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, firstname.lastname@example.org
The Sokos Hotels chain is also the most sustainable hotel chain in Finland. Read more about our sustainability here »
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, email@example.com