Never stayed or even seen the finlanda myself, but some guys in my ski group last year stayed there, and said it was nice. But its outside of the main resort. So you have to get taxis into the resort for the evening entertainment (but taxis are cheap).
It is true that Plovdiv airport is very basic! It is also true that the transfer from Sofia is longer. However if the period is not very busy we provide personal transfers to our clients - by car. I believe this is much better than a crowded bus!
Hotel Finlandia is much better than Snezhanka. Have you seen the rooms at Snezhanka!? I think they have the smallest ones!