Saga's Superbrand Strategy

POWERING A 'LIFE UNLIMITED' THROUGH INSIGHT THERE ARE THREE CLEAR, SIZEABLE AND ATTAINABLE TARGETS Horizon Seekers Saga customers: 0.2m (13%) Opportunity: 3.3m Pipeline: 35-40 years, 50-90 year-olds Strategy: Engage, attract, convert • Younger, still working - but still very likely to feel younger than their years • Wealthy - highest income, high proportion are comfortable • Positive towards ageing and retirement - feel confident and are starting to consider retirement ⚫ Love learning - they are maximisers • Active travellers- like new cultures/places and to travel the world • Love new tech and are early adopters • Online travel bookers - Airbnb/Booking.com/Expedia ⚫ Feel in control and think/plan ahead • Like luxury - the most willing to pay more for luxury accommodation and will pay for add-on services but like to seek choice 21 Capital Markets Event - Saga's Superbrand Strategy SAGA

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