As travel habits evolve, Finnish travellers are shaping the industry with distinct preferences and priorities. With a growing focus on budget-conscious choices, personalized experiences, and travel convenience, understanding their behavior is key for businesses looking to attract this market.
What motivates Finnish travellers? Where do they go? And how do they plan their trips? Let's dive into the data and uncover what makes them unique.
Finnish Travellers: Who They Are & What Defines Them
According to Eurostat, Finnish travellers predominantly fall within the 55-64 age group, making up 19.4% of the travelling population. They tend to have a vocational education background (49.2%) and are mostly cohabiting or married (41.6%), highlighting a mature and settled traveller profile.
How Finnish Travellers Spend on Travel
Finnish travellers display a diverse range of spending habits, reflecting different travel styles and priorities. Here’s a breakdown of their primary budget categories:
- €1,000–2,999 (35.75%) – The largest group seeks a balance between affordability and quality, preferring meaningful experiences at a reasonable price.
- Up to €1,000 (27.63%) – This budget-conscious segment prioritizes cost-effective travel, often opting for shorter trips or budget-friendly destinations.
- €3,000–4,999 (20.83%) – Travellers in this mid-range category are willing to invest in premium experiences, choosing more luxury and culturally immersive trips.
Future Travel Budgets
- 47% plan to maintain their current travel budget, indicating financial stability.
- 12.2% plan to increase their spending, signaling a rise in demand for premium travel experiences.
What Inspires Finnish Travellers to Choose Their Next Destination?
Understanding Finnish travellers' key sources of inspiration can help destinations refine their marketing strategies:
✅ Personal Recommendations (57.4%) – Family and friends remain the strongest influence.
✅ Search Engines (57%) – Google and Bing play a crucial role in travel planning.
✅ Online Travel Agencies (35.8%) – Platforms like Booking.com and Expedia provide inspiration and convenience.
✅ Travel Company Websites (35.4%) – Direct brand engagement influences decision-making.
✅ Social Media (34.4%) – Instagram is gaining traction as a travel inspiration platform.
Key Motivations & Priorities of Finnish Travellers
What Drives Finnish Travellers to Explore?
- 🍽️ Food Experiences (54.69%) – A strong preference for local cuisine.
- 🌿 Nature & Outdoor Adventures (53.28%) – National parks, hiking, and eco-tourism are popular.
- 🏛️ Cultural & Historical Experiences (50.72%) – Museums and heritage sites attract Finnish travellers.
- ☀️ Sun & Beach Holidays (45.21%) – A classic favorite, particularly in southern Europe.
- 🏡 Visiting Small & Unique Towns (41.19%) – A growing trend toward exploring charming, lesser-known destinations.
Top Factors When Choosing a Destination
- Safety & Low Crime Levels (74.02%) – A major priority.
- General Cleanliness (62.19%) – Hygienic environments matter.
- Health & Hygiene Standards (59.92%) – Particularly post-pandemic.
- Direct Flights (56.36%) – Convenience is key.
- Affordability (54.79%) – Price remains a crucial factor.
How Finnish Travellers Plan & Book Their Trips
Booking Preferences
📌 Separate Bookings (93.24%) – Finnish travellers prefer flexibility, opting to book flights, accommodation, and activities separately for greater control.
📌 Direct Bookings (69.17%) – They primarily book through providers' websites, favoring transparency, reliability, and exclusive deals.
Accommodation Preferences
🏨 3-4 Star Hotels (51.99%) – The most popular choice, offering a mix of comfort and affordability.
🏡 Staying with Friends & Family (49.69%) – A strong preference for personal connections and cost-saving.
🏠 Budget Hotels/Hostels (33.75%) – Cost-effective options for solo or younger travellers.
🏡 Private Rentals (30.82%) – Unique, local experiences in Airbnbs or vacation homes.
Preferred Holiday Types
😌 Relaxing Holidays (61.71%) – The most popular, with a focus on stress-free escapes.
🏖️ Sun & Beach Holidays (47.36%) – A go-to for many, especially in winter.
🌍 Small & Unique Towns (45.59%) – A rising trend among those looking for authenticity.
Final Thoughts: Why This Data Matters for Travel Businesses
Understanding these trends is essential for tourism brands looking to engage with Finnish travellers. By aligning offers with their preferences—whether it’s promoting safety, emphasizing nature-based experiences, or enhancing direct booking incentives—travel businesses can attract and retain this valuable market.
🚀 Want to attract more Finnish travellers? Gain data-driven insights with Travellyze. Sign up for a free account today and stay ahead of tourism trends! Follow us on LinkedIn for exclusive reports and updates.