Seera Holding Group · TADAWUL:1810
Seera — HSBC GCC Exchanges Conference 2025
49 slides from Seera's conference presentation, Jun 16, 2025
Slide 1: Investor Presentation
Investor Presentation HSBC GCC Exchanges Conference 16th–17th June, 2025 Seera Investor Presentation | Q1 2025 1
Slide 2: Contents
Contents Seera Group: Overview & Financials 03 Almosafer: Growth, Strategy & Impact 10 Other Business Segment Updates 38 Seera Investor Presentation | Q1 2025 2
Slide 3: Seera Group: Overview & Financials
Seera Group: Overview & Financials Seera Investor Presentation | Q1 2025 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: 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 7: Adjusted Net Profit is anticipated to improve, supported by synergies
Adjusted Net Profit is anticipated to improve, supported by the realization of benefits from synergies within the UK-based travel segment Group-wide Financials (⃀ Mn) ROIC, ROAE (%) 1Q ’24 1Q ’25 Net +3% 5.5% Booking 3,433 3,551 Value Revenue +2% 4.6% 1,104 3.5% 1,078 Adjusted +5% 3.3% EBITDA 237 25
Slide 8: NBV and revenue growth recorded in all business segments
NBV and revenue growth recorded in all business segments Net Booking Value Movement YoY (⃀ Mn) 1Q 2025 Revenue Movement YoY (⃀ Mn) 1Q 2025 +3% +2% 3,433 135 33 27 6 3,551 1,078 2 32 27 6 1,104 (84) (41) +8% +2% +7% +11% -82% +1% +8% +7% +11% -94% Net Booking Value – Contribution (⃀ Mn) 1Q 2025 Reven
Slide 9: Gross profit and EBITDA outpaced revenue growth with higher margins
Gross profit and EBITDA outpaced revenue growth with higher margins Gross Profit Movement YoY (⃀ Mn) 1Q 2025 EBITDA Movement YoY (⃀ Mn) 1Q 2025 +3% +4% 460 2 12 7 10 472 237 30 26 1 247 (19) (24) (24) +2% +8% +6% +39% -72% -65% +604% +16% +7% NM Gross Profit – Contribution (⃀ Mn) 1Q 2025 EBITDA – Co
Slide 10: Almosafer: Growth, Strategy & Impact
Almosafer: Growth, Strategy & Impact Seera Investor Presentation | Q1 2025 10
Slide 11: Travel & Tourism in Saudi Arabia: Domestic and religious tourism cornerstones
Travel & Tourism in Saudi Arabia: Domestic and religious tourism are cornerstones of future demand Tourist Spending by Travel Flow Spending by Travel Purpose in 2023 Total Number of Religious Pilgrims (⃀ Bn) (⃀ Bn) (millions) 30 502 +10.1% +7.1% 36% 10 70% 256 63 +7.6% 311 58% 30% +41.4% 17 258 64 4
Slide 12: Travel & Tourism in Saudi Arabia: Significant expansion 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 61% 240 39% Current Aircraft Orders Total 149k 50%
Slide 13: Almosafer is a fully-fledged travel platform
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 14: Asset-light and scalable travel platform 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 Distribution Management B2C | Leisure & Religious | B2B | Business | B2B | Religious | B2B | Leisure & MICE | B2B
Slide 15: Almosafer leads Saudi Arabia's travel market as its largest platform
Almosafer leads Saudi Arabia’s travel market as its largest platform, with a growing track record of serving millions of travelers each 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%
Slide 16: 2022-2024 consistent profitable growth at Almosafer
Between 2022-2024, Almosafer demonstrated consistent profitable growth, despite the impact of changes in government travel policies in 2024 ▪ NBV and revenue growth reflecting record performance in consumer Net Booking Value Revenue Gross Profit travel as well as gains in Hajj & (⃀ Mn) (⃀ Mn) (⃀ Mn)
Slide 17: Positive momentum continued in Q1 2025
The positive momentum continued in Q1 2025, reporting stable year-on-year topline growth, accompanied by a significant expansion in adjusted EBITDA ▪ NBV and revenue growth reflects record performance in consumer Net Booking Value Revenue Gross Profit travel, while Hajj & Umrah (⃀ Mn) (⃀ Mn) (⃀ Mn)
Slide 18: Almosafer on track for ⃀12 Bn booking value by FY 2027
Almosafer remains on track to achieve ⃀ 12 Bn in booking value by FY 2027, generating EBITDA between 1.8%–2.0% of booking value Mid-term Guidance Growth Drivers • Maintain competitiveness in air FY ‘24 FY ’27 CAGR products & expand add-on travel Actuals Guidance FY ’24 - FY ‘27 offerings Booking Val
Slide 19: Consumer Travel
Consumer Travel Seera Investor Presentation | Q1 2025 19
Slide 20: Consumer Travel continues to deliver record NBV
Consumer Travel continues to deliver record NBV year-on-year, driven by high-margin growth, organic demand and a strong partnerships network Net Booking Value Retention Rate Unpaid Share Customer Net Promoter Score (⃀ Mn) (% of returning customers in 12- (% of bookings from organic or Acquisition Co
Slide 21: 2025 Insights & Trends on Saudi Travel
2025 Insights & Trends on Saudi Travel: Continued demand across domestic, regional and international travel with clear preference for value and flexibility Booking Travel Demand Rest of Airline Carrier Share Top Domestic Destinations (Growth in booking volume) the world (By flight segments) (By room
Slide 22: Almosafer is the largest air OTA player in Saudi Arabia and 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 23: Almosafer is a homegrown player among 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 24: Hajj & Umrah
Hajj & Umrah Seera Investor Presentation | Q1 2025 24
Slide 25: Hajj & Umrah delay in Nusuk platform bookings due to visa quota changes
Hajj & Umrah experienced a delay in Nusuk platform bookings due to Hajj visa quota changes in the upcoming season; recovery expected in Q2 2025 Net Booking Value Nusuk Hajj Nusuk Flights (⃀ Mn) • Government platform to distribute Hajj packages to • Integrated Almosafer’s flight booking capabilities
Slide 26: Mawasim considering 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 27: Business Travel
Business Travel Seera Investor Presentation | Q1 2025 27
Slide 28: 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 (⃀ Mn) 40% 45% Tapping into new markets via strategic partnersh
Slide 29: Destination Management
Destination Management Seera Investor Presentation | Q1 2025 29
Slide 30: Destination Management growth driven by tourism projects and MICE travel
Destination Management’s growth is driven by tourism projects and continued support of MICE-related travel Net Booking Value Top Inbound Source Markets Key Projects & Initiatives (⃀ Mn) +6% Domestic tours for students and 100% teachers across the Kingdom UK Russia GCC Italy 89% +3k +65k Tours Travel
Slide 31: Distribution
Distribution Seera Investor Presentation | Q1 2025 31
Slide 32: Distribution expanding through multiple distribution models
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 (⃀ Mn) +18% 2.1% 92 78 1.7% Extending GDS flight API enabled access to API providing access
Slide 33: Technology & AI
Technology & AI Seera Investor Presentation | Q1 2025 33
Slide 34: Almosafer is driving AI innovation in 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 | Q1 2025 34
Slide 35: Improving 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 36: 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 37: Example 2 and 3: Hotel dynamic carousel and review 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 38: Other Business Segment Updates
Other Business Segment Updates Seera Investor Presentation | Q1 2025 38
Slide 39: Lumi Rental
Lumi Rental Seera Investor Presentation | Q1 2025
Slide 40: Car Rental: financial performance
Car Rental: financial performance Revenue (⃀ Mn) 1Q 2025 Gross Profit (⃀ Mn) 1Q 2025 +7% +6% 384 412 113 120 1Q 24 1Q 25 1Q 24 1Q 25 • Lumi Rental Company is a leading car Operating Expenses (⃀ Mn) 1Q 2025 EBITDA (⃀ Mn) 1Q 2025 rental and lease provider in the Kingdom +8% +16% of Saudi Arabia. 38 19
Slide 41: Car Rental: business performance metrics
Car Rental: business performance metrics Revenue (⃀ Mn) 1Q 2025 Fleet size (th vehicles) 1Q 2025 +7% +3% 384 412 34 35 127 167 23 24 115 126 142 119 11 11 • The Kingdom's top vehicle rental and 1Q 24 1Q 25 1Q 24 1Q 25 leasing business Used Car Sales Rental Lease Rental Lease Cash flow operations (⃀
Slide 42: Portman Travel
Portman Travel Seera Investor Presentation | Q1 2025
Slide 43: UK-based Travel Investment: financial performance
UK-based Travel Investment: financial performance Revenue (⃀ Mn) 1Q 2025 EBITDA (⃀ Mn) 1Q 2025 30.2%. 31.8%. 36 -65% +8% 392 424 • Portman Travel Group encompasses some 13 of the most well-established travel brands in UK and Europe travel sector, including Clarity , Elegant Resorts and Destination 1
Slide 44: UK-based Travel Investment: business performance metrics
UK-based Travel Investment: business performance metrics Net booking value (⃀ Mn) 1Q 2025 Three business lines: - Business Travel (Clarity) Sports Travel - Luxury Leisure Travel (Elegant Resort) 239 Business - Sport Travel (Destination Sports Group) +12% vs 1Q 2024 1,334 Travel 1.2M Number of busine
Slide 45: Hospitality
Hospitality Seera Investor Presentation | Q1 2025
Slide 46: Hospitality: financial performance
Hospitality: financial performance Revenue (⃀ Mn) 1Q 2025 Gross profit (⃀ Mn) 1Q 2025 +11% +39% 61 37 55 26 1Q 24 1Q 25 1Q 24 1Q 25 • Seven hotels, including Sheraton Jabal Al Kaaba (Makkah), three unbranded Makkah Operating expenses (⃀ Mn) 1Q 2025 EBITDA (⃀ Mn) 1Q 2025 properties, and three CHOICE
Slide 47: Hospitality: business performance metrics
Hospitality: business performance metrics 1Q 2025 Room Nights 69.7k -0.1% Sold vs 1Q 2024 Operational 2,283 No changes Room Keys vs 1Q 2024 Revenue Per ⃀ 435 +14% Available Room vs 1Q 2024 Occupancy 79% -0.5 ppts vs 1Q 2024 Average ⃀ 554 +15% Daily Rate vs 1Q 2024 Seera Investor Presentation | Q1 20
Slide 48: Seera Investor Relations
Seera Investor Relations investors@seera.sa Seera Investor Presentation | Q1 2025
Slide 49: 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