative talents - negligence + planning + creativity + yes!attitude + bilateral agreement + DMO+ SoMe updated accounts + monitoring = SUCCESS


What are your thoughts in this? I would love hearing everything and especially if you disagree with something please feel free to drop me a comment down below! 

See you soon #helsinGEEKS !

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1 comments

  1. Thank you for this insightful post! :)

    I guess it really boils down to Finnish culture of "not boasting". That can only be the reason, right? So many people have been talking for ages and ages about the "shy marketing". :(

    Also, I think most Finnish firms don't allocate a lot of budget to marketing, because perhaps they don't see it as an essential part of business.

    What do you think? :)

    ReplyDelete