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ACTIVE HOLIDAYS POPULAR IN LEISURE TRAFFIC
Aurinkomatkat-Suntours is the market leader in its sector and a pioneer of Finnish leisure travel. Finnair Leisure Flights, the preferred carrier of Finnish holidaymakers, flies 1.4 million Finns each year around the world, on trips ranging from city breaks to beach holidays in distant lands. Half of these travellers are Aurinkomatkat customers. Activity and theme trips are growing in popularity.
One in three Finnish package tours is arranged by Aurinkomatkat-Suntours. The company's success is based on high quality and a strong brand as well as decades of experience as the trusted tour operator of the Finns. An organisation with the ability to act fast enables production structures to be changed when necessary. In a world where surprises are commonplace, a tour operator must be able to implement flexible solutions and make quick decisions for the customer's benefit.
Passengers are buying trips to new, exotic destinations and are increasingly opting for active holidays. Many, however, still long for the traditional sun holiday and favour familiar holiday destinations.
Competitiveness requires diversity
Last year, demand for Aurinkomatkat's services grew by six per cent. Brazil and Cuba, which are among Aurinkomatkat's new destinations, were more popular with customers. The popularity of Southeast Asia has grown steadily and Aurinkomatkat has diversified its programme there. Interest in countries of the Balkan region has also increased substantially. Romania, Croatia and Montenegro, for example, have joined Bulgaria, a long-time favourite.
Aurinkomatkat has Finland's widest range of products, of which the most important remains the beach holiday. The popularity of long-haul destinations is continually growing, however, and new locations are being added to the selection all the time. A host of active and theme holidays, in which opportunities to engage in favourite pursuits play a central role, have been created to fulfil travellers' leisure-time interests. The Aurinkomatkat brands SunSki, SunSail and SunGolf have focused on offering holidays centred on certain activities. SunGolf, for example, has proven to be a fast-growing product.
Long-standing reputation for reliability
The reliability acquired through more than four decades of experience is one of Aurinkomatkat's most important assets. Customers avoid uncertainties and prefer to rely on a tour operator they know to be safe, one that will care for its customers in all circumstances.
The easy accessibility of travel products has become an increasingly key competitive advantage. The role of electronic business has grown steadily alongside the travel industry's traditional sales channels. Currently more than 15 per cent of Aurinkomatkat's annual sales are made via the internet.
Finnair Leisure Flights is the preferred carrier of the Finns
Finnair Leisure Flights produces charter and leisure flight services mainly for tour operators. Its strategy is to strengthen its role as an international leisure flight operator and to use Finnair Leisure Traffic's fleet effectively.
Finnair has a fleet of seven Boeing 757 aircraft, which are used solely for leisure traffic needs. In addition to this, the capacity of scheduled flights is utilised to allow changing needs to be fulfilled and the range of destinations to be expanded.
The Leisure Flights service concept has been developed to meet new trends in travel behaviour. In a tighter competitive climate, Finnair Leisure Flights has increased the number of leisure traffic seats to popular destinations and has developed its range of destinations in cooperation with tour operators. In future Leisure Flights aims to sell tailored additional services via the internet.
In summer 2005, the company's five-year cooperation with the German TUI Group ended. Even so, Finnair Leisure Flights' market share in Finland is nearly 70 per cent.
A short break or off to the ends of the Earth?
Consumption habits change slowly in the travel sector, but new trends in travellers' preferences are perceptible. Group travel in its traditional form is declining. Travellers now feel that it is more important to act independently and they often have clear views on what they want from a holiday. Customers now tend to select from package tours the elements that suit their plans best.
It is increasingly common for travellers to divide their vacation time into several periods. Different destinations are favoured in summer than in winter. Activity and weekend breaks are also arranged throughout the year. The number of two- and three-week holidays is falling slightly.
The popularity of long-haul holidays to new, exotic destinations is rising steadily. Various active holidays represent another growth area. Hiking trips to the Alps, for example, are now part of Aurinkomatkat's product range.
Leisure Traffic in figures 2005
| Aurinkomatkat-Suntours' turnover (mill. euros): |
240 |
| No. of trips sold by Aurinkomatkat: |
326 223 |
| No. of passengers carried on Leisure Flights: |
1 392 400 |
| Leisure Flights' turnover (mill. euros): |
246 |
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