Magnea Þórey Hjálmarsdóttir

Room for more rooms?

Cheap hotel room in Reykjavík searching for a

flexible, undemanding companion.

I am a friendly hotel room in Reykjavik, looking for

someone willing to stay. I am cheap and cheerful, and

rather friendly-without going overboard, and also a bit

shy. I am plain but fairly clean and interested in no frills

way of living. I like to keep things simple. I am not very

demanding and looking for someone free spirited and

relaxed who feels the same way.

If you are interested, please send a reply marked:

Just about good enough.

1.673 0 1.523

Note: Based on what has been published officially so far

2014: 3-4* mix. No 5* hotel

1.673

1.523

0

682

103

2.355

1.626

Note: Based on what has been published officially so far

2015: many new 3*

1.673 1.523

250?

181

327

2.536

1.953

250?

Note: Based on what has been published officially so far

2016-17: 1st 5* hotel expected?

682

103

1.673 1.523

Right track?

“Will this addition improve the ocupancy rate for the whole year?”

“Will this addition

strengthen the destination

Reykjavík Iceland?”

Solid

operations

and corporate

processes

Broad range

of hotel and

F&B brands

to align with

different

demand- and

seasonal

profiles

Innovation to

ensure

stronger mix

of desired

customers

Society

inclusivity

with culture

connection &

embracing

the guest

mentality

Ensure

long term shareholder value creation

in balance with the destination and its resources

(nature, employees, society, environment, cultural inheritance, etc.)

Destination Iceland strengths and attractiveness

Operations Inclusivity People Innovation Brands

Focused

people

management

and

development

Our focus

Solid growth and operational achievements Operations

Total revenue

in billion ISK

IH REK occupancy %

IH Reykjavik

total revenue

in billion ISK

Total F&B

revenue in

billion ISK

68% 67%

73%

78% 77%

80%

2009 2010 2011 2012 2013 2014

2,2 2,3

2,9

4,1

4,7

5,1

2009 2010 2011 2012 2013 2014

3,0 3,0

3,9

5,2

6,1 6,6

2009 2010 2011 2012 2013 2014

1,0 1,1

1,7

2,3

2,6 2,8

2009 2010 2011 2012 2013 2014

Consolidated core functions to ensure synergy

and maximize results

Strategy & BD

Finance

S&M

Quality Control

Operations

HR

F&B

Tech dev/sup

Country Hotels

Hilton Reykjavik Nordica

Reykjavik Natura

Reykjavik Marina

Reykjavik Kultura

Additional Reykjavik Properties

Focused people management & development

People

HQ

Management

Unit

Management

Trained

professionals

Support

functions

12

22

245

212

Well defined corporate governance and

operational processes

Balanced gender- and age ratio

Focused on the job feedback and personal

development rutines

Structured training and knowledge building

internationally

“Hótelklassinn” institutionalized in-house

school for trade professionals (70 enlisted

currently)

Those who excel and stick out are noticed

and publicly recognized

Ability and flexibility for extraordinary

professional development (e.g. Bocus d’Or

gastronomic competition participation)

Empl. #

522

Sales and

Marketing 31

Innovation to enhance mix of the desired

customers with public private partnerships

Innovation

Meet in Reykjavík with focus on

building the Meeting, Incentive,

Conference and Event segment

(established in Jan. 2012)

High end Luxury marketing

platform (established Sept. 2014)

Wellness / Healthcare marketing

platform (pending)

Ongoing own product and market

innovation

Strengthen balanced yearly

occupancy ratio

Enhances profitability with

higher paying segments and

better utilization of resources

Adopting to increased

diversification and customers

being more specific in their

needs and making stronger

impact for post trip UGC

feedback

Increased loyalty and

stronger product offerings

Inclusivity Innovation

Inclusivity

Inclusivity

Inclusivity

Broad variety of different but strong unit

brands on one operational platform

Brands

IMPORTANT TO:

Provide the right product

For the right customer

At exactly the right price

ROOM FOR RIGHT TYPE OF ROOMS

Especially if managed right with

overall long term strategy matching

the marketing and infrastructure

development to ensure balanced

profitable operation