Power Women in the hospitality and restaurant industry

My name is Ann-Marie Hietala, and I work as a sales manager at Cooperative store KPO, representing Sokos Hotels in Finland, with a focus on the Vaasa locations and their restaurants. I have spent my entire career in the hotel and restaurant industry, and I have already accumulated over 25 years of service with the S Group alone.

In Finland, 65–70% of those working in the hotel and restaurant industry are women, and this is also the case at the Sokos Hotels I represent in Vaasa. The industry appeals to women right from the educational track, as degrees in tourism and hospitality have traditionally attracted more women to pursue studies. And that’s exactly how it went for me. I moved to Vaasa to study in the English-language hospitality program, dreaming of great adventures and a desire to see the world, and I’m still on that path. Looking back, I probably would have seen more of the world if I had studied to become an engineer, for example, or gone into sales at one of the many large companies in the Vaasa area.

However, the appeal of the service industry lies in its flexibility, customer-service orientation, and fast-paced work culture. This job requires the ability to handle pressure and deliver high-quality service in rapidly changing situations. And if there’s one thing our industry has plenty of, it’s strong women.

We have an amazing team of strong women, some of whom have traveled a long way, even from the other side of the world, to build a new life for themselves. Each of them has found their place here, achieved a sense of balance, and enriches our workplace with their own unique story.

Here is Minna’s story; her positive attitude and strength have deeply moved me. Minna is a brilliant example of how adversity can make you stronger and that you can even be grateful for it.

“I am the mother of two now-adult children, a new grandmother of a grandson, and also the grandmother of my daughter’s staffie. I have been a single parent to my children for a long time. My career began in 1982 as a parish hostess and caretaker, and since then I have gained experience as a waitress at a summer restaurant and in the three restaurants we own. Since graduating as a chef, I have worked as a chef, shift manager, head chef, restaurant manager, and restaurant group manager.

Work has always been an important part of my life, and I thrive on challenges; interacting with customers and the variety of the work inspire me, as do my work community and working together, without that, we can’t achieve our goals.

Life has also forced me to take some mandatory breaks along the way. Ten years ago, I was diagnosed with HER2-positive breast cancer and underwent surgery and extensive treatment. Along the way, I made new friends with whom I could share my thoughts and fears and do things together, like exercise and have coffee. I trained to become a peer support counselor; I wanted to help others in the same situation, and I have also been actively involved with the Ostrobothnian Breast Cancer Women’s Group. Openness and a positive attitude have helped me cope, and the support of my family and friends has been invaluable. I’ve also learned to ask for help when I need it.

A little over a year ago, a tumor was found in my bronchus, which was treated with chemotherapy, and treatment continues with monthly injections. Now, however, I’ve been able to return to work, which means a lot to me. I’ve gained extra resilience and endurance, and I’m now better at protecting my own well-being and recognizing my own resources.

I draw strength especially from the sea, swimming, art, the outdoors, reading, concerts, time spent with family and friends, yoga, and my work with the Kitchen Masters and on the board. Although life has brought many kinds of setbacks, I have tried to maintain my positivity; both laughter and tears come easily to me, and openness and trust are important. You should never be left alone to worry.”

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That’s so true, you shouldn’t be left to worry on your own. Personally, I draw strength specifically from social situations, from being together, family, hobbies, friends at work and in my free time. It makes me especially happy to meet wonderful new people, and when those encounters lead to new partnerships or friendships, as an adult, that’s not something to take for granted. My role as a sales manager allows me to be very social, and interesting and varied client events and meetings are part of my weekly routine.

The Voimanaiset event is a wonderful opportunity to reconnect with old acquaintances and make new ones, to build relationships in a wonderfully positive atmosphere, and I’m delighted at how popular the event has become. I attended the first 2025 Vaasa event, and even then I thought about how inspiring it was to be there listening to powerful women from various fields. And now I’m participating with particular enthusiasm in this role as a partner. Please come network and chat with me at City Hall.

Hope to see you in March!

Ann-Marie Hietala

Sales Manager

Original Sokos Hotel Royal & Vaakuna Vaasa