“As an entrepreneur, especially as a CEO, I feel like a builder. I’m not just constructing my own life, but also profoundly influencing the lives of those who join me on this journey.”
In a freewheeling chat with Entrepreneurs Today, Saoni Mukherjee, the co-founder and CEO of JeeTravels Oy, talks about her Helsinki‑based luxury travel company specialising in Nordic experiences. JeeTravels Oy launched its full‑scale operations in 2022 with a vision to curate journeys that celebrate the region’s natural beauty and cultural richness.
Travelling with JeeTavels
Currently working with the luxury and ultra-luxury travel market in Finland and Norway, JeeTravels is doing things differently by coalescing Nordic minimalism with the warmth of Indian hospitality. They make sure that each itinerary reflects Finland’s simple, rustic charm. As voiced by Saoni,
“The tour packages showcase the best of this region. We make sure to tailor these packages to each guest’s individual tastes, while paying special care to the unique needs and requirements of Indian travelers.”
When Saoni moved to Finland, she was awestruck by the region’s untouched landscapes and rich traditions. In Lapland, she noticed a gap. Luxury travel offerings were scarce despite the beauty of the region. This acted as an impetus for JeeTravels to redefine Nordic tourism.
Inside Scoop from the 35 Under 35 Interview with Saoni Mukherjee
Interviewer: Could you tell our readers more about yourself?
Saoni: “Born and raised in Dhanbad, Jharkhand, I was a disciplined ‘convent kid’ and, as an only child, quite pampered. I earned my engineering degree from Heritage Institute of Technology, Kolkata. My career as a software professional began in Bangalore, where I worked until 2018. I then relocated to Finland, continuing my journey in the Finnish startup Smarp, followed by Enfuce, a prominent Finnish Fintech company.”
Interviewer: What inspired you on this road to entrepreneurship?
Saoni: “I have always had a great passion for travelling and spent years traveling across the globe. The most important part of that experience was to meet the locals, be a part of their culture, and experience everything a region has to offer with style and comfort. That too, at my own pace rather than rushing through tourist locations. This made me want to build something similar of my own for those who shared the same idea about traveling.”
Interviewer: Who’s your trusted partner in creating unforgettable Arctic getaways?
Saoni: “Our longest-standing association has been with the Kakslauttanen Arctic Resort, and we treasure them as a partner immensely. It’s a wonderful family-run hotel in a village called Saariselkä up in Finnish Lapland. This resort is world-famous for its one-of-a-kind glass igloos, and a stay in one of these is a major highlight for our guests. You can quite literally fall asleep under the stars and catch the northern lights from the comfort of your bed. Guests can also stay in a log chalet, which is built in a traditional Lappish style, and take part in various winter activities like reindeer safari and snowmobile rides. A stay in the Kakslauttanen Arctic Resort is probably one of the most unique and well-rounded Arctic experiences you can have. We’ve built many of our tour packages around this so that the guests can make the best out of their time here.”
Interviewer: What are some of the most popular spots loved by Indians?
Saoni: “Kakslauttanen is a major highlight, and people travel to Finland from all across the world to experience the resort. Rovaniemi is forever popular, especially during the Christmas season, with travelers looking to get the full and original Santa Claus experience. Helsinki, the capital city of Finland, is where most people start their journey into Lapland and the rest of Finland, and it remains as busy and happening as ever, with tourists coming from all over the globe. Recently, we have also seen guests who are eager to explore more of the Nordics, perhaps taking a summer road trip, hopping across the charming towns along the fjords of Norway.”
Interviewer: Can you give us a few examples of how you address the specific needs and preferences of Indian travelers?
Saoni: “We have really found our niche in tailoring the travel experiences we offer to suit the specific needs and preferences of Indian travelers. We are, after all, a company founded by Indian emigres. We can understand the cultural friction Indians can sometimes experience while travelling in different corners of the globe. So, blending Nordic minimalist luxury with the warmth of desi hospitality is the essence of our tour packages. This means everything from finding dining spots that will cater best to the Indian palate to partnering with hotels whose stay experiences Indian guests will love the most.”
Troubled Waters
JeeTravels had to adapt swiftly to a world reshaped by global events and shifting traveller tastes. The rapid rise of online travel agencies and a growing appetite for experiential journeys compelled the team to rethink both their package offerings and their marketing approach.
Carving out a unique place in the luxury travel sector proved just as demanding. Many clients remained loyal to established names and greeted JeeTravels’ fresh ideas with understandable scepticism.
Reflecting on how they tackled these challenges, Saoni came up with a multi-functional approach that helped in delivering exceptional customer service, which in turn generated positive word-of-mouth referrals. She also invested in targeted digital marketing campaigns using social media and influencer marketing to reach an even wider audience. For long-term customer loyalty, she also focused on transparency and ethical business practices in all their dealings.
Celebrating Feats
JeeTravels has established itself as a leading name in the Nordic luxury travel sector, consistently tripling its annual revenue over the past three years to reach €3.2 million in the last financial year. The company is bootstrapped and has maintained profitability year on year. Both clients and industry experts commend JeeTravels for its bespoke service, meticulously designed itineraries, and authentic commitment to detail.
In recent months, JeeTravels picked up some of the sector’s most coveted honours. It was named Best Inbound Tour Operator at the World Luxury Travel Awards and recognised at both the Travel and Hospitality Awards and the Luxury Lifestyle Awards. Alongside these awards, the team has built partnerships with popular YouTube travel channels such as Desi Couple On The Go, Krittika Goel, and Suitcase Monkey. To bring its community‑first ethos to life, JeeTravels also welcomed Kamiya Jani, founder of Curly Tales, as its first Brand Ambassador.
Future Looks Bright
JeeTravels plans significant growth through carefully chosen new markets and services. After in‑depth research, the team will open branches in high‑potential cities at home and abroad. At the same time, they will broaden their portfolio with eco‑experiences, cultural immersion, and wellness retreats while enhancing corporate travel solutions for businesses of every size.
On the technology front, JeeTravels is investing in a user‑friendly mobile app and AI‑driven recommendations to streamline bookings and deliver tailored suggestions. Virtual reality previews of destinations will allow clients to explore itineraries before they travel.
They also plan to keep working on customer experience, where the travel consultants will act as trusted advisors who understand each guest’s preferences and craft personalized itineraries. Comprehensive pre‑travel support will cover visa assistance, insurance, and local insights, while post‑trip feedback will drive continuous improvement. A loyalty programme will reward repeat clients. Saoni further shares,
“We will introduce a robust loyalty program that rewards repeat customers with exclusive perks, priority access to new offerings, and personalized benefits, thereby encouraging continued engagement with JeeTravels.”
They will also focus more on partnerships and responsible practices. JeeTravels will align with airlines, hotels, and local operators that share its values of quality and eco‑friendliness. Tours will highlight community engagement and minimise environmental impact while educating travellers on green choices. Internally, the company will invest in staff training programmes so every team member stays ahead of industry trends and delivers exceptional service.
With a blueprint of the next plans in line, Saoni has learned a lot in her journey and plans to execute the takeaways moving forward. As she signs off, she says,
“Being an entrepreneur is an incredible exploration of my inner self, aligning with my deepest values and aspirations, and understanding myself on a level I never thought possible. While actively shaping the external world according to my dreams, I’ve found this journey to be one of immense gratitude and self-discovery.”
