Lapland Hotels: Collaboration Pays, Be It about Business or ICT

A few weeks ago, we discussed the cooperation between Lapland Hotels and Documill. In this related article, we want to share more unique insights about the company’s business as a private hotel operator – and activity service provider, the largest in Finland.

So let’s dive deeper: how is the international travel & accommodation business in Finland run in the bigger picture – also in terms of ICT, online services, and collaboration between the players in the field?

Winter, the highlight for half a year

“There are the stereotypical images of Lapland that the tourists are drawn to: the Northern Lights, lots of snow, and of course, Santa Claus and his elves, reindeer, even huskies with their sleighs ready for a ride”, says Thumas Miilumäki, Head of Sales Service & CRM at Lapland Hotels & Safaris.

“While there are tourists coming from different parts of the world, there are plenty of places around the World where tour operators do not yet know about the specialities we offer. It’s an expanding market.”

There are plenty of places around the World where tour operators do not yet know about the specialities we offer. It’s an expanding market.”

The main tourist season in Lapland really starts in the autumn, when the northern lights come out. Meanwhile, the beauty of the autumn foliage attracts especially domestic tourists in bigger crowds.

“Winter certainly is our top season. During the recent years, it has set in early, a little earlier each year. This year too. We now get the season going already in October, and it will carry through up until the end of April”, says Thumas.

(Photo: Lapland Hotels & Safaris / Jani Kärppä) 

Certainly, there are special highlights during the half-year span.

“Of course, there is Christmas and all that goes with it, up until the New Year. And there is the domestic high season, when schools have their winter holidays between mid-February and early March. But we get people spending their winter holidays all through the season, from all over.”

In continental Europe, especially, companies also have their incentive programs for the personnel, which also bring visitors. Finland and Lapland in particular make nice, suitably exotic destinations as prizes for the good work done.

Easter is still high season in Lapland. But come Mayday, and the tourists are gone with the melting snows.

The Northern summer is much sleepier than winter. “Many cherish summer in Lapland and find it unique. But summer just is a so much more competed season in the worldwide travel industry. The choice people have reduces our volumes.”(Photo: Lapland Hotels & Safaris / JS Suomi)

Big cities balance the Lapland business

While Northern destinations like Kilpisjärvi and Saariselkä are very sensitive to seasonal changes, urban hotels bring steady returns around the year to Lapland Hotels. The company’s chain of hotels covers most of Finland, from Helsinki to Rovaniemi.

The domestic tourism plays here an equally important role as the international tourism.

“Especially in hotels in bigger cities, business customers are important, be it about travel or facilities for meetings, by companies big or small.”

Especially in hotels in bigger cities, business customers are important, be it about travel or facilities for meetings, by companies big or small.”

“And it’s Lapland Hotels’ job to provide high-quality service, no matter if it’s about companies’ internal events or treats to their customers. We can even cater for big events at short notice”.

(Photo: Lapland Hotels & Safaris / Mikko Uosukainen)

ICT enhances the personalized service

The service path for any customer is central in the hotel business, starting from the room reservation. Then, the check-in and production of the room keys. All operations in the hotel during the stay matter: agility in information sharing, up until the check-out. Will they just drop the key in a box and walk out, or still visit the reception?

Some hotels have succeeded in handling pretty much every step online. No doubt certain customer segments appreciate that.

Then other customers appreciate a proper human welcome and reception, but that doesn’t mean that automation couldn’t still make things smoother.

“I have often referred to having a dinner in a restaurant as a comparison to what we do. It’s all enjoyment, pleasant chatting, and all that. But then comes the time for the payment. How long is it worth waiting for? How good is the process for the waitress or waiter who has plenty of customers to serve?

“What we do is, we use digitalization to give time to our staff, so they can serve the customers with a higher quality and more broadly.”

(Photo: Lapland Hotels & Safaris / Elina Manninen)

What we do is, we use digitalization to give time to our staff, so they can serve the customers with a higher quality and more broadly.”

“It is an evolving path. Year after year, there are new customers coming in, who want the latest in the digital service – maybe getting the room key and everything in their smart device.

“These are things we think about all the time, while keeping new things actively piloted. The key is to steadily take steps forward, enhancing the overall customer experience.”

(Photo: Lapland Hotels & Safaris)

Success to everybody with open industry collaboration

“At Lapland Hotels, we feel that it’s important to share experiences with the other players, especially in the domestic field – and with different kinds of players, as we run a large service portfolio.”

“In the travel business, many companies here provide similar service paths. Openness in sharing information is an important part of this. It allows creating these shared operational standards for the industry. And this makes it all easier for everybody. No player alone needs to assume the burden of rolling out a service to the customers and teaching them.”

We feel that it’s important to share experiences with the other players, especially in the domestic field – and with different kinds of players, as we run a large service portfolio.”

At the same time, it is instrumental for a company to keep up with the latest innovations in a competitive business. Constant sharing of information on these pays, as it brings something back, too.

“How have we implemented this or that service or technology? What is our overall approach to it? My experience is that we have a genuine dialogue going on between the Finnish hotel businesses. The companies want to play a good, fair game.”

(Photo: Lapland Hotels & Safaris / Enni)

Great service with ICT compatibility

And there is even more to such co-operation.

“Especially in the tourism in Lapland, collaboration between the players is the only way to succeed, really. If we want to make it really big in the international travel market, we have lots, lots of competition from Mexico to Marrakech to the Maldives to Iceland and so forth.”

“If we want travel organizers to lay their eyes on Lapland and Finland, we have to pull together so we get a bigger impact. To provide a consistent, complete service across companies, we will have to work together anyway. This applies also to other accommodation providers – each one of us may experience a capacity bottleneck alone at a given moment.”

We have to pull together so we get a bigger impact. To provide a consistent, complete service across companies, we will have to work together anyway.”

“A unified service experience across the providers is instrumental, but there’s even more to our co-operation. It helps each player develop their own business, do concepting and productization. We all tend to have our specialties to offer as a functional part of a bigger whole.”

From this perspective, proper harmonization across the digital systems of different companies is a must. This applies to all regions Lapland Hotels operates in, also Helsinki and other cities.

“Like in car sales or whatever, there are manufacturers and good ICT solutions of all kinds. But which ones work well together? How can we provide information about the availability of a wide range of services by different providers? How can we communicate an attractive overall offering to the potential guests?”

“And then, how can I ensure compatibility? That my part of the ICT puzzle provides up-to-date data for a smooth experience? The only answer lies in collaboration.”

How can I ensure compatibility? That my part of the ICT puzzle provides up-to-date data for a smooth experience? The only answer lies in collaboration.”