By Weronika Mothes, Senior Business Development Manager, Nordics

Last month’s piece pointed to a quiet signal: international overnight stays in the Lakeland region grew 6% in the first half of 2026, and most hotels were not looking. We suggested two simple checks: pull your own booking data, and look at what your website actually says. Mustion Linna is not in the Lakeland, but it is a Southern Finland estate that put both of those things to work, and it is worth seeing what happened.

Mustion Linna, a two-hundred-year-old estate in Raseborg, spent years on a traditional all-in-one system. It worked, but it capped what the estate could charge and left only a quarter of online bookings direct. Rasmus Juhani Dufholm, Project Manager at Mustion Linna, puts it simply: “It was like using Excel, basically.” Getting information out took a long time, and much of the work was manual.

Why they chose best of breed

When it was time to change, the estate did not swap one all-in-one provider for another. They built around separate, specialised tools instead. As Rasmus explains, “With an all in one provider, you’re stuck with one provider and you have to change everything again.” With a best-of-breed setup, a tool that does not suit you can be replaced without starting over.

Mustion Linna now runs on Profitroom’s Booking Engine, CRM and Marketing Automation, Website, AI Agent, Loyalty Program and Channel Manager, working together as one connected acquisition system. Rasmus says the Booking Engine “works really well” and that the new website has been gathering a lot of traffic. It was, in his words, “the refresh that we needed”. The loyalty programme gives guests a discount on joining and gives the estate valuable guest data. Some guests have already stayed several times.

Selling the experience, not just the room

The estate was selling experiences long before the change. What changed was how visible they are. Its best-selling package, a night’s stay with dinner, now “speaks for itself in a more visual way”, because the website and webshop do the selling automatically.

What happened

Direct bookings rose from 25% to 76% of online reservations. Total online sales grew by 358%, and average daily rate rose by 67%. Rasmus says direct share is the number he follows most closely, because it shows that the work on the website is driving traffic and sales “directly through us”.

Who is booking has not changed dramatically. The core guest is still from the Helsinki region and Southern Finland, and better data has now confirmed it. But the estate has also noticed an uptick in international guests, which Rasmus puts down to the estate being easier to find online.

The numbers are still small, at around five to ten bookings per country, so the percentages need careful reading. Even so, the direction is clear: revenue from German guests is up 192%, from Swiss guests 336% and from Swedish guests 63%.  and these guests are spending more per booking. Finland remains the main source of volume. This is an early signal, not a new market.

That is the part worth sitting with. The estate can see that uptick, small as it is, because its booking data is now good enough to show it, and international guests can find it because the website does more of the work. Those are the same two checks from last month’s piece.

Why this matters beyond one estate

Mustion Linna’s specific fix will not be right for every hotel in South and Central Finland. The underlying move is the same one as last month: check the assumption instead of accepting it. Rasmus is honest that the change was not easy. The hardest part was getting everything old out and everything new in, and “the process is not done in one night”. His advice to hotels in the same position: “Don’t overthink it too much. Just take the step and do it.”

Read the full story: How Mustion Linna Rebuilt Its Tech Stack and Took Control of Its Direct Revenue

Missed last month’s piece? Read the article

Want to see whether a shift like this could work for your own hotel? The Profitroom Nordics team can help you look at what is actually possible. Let's Talk