Strategy

Our Ambition

We are the world’s leading global travel & lifestyle community with a presence in all major cities around the world.
We estimate that at least 10m people will enjoy being part of our community, defined as the top 10% high earners from 300 of the world’s biggest cities.

Strategy 2022

For the next 5 years, our goal is to grow our community to 100 000 members, a small but realistic portion of our full potential. We believe this strategic growth rate will allow us to keep the integrity of our community in-tact, one of our key selling points. This pace will also leave room for further growth in the long-term.
In addition to member growth, we are striving to expand our services to further increase our value-added service offering to members and increase the average revenue per member at the same time.
Today, in addition to the ASMALLWORLD social network, we provide five additional value-added services to our members: Hotel bookings, bespoke travel arrangements, smart luxury travel services, events & experiences, and VIP nightlife.
  • Hotel bookings:
    • Members can choose from a curated selection of luxury hotels and make their booking directly from our website and in our app
  • Bespoke travel arrangements:
    • We offer our customers a personalised, high-end travel advisory service for bespoke travel arrangements
  • Smart luxury travel services:
    • Through our subsidiary First Class & More, we offer smart luxury travel services that allow customers to enjoy luxury travel at insider prices
  • Events & experiences:
    • We give members the opportunity to participate in over 1000 events per year, ranging from small local gatherings, to our major Flagship events in Gstaad and Saint-Tropez
  • VIP nightlife:
    • The World’s Finest Clubs is the world’s leading nightlife concierge and offers members VIP access to the global nightlife

Strategic execution

To realise “Strategy 2022”, we have crafted an implementation plan based on a straightforward playbook, including four key elements:
  • Increase penetration in core markets:
    • Grow the membership base in our top 30 cities through a combination of targeted marketing efforts
  • Expand geographic reach:
    • Expand our presence beyond our core markets and build new communities in target cities
  • Introduce premium membership tiers:
    • Offer new premium membership tiers to extend our subscription offering (launched in May 2018)
  • Expand service offering:
    • Expand our current service offering organically, and through select partnerships with industry-leading brands and organisations.