Tours and ActivitiesThe next big thing in ancillary revenue.

How to Make it work.

ShaneMayerNovember30,2017

Agenda1. Why Tours and Activities 2. How to Pick a Partner 3. Lessons and Examples

Why Tours and Activities

The Activities Market is a 100+ Billion USDand growing quickly

Travel Activities Tours & Attractions

126

2014 2015 2016 2017 2018 2019

54

121

52

129

55

141

60

152

65

163

65

2020

174

74

Global Travel Activities 2014 - 2020 (US $B)

> Activities market in total include segments like ground transportation, events, spectator sports, wellness

> Tours and Attractions include tours (excursions, walking tours, etc.) and attractions (amusement parks, zoos, cultural sights)

Source: Phocuswright 2017 – Tours & Attractions Come of Age

ActivitySalesisaBigandGrowingAncillaryTravelService

GetYourGuide has seen over 100% YOY growth.

Travel activities is an even bigger market than car rental.

$24

$49

$20

$10

Activities = US$103 Billion

USEuropeAsia PacificRest of World

Car Rental = US$79 Billion

23%

21% 19%

14%

6%

18% Enterprise Rent-A-CarHerzBudget Rent-A-CarAvis Rent-A-CarDollar Rent-A-CarOthers

FY16 Travel Spend: Top 5 Car Rentals

OurBusinessPartnersArePeopleToo

64% 61% 53%

Generate less than $250K Revenue

annually

Have less than5K customers

annually

Have less than5 employees

> Majority of suppliers are small companies

> Most processes from reservation to redemption are manual

> More than 80% of gross bookings are offline

Characteristics of T&A Suppliers

Source: Phocuswright 2017 – Tours & Attractions Come of Age

OnlineSalesisTopPriority

Booking engine via your

website

77% 71% 47% 45%

Online Reseller

Hotel Concierges

Phone and/or Email

Increase (vs. stable and declining)

Which channel do you expect to increase?

Source: Phocuswright 2017 – Tours & Attractions Come of Age

> Three in four claim they will have live online booking within the year

> 61% claim they will have a mobile site with live booking within the year

> Online tour and attraction gross booking will more than double from USD 9B in 2015 to USD 21B in 2020

• Foundedin2004• Carsareacommodity• B2B

• Foundedin2008• Tours&ActivitiesareComplex• OriginallyB2Conly

Size Quality Features

TypeofactivityDate

ThousandsofOptionsSeason/Weather

SameTourVariationsItineraryGroupSize

How to Pick a Partner

OTAs

Hotels

Travel AgentAssistance

Transport

Tour operators

Expertise

1,200+

17,000+5,000+

1,000+

4,500+

2,000+

We offer the largest travel activities inventory worldwide. 32,000+ products in over 7,200 destinations

www.getyourguide.com/destinations

Quantity

Low-Availability Attractions

Long-Line Attractions Signature Tours

Our Key InventoryQuality

Bookability

Tools

Tickets&tours

PricingCommission Rates Consumer Prices

Lessons & Examples

Learning from version 1

• Show more is most clicked on• Show more has better

conversion rates• Still need teaser to be present

for CTR

17

Example 1: EasyJet

Example 2: Emirates1. Original Touchpoint

2. Intermediary Touchpoint

3. Landing Page

4XImprovement

ShaneMayerDirector,BusinessDevelopmentShane.Mayer@getyourguide.com

Thank you!