FINLAND. Chinese-speaking guides are helping to increase sales at Helsinki Airport, according to airport operator Finavia.
The guides not only help Chinese travellers who might struggle with the language barrier in navigating the airport, but also encourage them to use its commercial services and assist with airport shopping. The service was launched in early June.
In the first two months the service was operational the guides personally met nearly 20,000 travellers, most of whom were Chinese.
“Some 300,000 Chinese passed through Helsinki Airport last year, an increase of about +50% over the previous year. For the first time ever, the Chinese eclipsed the Russians in number. For us, Chinese customers are an important group that we wish to serve to the best of our abilities,” said Finavia Director Jukka Isomäki.
“The commercial operators at the airport have also expressed their gratitude, as their sales have improved thanks to the Chinese travellers being helped by the service.”
The Chinese spend more money at the airport than any other nationality, according to Finavia. The guides are empowered to recommend souvenirs and gifts. They are also able to assist with tax free matters and know which credit cards and payment methods can be used at the airport.
“Chinese travellers wish to buy Finnish products as souvenirs, but cannot tell which products are Finnish and are often unable to request assistance in English from the sales staff. Many questions are indeed about Finnish products and ideas for gifts. For travellers, the service in Chinese comes as a pleasant surprise,” said Helsinki Airport guide Zhouyan Li, who is also Founder and CEO of Lenoni Oy, a company that specialises in Chinese culture and consumers. The guide service is a joint venture between Finavia and Lenoni.
The Iittala brand has become popular among Chinese travellers after appearing in a widely-viewed TV show in the country, while sales of Finnish health products, such as berry powders and fish oils, are also strong, according to Li.
The guide service will run until the end of 2016, at which point Finavia said its future need would be reviewed.
“Wishes for even more personal service have been expressed,” said Isomäki. “If we continue the service, we might expand it to include personal shopping assistant-style service and also other languages.”
