About
I started in hospitality answering phones.
Mexico, Finland, and now Spain. Reservations, sales, retention, then marketing.
The path so far.
2010 · Vidanta, Mexico
Reservations
Booking people’s holidays, and mostly listening to why they hesitated.
Vidanta, Mexico
Quality assurance
Listening to a lot of calls and training agents on what worked.
Vidanta, Mexico
Sales
Knowing the resorts and the guests well enough to match people to the right stay, fast.
Vidanta, Mexico
Retention
“Deal-saving”: finding the gap between what someone was sold and what they were second-guessing.
Marketing Finland
International marketing
Talking to CMOs and CEOs taking Finnish companies abroad.
Resaco
Growth Consultant EMEA
Direct-booking strategy for hotels, now from Spain.
Listening first
Officially my job was booking people’s holidays, but most of what I did all day was listen. Why someone was hesitating. What was making them nervous about picking one resort over another. What they actually meant by “value,” because it was different for basically every guest.
From there I moved into quality assurance, then sales. I already understood the product and knew the guest profiles better than most people walking in fresh, and it showed in the numbers. That same knowledge made me good at retention afterward.
Marketing, by accident
Then the pandemic hit and my wife and I were expecting our daughter, Daniela, so we moved to Finland. I ended up running the international marketing group at Marketing Finland. First time I was on the other side of things, thinking about how you even get discovered in the first place.
From there I got into digital marketing, and eventually landed at Resaco, based in Rovaniemi, where tourism has grown fast over the last few years.
“Helping hotels get their independence back is the part I actually care about.”
Why hotels
Most hotels don’t have a demand problem, especially in high season. But so many of them, boutique or big, are completely dependent on OTAs. I’ve sat across from owners who’ve put everything into their property, and watched too much of it get eaten up by commission.
Now, Spain
Partly personal: we wanted somewhere sunny after enough Finnish winters. And partly because Resaco is expanding outside Finland too. Feels like the right place to be doing both.
These days I also host Hospitality Marketing Lab, Resaco’s YouTube show for hotel marketers.
