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Sokos Hotels again the most responsible hotel chain in Finland

25.3.2021

For the ninth consecutive year, the Sokos Hotels chain was named Finland's most sustainable hotel chain in the annual Sustainable Brand Index study. The study is the largest brand study in Europe, in which consumers assess the sustainability of companies in different industries. 
 
"We are extremely pleased with the recognition given by Finnish consumers. In these challenging times, caring for our fellow human beings and making our customers happy is increasingly important. We look forward to continuing our long-term sustainability work and measures with which we help build a Finnish society in accordance with the S Group's new mission statement – Let us together make this a better place to live in. Our willingness to do so will only increase in the coming years, as we work towards the S Group's target of carbon negativity", Harri Ojanperä, Senior vice president, SOK Travel Industry and Hospitality Chain Management, points out.
 
Sustainability has long been a cornerstone of the Sokos Hotels operations. All Sokos Hotels are part of the Green Key environmental programme, through which sustainable operations are systematically developed. In hotels, measures are being taken to reduce food waste and disposable plastic, focus on improving accessibility and energy efficiency aspects are taken into account in hotel upgrades. Procurement follows the S Group's common responsibility principles and policies. In addition to joint efforts, the hotels work with local partners for the mutual benefit of the area.
 
The Sustainable Brand Index, conducted by Swedish SB Insight, is Europe's largest sustainability survey, conducted annually since 2011. In the 2021 survey over 60 000 respondents, aged 16–75, in the Nordic countries, the Netherlands and the Baltic countries, were interviewed. 
 
9 900 people in Finland responded to the 2021 Sustainable Brand Index survey. 212 Finnish brands participated in the evaluation. Each brand has been evaluated by at least a thousand people. The study was conducted between November 2020 and February 2021. The brands to be evaluated were selected for the survey based on their market position, turnover, market share and brand awareness.
 
 
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Consumers' choice – once again Sokos Hotels is the most trusted hotel chain in Finland for the 10th time in a row

9 February, 2021
 
With almost half (46%) of the mentions in the category concerned, the Reader's Digest European Trusted Brands survey has chosen Sokos Hotels as Finland's most trusted hotel chain.
 
Sokos Hotels is especially trusted by women. Fifty-three per cent of women named the chain as the one they trust most. Trust was also strong among people over 50 years of age. Of them, 52% named the Sokos Hotels chain.
 
"We're proud of the confidence Finnish consumers have shown in us", rejoices Outi Vitie, Marketing Director at Sokos Hotels. "Sokos Hotels has been part of Finnish hotel life for 45 years. In addition to our 1,300 employees, we also offer local operators a significant amount of work at the different locations of our hotels. The share of locally produced food served in our restaurants is continually growing and in our procurement of materials we favour Finnish suppliers. I believe that Finnish origin is a sign of quality and trust for Finnish consumers."
 
The respondents of the survey have first named the brand they consider most trustworthy in the product category in question, after which they have rated how well five different features fit this brand on a scale from 1 to 5. The rated features were: quality, value for money, strong product image, understanding consumers' needs, and ethical responsibility. In addition, respondents were asked how likely they were to choose the brand when making a purchasing decision, whether they had used the brand they chose during the past 12 months, and whether they would recommend it to others. Sokos Hotels received the highest score in the category from those who selected it for understanding consumers' needs and ethical responsibility. 
 
Of respondents who trust Sokos Hotels, 81% would be at least "quite likely" to choose it if they were in the process of choosing a hotel. This was the highest score in the category.
 
For further information, please contact:
Outi Vitie, Marketing Director, Sokos Hotels, tel. +358 50 66 287, outi.vitie@sok.fi
 
 
The survey:
Reader's Digest conducted the annual survey for the 21st time. The main partner was the British research company Wyman Dillon. The survey was implemented as an online questionnaire, with 2,072 respondents. The sample was extracted from the customer register of Reader's Digest. The results were demographically weighted in terms of age (20+) and gender.
 
Using open-ended questions, the survey studied what the most trusted brands in 45 different product groups were in the opinion of the respondents. 
 
For further information on the survey and its results, please contact Tiina Suomela, Research Manager,
+358 9 503 4655, tiina.suomela@valitutpalat.fi
 
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Use pre-filled electronic passenger card at Sokos Hotel application

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