Success stories / 5 min read

The Northern Lights Village transforms the guest journey

Key results

  • Booking Engine
  • Websites
  • Marketing Services
  • 55% increase in ARR
  • 52% increase in ABV


The Northern Lights Villages in Saariselkä and Levi, Finland offer guests a remarkable amount of carefully crafted seasonal experiences. These unique experiences allow their guests to switch off and fully immerse themselves in the pristine nature and beauty of Lapland, under the green glow of the magical Northern Lights.

In the winter guests can enjoy Aurora Hunting by snowmobile, heated sleigh, snowshoe, or go on a reindeer safari. While in the summer it’s all about 24 hour daylight in June to early July - that elusive midnight sun - with activities like hiking and canoeing.

Their accommodation includes glass-roof Aurora Cabins which offer a unique way for guests to experience the starry sky and Northern Lights. Each cabin features laser-heated glass roofs directly above the king-sized beds affording guests a panoramic view of the mesmerising arctic skies. 

We spoke to General Manager André Henke Marques about how a premium property with such unique accommodation transformed their online booking tech stack. 

The premium booking platform

“The two distinct North Lights Villages offer a wide range of unique and exciting guest experiences and offers and we needed to reposition them to showcase the brand to prospective guests and encourage them to book but stay on brand at the same time.

We achieved this through a powerful combination of Profitroom’s conversion-led booking engine and their targeted approach to the customer online booking journey to generate more direct bookings directly via the website.

We’ve benefitted from a number of solutions that are part of the Profitroom platform - from direct booking technology to digital and creative marketing services, including websites, metsearch and their award winning booking engine.

We love the flexibility of the system as we offer a lot of complex experience-led offers and packages. Given the flexibility of the platform, we were able to create a super clean, highly on brand setup, whilst at the same time being able to offer guests everything we can and in just the way we want. It’s so easy to use - now maintaining rates, availability and restrictions is just a breeze.

For example, we needed a new website that could easily be found online and would effectively showcase the brand and all of the offers and experiences available but also convey the personality of the two properties. Our previous booking engine never achieved high conversion rates due to many factors, including a really poor online booking experience.

We’ve also benefited from Profitroom’s Digital Marketing Services and their fully integrated approach, including metasearch. Advertising via hotel metasearch engines has enabled Northern Lights Village to reach more potential direct bookers, as many prospective guests turn to these online portals before making a booking in order to compare reviews, prices and offers.

The team at Profitroom have gone above and beyond to meet our requirements. Having moved from another provider to Profitroom, we're now saving an enormous amount of time. In my opinion, look no further if you need a powerful Booking Engine packed full of conversion-led features, yet very easy to use. The look and feel of the Profitroom suite is amazing! I'm not just saying it. Seriously, it's mind blowing!”

It's all about results

“We’ve been working together with Profitroom for over a year and we’ve massively grown our direct business in each of our target segments and despite Covid.

We’ve really benefited from having a conversion-led website that is intuitive, mobile-friendly and with clear ‘calls to action’. The custom-designed website has really elevated the brand and showcases our experiences.

On top of that, since implementing Profitroom we’ve seen a 55% increase in (ARR) Average Room Rate and a 52% increase in (ABV) Average Booking Value compared to OTA bookings.”

The right connections at the right time

“Profitroom has really enhanced the customer experience online and also provided three routes of entry into the booking engine, with subtle conversion tools to obtain data and increase conversions and upsells at each point of the online customer journey. The user-friendly navigation of well-curated content in all the right touch-points along the customer’s journey now makes it easier for them to actually imagine a stay.

The new custom built and designed website focuses on all of the types of experiences and offers guests can enjoy through the year as the seasons change, which now makes it appealing to both the domestic and international market.”

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