HomeToGo SE · XETR:HTG
HomeToGo — Investor Day (November 2022)
28 slides from HomeToGo's investor day presentation, Nov 10, 2022
Slide 1: Demand Deep Dive - Capital Markets Day 2022
DEMAND DEEP DIVE Capital Markets Day 2022 Carolin Christ, Director Strategic Products Mahendra Roopa, Director Product Search & ML Dr. Thomas Schollmeyer, Director Customer Retention 10 November 2022 1
Slide 2: The fragmented vacation rental market
The fragmented vacation rental market consists of 100.000s of different websites and suppliers A pain for travelers A pain for suppliers lacking access to the right demand, to find the right place to stay standards, technology and data 2 CMD 2022 - Demand Deep Dive
Slide 3: Creating an unparalleled experience for travelers to drive return demand
Creating an unparalleled experience for travelers to drive return demand Luxury Villa in the heart of Fira (Fira, Egeo)
Slide 4: Creating an unparalleled experience to become the go-to destination for vacation rentals
We’re creating an unparalleled experience to become the go-to destination for vacation rentals and make our customers book with us again and again and again World’s largest selection First class digital Convenience end-to-end of vacation rentals experience, personalized with trusted checkout and int
Slide 5: Proven Evidence: Drivers of DACH profitability
PROVEN EVIDENCE Drivers of DACH profitability 5 5
Slide 6: DACH - our first profitable market
DACH - our first profitable market Core region DACH Improving our product & building the marketing around it have resulted in consistent direct traffic and repurchase growth Onsite Revenue Share has grown …which has helped to grow the …and boosted repurchase as above a critical level of 75%… DACH di
Slide 7: Top of consideration (I/III) - growth of free traffic
Top of consideration (I/III) - growth of free traffic Core region DACH We are consistently growing free traffic and especially revenues Revenue growth** from direct Direct traffic development over time* traffic and acquired users*** Increase in Booking Revenues Year (Q1-Q3) from direct traffic 21-22
Slide 8: Top of consideration (II/III) - growth of the app platform
Top of consideration (II/III) - growth of the app platform Core region DACH We’ve been establishing our app as the best way to experience HomeToGo - strong engagement ensures monetization and consistent growth via paid installs App installs and app MAUs App installs Monthly active users Growth 19-22
Slide 9: Top of consideration (III/III) - gaining share in organic visibility
Top of consideration (III/III) - gaining share in organic visibility Core region DACH In Germany, HomeToGo Group has reached twice as much organic search visibility compared to Airbnb and VRBO combined HomeToGo Group Airbnb VRBO (FeWo-direkt) 0 25 50 75 100 Sistrix visibility points* 9 CMD 2022 - De
Slide 10: Winning Onsite product - Onsite product drives repurchase
Winning Onsite product - Onsite product drives repurchase Core region DACH Customers placing their booking using our Onsite product are more likely to book again and the higher repurchase translates into growing CLVs Activating (new) customers CLV for Onsite customers by product of first booking Off
Slide 11: Elevating the Customer Experience
ELEVATING THE CUSTOMER EXPERIENCE 11 11
Slide 12: Elevating the customer experience
Elevating the customer experience Constant growth in engagement, conversion and repeat booking rates are proof for an outstanding digital experience and value-add for travelers on our platform User behavior Takeaways metric*growth rates: +187% since Jan 2019 to Oct 2022 We aim to drive customer loya
Slide 13: Selection and relevance
Selection and relevance Our unparalleled selection of accommodation offers paired with state of the art machine learning allow us to recommend highly relevant booking options for endless travel use cases Ski Turrach, Austria 15m+ Swim Total cutting edge ML algorithms, accommodation trained on a larg
Slide 14: Outstanding digital experience: smart search tools
Outstanding digital experience We ease the decision making process and promote trust by providing smart search tools & rich and transparent offer and booking information Smart search tools Transparent,rich Transparent, richoffer offer&booking bookinginformation information Smart search tools like ma
Slide 15: Outstanding digital experience: price toggle
Outstanding digital experience We ease the decision making process and promote trust by providing smart search tools & rich and transparent offer and booking information Smart search tools Price toggle Smart search tools like maps, filters or our offer comparison Enables consumers to choose whether
Slide 16: Outstanding digital experience: flexible traveler needs
Outstanding digital experience Our user-centric platform utilizes data and technology to flexibly cater to different traveler needs and travel use cases Flexible dates search enables Radius search enables consumers to Workation: find and book accommodations consumers to find best booking explore new
Slide 17: Convenience and completeness: Onsite product
Convenience and completeness Our Onsite product enables travelers to directly book and pay on our platform We have grown the foothold of our payment solution (Local) payment methods live 12 from 8 in H1’22 2 App Local Store Rating payment methods 4.8 / 4.5 Localized payment methods in Buy Now Pay La
Slide 18: Convenience and completeness: additional services
Convenience and completeness Offering additional services paves our path towards a more complete experience with relevant services & thus fosters repeat COMING SOON: comprehensive protection We established a new value stream for our platforms Users like our service Of our initial conversion 2.5 targ
Slide 19: Convenience and completeness: consumer trust
Convenience and completeness With our Onsite product we increase value-add touch points beyond decision making and booking, thus promoting customer trust and loyalty We have earned outstanding consumer trust Net Promoter Score* Customer reviews App Store ratings 50 4.7 4.8/4.5 as of Sep-2022 for all
Slide 20: Focus on Repeat
FOCUS ON REPEAT
Slide 21: Lower marketing cost of repeat
Lower marketing cost of repeat Substantially lower marketing costs are required in order to drive bookings from existing customers compared to new users ACNR per user segment for 2022 YTD* Takeaways Existing customers show up to Multi booking -87% lower marketing cost per customer -87% booking Acqui
Slide 22: Simulating channel mix on marketing cost
Simulating channel mix on marketing cost Accumulation of repeat customers improves marketing efficiency - a simulation generates insights on how repurchase influences overall profitability Repeat customers have a high efficiency Accumulating repeat leads to …allowing us to due to channel mix and con
Slide 23: Simulation results: contribution margin
Simulation results Profitability has a linear relationship with the repeat revenue share Increases in customer retention translate linearly into margin Takeaways 80% Contribution margin in % Increasing the repeat revenue 60% share has a direct impact on our contribution margin 40% Improvements in th
Slide 24: Repeat purchase development
Repeat purchase development We are constantly growing repeat revenues over time while share of repeat on overall revenues strongly increases as well Repeat purchase development over time* Repurchase share development** Increase in repurchase share 21-22 +54% Strong increase over last 12 month +49% Y
Slide 25: Content and recommendations: amount of data
Content and recommendations Examples To satisfy our existing customers we focus on recommending relevant content and offers based on internal data… What we know Example What to show about a customer - First-time visitors; Nothing Popular destinations overall no searches Location Customer is in Munic
Slide 26: Content matching customer use case
Content and recommendations Examples …and build content matching their use case highlighting their perfect home to go Content type Destination- Object- Experience- Amenity- Occasion- based based based based based Customer need e.g. “I want to go to that “I want to stay “I want to “I want to take “I
Slide 27: Key takeaways Demand Deep Dive
Key takeaways Demand Deep Dive Our Onsite product combined with the right marketing approach has made DACH the first 01 profitable market - customers love the experience and come back to book again which is sustaining profitability. We have earned outstanding consumer trust and 02 see strong growth
Slide 28: Disclaimer
Disclaimer Forward-Looking Statements This Presentation contains certain forward-looking statements, including statements regarding HomeToGo’s future business and financial performance. These forward-looking statements generally are identified by the words “believe,” “project,” “expect,” “anticipate