EXECUTIVE SUMMARY

We would like to thank in particular our staff for this season, as they persevered through the difficult and uncertain times. Recruitment difficulties caused by exits from the industry, COVID-19-related absences and the restaurant restrictions that came into force again at the beginning of the year pushed our employees to their limits during the winter. Despite the understaffing, we managed to keep customer satisfaction at a good level. We are also pleased to hear that a large number of our seasonal employees have announced their willingness to come back next season.

Demand for Lapland grew in Europe

The pick-up of tourism could already be seen in the winter season. Our market share strengthened in domestic tourism, which was particularly evident in Lapland, but also in the effective sales of our city hotel Staycation packages. Although masses of Asian tourists are still missing from our destinations in Lapland, the demand for Lapland has grown significantly in several European countries. In the next financial year, domestic demand in Lapland is likely to be weaker than in the previous financial year, but the restarted business travel will instead increase the turnover of our urban destinations.

One of our major achievements in the past season was the opening of the 19th hotel in our chain in a central location in Tampere, at the new Nokia Arena. The arena hotel, which opened its doors at the end of the year, has received positive feedback from customers, and the Arena View rooms, which are rare even globally, were already prominently featured during the ice-hockey hype in the spring.

Our values come directly from the soil of Lapland

Our financial year, which was successful as a whole, reflects not only the pick-up in tourism, but also the demand for our tourism values. Lapland Hotels is a family-owned company from Lapland whose values have been derived directly from the soil of Lapland since the beginning. We know the Northern nature and create memorable Lapland experiences through uncomplicated, warm and high-quality service. Our values include developing further and taking responsibility for both people and nature. In recognition of our environmental responsibility and efforts, we received the EcoCompass certificate this spring.

In the next financial year 2022–2023, we will continue this work as well as our suspended development projects. In addition to projects related to our organisation, we are promoting a large hotel project together with the City of Rovaniemi in Valioranta, Rovaniemi.

We would like to thank our entire staff and all our customers and partners for this past season.

Pertti Yliniemi
Chair of the Board,
Lapland Hotels, Lapland Safaris