Creating year-round travel demand : Peerâ Hotels & Cottages implementation in Southeast Asia
Toh, Jade Jun Jie (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025120733343
https://urn.fi/URN:NBN:fi:amk-2025120733343
Tiivistelmä
This thesis is relevant to the severe seasonality issue Peerâ Hotels & Cottages face in Finland, as the tourism demand is very seasonal and peaks during the winter. The study forms a practical implementation strategy to create a year-round demand for the high-potential Singapore and Malaysian markets.
The qualitative approach of this study helps identify the central perceptions, barriers, and motivators in four semi-structured interviews. The interviews were conducted with a Malaysian lecturer in Finland, a Sales Manager of Peera, a Singaporean tour operator, and a Singaporean would-be traveler. The results show that there is an overwhelming winter-only destination image. However, there is a great untapped potential in the warm-season products. Finland has great potential in products that offer nature, health, and well-being, and a deep engagement with the local culture.
The thesis provides implementable deliverables, such as a specific positioning statement, a seasonal experience calendar, and partner-friendly B2B packages that are backed up by a staging rollout strategy and KPIs. The project provides a strategic framework for diversifying demand, increasing asset utilization, and building a sustainable competitive advantage in the Southeast Asian markets.
The qualitative approach of this study helps identify the central perceptions, barriers, and motivators in four semi-structured interviews. The interviews were conducted with a Malaysian lecturer in Finland, a Sales Manager of Peera, a Singaporean tour operator, and a Singaporean would-be traveler. The results show that there is an overwhelming winter-only destination image. However, there is a great untapped potential in the warm-season products. Finland has great potential in products that offer nature, health, and well-being, and a deep engagement with the local culture.
The thesis provides implementable deliverables, such as a specific positioning statement, a seasonal experience calendar, and partner-friendly B2B packages that are backed up by a staging rollout strategy and KPIs. The project provides a strategic framework for diversifying demand, increasing asset utilization, and building a sustainable competitive advantage in the Southeast Asian markets.