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Boutique Hotel Sunday Morning Resort sees sustainability as a competitive advantage

Mar. 24, 2026

Quality-conscious travelers today want to enjoy nature without a guilty conscience. Sunday Morning Resort, a carbon-neutral boutique hotel next to Pyhä-Luosto National Park in Finland, meets this demand by offering low-emission experiences and high-quality accommodation in the heart of Finnish Lapland’s pristine nature. During the hotel’s expansion in 2024, Ruukki Classic® LowCarbon roofing was selected for the new log-built Aamu suite apartments to support the project’s sustainability goals.

The story of Sunday Morning Resort began in 2018 when the Loippo family acquired an old Aamulehti executive villa on the shore of Lake Pyhäjärvi and started developing sustainable accommodation for environmentally conscious travelers. Today, the resort is a pioneer in sustainable tourism and has been recognized with Sustainable Travel Finland (STF) pioneer status and certification.

Collaboration with Ruukki begins

The collaboration between Ruukki and Sunday Morning Resort started in 2019 during a major renovation project. Ruukki Classic® Silence roofs, along with Ruukki roof safety products and rainwater systems, were installed on the main building, two holiday homes, a lakeside sauna, and a storage building.

“After comparing different roofing solutions, we chose the Ruukki Classic Silence. The choice proved successful, and since then Ruukki has been the natural partner for our new construction projects,” says CEO Kimmo Loippo. “The collaboration has been reliable and long-term, which is especially important for us in construction projects where solutions are expected to last for decades.”

Sunday Morning Resort considers environment across all operations, including material and supplier choices. When it was time to expand the resort in 2024, Ruukki and its low-carbon roofing solutions were a natural fit for the new buildings. The 11 log-built Aamu suites supplied by Honkatalot, were equipped with Ruukki Classic® LowCarbon roofs made from fossil-free steel, along with rainwater systems and roof safety products included in the roofing package.

Sustainability is a growing competitive advantage in tourism

Tourism in Lapland is entering a new phase of growth. International demand, in particular, has surpassed pre-COVID-19 levels. At the same time, the focus has shifted – from volume to quality and sustainability. For Sunday Morning Resort, sustainability has been a core operating principle from the start

Tourism in Lapland continues its strong growth, and international demand is increasingly focused on high-quality and sustainable destinations.

“Sustainability is reflected in many of our day-to-day choices, but also in the bigger picture, such as long-lasting solutions and high-quality materials. Our guests increasingly value that sustainability is part of everyday life and the overall service experience – especially preserving the peace of nature and a clean environment,” says Liisa Loippo, who is responsible for the resort’s marketing and communications.

“We see sustainability as a clear competitive advantage.”

Sunday Morning Resort

• Carbon-neutral boutique hotel in Pyhä-Luosto, Finnish Lapland

• Offers sustainable accommodation and experiences in the tranquility of nature

• Founded in 2018

• Owned by Loipposet Oy, the Loippo family company

Renovation in 2019

• Main building, two holiday homes, lakeside sauna, and storage building

• Ruukki Classic® Silence roofs

• Ruukki roof safety and rainwater products

Expansion project in summer 2024

• 11 log-built Aamu suite apartments