Welcome to MEININGER Hotels - The Urban traveller s home -

Welcome to MEININGER Hotels - The Urban traveller s home -

Concept

MEININGER Hotels The urban traveller s home Each of the hotels reflect the unique MEININGER concept, offering a modern and youthful design-led environment with a number of ancillary facilities and common areas, sold on a per bed basis The guest rooms range from traditional double / private rooms to multi bedded rooms and dorms. The hotels are tailored and adapted to the specific location and the market served by the hotel. The unique and flexible design of each hotel makes it possible to appeal to various target groups alike, such as school groups, families, individual travellers and corporate guests. Although the core target customers remain educational groups, the modern appeal of the offering drives growth in the market by penetrating other customer segments The design of each MEININGER hotel is based on a specific theme associated with the city and guarantees an unique and individual personality. This mixture gives rise to the MEININGER spirit: from the lounge to the guest kitchen, and from the game zone to the bar living, leisure, work, and home... every thing is possible here! MEININGER Hotels 01.09.2017 page 3

MEININGER flexible room concept MEININIGER has established itself as the market leading in the hybrid hotel market and is uniquely positioned to capitalise on future opportunities in the sector MEININGER Hotels 01.09.2017 page 4

MEININGER flexible room concept Due to its wealth of experience and significant flexibility around its concept, the MEININGER team is able to use a wide variety of sites for conversion all reflecting the unique MEININGER quality and atmosphere following their refurbishment MEININGER Hotels 01.09.2017 page 5

MEININGER - Minimum Area Requirements MEININGER s flexibility is also shown in the layout and design of the public spaces. For an optimal use of space, different areas shall merge into one another or are even used in various ways. MEININGER Hotels 01.09.2017 page 6

MEININGER Centralized tasks at headquarters MEININGER s headquarters is a service provider for its hotels. It supports all administrative processes such as Sales & Marketing Revenue Management Reservations Finance Human Resource Management in-house design & preopening team This centralized headquarters structure enables MEININGER to ensure costs efficient operations and reduces backof-house spaces in the hotels to a minimum. MEININGER Hotels 01.09.2017 page 7

MEININGER's best in class product offering Rooms Modern rooms with quality furnishings single and double bed rooms for couples as well as individuals and business travellers quad rooms (variations of twin and bunk beds) for families and small groups unisex and mixed sex dormitories 24-hour reception and on-site laundry facilities Flexible bed and room structures enabling MEININGER to maximise revenue potential in each target market by selling per bed Bedding and towels provided free-of-charge En-suite bathrooms across all room types MEININGER Hotels 01.09.2017 page 8

MEININGER's best in class product offering Communal areas and food & beverage Spacious communal areas for groups of guests to relax and unwind, which can also be utilised as ad-hoc meeting spaces for business travellers Gaming rooms with pool tables / table football Each MEININGER hotel provides an F&B offering: fresh buffet breakfast and speciality coffees served daily a bar that serves cocktails and drinks to capture a high share of guests' F&B spend Well-equipped guest kitchens that offer the opportunity to cook a meal whilst socialising MEININGER's hybrid hotel concept offers outstanding quality across its portfolio, with each site tailored to the local market MEININGER Hotels 01.09.2017 page 9

MEININGER's best in class product offering Business Advanced business offering targeted at corporates as the demographic of guests continues to evolve along with the concept, with an estimated 10% of guests now being business travellers free Wi-Fi as well as fax, print and copy services at reception on-site secure car parking and late check out Locations specifically targeted and tailored to this segment, such as the MEININGER Frankfurt Messe and Airport hotels which are only minutes away from key business locations MEININGER has proven the high flexibility of its concept, adapting it to varying specification requirements, while preserving all of its distinct features MEININGER Hotels 01.09.2017 page 10

MEININGER's personality - samples MEININGER Frankfurt/Main Airport Theme: The golden age of air travel There was once a time when every girl wanted to become a sterwardess and the hopes of millions ascended into the skies with the Pan American jumbo jet. The MEININGER Hotel Frankfurt/Main Airport provides a humorous return to this golden age of air travel with Pan M. Partners: Stephen Williams Ass. Building Type: new built MEININGER Brussels Theme: The Urban Artists Home In the former building of the Bellevue Brewery, we found the treasures of a street art event. This was transformed into The Urban Artists Home, a project supported by 20 European artists, who collaborated on the design of this street art theme we discovered. Partners: Stephen Williams Ass. Building Type: conversion of an old brewerey The design of each MEININGER hotel is based on a specific theme associated with the city and guarantees an unique and individual personality MEININGER Hotels 01.09.2017 page 11

MEININGER's personality - samples MEININGER Berlin Mitte Humboldthaus Theme: Alexander von Humboldt Alexander von Humboldt lived here in Oranienburger Straße 68 from 1843 to 1859. The MEININGER Humboldthaus preserves the spirit of this all-around genius and projects it into the present: individual rooms, a Humboldt comic from Cuba, and a wall design created in collaboration with the Museum for Natural History provide our guests with the true Humboldt experience. Partners: ZAISER & ULBRICH Building Type: conversion of an apartment building MEININGER Amsterdam City West Theme: Vincent van Gogh Allow yourself to be inspired in our public area by the unique style and most famous works of van Gogh. Immerse yourself in the colours of his pictures and become one with his art. In our lobby you can actively shape and reinterpret van Gogh s motif 12 sunflowers in a vase. Partners: Ludloff & Ludloff / LAVA Building Type: conversion of an office building MEININGER Hotels 01.09.2017 page 12

Evaluation

Growth of the Portfolio and Revenue Number of rooms / beds Turnover m 10.000 9.000 8.000 7.000 6.000 5.000 5.149 6.371 6.885 7.023 7.023 8.755 * 80 70 60 50 40 4.000 3.000 2.000 1.000 1.021 3.707 1.548 1.923 2.093 2.127 2.127 2.539 30 20 10 0 10/11 11/12 12/13 13/14 14/15 15/16 16/17 0 * 2017 Sale of Colonge rooms 52 / beds 170 MEININGER Hotels page 14

Growth KPIs Room Occupancy % ADR 100 95 90 85 80 75 70 65 60 55 50 13/14 14/15 15/16 16/17 100 95 90 85 80 75 70 65 60 55 50 MEININGER Hotels page 15

Brand recognition & Customer Loyalty In 2016 we restructured and further developed our MEININGER Hotels Facebook page to increase our brand awareness by reaching a larger audience and encourage our guests to become part of the MEININGER world. Objectives To develop a consistent brand presence by implementing our corporate design on social media to be clearly recognizable and distinguishable from our competitors To enlarge our audience and improve our reach by communicating in three different languages with our fans and followers (being German, English and Spanish). To get in touch not only with former guests but also with our future clientele. Strategy and Tactics: We design emotional and unique content that creates and awakes the desire for vacation and even raises interest of Facebook users, who haven t stayed with us before. With the revised Facebook page we are now able to recall feelings and memories, the guests had during their stay. This leads to a lasting connection and relationship with our guests long after they have left the hotel. As our product is designed to cater to a diverse clientele, to people from around the world who are looking for flexible accommodation in urban areas, our target groups are widespread: from school groups to business travelers, leisure travelers, families and backpackers. We differentiate our audience in terms of their geographical location to be able to post customized content. We have also analysed our target groups interests (e.g. travel purposes), age and incomes and hence created and posted tailor-made content. MEININGER Hotels 01.09.2017 page 16

Brand recognition & Customer Loyalty ROI Increased the Average People Talking About This Rate ( quintly ) by 167%. Almost doubled our fan number (increase by 91%). Gained 13% more website sessions compared to the previous period. Increased the conversion rate by 10% and the revenue (actual bookings) by 15% on our website. Increased of 28.95% in terms of new users of our website since January 2016 The approximate budget for social media campaigns and improvements has been set with 12,000 pear year. All works, such as concept, creative design, graphics, Facebook ads and community management are done in house with no agency being involved. MEININGER Hotels 01.09.2017 page 17

Customer Satisfaction Trust You The Trust You Performance Score is an average of the hotel s ratings over a certain period of time (3 month in this case). To calculate the Score, Trust You uses many different review sites (such as booking.com, expedia.com, TripAdvisor etc.). It displays the respective property s score in one score by using Trust You s special algorithm to score the properties. 100 90 80 70 60 50 40 30 20 10 0 Excellent: 86 100; Very Good: 80 85; Good: 75 79; Fair: 68 74; Poor: 0 67 Q1 '17 Q1 '16 MEININGER was able to increase the average Performance Score from 79,9 in Q1 16 to 80,8 in Q1 17...... this means a Very Good Performance Score in terms of our guest ratings! MEININGER Hotels 01.09.2017 page 18

THANK YOU!