Samla Hotels – The Hotel Maria

On December 2023, a significant new addition to the hotel offer in Helsinki will be added when The Hotel Maria opens on the property of over 14 000 m2 in Kruununhaka, one of the oldest and most valuable districts in Helsinki. The Hotel Maria is a significant addition to the Finnish hotel portfolio, as it will define Nordic hospitality and the modern luxury hotel experience to a new level.

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The Hotel Maria press conference 11.1.2023

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Invest in The Hotel Maria

The Hotel Maria is an international level luxury hotel opening in December 2023 in the Kruununhaka district of Helsinki.

Professional investors can invest in the project through Samla Hotels with a minimum investment of EUR 100,000. Smaller amounts can be invested through Samla Toimitilat II, which is also open to non-professional investors. The expected return on investment is 9 % per annum. The investment is a 7-year fixed-term investment. If you are interested, please contact us to discuss further.

The Samla Hotels fund as an investment

Samla Hotels' strategy is to invest in hotel properties. The anchor investment is a property of over 14 000 m2 on its own plot in the center of Helsinki. In addition, the property at Mariankatu 23 is of cultural and historical value, and the planning has been done in cooperation with an extensive design team and the Finnish Heritage Agency.

We are building The Hotel Maria to meet the proven criteria of international luxury. Construction is underway, and the hotel will open its doors to guests on 15th December 2023. Booking channels are open starting spring 2023.

The Samla Hotels fund (SC Hotels 1 Ky), managed by Samla Capital, is responsible for the investment required by the hotel and is supervised by the Finnish Financial Supervisory Authority.

The investment budget is approx. 122 million euros. Biggest investors are Trade Union Pro, The Research Foundation of the Pulmonary Diseases and Samla Toimitilat II Ky.

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Invest in a global luxury megatrend

One of the most significant megatrends of our time is the rapid growth of the amount of money - statistics show that the amount in Europe has quadrupled in the last 20 years. As a result, people's wealth has also increased, as money is largely directed to those who already have wealth. For example, the number of millionaires worldwide has doubled in 10 years.

At the same time, poverty has decreased worldwide, and more people are joining the ranks of wealthy people. As wealth has increased, the international luxury market has grown at an annual rate of around 6 % over the last few decades. This has made luxury a megatrend, and those who have invested in it have been highly successful.

Luxury hotel properties in the Nordic countries

In luxury, it's the experience that counts, not its price. Value creation thinking is represented by several high-end hotel brands such as Four Seasons, Ritz Carlton, and Mandarin Hotels. As a result, the Nordic capitals have seen the emergence of highly successful international luxury hotels, such as the Grand Hotel in Stockholm and the D'Angleterre Hotel in Copenhagen.

According to Nordic Hotel Consulting’s study, seven hotels in the Nordic countries meet international luxury standards. The average room price of these hotels in 2022 was around €500 (ADR).

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The Finnish hotel market has been longing for a luxury hotel

In Finland, the market has changed over the past 10 years, which is why the ability to pay and the demand for luxury are different. Nevertheless, the Finnish hotel market is still heavily based on mid-range hotels, dominated by Sokos Hotels and Scandic. Therefore, the Nordic Hotel Consulting reference group of luxury hotels does not include Finnish hotels. Instead, many on the market want to brand themselves as such.

We believe things have been done the old-fashioned way in Finland for a long time. As a result, hotel concepts have remained very similar, and there has been no development. This is why we are up to ten years behind our neighbors - not to mention the rest of the world. There is a demand for luxury in the market, but supply is scarce.

A luxury hotel requires a high level of service

Creating a luxury hotel in Finland is challenging but by no means impossible. Hundreds of hotel properties around the world can be used as references. Brands are open about their criteria on their websites, and more information is available from hotel consultants.

Examples of criteria for a luxury hotel are:
- average room size over 40 m2
- more than 100 m2 of space available per room
- a high-quality restaurant and bar concept
- a fitness center
- meeting and banqueting facilities.

Above all, a luxury hotel must also offer a high level of service. When creating a luxury hotel, it's all about recognizing the luxury experience and working with industry professionals to ensure that the defined goals are met.

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