Seera Holding Group · TADAWUL:1810
Seera — J.P. Morgan MENA Global Opportunities Conference 2025
35 slides from Seera's conference presentation, May 8, 2025
Slide 1: Investor Presentation
Investor Presentation J.P. Morgan MENA Global Opportunities Conference 8th May, 2025 Seera Investor Presentation 1
Slide 2: Contents
Contents Group Overview and Strategy 03 Almosafer: Growth, Strategy & Impact 08 Seera Investor Presentation 2
Slide 3: Group Overview & Strategy
Group Overview & Strategy Seera Investor Presentation 3
Slide 4: Strategy Pillars
A future focused on portfolio monetization and shareholder returns Strategy Pillars 2024+ Operate as an engaged investor and steward of companies, governing 2019-2023 • Monetizing portfolio with strong influence and • Successful assets through various expertise restructuring of avenues portfolio Bui
Slide 5: Seera Group continues to unlock value through a growing and unique portfolio
Seera Group continues to unlock value for shareholders through a growing and unique portfolio that retains core holdings CENTRAL Segments UK-based Travel Travel Platform Car Rental Hospitality Investments Investment Portfolio Non-strategic, Strategic / Non- Strategic, Core Strategic, Core Strategic,
Slide 6: Adjusted Net Profit growth driven by expansion in key segments
Adjusted Net Profit growth driven by expansion in key segments, margins to recover as acquisition synergies in the UK-based business are realized Group-wide Financials (SAR Mn) ROIC, ROAE (%) 4.6% 2022 2023 2024 Net Booking 12,486 14,667 Value 9,279 3.7% 3.7% Revenue 3,291 4,106 2,114 Adjusted 866 4
Slide 7: Capital allocation strategy focused on maximizing free cash flow per share
Capital allocation strategy focused on maximizing free cash flow per share, with continued progress in optimizing the capital structure Deleveraging New investment Share buy-back the balance sheet Opportunities program Minimize balance sheet debt Target opportunities offering Execute a share buy-bac
Slide 8: Almosafer: Growth, Strategy & Impact
Almosafer: Growth, Strategy & Impact Seera Investor Presentation 8
Slide 9: Travel & Tourism in Saudi Arabia: Domestic and religious tourism are cornerstones
Travel & Tourism in Saudi Arabia: Domestic and religious tourism are cornerstones of future demand Number of Tourist Visits by Travel Flow Visits by Travel Purpose in 2023 Total Number of Religious Pilgrims (millions) (millions) (millions) +2.8% 30 150 +10.1% +23.8% 127 5 109 70% 109 31 95 30% +41.4
Slide 10: Travel & Tourism in Saudi Arabia: Significant expansion expected in tourism infrastructure
Travel & Tourism in Saudi Arabia: Significant expansion expected in tourism infrastructure to support future growth Current & Future Hotel Rooms Supply Fleet Orders for Saudi Airlines by 2030 (thousands of rooms) (no. of aircrafts) 715 362k 511k 475 240 61% Current Aircraft Orders Total 39% 149k By
Slide 11: Almosafer is a fully-fledged travel platform matching supply and demand
Almosafer is a fully-fledged travel platform matching travel supply and demand in the region Non-exhaustive SUPPLY DEMAND Regional and Global Reach #1 B2C & B2B Travel Community in the Region Largest travel partner for Present in KSA, UAE, Kuwait and others the top 10 regional carriers 1.4M+ Active
Slide 12: The travel platform is built on an asset-light and scalable business model
The travel platform is built on an asset-light and scalable business model serving tourist flows to, from and within Saudi Arabia Destination Consumer Travel Business Travel Hajj & Umrah Online Distribution Management B2C | Leisure & Religious | B2B | Business | B2B | Religious | B2B | Leisure & MIC
Slide 13: Almosafer leads Saudi Arabia's travel market as its largest platform
Almosafer leads Saudi Arabia’s travel market as its largest platform, with a track record of serving millions of travelers every year Flight Segments (millions) Room Nights (millions) Individual Travelers (millions) 7.4 2.7 4.9 +20.4% +20.2% +37.7% 6.2 4.1 2.0 5.1 3.4 90% 1.4 87% 92% 94% 89% 93% 97%
Slide 14: Almosafer maintained its positive momentum in 2024
Almosafer maintained its positive momentum in 2024, delivering continued profitable growth despite impact of government travel policy changes ▪ NBV and revenue growth reflecting record performance in Net Booking Value Revenue Gross Profit consumer travel as well as gains in (SAR Mn) (SAR Mn) (SAR Mn
Slide 15: Almosafer on track to achieve SAR 12 billion in booking value by 2027
Almosafer remains on track to achieve SAR 12 billion in booking value by 2027, generating EBITDA between 1.8%–2.0% of booking value Booking Value EBITDA (SAR Mn) (SAR Mn) % of NBV Value +52% 12,000 1.8%-2% 16.9% 0.9% 7,608 7,513 0.4% 9,000 216-240 6,127 4,784 68 3,903 6,103 30 -97 2,824 3,000 2,224
Slide 16: Consumer Travel
Consumer Travel Seera Investor Presentation 16
Slide 17: Consumer Travel continues to deliver record NBV year-after-year
Consumer Travel continues to deliver record NBV year-after-year, driven by high-margin growth, organic demand and a strong partnerships network Net Booking Value Retention Rate Unpaid Share Customer Net Promoter Score (SAR Mn) (% of returning customers in 12- (% of bookings from organic or Acquisiti
Slide 18: Almosafer is the largest air OTA player in Saudi Arabia and the GCC
Almosafer is the largest air OTA player in Saudi Arabia and the entire GCC region Saudi Arabia: Total Air Market by Distribution Channel Saudi Arabia: OTA Air Gross Booking Value Share by Brand (USD Mn) (%) Others Cleartrip & Flyin 4% 11,279 7% +12% 24% Book on Wego (Wego OTA) 11% 7,114 28% 24% (3,1
Slide 19: Almosafer is a homegrown player among dominant global OTAs in hotels
Almosafer is a homegrown player among dominant global OTAs in the hotel segment Saudi Arabia: Total Hotel Market by Distribution Channel Saudi Arabia: OTA Hotel Gross Booking Value Share by Brand (USD Mn) (%) Others Almosafer 3% +10% 15,911 11% 10% 25% 11,032 (3,917) Agoda 9% 12% 21% (2,349) 2024E O
Slide 20: Hajj & Umrah
Hajj & Umrah Seera Investor Presentation 20
Slide 21: Hajj & Umrah is experiencing robust growth via Nusuk initiatives
Hajj & Umrah is experiencing robust growth, fueled by new business streams from the Nusuk Hajj and Nusuk Flights direct Hajj initiatives Net Booking Value Nusuk Hajj Nusuk Flights (SAR Mn) 100% 92% • Government platform to distribute Hajj packages to • Integrated Almosafer’s flight booking capabilit
Slide 22: Mawasim is considering a shift to managed hotel inventory
Mawasim is considering a shift to managed hotel inventory to enhance margins and control distribution in Makkah’s constrained hotel market Mawasim currently adopts a wholesale tour operator model… …with plans to expand to managed hotel inventory Managed Hotel Model High Inventory Increasing… Fully l
Slide 23: Business Travel
Business Travel Seera Investor Presentation 23
Slide 24: Business Travel has grown corporate accounts and non-air bookings
Business Travel has grown corporate accounts and non-air bookings post shift in government travel regulations, enabled by a dedicated digital booking portal Net Booking Value Travel Management Portal Transactions (%) Client Acquisitions (SAR Mn) 2,430 14% 40% 45% Securing new corporate accounts incl
Slide 25: Destination Management
Destination Management Seera Investor Presentation 25
Slide 26: Destination Management's growth driven by key tourism initiatives
Destination Management’s growth is driven by key tourism initiatives and continued support of MICE-related travel Net Booking Value Top Inbound Source Markets Key Projects & Initiatives (SAR Mn) 100% 99% 190 Domestic tours for students and teachers across the Kingdom UK Russia GCC Italy +3k +65k 65%
Slide 27: Online Distribution
Online Distribution Seera Investor Presentation 27
Slide 28: Online Distribution is expanding through multiple distribution models
Online Distribution is expanding through the deployment of multiple distribution models tailored for different travel partners and markets Net Booking Value Air GDS Model Air API Connectivity Hotel API Connectivity (SAR Mn) 3% 355 3% 2% Extending GDS flight API enabled access to API providing access
Slide 29: Technology & AI
Technology & AI Seera Investor Presentation 29
Slide 30: Almosafer is driving AI innovation in the following key areas
Almosafer is driving AI innovation in the following key areas… Pricing and discounts Customer reviews Hotel personalized dynamic ranking Marketing content and Social media and Productivity and spend conversational listening operational efficiency Seera Investor Presentation 30
Slide 31: …to improve margins, customer experiences and resource productivity
…to improve margins, customer experiences and resource productivity Pricing and discounts Customer reviews Hotel personalized dynamic ranking Margin Conversion Conversion Customer Conversion Customer Marketing content and Social media and Productivity and spend conversational listening operational e
Slide 32: Example 1: Hotel review tagging, filtering, and translation
Example 1: Hotel review tagging, filtering, and translation Categorizing and tagging reviews for users to access the most relevant information, helping them make faster and informed decisions Initiative is live. Conversion Rate +24% For customers that interact with reviews Seera Investor Presentatio
Slide 33: Example 2: Hotel dynamic carousel; Example 3: Hotel reviews summarization
Example 2: Hotel dynamic Example 3: Hotel reviews carousel summarization Building a model that will dynamically decide which hotels to Summarizing all valuable reviews into concise, actionable be displayed based on each personalization summaries, helping users make faster and informed decisions Init
Slide 34: Seera Investor Relations
Seera Investor Relations investors@seera.sa Seera Investor Presentation
Slide 35: Disclaimer
Disclaimer All information included in this document is for general use only and has not been independently verified, nor does it constitute or form part of any invitation or inducement to engage in any investment activity, nor does it constitute an offer or invitation or recommendation to buy or su
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