Deu e t u s t chl ch a l n a d

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1 THE FUTURE OF TOURISM GROWTH It is not only about managing the global shift, it is about exploiting customer trends Dr. Michael Frenzel, Chairman of the Supervisory Board TUI GmbH, Chairman of the World Travel and Tourism Council (WTTC) World Tourism Forum Lucerne, 17 th April 2013 page 1

2 The tourism industry has a significant and growing impact on the world economy International arrivals worldwide in mn Global tourism market per ,360 1, Total revenue 1 p.a. 4,400 B 674 9/11 SARS Financial crisis Share of global GDP Global employment 9% 260 Mio f 2020f Long-term growth rate 4% p.a. 1. Broad WTTC market definition: direct tourism revenues plus indirect revenues based on tourism Source: UNWTO September 2011; Euromonitor 2011; WTTC 2012, TUI AG forecast according to UNWTO outlook

3 Three customer megatrends trends have signficant influence on the tourism environment Global Megatrends Tourism Imperatives Global Shift Digital Shift Experience Economy New Markets 1 Digital 2 Content 3

4 1 Europe remains the biggest outbound market, but strong growth derives from BRIC countries Tourism revenue (source markets ) in bn. Source Markets growth revenue CAGR e Outbound +3% % % e 2020e +13% Asia & Pacific Middle East & Africa Americas Europe 1. Source: Euromonitor (Leisure Outbound Tourismus, exkl. indirect revenue), TUI AG calculation until 2020 entsprechend Euromonitor CAGR 10-15

5 1 Customer needs not only differ between mature and new markets, but also between BRIC countries Aspired International Destinations 1. Argentina 2. USA (New York) 3. Portugal 1. Italy 2. Long haul Sun & Beach 3. Greece 1. Singapore 2. Malaysia 3. Dubai / UAE 1. Hong Kong 2. Singapore 3. South Korea Preferred Holiday Types 1. Sightseeing (independently) 2. City Breaks 3. Sightseeing (group tours) 1. Sun & Beach 3-4* 2. Beach & travelling around 3. Sun & Beach 5* 1. Shopping 2. Sightseeing (group tours) 3. Beach 1. Sightseeing (guided) 2. City breaks 3. Shopping trips Must-have services Portuguese speaking tour guide Russian speaking services in the resort Indian (vegetarian) food, Indian tour guide Chinese speaking tour guide Source: TUIAG, International Consumer Insights Knowing differences in local customer needs is crucial to participate from growth in New Markets

6 2 Digital is everywhere. We are all part of a hyperconnected digital ecosystem

7 2 The speed of technology adoption shows that customers get used to new technologies much faster Time to reach 50mn users worldwide 50 3 years 0,5 years 3,5 years 1 5 years 12years 0 0,0 1,0 2,0 3,0 4,0 5,0 6,0 7,0 8,0 9,0 38 years Source: Google

8 2 Digital solutions become crucial in any customer interaction along the tourism value chain

9 3 H Real experiences will become the status symbols of the future A lifetime experience I ll never forget.

10 3 H Demographic twins: Though, would they ever go on the same kind of holiday? Prince Harry of Wales, UK Lady Gaga, Popstar born in the 1980s rich no kids Growing individualization shows the need for differentiated product and services experiences

11 3 H Customer individualization creates new demands: From individualized fashion Source:

12 3 H tailor made car configuration Source:

13 3 H to differentiated hotel concepts Classic Sun & Beach Lifestyle, Sports & Wellness Couples & Romance Family Sun & Beach Nature, Health & Sustainability Wellness, Sports & Entertainment Products & Services require lifestyle and entertainment differentiation

14 Recap: Five core thesis to discuss 1 The tourism industry impact is growing 2 Knowledge on customer needs in new markets is key 3 Digital customer interaction will drive the future 4 Real Experiences are the status symbols of the future 5 Customer individualization & lifestyle differentiation is determining the winning game

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