Alma Media deepens collaboration with Hilla Villas and invests in growing Lapland vacation villa platform

Alma Media has agreed to expand its collaboration with Hilla Villas, a company specialising in high-quality villas in Lapland and northern Finland, as well as experience-based tourism. As part of this arrangement, Alma Media has made a 10% minority share investment in the company.

The partnership, which began in 2023, has yielded promising results. Hilla Villas’ rental service, operating in destinations in Lapland such as Levi, Ylläs, Ruka, and Saariselkä, has quickly gained traction among travelers who value quality and convenience. The service combines high-end accommodations with curated experience packages, and its selection continues to grow.

– We are highly impressed by the rapid development of Hilla Villas and its customer-centric concept. We believe the service has the potential to become the leading premium vacation home platform in Finland. This investment strengthens our position as a provider of digital housing and leisure services, says Maarit Tarkiainen, Director of Comparison Services at Alma Marketplaces.

The strong growth of tourism in Lapland creates favorable conditions for deepening the collaboration. According to Statistics Finland, Lapland recorded nearly 1.85 million overnight stays in 2024, with the number of international visitors continuing to increase. Cottage sales in the region grew by 47% at the beginning of 2025, and average prices rose (SKVL – Cottage Market Review 1–3/2025), indicating growing demand for leisure housing.

– It is great to have Alma Media, known for its popular digital marketplaces and high-quality journalism, involved in accelerating the growth of Hilla Villas. I believe that with this group of investors, we can achieve a significant market share in premium accommodation in Lapland and create value for all stakeholders, says Jukka Oksaharju, founding partner of Hilla Villas and share strategist.

With Alma Media’s investment, Hilla Villas will continue to develop its digital platform, expand its villa and experience offerings, and focus on internationalisation.

For more information: Maarit Tarkiainen, Director of Comparison Services, Alma Marketplaces Tel. +358 50 341 5830, maarit.tarkiainen@almamedia.fi

www.hillavillas.com

info@hillavillas.com

Alma Media is committed to providing diverse housing services and collaborates long-term with industry players, leveraging digitalization, data, and technology to ensure the best user experience. Alma’s housing services include Finland’s largest real estate search platform, Etuovi.com, the renovation bidding service Urakkamaailma.fi, and Finland’s leading cottage rental service, Nettimökki. Alma’s media outlets, such as Kauppalehti and Iltalehti, closely follow topics related to homes, housing, and real estate market developments.

Alma Media has agreed on strategic cooperation with a new villa rental service (press release 30 November 2023)

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