The document summarizes 4 key trends impacting the global travel industry and potential opportunities for Finnish travel companies: 1. Technology-enabled travel using mobile apps and location-based services. This trend offers opportunities for Finnish companies to develop innovative mobile travel apps. 2. Growing number of active travelers aged 55+ seeking unique experiences and wellness activities. Finnish nature tourism could attract these wealthy older travelers. 3. Increased interest in wellness and escaping urban environments has grown nature and sustainability-focused travel. Finland is well-positioned to meet this demand. 4. Emergence of a new middle class from countries like China and India will drive major growth in international travel. Finnish companies need customized offerings and

1. Finpro Insight
on Travel
Travel Industry’s trends, opportunities and
potential markets for Finnish companies

2. Introduction
TREND 2
55 + Travelers
Today’s 50 to 60 year old travelers are energetic, curious and
Travelers are pioneers, they are looking for unique experiences
wealthier than before. They are looking for unique travelling
which support their lifestyle or aspired lifestyle. Understanding
experiences and first quality service, which they are also ready
different travelers’ cultural backgrounds, needs and expectations
to pay for.
provide a great opportunity for the Finnish travel companies to
design and package their services in an attractive way.
TREND 3
There are number of trends that impact the global travel
industry. At Finpro we have identified four future trends and Wellness from nature
a number of potential markets which to our view have the
most significant impact and provide great opportunities for the Life in mega cities is hectic; streets are full of people and air
Finnish travel companies: is polluted. As a counter reaction people desire back to nature.
Nature and wellbeing services are not a new thing, however
they still offer the biggest opportunities for the Finnish travel
companies.
TREND 1
Technology enabled travel TREND 4
Technology can take the travel experience at the destination to
New travelling middle class
entirely new level. The digital world makes this far easier, and
For the last decade wealthier people from the welfare nations
only the imagination is the limit for the new exciting applications
have been able to afford to travel. Today airplanes and busses
specific to travel destination.
are fulfilled with a new group of people: the growing middle
class from the emerging economies such as China, South
America and India. This group of travelers is expected to grow
exponentially in the coming years.
Learn more about Finpro Insight on Travel Industry on the coming pages!
© Finpro

3. TREND 1
Technology enabled travel
People are increasingly searching for and making reservations for
their next holiday online. At their chosen destination, technology
can lift their travel experience to entirely new levels. People with
smartphones want both real-time information and ideas for
things to do. One example could be a snowcastle transformed
into a magical game. In addition to travel reservation services
and social media solutions, destination-specific and location-
based mobile services are here to stay.
Drivers
• Increased penetration of smartphones and tablets.
• Location based service offerings
on mobile devices.
• Increase in making your own travel arrangements: people do it
themselves via internet- and mobile- based services.
• Gamification of travel: online games will be used as a
promotional tool.
• Spread of social networking sites and the popularity of people
accessing them from mobile devices.
© Finpro

4. TREND 1
Technology enabled travel
Opportunities
Finland has many companies with the expertise to develop
mobile services on smartphones and other platforms. By
combining such technology and creative industry know-how with
travel-industry expertise, we could easily become forerunners
in this area. Extraordinary smartphone solutions which can be
shared with friends on your chosen social network could lift
travel experiences to completely new levels.
Markets
Western Europe, Russia, Japan, China and the USA have high
levels of mobile penetration and social media engagement.
Europeans in particular are looking for experiences tailored for Interesting examples
individuals. • https://www.airbnb.com/match
- Airbnb- match service
• http://www.citynomadi.fi/
- Citynomadi’s services that let travelers
explore destinations with their own mobile
devices when and where they want
© Finpro

5. TREND 2 2
TREND
Travelers aged 55+
Today’s travelers in the 50-60 age group are energetic, curious
and wealthier than ever. They are looking for unique travelling
experiences and first class service. As travelers aged 55+ are
also a growing and heterogenic target group, identifying their
actual travel needs and expectations can turn out to be a real
gold mine.
These wealthy and usually still working travelers are seeking
all-inclusive adventures – pampering themselves or just enjoying
life and experiencing more than ever before. Stress reduction,
relaxation, anti-aging treatments and adventures are what they
are looking for – smooth, easy-going holiday experiences where
everyone can live life on their own terms. 55+ travelers are not a
single large target group but a vast and colorful group of people,
each with their own specific desires. Drivers
• In the industrialized world, aging baby boomers are numerous
as well as prosperous.
• People aged 55+ have a high level of ecological consciousness
and appreciate authenticity.
• Primary holiday motivators for people aged over 55 and still
working differ from those which influence retirees. For people
still at work, stress release and reconnecting with the those
closest to you are key.
• In contrast, retirees seek stimulation, relief from their daily
activities and reconnecting with people outside their homes.
© Finpro

6. TREND 2 2
TREND
Travelers aged 55+
Opportunities
Safe, clean Finland interests foreign travellers and Finnish
companies can serve travelers in the 55+ group. Getting to
know Finnish nature, flora and fauna, as well as pleasant and
refreshing holiday breaks could be part of such programs. Hiking
tracks could be designed for the needs of elderly travellers. GERMANY WAS THE EUROPEAN COUNTRY WITH THE LARGEST
Premium package tours with elements of sustainability, wellness NUMBER OF HIGH NET WORTH INDIVIDUALS IN 2010. FOLLOWED
BY THE UK AND FRANCE, ACCORDING TO GAPGEMINI
and adventure will be attractive to people in the 55+ group -
they could be on a handicraft course in a carpenter’s shop in the
morning and enjoying champange and the Northern Lights in the
evening. Interesting examples
• http://www.springwise.com/health_wellbeing/
in-south-korea-in-hotel-spa-offers-anti-aging-
tourist-packages/ - Staying youthful longer – anti-
Markets aging packages in South-Korea
• http://www.wtmlondon.com/files/onsite_
Baby boomers from industrialised countries such as France,
global_trends_v3_lo.pdf - Kuoni has launched
Germany, Japan and the UK.
Ananea (“renewal”), a collection of socially and
environmentally-responsible luxury holidays.
Ananea includes volunteering holidays, visiting
rehabilitation centres in Vietnam and meeting
farmers helped by Fairtrade organisations in Peru.
© Finpro

7. TREND 3
Wellness from nature
Life in megacities is hectic – the streets are full of people and
the air is polluted. The reaction to this is people’s desire to get
back to nature. Even though nature and wellbeing services are
not a new concept, they still offer the biggest opportunities for
Finnish travel companies.
People are seeking peace and quiet, especially on holiday.
Unspoiled nature is both luxurious and ’something new’ for
many people. Travelers want the peace that contact with nature
brings, but not at any price – they also want their holiday to
be ecological. Today, beautiful views are not enough, people are
looking for insights in addition to innovative adventures and
experiences.
Drivers
• Nature-centred travel themes are becoming more popular,
adventure tourism is part of this trend
• There is increasing interest in the ecological aspects of travel
– its carbon footprint. People want to be closer to nature and
do not want that nature to be damaged by tourism activities.
• Stressful lifestyles push people to travel more to places where
they can find peace and quietness. Increased demand for
wellness and health tourism is related to this.
• The current recession has increased demand for services like
Source: Adventure Tourism Market Report, Study by George Washington camping facilities, as they represent affordable luxury.
University, Adventure Travel Trade Association, Xola Consulting; 2010
© Finpro

8. TREND 3
Wellness from nature
Opportunities
Finland is known for being a destination where nature is
close at hand. Amazing natural beauty, the midnight sun, wild
winters, Lapland and mysticism have all been highlighted as
market strengths that make it an attractive destination for
nature tourism. Wellness tourism is something that follows
along, boosted by the great outdoors and tranquillity. For people
from the world’s megacities, clean air alone is something very
desirable. We also have the Northern Lights, winter swimming
and wild forests to enjoy.
Adding to Finland’s appeal is the fact that it is considered a
safe and “pro-sustainability” destination. There will always
be customers for companies who provide innovative and
courageous services and offerings.
Interesting examples
Markets • http://www.treehotel.se/
- Hotel rooms in the trees, Sweden
China, Japan and Western Europe
© Finpro

9. TREND 4
A new traveling middle class
During the last decade, wealthier people from well-off nations
have had the money to travel. Today, airplanes and buses are
full of a new group: the growing middle class from emerging
economies such as China, Induia and South America. This
well-educated class of travelers is eager to experience
different countries and cultures. Most of the new middle-
class tourists have not travelled extensively abroad and could
need extra support in terms of customised language, food and
accommodation services. The new traveling middle class is also
looking for cleverly packaged group tours so they can experience
as much as possible on a single trip.
Drivers
• Increasing middle class affluence
• Less-restrictive travel regulations
• Megatrends: urbanisation, globalisation, ageing populations
© Finpro

10. TREND 4
A new traveling middle class
Opportunities
The new traveling middle class is a unique group of travellers
because of their specific needs. For example, Chinese people and
Latin Americans prefer to travel in groups. Chinese travelers also
expect services to be provided in their own language and their
preferences, habits and culture to be taken into consideration.
To succeed, service providers must consider the special needs
and requirements of such target groups when planning and
producing travel packages and services.
Markets
Interesting examples
China, Latin-America (especially Brazil) and India
• http://www.klm.com/travel/fi_fi/prepare_for_travel/
on_board/dining_on_board/asia.htm - KLM’s Asian
flights: meals and services
• http://www.hospitalitynet.org/news/4056571.html -
Fairmont Hotels & Resorts Welcomes Chinese Travelers
With New Service Offerings
© Finpro

11. www.finpro.fi