Following an earlier article on rising international stays in Finland's Lakeland region, Weronika Mothes, Senior Business Development Manager for the Nordics at Profitroom, looks at a Southern Finland property that acted on the same two checks: reviewing booking data and improving what the website says.
From all-in-one to best of breed
Mustion Linna, a two-hundred-year-old estate in Raseborg, spent years on a traditional all-in-one system that capped what it could charge and left only a quarter of online bookings direct. "It was like using Excel, basically," says Project Manager Rasmus Juhani Dufholm. Rather than switch to another all-in-one provider, the estate chose specialised tools. "With an all in one provider, you're stuck with one provider and you have to change everything again," he says.
It now runs Profitroom's Booking Engine, CRM and Marketing Automation, Website, AI Agent, Loyalty Program and Channel Manager as one connected system. Dufholm says the booking engine "works really well" and the new website was "the refresh that we needed". The loyalty programme offers a joining discount and yields valuable guest data.
Selling experiences visually
The estate's bestselling package, a night's stay with dinner, now "speaks for itself in a more visual way" through the website and webshop.
Results
- Direct bookings rose from 25% to 76% of online reservations.
- Total online sales grew 358%.
- Average daily rate rose 67%.
The core guest is still from the Helsinki region and Southern Finland, but the estate has seen more international guests as it became easier to find. Numbers are small, around five to ten bookings per country, yet revenue from German guests is up 192%, Swiss 336% and Swedish 63%, with these guests spending more per booking.
Advice
Dufholm admits the switch "is not done in one night", but advises: "Don't overthink it too much. Just take the step and do it."
Originally published by Profitroom: Mustion Linna Lifts Direct Share From 25% to 76% With Profitroom
