Urban Adventures Information Kit

Urban Adventures Franchisee

Information Kit

• What is Urban Adventures?

• Urban Adventures Product

• Urban Adventures Business

• More About Us

What is Urban Adventures?

• Urban Adventures Limited (UAL) is a joint venture between Intrepid Travel and WHL Group. • UAL will design and deliver short duration experiential trips in and around cities across the globe.• Currently there is no global sightseeing provider• Currently the supply of city sightseeing is highly fragmented• Urban Adventures have the opportunity to own this niche• Experiential travel is in the industry’s top two growth sectors• UAL will create and build a global brand to leverage this global product

What is Urban Adventures?

• Urban Adventures Limited (UAL) is a joint venture between Intrepid

Travel and WHL Group.

• UAL will design and deliver short duration experiential trips in and

around cities across the globe.

• Currently there is no global sightseeing provider

• Currently the supply of city sightseeing is highly fragmented

• Urban Adventures have the opportunity to own this niche

• Experiential travel is in the industry’s top two growth sectors

• UAL will create and build a global brand to leverage this global

product

Urban Adventures unlock the hidden secrets in and around some of the world's favourite cities. They range

from two hour to one-day adventures and uncover back streets, hidden gems

and fascinating sights. While these adventures may be short, they are big

on real life experiences.

Step into the lives of the locals, find out what makes the city tick and get

acquainted with the local food, culture and traditions, all in the company of an expert local guide. See more than just

the usual sights on an Urban Adventure.

Urban Adventures are…

• Unique itineraries• Small groups• Guaranteed to depart /daily departures• No min. passenger number per booking• Free-sell availability• Competitive join in pricing

Urban Adventures are…

• Interactive and varied itineraries• Small groups (maximum of 12 pax) `- full of freedom/flexibility allowing personal engagement in destinations• Low impact both culturally and environmentally• Provide expert local knowledge, led by staff passionate about what they do• Where possible use local transport • A travel style for life - from basic to comfort level and from family adventures to active trips

Urban Adventures are…• An emphasis on allowing travellers to discover the REAL country… the amazing, the beautiful and the downright bizarre• Amazing! The quality of client experience is absolutely critical to the success of the business and we expect a satisfaction level of 98%, like other Intrepid product.•…the instant you see one of the world’s great icons for the first time, or find yourself in the middle of a village square soccer game, being treated to a home-cooked meal by your new local friends or sharing a laugh with you.

Urban Adventures Product - Pricing

Price provided by Urban Adventures Partner (UAP) to Urban Adventure Limited (UAL):

1 - Must be on a Join in basis only – one price, private departures are not part of the business model2 - Rate provided to UAL (Net rate = cost + small mark up)3 - Net rate should be set at a break even of 4 plus 5%4 - A costing template can be provided to assist with pricing

Urban Adventures Product - PricingPrice set by UAL for distribution via multiple industry channels:

1 - The RRP provides UAL with a 30% margin to work with.

2 - Many global distributors demand up to 25% commission

3 - Formula used to calculate the Retail Price ( Net / 0.7 )

Price for Local Sales made by UAP to ensure Price Parity:

1 - Local price set on a price parity with UAL = Recommended Retail Price

2 - UAP still have flexibility to run local promotions and discounts (pending UAL

approval)

Urban Adventures BusinessThe Urban Adventures business is a unique and exciting new concept

in travel. It is not uncommon to find small local trip companies in some

destinations providing great short duration “experiential” trips, however

no-one has been able to offer a consistently interesting and high quality

product globally till now.

Groups like Intrepid have a great reputation for trips of longer duration

passing through multiple destinations usually, however offering the

short duration ”adventures” which Urban Adventures is doing on a

global scale has not been done before.

Urban Adventures BusinessTo make this business work required the combination of both Intrepid’s

experience (and brand) in designing and running the world’s best

experiential trips plus WHL’s network of trip operators and the

technology to be able to sell and transact these trips at low cost.

What sealed the deal between Intrepid and WHL is a shared

commitment to sustainable travel and ensuring all we do minimises

negative impact on the environment and on local communities and

cultures.

Distribution Model

Urban Adventures Limited will take care of all distribution and marketing at an international level. Channels will include:

• www.urbanadventures.com• www.intrepidtravel.com• www.whl.travel• whl.travel MPOs (WHL franchisees) web sites• International distributors such as Expedia, Viator, Isango, Virgin Holidays, GTA, Keith Prowse, Flight Centre and others• Retail and wholesale travel Agents & affiliates worldwide• Local distribution network of UAPs

Timeframes

• 1st October 2009 - Launch of www.urbanadventures.com• November 2009 – 25 destinations and 75 adventures live• December 2009 – The roll out of local Urban Adventures sites for each destination• January 2010 – fully functional, automated agent and affiliate corners• June 2010 - 65 destinations, with around 200 Urban Adventures• December 2010 – 150 destinations, with around 500 Urban Adventures

UAP Obligations

• UAP undertakes to complete UA training, provide tour and site content (including images) within four months of this agreement. • Launch with a minimum of two UA approved trips with guaranteed departures to an agreed frequency. • Maintain a commitment to sustainable tourism activities and will lead by example in undertaking local initiatives to support the local community and environment. • Operate UA Trips and System in accordance with guidelines from UAL• Meet minimum service standards• Actively promote the service to customers.

UAP Obligations

• Pay service charges in accordance with the requirements• The UAP shall safeguard the IP rights of UAL• Operate all UA product on an exclusive basis branded as UA product. It is not permissible to sell in passengers on a like trip operated by the UAP. • Full compliance of the branding toolkit provided, including UA shirts / outerwear being worn by leaders at all times just be adhered to.• All tour participants must be booked into the Urban Adventures website/ reservation system - no matter the source of booking.

Support provided by UAL• Automated global distribution

• A globally recognised brand

• Global experience in the experiential travel industry

• Guidance on product development where required

• Sales and Marketing package at an international level

• Templates for you to develop you own local sales networks in accordance with the Urban

Adventure brand

• Artwork request service brochures, flyers etc (competitive fee based service)

• Urban Adventures brand starter kit: some sample brochures, artwork, t-shirts, stickers

and signs.

• Internet technology including global website, local web sites, email accounts, online

payment facility, and distribution/promotions management tools

• Sophisticated back office to manage bookings and local distribution

• Access to Intrepid's global product to earn income through sales of this product

More about IntrepidPurpose…

Intrepid’s core purpose is to enrich people’s lives by creating unique, interactive travel experiences. We provide fun, affordable and sustainable travel that is profitable to Intrepid and beneficial to local communities.

The end game…Intrepid want to be the world’s most inspiring and innovative travel company.

Core values …

• We act with integrity• We are passionate about what we do• We encourage personal growth• We have fun• We are creative and innovative• We believe in sustainability and responsible tourism

More about Intrepid• Began operations in 1989

• Is a world leading experiential small

group adventure holiday operator

• Carries 70,000 pax annually

• Travel in over 90 countries including all

major continents

• Has over 800 employees & 17 offices

• Has won many awards

• Has a strong brand

• Has a strong distribution model

• Sources clients from all key “Western”

travel markets

• Is an industry leader in “responsible

tourism”

• Privately owned by Darrell Wade & Geoff

Manchester

• 4.65 out of 5 - average traveller feedback rating

• 10 different styles of travel

• 10 average group size

• 20 years of operation

• 35 average age of an Intrepid traveller

• 98 percent of Intrepid travellers say they will

travel with us again

• 459 trips on offer in 2009

• 7,000 visitors to the Intrepid website each day

• A$145,000,000 projected turnover in 2009

• 25% compound growth for last 10 years

More about Intrepid• 2007 Winner – Tourism Authority of Thailand, Best Green Specialist Trip Operator UK & Ireland• 2006 First Choice Responsible Tourism Awards – Overall Joint Winner • 2006 First Choice Responsible Tourism Awards – Best Trip Operator • 2006 Runner up – Tourism for Tomorrow Awards• 2002 Ernst & Young Entrepreneur of the Year – Darrell Wade & Geoff Manchester• 2001 Highly Commended – Tourism for Tomorrow Awards

Awards ...

• 2008 PATA Gold Award – Gold Award, Marketing Media – Promotional e-newsletter • 2008 Esam Al El Salaam (Egypt) Gold Award Winner – Wanderlust Paul Morrison Guide Award• 2008 Winner – NAB Smart Company Award • 2007 PATA Gold Award – Gold Award, Corporate Environmental Programme • 2007 Winner – British Travel Awards• Listed 5 times as part of Business Review Weekly’s Top 100 Fastest Growing Companies

More about the WHL GroupValues: WHL is committed to win-win-win outcomes for all stakeholders, including staff of WHL and member marketplaces, travellers and local communities. In seeking good outcomes and sustainable practices:

- Respect and care for individuals- Respect for cultures - Respect and care for the environment - Open and honest management - Ongoing learning and transfer of capabilities

Vision: To be the e-marketplace of choice for independent travellers and travel service providers globally.

Mission: Offering a unique online booking service to both travellers and travel service providers by marrying the best of what can be done locally (local knowledge, local relationships, respect for local environment) with best practices in global marketing, technology and information systems that are appropriate for use in all countries.

More about the WHL Group• The local owners / operators of the e-marketplaces earn commissions that stay in the local region and assist in the development of the local industry (95% of booking revenues stay in destination)• Launched comprehensive technology platform to also incorporate tours, transfer and packages• Continues work in tourism development with projects involving groups such as World Bank/IFC, GTZ, SNV, the EU, AusAID, and various other national governments.• Currently has 300 local franchisees signed up in 100 countries

History:• Started in 2002 as a project of the Mekong Private Sector Development Facility (MPDF) -part of the IFC/World Bank group • Designed to assist small and medium scale local accommodation providers to access the Internet. • Concept was to create local e-marketplaces in each destination as the interface between the local accommodation provider and the independent traveller. • Spun off as a private company in March 2006.

More about WHL Group

• Green Apple Transfers Limited is a subsidiary of the WHL Group, which markets local airport transfer services provided by the whl.travel partners worldwide.

• Tadidi Inc. is a wholly owned Vietnamese subsidiary. It is currently not trading but has been set up to offer online travel booking services for the domestic market in Vietnam

• And of course...Urban Adventures.

WHL Group Companies:

• whl.travel is a wholly owned operating unit of the WHL Group and is the core business activity providing online travel booking services via a global network of local partners

• WHL Consulting Ltd. is a joint venture company with Geosavvy Development Inc set up to provide tourism consulting services for emerging countries and DMOs. They specialize in building market access and sustainable tourism

If you are interested in learning more, please contact...

Anda Cirule

[e] [email protected]

[t] + 420 257 913 093

[w] www.urbanadventures.com