Kouvola 12 April 2012 WIKINGER REISEN 42 years

Kouvola 12. April 2012: WIKINGER REISEN 42 years hiking experience 3/15/2018

General facts & figures Wikinger Reisen www. wikinger. de Founded in 1969, family owned business 100 employees in Hagen + 300 tour guides Today: market leader in Europe for hiking tours 2011: turnover € 62, 9 Mio. / guests that year: 40. 897 1. 000 programs in more than 100 countries Rate of repeat customers: 54 % 6 catalogues Hiking Tours in Europe Active Tours Overseas Trekking Tours Worldwide Cycling Tours Worldwide Winter Tours Hiking in Germany, Austria and Switzerland

Wikinger-Year - 2011 www. wikinger. de We have had a double figure growth-rate for more than 10 years Our turnover increased by 12, 5% compared to 2010 The market Scandinavia increased, we had more turnover and guests compared to last year

Wikinger-Year - 2012 www. wikinger. de • Estimated increase; turnover + 8 % • Estimated increase; guests + 6 % • Overall the travel market will increase about + 3 % • Trips within Germany will still grow • Spain is going to recover • Polarisation of society (loosing middle class) also in tourism • Exclusive & low cost tours are demanded more & more • Even repeating customers asking for cheaper tours • Hiking target group is getting older and more active.

Scandinavia 2011 Turnover Summer € 1, 450, 000 (+25 %)* PAX Winter € 440’ 000 (+ 2 %)* Summer 775 (+33 %)* www. wikinger. de Winter 262 (-13, 8 %)* * percentage increase compared to last year

Scandinavia 2012 Turnover www. wikinger. de Winter + 6 % until March 2012 PAX Summer - Summer Winter + 11, 5 % until March 2012 -

7 www. wikinger. de 3. Consumer profile Our customers are … • 35 to 65 years old • 65 % single travellers, more than 65 % women • DINKS (Double Income No Kids) and EMPTY NESTERS • High rate of teachers • Highly educated people, mostly with university degree Our guests are. . . Nature-loving people. . . “Pleasure-hikers“. . . Interested in exploring other cultures and landscapes in an active way

8 www. wikinger. de 4. Marketing & Sales 39, 5 % turn over with travel agencies 60, 5 % direct sales (39, 7 % via internet) Promotions with National Tourist Boards Attendance at the most important travel fairs Online newsletters to private customers Press Home office workplaces 15 employees in our inhouse call-center (Monday-Friday 8 am to 8 pm)

9 www. wikinger. de 4. 1. Marketing Newspaper Adverts Standalone E-Mailings

10 www. wikinger. de 4. 2 Customer relationship management Presentation of new catalogues with multi-vision-shows in 17 major German cities (reached 4. 800 guests personally) „ 10 er-Club“ – our costumer retention programm (> 4. 000 members) „ 20 er-Club“ – exclusive weekend with our GM once a year „ 49 on top“ – more than 3. 000 members organised in more than 49 regional groups nationwide

11 www. wikinger. de 4. 3. Conclusions What is the story behind our success? Professional tour guides who take care of the customer around the clock Small groups with 12 – 24 guests / Trekking: 10 – 16 guests Good value for money Tours off the mainstream tourism Authentic travel experiences A very careful choice of our products Corporate Social Responsibility and sustainable tourism

12 www. wikinger. de 5. Demands of a Wikinger Tour Changing demands over the past 40 years and in the future. . DAS WANDERN IST DES MÜLLER`S LUST“. . A famous hiking song everyone knows. . . HIKING IS SO EASY, ISN´T IT? A little story from 1974. . 30 years ago we needed. . . • Very basic accommodation (tents, cabins) • A backpack with a loaf of bread, some sausages and cheese • Water was drunk out of a stream • One pair of trousers, a raincoat, a hat and a pole

13 www. wikinger. de 5. Demands of a Wikinger Tour Changing demands over the past 40 years and in the future. . 20 years ago we needed. . . • Boarding houses, Bed & Breakfast Hotels – REAL BEDS! • Packed lunch • Coca Cola • Stops at Motorway Restaurants • One pair of trousers, a raincoat, a hat and a pole

14 www. wikinger. de 5. Demands of a Wikinger Tour Changing demands over the past 40 years and in the future. . 10 years ago we needed. . . • Hotel rooms with private shower and toilet • Occasional Snacks • Signposted trails and exact route descriptons • Private outdoor catered dinner locations • Functional clothing, like jackets and trousers • Telescope poles

15 www. wikinger. de 5. Demands of a Wikinger Tour Changing demands over the past 40 years and in the future. . TODAY we need. . . • Accommodation: • 3 -4* Wellness Hotels, separate beds, bathrobe in the room, Wireless LAN • Single rooms having the same size as double rooms • Massages, sauna, pool, comfortable recreation areas • Trained staff, speaking English, or even better some German • Hotel location in an attractive hiking area (hiking trails at/near the hotel) • Transfer service to entry point of hikes • Excellent graphic material: hotel pictures, hiking maps • Nordic Walking routes • Flexible breakfast and dinner times

16 www. wikinger. de 5. Demands of a Wikinger Tour Changing demands over the past 40 years and in the future. . TODAY we need. . . • Cooperation – Partnership – Pricing • Partnership means a long-term relationship. • With regard to the product-cycle of tours we change a bit on the program to keep it attractive. • Reliability – if we develop a product, we try to make ist unique and don´t want to find it in the program of a competitor the year after. • Fair cooperation and pricing – we might bring lower pax numbers than other tour operators, but our guests are staying for a couple of nights or even longer. • We are looking for hosts who take care of our guests and are commited to our product.

17 www. wikinger. de 5. Demands of a Wikinger Tour Changing demands over the past 40 years and in the future. . TODAY we need. . . • Important for today´s customers: • Equipment: Guests invest a lot of money in functional clothing etc. • German speaking hotel staff • Special meals designed for hiking tours • Safety-requirements become more important • Special service for individual hiking and trekking guests

18 www. wikinger. de 5. Demands of a Wikinger Tour Changing demands over the past 40 years and in the future. . TODAY we need. . . • Demands for individual hiking guests • German speaking reception staff (as there is no Wikinger tour guide with them) • Daily hiking and/or biking programs of the hotel • Rentable GPS with hiking routes • Excellent maps and route descriptions of hiking and biking trails • Warm and helpful hosts who take care of their guests • Demands for indivudual trekking guests • Hotels in a hiking distance of approx. 16 – 20 km • Hotels doing luggage transfer free of charge • Excellent maps and descriptions of hiking trails

19 www. wikinger. de 5. Demands of a Wikinger Tour Changing demands over the past 40 years and in the future. . TODAY we need. . . • Requirements of a destination • Create own USP (unique selling proposition) • Makes its own brand marketing • Keep your brand promises (Like Finns are friendly) • The marketing for a certain region is not the task of the tour operator but of the destination • Wikinger Reisen can participate in a joint promotion with a part of the budget promoting product and the destination national tourism authority, regional tourism organization, suppliers and tour operator share the cost of marketing and the success together

20 www. wikinger. de 5. Demands of a Wikinger Tour Changing demands over the past 40 years and in the future. . What will we need in the FUTURE. . . ? • Hiking tours suitable for guests (signs, descriptions, trained stuff) • Flexible programs: one person will go for a 5 hour hike, the other one will go for a small hike and relaxation at the pool and sauna • Customized programs with diversified optional activities • Individual extention programs • „Pleasure-hiking“ • „Health-conscious hiking“ • Wellness HIKING IS SOOOO EASY, ISN´T IT?

21 www. wikinger. de 6. My conclusion and wishes for the tourism to Finland! Changing demands over the past 40 years and in the future. . Finland´s landscape is known for multi-activities like hiking, canoeing done by „Finns for Finns“. But to create incoming tourism we need: Infrastructure: luggage transport between accomodations, Signed trails, hiking maps and descriptions in german language, more local german speaking guides Thematic hiking trails Interaction of culture and nature More concrete, useable products

22 www. wikinger. de I know: * your mountains are not higher than 3. 000 m * it might be difficult to make them higher but I know also: * that our guests demand for the future is: „flach – leicht – wanderbar“ „flat – easy – hikedelicious“ * Finland is 100 % perfect in this demand And therefore we are forcing new products:

23 www. wikinger. de 6. My conclusion and wishes for the tourism to Finland! Changing demands over the past 40 years and in the future. . Health tourism is the coming market in Germany! Finland has ideal possibilities in getting new, healthy orientated customers To do something for your own health in your holiday is a great trend in Germany To combine acitivities, outdoor-acitivities with good and healthy food Indoor acitivities like aqua-airobic or yoga, sauna,

24 www. wikinger. de 7. Conclusion: Distinctive features of a successful Wikinger tour Good performance of the tour guide Good atmosphere in the group Good price-performance ratio Friendly hosts! Friends who are ready for new ideas!

25 www. wikinger. de THANK YOU FOR YOUR ATTENTION!