Luminia case matkailuyrityksen liiketoiminnan kehittäminen

Clear service and product offering increased sales and improved competitiveness

CASE: Business development and service packaging for a holiday resort

In this project, the holiday resort’s service and product offering was developed, and a foundation was created for an online store. The work clarified the company’s offering, improved competitiveness, and in particular increased the sales of activity services.

Initial situation

A holiday resort located in Southern Savonia wanted to develop its service and product offering in order to better differentiate itself from competitors.

In addition, the goal was to introduce an online store through which services and activities could be sold directly to customers.

The company offered a wide range of services and activities, but the overall offering was not clearly structured or productized from the customer’s perspective.

Project goal

The aim of the project was to clarify the holiday resort’s service and product offering, develop new products, and build a structure that supports the implementation of an online store.

Another objective was to simplify the customer purchasing process and reduce the amount of time spent on customer service.

What was done

The project was implemented as part of a company group project supported by the European Agricultural Fund for Rural Development (Rural Development Programme for Mainland Finland 2014–2020).

At the beginning of the project, a comprehensive competitor analysis was conducted, along with a review of tourism trends, particularly from the perspective of international customers.

Based on this, the holiday resort’s service and product offering was clarified and restructured.

In addition, new experience-based services were developed, for which demand was identified and through which the company could differentiate itself from competitors.

Clear product descriptions were created for the services, enabling their use in the online store and marketing.

The project also included investment and profitability calculations, particularly for activity services.

The company acquired an online store as a ready-made technical solution, and products, images, and content were added to it. At the same time, the purchasing process and related documentation, such as booking terms and conditions, were designed.

Luminia icon results

RESULTS 

  • The company learned to identify its competitive advantages and is able to price its services competitively.
  • The service and product offering is clear and customer-oriented.
  • Activity bookings increased following the implementation of the online store.
  • Customers receive comprehensive information about services before making a purchase decision.
  • The booking process became faster and the time required for customer service decreased.

Luminia icon lessons learned

PROJECT LESSON 

Comprehensive analysis and service packaging create the foundation for offerings that stand out in competition and support sales.

Luminia icon project information

PROJECT INFORMATION 

Client: a Finnish SME operating in the tourism sector
Client relationship duration: over 15 years
Project scope: several different business plans
Project scale: extensive development project
Client responsibilities: concept development, design of new products and product packages, research on e-commerce solutions, selection of an online store platform, and implementation of the online store
My responsibilities: concept development, competitor analysis, research, design of new products and product packages, implementation of the online store (including copywriting and illustrative images), and project documentation for funding authorities