Swedish travel agency Apollo enters Finnish market

Apollomatkat aims to be an innovative challenger and win a major share of the travel business in Finland.

Apollo, originally a Swedish company that is now part of the international travel concern Kuoni, is entering the Finnish travel market in October 2010. The company is aiming to be among the biggest players in the industry within two years, with a turnover of about EUR 20 million in 2011, according to Eva Torra, Apollo’s director of sales and marketing.

Terra says that Apollo values cooperation with small local agencies who will be selling Apollo’s travel packages in the provinces. Apollo aims to be an innovative challenger and bring something new to the market. The company’s marketing partners in Finland will be OMD and Tribal.

Apollo’s strategy is to offer more freedom and less organised activities for its package holiday customers, and to focus more on smaller local hotels, according to Terra. She does not see price as a major competitive factor.

Apollo employs ten people in Finland who concentrate on sales and marketing, while other production activities will be carried out in the head office in Sweden. In Finland the travel business is currently dominated by Aurinkomatkat, Finnmatkat and Tjäreborg, which control about 80% of the market.

Source: Markkinointi & Mainonta