aSmallWorld

ASMALLWORLD AG is a publicly-traded company on the SIX Swiss Exchange, operating a digital travel and lifestyle ecosystem headquartered in Zurich, Switzerland. Founded in March 2004 by Swedish couple Erik and Louise Wachtmeister, the platform was initially conceived as an exclusive, invitation-only social network. Often dubbed the "MySpace for millionaires," it catered to a global community of celebrities, models, and bankers, growing to 130,000 members by 2006.

The company's journey includes several strategic shifts and ownership changes. In 2006, The Weinstein Company acquired a majority stake, introducing advertising from luxury brands like Cartier and Mercedes-Benz. A pivotal change occurred in October 2009 when Swiss investor and Nestlé heir, Patrick Liotard-Vogt, acquired a controlling stake and became chairman. This led to a strategic relaunch in May 2013, moving away from advertising to a subscription-based model focused on a more curated member base and enhanced travel perks. Under the leadership of CEO Jan Luescher, who joined in 2016 from Bain & Company, ASMALLWORLD underwent a significant transformation, evolving from a struggling social network into a profitable, multi-faceted luxury travel group. This culminated in an initial public offering on March 20, 2018, which raised CHF 18 million.

The core of the business is a subscription-based model with multiple tiers, which generates the majority of its revenue. This is complemented by a Services segment that includes commissions from travel bookings and event management. The platform functions as a social network where members can connect, receive travel inspiration, and join over 800 exclusive global events annually, from casual gatherings to large-scale weekend experiences in destinations like St. Moritz and Saint-Tropez. The value proposition is enhanced through numerous travel and lifestyle privileges, such as elite status with hotel and car rental partners like GHA DISCOVERY and SIXT, and access to airport lounges. To expand its service portfolio, ASMALLWORLD has made strategic acquisitions, including First Class & More, a luxury travel community, in 2018, and LuxuryBARED, a UK-based travel booking platform, in 2019. It also manages hospitality assets through its subsidiary, ASW Hospitality.

Keywords: luxury travel, social network, travel community, subscription model, lifestyle club, exclusive events, travel privileges, public company, SIX Swiss Exchange, online travel agency, hotel booking, hospitality services, First Class & More, Patrick Liotard-Vogt, Jan Luescher, travel ecosystem, member benefits, premium lifestyle, global events, travel inspiration, elite status, bespoke travel