TRANSITIONING TO A NEW MODEL
25th September 2024, Baader Investment Conference
ASMALLWORLD is the world's leading TRAVEL & LIFESTYLE COMMUNITY, focusing on experiences: the modern-day definition of luxury.
Centred around the ASMALLWORLD social network, we operate a digital travel & lifestyle ecosystem which inspires our members to
TRAVEL BETTER, EXPERIENCE MORE, AND MAKE NEW CONNECTIONS.
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ASMALLWORLD'S TRAVEL & LIFESTYLE ECOSYSTEM
Centred around the ASMALLWORLD social network, our group offers a wealth of travel & lifestyle services
Online hotel booking engine | Full-service travel agency |
focused on luxury hotels | for curated travel arrangements |
Partner for independent hotels | Flight booking engine, focused |
participating in GHA DISCOVERY | |
loyalty platform | on Business and First Class |
The world's leading | |
travel & lifestyle community | |
HOSPITALITY | EVENTS |
Consulting and hotel | Event management |
management company | for 800+ ASW events per year |
The World's leading | Smart luxury travel service |
Nightlife Concierge | for best flight and hotel deals |
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SOLID TRACK-RECORD SINCE GOING PUBLIC IN 2018
Management has delivered on growth ambitions and turned the company into a profitable, growing business
NET SALES | MEMBERS | EBITDA | ||
+6% | -16% | |||
+15% | ||||
70.2k | 2.4M 2.5M | |||
21.2M | ||||
62.0k 63.3k | 66.0k | |||
18.5M | 2.1M | |||
57.9k | ||||
12.9M | 15.6M | 1.5M | ||
1.4M | ||||
12.0M | ||||
2019 | 2020 | 2021 | 2022 | 2023 | 2019 | 2020 | 2021 | 2022 | 2023 | 2019 | 2020 | 2021 | 2022 | 2023 |
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2024 H1 RESULTS DELIVERED STRONG GROWTH
Most recent sales results up; EBITDA slightly down but 90% of full year guidance of CHF 1M already achieved
NET SALES | MEMBERS | EBITDA | ||||
+2% | +6% | |||||
11.5M | 11.7M | 70.2k | 71.6k | 1.4M | -10% | |
10.8M | 66.0k67.4k | |||||
9.7M | 1.1M | 1.0M | 1.0M | |||
7.4M | 63.8k | 0.9M |
H1 | H2 | H1 | H2 | H1 | H1 | H2 | H1 | H2 | H1 | H1 | H2 | H1 | H2 | H1 |
2022 | 2023 | 24 | 2022 | 2023 | 24 | 2022 | 2023 | 24 |
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FIVE ONGOING KEY INITIATIVES
We are focusing on a select few initiatives that will drive value in the long run
1 | 2 | 3 | 4 | 5 |
NEW MEMBERSHIP | REFINE | BUILD SCALE | EXPAND PRODUCT | REDUCE |
MODEL ASW | ASW BRAND | IN TRAVEL | RANGE | DEBT |
Drive sustainable member growth
- Introduce a free membership tier
- Make it easier for new members to join
- Sell more services to larger user base
Go-live expected for
early November
Position ASW as | Grow online and | ||
luxury travel brand | offline travel business | ||
• | Refine what ASW | • | Increase bookings |
stands for | for the Collection | ||
• | Refine logo | • | Reposition "ASW |
• | Make visual | Private" brand | |
language more | • | Build team of | |
luxury travel | travel designers to | ||
focused | drive offline | ||
business | |||
Introduction with new | Hired key people; | ||
membership model | push from new model |
Add more products to
our portfolio
- Create variations of existing products
- Create entirely new products
- Create products for new membership model
Conversations with
new partners
Reduce debt and interest burden
- Repay outstanding debt as quickly as business allows
- Create strategic flexibility for potential larger opportunities
Reduced by 65% over
last 18 months
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1 ONGOING BUSINESS MODEL TRANSFORMATION
New membership model is a key puzzle piece in our ongoing business model transformation
NEW MEMBERSHIP
MODEL
STARTING POINT | TARGET STATE |
BUSINESS
CORES
Single core: ASW community | Multi-core: Group of businesses | |||||
REVENUE | Single source | Multiple sources | ||||
Basic ASW | Basic ASW | + | Premium ASW | + | Service | |
STREAMS | ||||||
membership | membership | memberships | revenue |
COMMUNITY
SIZE
Small community | Larger community |
Focus 2024/2025: new membership model
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1 WE WILL MAKE ASMALLWORLD FREE
A free membership will attract more customers to our community, driving demand for our services
NEW MEMBERSHIP
MODEL ASW
FUTURE MEMBERSHIP LEVELS
New, free membership level
- We are introducing a FREE ASW MEMBERSHIP in early November
- Membership will have 90% OF THE FUNCTIONALITY of the current paid membership
- The primary goal is to DRIVE MEMBER GROWTH and scale of the user base
- Members can UPGRADE TO PAID memberships with extra benefits
- New model will GENERATE DEMAND for travel, events and other services, allowing us to monetise free members
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1 INTRODUCING NEW MONETISATION OPPORTUNITIES | NEW MEMBERSHIP |
MODEL ASW | |
We offer customers to join our ASW community for free; then upsell them to paid memberships and additional services
JOINGING PROCESS | ASW COMMUNITY |
New members joining for free
Larger (free) user base |
SELLING MECHANISMS | PRODUCTS / SERVICES | |
Bold = new products/services | ||
Upsell to paid | • | Premium |
• "Premium +" (new level) | ||
memberships | ||
• | Prestige & Signature | |
Sell travel | • | ASW Collection |
• | ASW Bespoke Travel | |
Sell events | • | Sell events |
• Higher prices for free members | ||
New selling mechanisms
• | Simplified signup | • Scale makes social |
• | Removal of payment | functions and events more |
hurdle | interesting | |
• Will lead to significantly | • Leads to more user- | |
more signups | generated content | |
• People stay longer, invite | ||
more friends |
Sell 3rd party
products
Sell "eyeballs"
- Credit cards (trial)
- Other (travel) products
- Campaigns with travel partners (e.g. cruise and hotel companies)
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1 INITIAL GROWTH FROM OUR OWN MAILING LISTS
NEW MEMBERSHIP
MODEL ASW
Our immediate goal is to convince contacts in our existing database with more than 800'000 contacts to (re-)join ASW
CUSTOMER GROUP | DESCRIPTION | POPULATION SIZE | LIKELIHOOD TO CONVERT |
Former customers
Collection users
Invited but
never joined
Prospects
Event guests
Members who stopped using ASW
Customers who signed up specifically for the ASMALLWORLD Collection (hotels)
People invited by ASW members but who never paid for a membership
People who expressed interest in ASW in the past but never paid for a membership
Friends of ASW members who attended events but never had a membership
Medium to low
Very high
(will be converted)
Low
Medium to high
Medium
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