Exhibit 2 In conjunction with customer satisfaction, delight drives referrals, retention, and revenue, leading to improved spend and users. The impact of delight on loyalty leading to performance Source: Adapted from Chitturi et al. (2008), Kim et al. (2015), Oliver et al. (1997), and Zeithaml et al. (1996) In conjunction with customer satisfaction, delight drives referrals, retention, and revenue, leading to improved spend and users. McKinsey & Company Outcome Delight Satisfaction Impact Referrals Loyalty Retention Revenue Performance Total spend Number of users Exhibit 3 Our initial research shows delight and satisfaction drive top impact in tourism. Impact of delight on customers in tourism sector¹ 1 Based on research sample of over 20,000 respondents across 8 countries in EMEA. Our initial research shows delight and satisfaction drive top impact in tourism. McKinsey & Company Satisfaction Low High Low High Satisfaction Baseline +42 +25 +70 Low High Low High Baseline +43 +23 +63 Delight Delight Likelihood to revisit destination, percentage point change in share of respondents with likelihood to revisit destination vs baseline Likelihood to recommend visiting destination, change in net promoter score vs baseline score change Referrals Retention 4 Fueling growth through moments of customer delight