Destination Mongolia by Amadeus & Ministry of tourism Mongolia

Destination

Mongolia

Presentation for Mongolia‘s Ministry of Environment and Tourism

ALTAI MOUNTAINS

© Amadeus IT Group and its affiliates and subsidiaries

22 JANUARY 2021

Destination Mongolia

since 1987

18,600

640+ million

1.8+ billion

8.6 billion

Travel Technology for Travel Agents, Airlines, Airports, Hotels, Destinations

Professionals across 190 countries

Travel Agent Bookings in 2018 using the Amadeus GDS platform

Passengers boarded in 2018 with Amadeus and Navitaire solutions

Travel transactions every day

Founded in 2011, acquired by Amadeus in 2013

Running digital marketing performance campaigns that are specializing in travel

Reaching consumers with travel intention by applying refined targeting

Optimizing conversions using unique data and AI-powered technology​

Converting consumers into visitors and delivering measurable results

Š Amadeus IT Group and its affiliates and subsidiaries |

2

Destination Mongolia

Agenda 1

Actionable Data Insights

2

Build Digital Transformation (DX)

3

Convert Demand into Visitors

Š Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

Global Travel Insights

Š Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

Global Demand (by travel date) 45.0 B 40.0 B 35.0 B 30.0 B 25.0 B 20.0 B 15.0 B 10.0 B 5.0 B 0.0 B

January

February

March

April

May

June 2019 2020

July 2021

August

September

October

November

December

YOY% AFRICA

AMERICAS

ASIA

EUROPE

PACIFIC

2020 vs 2019

-42%

-38%

-50%

-45%

-36%

JAN 21vs JAN 20

-62%

-68%

-83%

-75%

-81% © Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

Global Seat Capacity 250 M 200 M 150 M 100 M 50 M 0M

January

February

March

April

May

June 2019

July 2020

August

September

October

November

December

2021

YOY% AFRICA

AMERICAS

ASIA

EUROPE

PACIFIC

2020 vs 2019

-55%

-68%

-68%

-55%

-69%

JAN 21vs JAN 20

-54%

-51%

-79%

-68%

-89% © Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

Mongolia Travel Insights

Š Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

World to Mongolia: 2020 Overview Demand, Capacity, Air Passengers, GDS Passengers

DEMAND

71.7 M -54%

LOAD FACTOR

AIR PASSENGERS

97.6 K

GDS PASSENGERS

5.3 K

-83%

-96%

68%

CAPACITY

971 flights (-79%) 143 K seats (-82%) © Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

World to Mongolia Demand and Capacity 2018 -2021 YTD

Demand

115.7M 2018

Mongolia Marketshare: Demand

165.5M 71.7M 2019

2020

5.3M

2018

2019

2020

2021-

0.037%

0.043%

0.038%

0.032%

2021- Current

Capacity

Mongolia Marketshare: Capacity 661.8K

788.1K 142.8K

2018

2019

2020

5.2K

2018

2019

2020

2021-Q1

0.028%

0.032%

0.015%

0.002%

2021 - Q1 Š Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

Demand for Mongolia - 2020 Overview

By Travel Date

By Search Date

Š Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

Demand 2020: Origin Markets

Š Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

Air Connectivity 2020: Direct Flights Airlines Others 16% Mongolian Airlines 46%

Asiana Airlines 5% Turkish Airlines 6% Aeromongolia 7% Korean Air 9%

Hunnu Air 11% Š Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

2021 Outlook

Ulaanbaatar

Š Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

This graph displays a daily evolution of the demand volume by search date. This allows to monitor if the Demand volume is increasing and benchmark it against the average from the last 3 months. Observing gradual volume increase will indicate when to potentially relaunch marketing activities as traveler interest to your destination is growing again.

Global Demand Evolution International Searches to Mongolia by search date

80 K

70 K

vs 3 month average 60 K

50 K

Last 30 days

-17,24%

Last 14 days

-7,09%

40 K

30 K

20 K

10 K

15-Jan

8-Jan

1-Jan

25-Dec

18-Dec

11-Dec

4-Dec

27-Nov

20-Nov

13-Nov

6-Nov

30-Oct

23-Oct

9-Oct

16-Oct

2-Oct

25-Sep

18-Sep

4-Sep

11-Sep

28-Aug

21-Aug

7-Aug

14-Aug

31-Jul

24-Jul

17-Jul

3-Jul

10-Jul

26-Jun

19-Jun

12-Jun

5-Jun

29-May

22-May

15-May

8-May

1-May

24-Apr

17-Apr

10-Apr

3-Apr

27-Mar

20-Mar

13-Mar

6-Mar

28-Feb

21-Feb

7-Feb

14-Feb

31-Jan

24-Jan

17-Jan

10-Jan

3-Jan

0K

Š Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

Demand for Mongolia and Competition Destinations Based on Travel Date and Competitive Destinations: Mongolia, Kyrgyzstan, Tajikistan, Turkmenistan

59%

56%

57%

56% 46%

43%

45%

40% 34% 38% 20% 17%

23% 18%

24% 15%

43% 37%

33%

32%

46% 37%

43% 36%

42% 38% 33%

37%

32% 35%

22% 18%

16%

19%

4%

3%

3%

4%

5%

6%

Oct-20

Nov-20

Dec-20

Jan-21

Feb-21

Mar-21 Kyrgyzstan

14%

14%

8%

7%

May-21

Apr-21

Mongolia

12%

14%

7%

5%

7%

Jun-21

Jul-21

13%

Tajikistan

15%

28%

9% 10%

Aug-21

16%

16%

32% 31%

Sep-21

13%

11%

Oct-21

Nov-21

Dec-21

Turkmenistan Š Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

Demand for Mongolia: Marketshare 2019-2021 Competitive Destinations: Mongolia, Kyrgyzstan, Tajikistan, Turkmenistan

45.7%

45.2%

45.7% 43.4%

40.4% 36.9%

36.9% 38.0% 30.9%

34.1% 25.2%

30.7%

33.7% 28.0%

42.9%

42.3%

38.8%

38.5%

36.3%

35.2%

33.4%

34.7%

37.4%

32.0%

28.9% 26.7%

26.7% 23.8%

27.5% 27.4%

20.8% 19.2% 17.2%

18.3% 15.2%

18.8%

January

February

March

April

May

June 2019

July 2020

August

September

October

November

December

2021 Š Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

Š Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

Amadeus Destination X Report

Š Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

Amadeus Destination X Report

Š Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

Digital transformation

Š Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

digitalization the “use of digital technologies to change a business model and provide new revenue and value-producing opportunities�

Š Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

Digital Transformation for Mongolia: Project Overview Objective of the study Provide a framework and accelerate the generation of visitors to Mongolia, by leveraging the key components of Digital Transformation, data and digital marketing.

Areas studied GLOBAL TOURISM HIGHLIGHTS

ROLE OF DIGITAL TRANSFORMATION

NEW TECHNOLOGIES

MONGOLIA AS A DESTINATION

DIGITAL TRANSFORMATION PLAYERS

BEST PRACTICES

Short, Mid and Long-Term Recommendations for Mongolia

© Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

Benefits of DIGITAL TRANSFORMATION for a Tourism Destination:

ECONOMIC GROWTH

INNOVATIVE SOLUTIONS

INFRASTRACTURE IMPROVEMENTS

New business opportunities, product innovation and market expansion.

New business models, logics and ecosystems; increasing reach and accessibility of new products and experiences

Technology as an enabler for improved travel experiences.

SUSTAINABILITY

DATA DRIVEN DECISIONS

STAKEHOLDER COLLABORATION

Sustainable growth meeting the needs of the visitors and the local people.

Data collection and analysis for strategic planning.

Co-managed tourism by leveraging interactions between sub sectors

© Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

Digital Channels

Leadership/Skills/Culture Digital Travel Ecosystem

Travel agencies

Airlines Tour Operators

Hospitality

Mobile

Airports Rail

Destination Activities

Digital Payments Big Data ecosystem Data Driven advertising

New techologies; Mobile positioning, VR, AR, Chatbots,Translation, Blockchain, IoT, Biometric Š Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

Amadeus distribution platform of Tours & Activities • Providing new channels at each

Highly fragmented supply base: ~1 mio suppliers globally

step of the traveler journey increases the reach and revenue of activity providers ~150 Third party booking management systems / channel managers

• DMOs can have a positive impact on the whole industry by improving the RevPAR

• Our unique access to advertising tools enables to target the

Amadeus Destination Experiences Distribution Platform

traveler at each stage of his journey, maximizing the impact on the stay duration

Hotels

OTAs

Trad TAs

Airlines

DMOs

© Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

Booking Flow 1. DMO displays list of recommended activities

2. Visitor choses their preferred activity

Š Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

Booking Flow 3. Visitor chooses the date, the number

4. Visitor pays and receives a

of people and the time.

confirmation email

Pay 10,00 ₏ Ajouter au panier Š Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

DMO product-Backend

Š Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

Convert Demand into Visitors

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Destination Mongolia

Methodology: Visitor Journey Sample Consumer: 114G432D-BB43-98CC-7H44-0255GCDAXXX from France

Date

Destination Searched

Action

01.02.2019 10:42

Tashkent

Ad Shown

02.02.2019 18:32

Fergana

03.02.2019 10:56

Fergana

04.01.2019 17:11

Fergana

04.02.2019 18:10

Ulaanbaatar

05.02.2019 20:12

Tashkent

Ad Shown

05.02.2019 20:22

Tashkent

Ad Shown

05.02.2019 20:47

Ulaanbaatar

06.02.2019 21:01

Tashkent

06.02.2019 22:54

Tashkent

06.02.2019 23:17

Tashkent

07.02.2019 20:10

Tashkent

08.02.2019 14:19

Ulaanbaatar

14.02.2019 14:24

Tashkent

Ad Shown

01.03.2019 18:19

Ulaanbaatar

Conversion

Ad Shown

Ad Shown

• We identify users with intention to travel to competing destinations of Mongolia in the inspiration phase; • We impact the target users with our promotion according to the destination of interest;

• We measure the bookings made to the promoted destination. © Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

Competition in France Destinations most similar to Mongolia in the minds of the French High similarity

Low similarity

Source: travel audience online searches. August 2018

Volume of consumers Š Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

Competing Destinations by Top CTRs Destinations similar to Mongolia in the minds of visitors from France • Competing Destinations with highest Click Through Rates (CTRs): • Nepal: 1.19% • Bhutan: 0.97% • Kazakhstan: 0.86% • Kyrgyzstan: 0.82% • When a consumer is searching for these destinations, they are most likely to click on the banner and convert to Mongolia • Our platform consistently targets these destinations to convert consumers into visitors to Mongolia Sourced from the number of Unique Users (Consumers) reached during the campaign © Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

Digital Marketing Campaigns Completed in 2019

Awareness Engagement

CTR 0.23%

CTR 0.22%

970x250

300x250

Indicator

France

Russia

Campaign Period

14 Jan - 13 Mar 2019

11 Feb - 12 Apr 2019

Investment

USD 23,197

USD 25,947

USD 49,144

Impressions

2,267,870

2,969,205

5,237,075

Clicks

4,251

12,009

16,260

Click Through Rate (CTR) %

0.32%

0.4%

636

795

Incremental Visitors

Total

1,431 Š Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

The challenges of today COVID-19 pandemic resulted in unprecedented uncertainty and change across the travel industry.

As we look towards recovery we are presented with the major challenges.

Competition

Challenge Demand

Š Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

Demand for travel during COVID-19 HIGH

Confidence to travel Convenience to travel

LOW

HIGH Š Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

Segmentation of demand for travel during COVID-19

CONFIDENCE

HIGH

LOW

Air Connectivity

Travel Ready

Restriction

Fear CONVENIENCE

HIGH © Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

CHALLENGE

During COVID-19 pandemic the competition for visitors has increased, and demand has changed HIGH

Air Connectivity

Travel Ready Increase in search

Direct flights

Destination comparison

CONFIDENCE

Available seats Flight Frequency

Conversion Ready

Border controls

Travel advisories

Health security

Covid-19 cases Insurance

Quarantine

Fear

Restriction LOW

CC O ON N VV EI N N II EE N N CC EE

HIGH Š Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

Demand shifts between the zones HIGH

CONFIDENCE

Air Connectivity

Travel Ready

FR

DE

France

Germany

AU RU Australia Russia

DE

FR

Germany

France

Fear

Restriction LOW

CONVENIENCE

HIGH © Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

Demand shifts between the zones HIGH

CONFIDENCE

Air Connectivity

Travel Ready

FR

DE

RU

DE

FR

France

Germany

Russia

Germany

France

RU

DE

Russia

Germany

Fear

Restriction LOW

CONVENIENCE

HIGH © Amadeus IT Group and its affiliates and subsidiaries |

39

Destination Mongolia

CHALLENGE

Rebuilding traveler confidence, reassuring about safety and convenience have never been so important like now HIGH

Air Connectivity

Travel Ready Increase in search

Direct flights

Destination comparison

Available seats

Conversion Ready

CONFIDENCE

Flight Frequency

Travel advisories Covid-19 cases Insurance

Promote Events in 2021+

Fear

Restriction LOW

CONVENIENCE

HIGH Š Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

SOLUTION

Tracking and understanding demand by using data and stimulating through targeted campaigns grow chances of bringing travelers back HIGH

Air Connectivity

Travel Ready

CONFIDENCE

Demand Conversion

Demand Stimulation Fear

Restriction LOW

CONVENIENCE

HIGH Š Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

SOLUTION

A recovery strategy from demand stimulation to travel readiness enables effective demand conversion, when the time is right HIGH

Air Connectivity

Travel Ready

CONFIDENCE

Demand Conversion

Demand Stimulation Fear

Restriction LOW

CONVENIENCE

HIGH Š Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

SOLUTION Listen to the data and stay flexible and impactful with the help of multi-channel advertising HIGH

Stimulation

Conversion

CONFIDENCE

Wallpaper

Display

Social Media

Video

B2B Amadeus Travel Agents LOW

Display

CONVENIENCE

HIGH © Amadeus IT Group and its affiliates and subsidiaries |

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Destination Mongolia

Recommendations Actions

Recommendations

Actionable Data Insight

Amadeus Destination Data Suite

Build Digital Transformation (DX)

Digital Transformation Journey

Convert Demand into Visitors

Data Driven Digital Marketing

Š Amadeus IT Group and its affiliates and subsidiaries |

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Thank you! for further information please contact: Alexander Rayner, Director Government and Destination Relations a.rayner@travelaudience.com Ramon Sanchez, Head of Strategic Partnerships ramon.sanchez@amadeus.com Signe Kraujina, Business Insights Specialist signe.kraujina@amadeus.com

travelaudience.com Š Amadeus IT Group and its affiliates and subsidiaries