Hometogo Se · XETR:HTG
Hometogo — Investor Day (October 2021)
128 slides from Hometogo's investor day presentation, Oct 14, 2021
Slide 1: Disclaimer
Disclaimer NOT FOR RELEASE, PUBLICATION OR DISTRIBUTION IN WHOLE OR IN PART IN, INTO OR FROM ANY JURISDICTION WHERE TO DO SO WOULD BE UNLAWFUL. THIS PRESENTATION IS FOR INFORMATION PURPOSES ONLY AND. IS NOT AN OFFER OF SECURITIES IN ANY JURISDICTION. ‘This presentation (the “Presentation”)is exclusi
Slide 2: Disclaimer (Cont'd)
Disclaimer (Cont’d) Use of Proj Any financial information in this Presentation (including specifically the projections) that are forward looking statements ore based on assumptions that are inherently subject to significant uncertainties and contingencies, many of which are beyond HomeToGo's control
Slide 3: HomeToGo Analyst Day October 2021
home to go- HomeToGo Analyst Day October 2021
Slide 4: Make your vacation legendary
SUMMER 2021 Make your _ 8 e 3 vacation legendary ( sat., 6/12 Q. Baltic Sea Q Baltic Sea i Guests \\s rate ) \ Your past searches ats 4 Ostsee ‘i —~ e Sot, 3/6 -Sat, 3/13 * 2G8ste — - Similar offers you might be interested in Your past searches Your recently viewed offers
Slide 5: Agenda
Agenda Agenda Time 1 Introduction (Dr. Patrick Andrae) 1500 - 1530 2 Marketing (Felix Welckenbach, Dr. Thomas Schollmeyer) 1530 — 1550 Q&A 1550 - 1610 3. Partner and Supply (Valentin Gruber) 1610 - 1640 : 4 — Consumer Product & Technology (Mahendra Roopa) 1640 - 1700 Ae The world's 5 SaaS (Valentin
Slide 6: Making incredible homes
es. a) “making incredible home:
Slide 7: HomeToGo Highlights
HomeToGo Highlights World’s #1 Marketplace for alternative accommodation®, removing friction for Supply & Demand through Technology Online travel agencies Consumers Property managers Travelers Homeowners — Technology —— Supply platform 14m+ 31k+ Offers June 2021
Slide 8: An accomplished team with deep travel sector expertise
An accomplished team with deep travel sector expertise and a unique culture Management Board Senior Management and Company F @ e < cane ) Audrys Kazukauskas ‘Anke Fiedler ©.50% Pn Technology & Engineering continence technology! boat lastminutecom (Mf Hototscom ee) © Carolin Christ Mahendra Roopa Dr.
Slide 9: Key investment highlights
Key investment highlights ( 1 \ Huge, highly fragmented, non-transparent market that is underserved and growing 2 Powerful and growing brand complemented by proven marketing playbook 3 Largest and most comprehensive supply of alternative accommodations fueled by direct and modular technology solutio
Slide 10: Market overview: highly fragmented accommodation market
MARKET OVERVIEW The market for accommodation is highly fragmented — even the large online travel agencies (OTAs) cover only a fraction of it Global stays in accommodation®) €1.7tn+ 92% Others market 3% Vrbo / Expedia®) €ttn+ Market shares 20200 2% Airbnb®@ €ttn+ 5 3% Booking.com e-@e |! e @ . { } 4
Slide 11: A new zeitgeist
Q. anew zeitgeist SS == : =< m 6. Safety is a new dealbreaker Boom in (sustainable) domestic travel ”"Workation” “Consumer demand for alternative accommodations", Fogel said, “that doesn’t go back.”
Slide 12: Alternative accommodation with 100k+ different websites
MARKET OVERVIEW Alternative accommodation with 100k+ different websites Zee 8c = ose Suen god mtn eum 10 me go- Abritel Qairbnb QFeries A pain for Consumers © varogate muchosol pa poe pero Cys emovornu to find the right place to stay ESPRIT Vitias a # » p @ wverrstey fejo.dk™ i Fetine ——feratel SEE
Slide 13: Technology solutions for everyone
Demand Consumers Technology solutions for everyone Higher Take Rate Marketplace PMs list directly on OTAs HomeToGo / + Classifieds partially not on OTAs 100k+ Partially Homeowners Property Managers (PM) list directly on OTAs Supply Millions of Homeowners
Slide 14: HomeToGo is enabling the market with technology
HomeToGo is enabling the market with technology by building its operating system Operating System Payment services SaaS & technology solutions for Fully Integrated Marketplace partners incl. prices / yield, channel management & syncing, supply etc. Direct onsite booking engine with * 3 party modules
Slide 15: We continue to solve the key pain points of the market
MARKET OVERVIEW We continue to solve the key pain points of the market Zee naceOKTIA geen brite!’ = attention muchosol rete eee @evermtsy —fejo.dk™ Feline eal teens SE Ours = one Mom Ga ESE Qocironb — AMOMAn een NOMsoL Qdalys, — owverove — an] ese cl, <inte cs lie Poze Caters yg erro yBStde eWeek —
Slide 16: Fueling the scalable flywheel with network effects
Fueling the scalable flywheel with network effects by building the tech enabler for the whole alternative accommodation ecosystem More demand = more data Better leveraged data to optimize product, machine learning, i AA drives higher conversion = more yield management etc. “a qualified demand for su
Slide 17: We are growing non-stop, even throughout Covid-19
We are growing non-stop, even throughout Covid-19 weighted average Gross Booking Value decline of other € billions Online Trave' Companies’! 12 1.3 10 a f 0.6 a 0.2 = 2016 2017 2018 2019 2020 Covid-19 impacted (Weighted average Gross Booking Value growth of online travel companies Airbnb (CY 2020),
Slide 18: Marketing Overview
Marketing Overview
Slide 19: How we fix the market - demand side
HOW WE FIX THE MARKET - DEMAND SIDE The HomeToGo flywheel: Removing friction for the demand side creates trust and strong growth, fueling our marketplace €1.3bn >44m Gross Booking Value Monthly Visits 2020 Jun-Aug 2021 Demand——— @'— Technology —— \]§-——— Supply : platform
Slide 20: Section Summary - Marketing
Section Summary - Marketing We are maximizing revenues while lowering marketing investments per booking Brand SEO & PR Paid Search CRM & App Bloomberg Skift home — Hevickoni, Of} Yandes to go. b Bing ads Eiab workass increase brand awareness and strengthen image ome 0 go_ Google increase share of or
Slide 21: Marketing - Brand
MARKETING - BRAND home to go.
Slide 22: A home to go relax
Slide 23: A home to go up
Slide 24: To go refresh
idl to go refresh y
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25
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26
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27
Slide 28: Twilight purple
twilight purple
Slide 29: Our rebranding has received broad positive feedback
MARKETING — BRAND Our rebranding has received broad positive feedback
Slide 30: 360° brand campaign
MARKETING — BRAND We launched a 360° brand campaign including TV and out- of-home coverage over the summer to create a big buzz leveraging our rebranding
Slide 31: Consumers trust us
MARKETING - CONSUMER TRUST Consumers trust us... Customer reviews?) 4.7 OREVIEWSio App store ratings® Google Play ed - 4.8 4.1 home to go. “They provided a service which | was on the Internet.” “\ looked at Vrbo, Airbnb, booking.com, TripAdvisor etc. | got the best deal in the keys! | saved 70%. Abs
Slide 32: Increasing demand while decreasing costs
...which leads to increasing demand while decreasing costs...
Slide 33: Success in scaling Brand & Organic traffic
MARKETING ~ BRAND & ORGANIC. ..Which is reflected in our success in scaling Brand & Organic traffic sources... Visibility ° Visits 54% Brand & Organic“ 2015 I} 19% | Ml brond & Organic {11 Performance Marketing, Affiliate & Display ome GO q 6 Wis for temetace rtrcemponyincudedinBrond& Orgone i Servi
Slide 34: Increasing customer lifetime values
MARKETING - CONSUMER TRUST .and leads to increasing customer lifetime values Users who first booked offsite = 2017 cohortiara4) Users who first booked onsite() = 2017 cohortaran Consumer lifetime value (CLV) per user by cohort =m 2018 cohort (ara4) Consumer lifetime value (CLV) per user by cohort =m
Slide 35: Marketing - SEO & PR: SEO profile
MARKETING — SEO & PR Success in building a strong SEO profile has been one of the major drivers behind our increase of Brand & Organic... SEO visibility score By Sistrix as of October 2021 @ HomeToGo Airbnb 40 Germany USA 2 Number of page #1 keyword rankings Visibility By Sistrix as of October 2021
Slide 36: Marketing - SEO & PR: in-house approach
MARKETING — SEO & PR ..driven by our unique and awarded in-house approach resulting in strong PR coverage and media relationships 150,000+ Content Sites Unique content marketing approach 16,000+ Publications In web, print, TV & radio leading to 7,500+ links WSJ Forbes 4% reuters Skit rant E2@us | Fa
Slide 37: SEO & PR Outlook
MARKETING ~ SEO & PR OUTLOOK We continue to invest in SEO content and performance improvements while strengthening our brand awareness via PR storytelling We further identify, .to better leverage long-tail optimize organic = demand potential @ Launch additional landing page segments for top-of-funne
Slide 38: Performance Marketing
MARKETING — PERFORMANCE MARKETING. Our highly efficient performance marketing at scale capturing maximum demand while focusing on ROI 46% of traffic from performance 8 channels at Hom ToGo Visits”) 321 increasing efficiency Key facts miliions Paid search” efficiently Cost per Visit 2@ capturing high
Slide 39: Tailor-made campaign builder
MARKETING — PERFORMANCE MARKETING. The backbone for efficiently scaling our marketing efforts across markets and multiple brands is our tailor-made campaign builder * Our campaign builder allows to setup * We target and grab search demand : + Weare extending the usage for and manage a very large set
Slide 40: Performance Marketing Outlook
MARKETING — PERFORMANCE MARKETING OUTLOOK Our focus in performance marketing is on both advancing successful strategy for high intent users as well as scaling acquisition of lower intent users We further improve our ..to better monetize demand at target efficiency @ Test various success metrics for
Slide 41: CRM & App
MARKETING - CRM & APP Building an engaging CRM program as well as scaling our App platform have been major drivers behind our success in scaling our business from returning visitors CRM _ App Booking Revenue from Returning Visitors“ Number of people signing up i Growing number of app users start for
Slide 42: Inspirational Content
MARKETING — INSPIRATIONAL CONTENT Our users are asking for more inspiration Skiing in Bavaria Skiing in Bavaria Germany has several affordable, workd- Especially our App users are higher in the purchase funnel > They take significantly longer to book than web users but are to an ‘dees sh resorts tha
Slide 43: Examples of inspirational content
MARKETING — INSPIRATIONAL CONTENT Examples for inspirational content: prioritize different types of content to attract and engage higher funnel audiences 0 Automatically created 6 Curated destination 3) Promotional offers selections of offers content in travel blog style with attractive pricing Incr
Slide 44: CRM, App & Content Outlook
MARKETING — CRM, APP & CONTENT OUTLOOK Major goal of our CRM & App roadmap: Drive repurchase to increase loyalty & decrease cost per booking by improving recommendations and push notifications to inere | It @ Launch optimized reactivation campaign We focus on 0 increase loyalty & H i reduce marketin
Slide 45: CRM, App & Content Examples
MARKETING - CRM, APP & CONTENT EXAMPLES Inspiring user with content to engage with our offers > 4m push notifications per month >25m emails sent per month "ees 4 ‘Schau dir die beliebtesten Reiseziele ah 45
Slide 46: Marketing Section Q&A
Slide 47: Partner & Supply Overview
Partner & Supply Overview
Slide 48: How we fix the market - supply side
HOW WE FIX THE MARKET - SUPPLY SIDE Our conversion-optimized demand makes our expanding supplier base more successful and stickier, fueling the flywheel even further 14m+ 31k+ Offers Partners hy June 2021 June 2021 Demand —— Technology —— }¥———_ Supply platform Qualified dema
Slide 49: Section Summary - Partner and Supply
Section Summary — Partner and Supply We increase, diversify and strongly monetize our portfolio of suppliers Business Development Onsite Distribution Technology Solutions & experienced and well-connected team in Europe and the US. ome 0 go_ superior solution for our partners and us attractive channe
Slide 50: Most comprehensive supply from 31k+ Partners
PARTNER & SUPPLY We have the most comprehensive supply from more than 31k Partners globally # of Partners with HomeToGo Group 31.5k 18.8k 0.3k 2017 2019 June 2021 ome Ofte 0 go_ (1) Relatin 50
Slide 51: How the market is organized
MARKET OVERVIEW How the market is organized es Consumers : : : : : home : : to go. é& . home . Technology solutions for everyone 3 ae to go. “ a : i Marketplace : @tiipadvisor §—Q\airbnb —_ Booking.com oH . 7 2? . PMs list directly on Gas ’ Velo ¢ fae HomeToGo / partially Classifieds . not on OTAS .
Slide 52: Higher quality traffic for OTAs
Providing higher quality traffic for the OTAsthan traditional sources, thereby converting bookings more effectively Incentives are alignedas most of OTAs only pay a commission for confirmed bookings (win = Provides additional supply and data for OTAs as HomeToGo offers SaaS tools for supply partners
Slide 53: Supply uniqueness
PARTNER & SUPPLY - SUPPLY UNIQUENESS Well distributed sources of vacation rentals lead to low uniqueness at large partners Share of unique inventory of our three largest Partners” Croatia 10 MS 9 neentesnemrantintehetnderontnomnnncntynntimenteanratatynomionstennt ent
Slide 54: Conference & fair impressions
(Gum PARTNER & SUPPLY - CONFERENCE & FAIR IMPRESSIONS An experienced and well-connected team to acquire new partnerships in Europe and the U.S. 54
Slide 55: Optimizing conversion for supply
PARTNER & SUPPLY - OPTIMIZING CONVERSION FOR SUPPLY We can make a difference for 90+% of our Partners A case study Number of bookings received by Partner Partners have seen an uplift of bookings of up to 60x after switching Q2 2017 Q3 2017 Q2 2020 Partner switches 9x booking 60x booking to HomeToGo
Slide 56: Onsite technology as catalyst for supply side
PARTNER & SUPPLY - ONSITE TECHNOLOGY AS CATALYST FOR SUPPLY SIDE Rapidly increasing Booking Revenues from bookings onsite are a catalyst for the supply side of our marketplace as suppliers strongly benefit from higher conversion rates Share of Booking Revenues generated onsite DACH Region Europe ons
Slide 57: Onsite outgrowing in H1 2021
PARTNER & SUPPLY - ONSITE TECHNOLOGY AS CATALYST FOR SUPPLY SIDE Onsite is outgrowing in first half-year 2021 the full year 2020 in DACH and other markets confirm the strong growth Booking Revenues generated onsite” DACH Region Rest of Europe North America Region +81% y/y change in GBV yly 159 CH 15
Slide 58: Unit economics: what partners earn and what we earn
PARTNER & SUPPLY - UNIT ECONOMICS What supply Partners earn in the market and what we earn per booking Property Managers €400 €400 €400 Cleaning, Key Service, Yield Management etc. (up to 40% of basket size) Homeowner €1,000 Up to 40% earnings Illustrative Total industry basket size commission pool
Slide 59: Growing partner base and Take Rate
PARTNER & SUPPLY - UNIT ECONOMICS We grow the partner base and the Take Rate towards average OTA levels Avg. Take Rate per year % Overall Take Rate Guidance 13.3% — Partners see the 719% value in HomeToGo and distribute at 55% 5.9% 6.4% 2021 Guidance ss of 72% competitive commission rates 2016 2018
Slide 60: Quality long-tail inventory added
Quality long-tail inventory added
Slide 61: Partner & Supply Section Q&A
Slide 62: Product & Technology Overview
Product & Technology Overview Consumer Product
Slide 63: Technology platform
€1.3bn >44m Technology —— platform Identify, enrich and enable the best offer
Slide 64: Section Summary - Consumer Product & Technology
Section Summary — Consumer Product & Technology Building the most engaging and personalized user experience combining data and insights both from supply and demand User-centric Adaptability Machine learning design, technology and data to optimize user- ome friendly product 0 go. & highly flexible co
Slide 65: Superior consumer experience
PRODUCT & TECHNOLOGY - CONSUMER PRODUCT Our superior consumer experience offers choice, transparency, highly relevant content and trust & safety when booking Broad choice Smart and personalized Trusted checkout & combined with smart tools by data and machine learning payments like flexible search .
Slide 66: Adapting consumer experience to the pandemic
PRODUCT & TECHNOLOGY - CONSUMER PRODUCT Consistently adapt our consumer experience based on changing needs driven by the pandemic The pandemic has resulted in higher uncertainty in the travel planning process requiring strong emphasis on giving users all the information and flexibility they need to
Slide 67: Not leaving a search unanswered
PRODUCT & TECHNOLOGY - CONSUMER PRODUCT Increase booking opportunities for our users by leveraging all our supply by not leaving a search unanswered Pent up travel demand increased pressure on limited supply especially in popular travel destinations Focus on smartly leveraging all our inventory x lo
Slide 68: Staycation and workation use-cases
PRODUCT & TECHNOLOGY - CONSUMER PRODUCT Enabling staycation and workation use-cases by identifying new travel patterns across the globe Playing to our strength: focus on new travel use cases like remote work and staycation. Vacation Rentals are the perfect accommodation option, providing required am
Slide 69: Onsite product and trusted payments
PRODUCT & TECHNOLOGY - CONSUMER PRODUCT Build trust with our onsite product enabling consumers to pay directly using trusted payment methods Focus on best in-class booking experience including our own payment solution and post-booking flow to increase touchpoints with our users, increasing retention
Slide 70: Core technology: inventory optimization
PRODUCT & TECHNOLOGY - CORE TECHNOLOGY We leverage deep inventory knowledge to optimize inventory both for partners and customers Proprietary Al-based images enhancement Analyze, correct and enrich supplied data Image recognition Natural language processing (NLP) based content checks Deduplication A
Slide 71: Core technology: recommendation system
PRODUCT & TECHNOLOGY - CORE TECHNOLOGY Building foundation of our recommendation system as a platform to enable various use-cases on personalization Content-based similar offers detection using neural networks approach Unlocks additional use-cases going forward both on demand and supply side Your re
Slide 72: Core technology: search pipeline
PRODUCT & TECHNOLOGY - CORE TECHNOLOGY Scale our core search pipeline to bring flexibility into the overall architecture driving advanced ML use-cases Final search results Millions of offers in Scalable search Multiple models in an Blend results based on our database service ensemble approach busine
Slide 73: Core technology: overall architecture
PRODUCT & TECHNOLOGY - CORE TECHNOLOGY Overall architecture that is scalable, flexible and modular to enable faster iterations on product External White-label partners Design system * Sgrandiitcgions ; ¢ WIMDU tripping home _ casamundo QCaseVacanzait | Icons “oe “controls on L ome 0 go_ 73
Slide 74: Core technology: cloud infrastructure
PRODUCT & TECHNOLOGY - CORE TECHNOLOGY Secure, resilient and dynamically scaling cloud based infrastructure as a backbone for our applications an t«*S Focus on privacy and 4ty security both for data 4h +ab | equ Ro React and infrastructure Symfo wb ymtrony \ ) se<snowflake fia AR bb Rabbit MO Seark:
Slide 75: Engineering culture
PRODUCT & TECHNOLOGY - CORE TECHNOLOGY Engineering culture complementing product to iterate faster and focus on creating user value Average Daily Source Code Deployments to Website Uptime July-September 4A/B Tests running at once on production excluding offline systems 2021 production 28 99.99% >100
Slide 76: SaaS
Product & Technology Overview SaaS
Slide 77: Modular SaaS solutions for Partners
€1.3bn >44m Ah Technology —— platform _ Modular SaaS solutions for Partners supporting everyone in the alt. accommodation ecosystem to be more successful
Slide 78: SaaS solutions for homeowners
PRODUCT & TECHNOLOGY - SAAS SOLUTIONS FOR HOMEOWNERS A shopify-like convenient all-in-one SaaS solution to connect homeowners more easily to our Partners — enabling the whole supply side to be more successful Overview via central cockpit Key functionalities a = Calendar Homeowners can centrally | co
Slide 79: Distribution and direct bookings
PRODUCT & TECHNOLOGY - SAAS SOLUTIONS FOR HOMEOWNERS Homeowners can distribute via various platforms or receive direct bookings via their website — all synchronised Synchronise data like prices & availabilities across multiple platforms Build own mobile-first websites and receive direct bookings at
Slide 80: Guest journey tools
PRODUCT & TECHNOLOGY - SAAS SOLUTIONS FOR HOMEOWNERS Guests and Hosts benefit from an array of tools and features that enhance the overall experience Guest journey Centrally communicate with the guest no matter where they booked Friction- and contactless online check-in > Broadly equipped digital gu
Slide 81: External services via open API
PRODUCT & TECHNOLOGY - SAAS SOLUTIONS FOR HOMEOWNERS Leveraging external services via open API as well as the direct connection to HomeToGo’s data intelligence & tools Marketplace for additional Possibility to leverage HomeToGo’s industry solutions data and product solutions Analyze, correct and enr
Slide 82: Acquisition of 19% stake in eTourism marketing specialist
Acquisition of 19% stake in eTourism marketing specialist SECRA {SECRA {SECRA eTourismus-Marketing a la SECRA: Mehr Reichweite, mehr Buchungen, mehr Gaste fs Ostsee-Ferienwohnungen.de FeWo-Channelmanager G FeWo-AGENT(@\ # OptimalePrdasentation Leader in vacation rental management support since its f
Slide 83: Product & Technology Section Q&A
Slide 84: Financial Overview
Slide 85: Section Summary - Finance
Slide 86: • • • • •
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Slide 89: -5.8% ▪ -3.8% -4.2% ▪ 2018 2019 2020 -17.3% -18.4% -14.9% ▪ ▪ 2018
-5.8% ▪ -3.8% -4.2% ▪ 2018 2019 2020 -17.3% -18.4% -14.9% ▪ ▪ 2018 2019 2020 -123.4% -96.9% ▪ -72.3% ▪ 2018 2019 2020 ▪ -14.7% -9.7% -6.6% ▪ 2018 2019 2020
Slide 90: Record Gross Booking Value despite travel restrictions
Slide 91: Continuous growth although Covid impacted seasonality
Slide 92: Importance of North American market is growing
Slide 93: Strong growth in onsite bookings
Slide 94: Growth in onsite bookings accelerates
Slide 95: Stable growth in basket size jumped in 2021
Slide 96: Continuous growth trend of Take Rate despite fluctuations
Slide 97: Booking Revenue driven by increasing share of onsite transactions
Slide 98: Jump in Q2/2021 Booking Revenue driven by investments into onsite
Slide 99: North America market share increasing
Slide 100: Overall cancellation rate stabilizes
Slide 101: Share of International bookings back to pre-Covid levels
Slide 102: Different seasonality in booking generation vs. realization
Slide 103: Reconciliation of Booking Revenue to Revenue
Slide 104: Jan Feb Mar
3% 6% 7% 7% 7% 9% 16% 30% 45% 60% 73% 86% 97% 94% 93% 93% 93% 91% 84% 70% 55% 40% 26% 14% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec ...in current year (Y) ...in (Y+1) • • • •
Slide 105: Return to Revenue growth trend in 2021
Slide 106: H2 Revenue in general higher than H1 Revenue
Slide 107: High share of North America in H1 2021
Slide 108: -5.8% ▪ -3.8% -4.2% ▪ 2018 2019 2020 -17.3% -18.4% -14.9% ▪ ▪ 2018
-5.8% ▪ -3.8% -4.2% ▪ 2018 2019 2020 -17.3% -18.4% -14.9% ▪ ▪ 2018 2019 2020 -123.4% -96.9% ▪ -72.3% ▪ 2018 2019 2020 ▪ -14.7% -9.7% -6.6% ▪ 2018 2019 2020
Slide 109: • • • •
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Slide 110: Share-based compensation
Slide 111: Higher investments into onsite already paid off
Slide 112: Q3 with highest profitability
Slide 113: • • •
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Slide 115: Impact of Business Combination on selected financial information
Slide 116: Impact of Business Combination on selected financial information
Slide 117: Planned use of proceeds
Slide 118: Booking Revenue continues strong despite Delta variant
Slide 119: Guidance unchanged
Slide 120: Well distributed shareholder structure with founders still invested
Slide 121: Financial Section Q&A
Slide 122: Final Remarks
Slide 123: Fueling the scalable flywheel with network effects
Slide 124: Make your vacation legendary
Slide 125: Final Q&A
Slide 126: Thank You
Thank You
Slide 127: Glossary
Slide 128: Glossary