Current topics

Current topics

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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Sokos Hotels has the best employer image in Helsinki region

Sokos Hotels and Scandic Hotels shared the number one position in the survey. Radisson Blu was ranked as number 6 and Sokotel as number 10. Overall hotels ranked above restaurants. Sokos Hotels was also the top improver, rising from number five in year 2018 to number one. On a scale from 4 to 10 Sokos Hotels average ranking was 7,9.
 
Sokos Hotels received the most open, spontaneous mentions as the best place to work. Examples of reasons why included good feedback from current employees. Sokotel was characterized for example as "a good employer where everything works smoothly and where I can work flexibly in different locations".
 
Working ambiance and leadership were among the most important contributors to a good employer image. Equal treatment of employees, employee well-being and employee rights were mentioned as significant in open comments. Increasing share of diverse cultural backgrounds was also visible in survey responses.
 
"We're happy to see that students are interested in all the hotel chains operated by S-group. Our employees get to create happiness in an international environment. We're always hiring and have open positions as we speak", says Jennie Stenbom, Senior Vice President of human resources at SOK business units. 
 
The survey was conducted in Haaga-Helia University of Applied Sciences, Stadin Ammattiopisto vocational school and Perho Culinary, Tourism and Business College in January-February 2020. The number of survey respondents was 157. Typical respondents had been studying hospitality and restauration for 1-2 years and had less than 3 years working experience. The survey has been previously conducted in years 2016 and 2018.
 
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