Finnair's Vision 2020: No. 1 in the Nordic countries, the most desired option in Asian traffic

Finnair's vision is to be number one airline in the Nordic countries and to be
the most desired option in Asian traffic. In transit traffic between Asia and
Europe Finnair wants to be among the three largest operators. The cornerstones
of Finnair's growth strategy are Asia's growing market, the best flight
connections and cost-competitiveness. Our success factors are quality,
freshness and creativity. 

"For us, number one in the Nordic countries means that we fly more and more
profitably than others and we are the best in terms of quality," explains
President & CEO Mika Vehviläinen. 

Market

Finnair targets the business, leisure and cargo customers primarily in its
domestic market of Northern Europe and also in the rapidly growing economies of
Asia. We will utilize the latest marketing and communications means to reach
customers. 

The concept of communality is becoming increasingly global. Work- and
leisure-related contacts will expand massively in the coming years. 

"Technology offers many means for this. Human, face-to-face interaction -
whether between business associates, relatives or friends - will not be
replaced, however," says Vehviläinen. 

New worldwide sales channels, such as the internet, are creating new global
markets for many products. This growth will drive the demand for cargo
services. Finnair's wide and dense long-haul route network forms an effective
part of this distribution network. 

A boldly distinctive travel experience

Finnair's identity is being renewed and it will be based around design. Finnair
is seeking to answer customer needs and expectations with open-minded and
innovative solutions. The travel experience will be enjoyable, easy and fresh. 

"Finnair's design is authentic, straightforward, practical, stylish and
timeless," says Vehviläinen. 

Frequent flyers will be offered reliable and easy-to-use services that make
business travel efficient and enjoyable. Leisure travellers will enjoy a
price-competitive product, which can be supplemented by the additional services
of their own choosing. 

"All customers are important to us. Our primary target group, however, is the
business passenger travelling between Asia and Europe, irrespective of travel
class," adds Vehviläinen. 

Network and production structure

With Finnair, customers travel easily and quickly to their destinations.
Finnair's service offering is based on its own high-quality operation as well
as on a network of carefully selected partners. The oneworld alliance
constitutes the backbone of Finnair's cooperation network. A cost structure
based on efficient product solutions enables competitiveness also in pricing. 

Finnair's hub is Helsinki Airport, which services are among the best in the
world. Helsinki's geographical location at the junction of major flight routes
creates the basis for the competitiveness of Finnair's home base. 

The best growth opportunities for Finnair are in the traffic between Asia and
Europe. Finnair's home market is expanding into Scandinavia, where Finnair's
Asian product in particular stands supreme. Traffic between India and North
America is also a natural direction of expansion. 

Sustainable growth

Finnair's goal is to be the airline of choice of the quality- and
environmentally-conscious passenger. Investment in modern fleet is the most
evident expression of Finnair's commitment to sustainable development. By 2017
Finnair's goal is to reduce emissions by 24% per passenger, which will
represent a reduction of emissions by 41% since 1999. 

A world-class working environment

Finnair's personnel form a winning team that ensures a successful future.
Finnair management encourages performance oriented teamwork. All personnel
jointly bear responsibility for the company's continuous improvement. Sound
finances and competitiveness guarantee continuity. 

Satisfied customers are of vital importance to Finnair, and personnel skills
are developed to the customer's advantage. Objectives must be challenging and
clear and operations well structured. All employees share the responsibility
for continuously improving the competitiveness of the company as well as for
building an exciting, prospering working community. Finnair's operating
practices are flexible and they are proactively developed according to changes
in the environment. 

The Group structure is kept as flexible as possible to maintain a competitive
cost level. 

A company oriented towards the future

Safety for Finnair is the most important aspect of flying. Quality and
efficiency direct Finnair's operations. 

As a future-oriented, financially sound airline, Finnair wishes to be a
desirable investment object in its sector, able via growing turnover and an
increasingly efficient cost structure to offer a competitive return on invested
capital. 

Finnair Plc
Communications
6.5.2010