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Dear Colleagues, In this new issue of HR MIRROR, I am delighted to reconnect with you as we begin to feel the refreshing energy of spring. As the ATU family, we are on the threshold of a very busy and equally exciting period. We are stepping into the peak season, where we will reap the rewards of our meticulous preparations throughout the winter months. As you know, we are witnessing geopolitical developments in our nearby geography that deeply sadden us all and create challenges on a global scale. Although we are entering the new season against such a challenging backdrop, my mind is at ease. This is because of a truth I have always believed in: The strength of a team is measured by how tightly it pulls together in the face of adversity. Just as we have overcome countless obstacles side-by-side until today, I heartfully believe that we will manage this process in the best possible way through your superior competencies, dedication, and unique team spirit. A fast-paced summer marathon awaits us, and this year, we will welcome our guests with a much more innovative and stronger vision on the field. Our expectations for this season are particularly high for our Antalya operations; I believe the strong growth momentum there and the energy our team puts forward will serve as a great inspiration for our entire company. In line with our 2026 targets, we are rapidly implementing technological steps to enhance our operational excellence. While increasing efficiency in our stores with our Insight Analytics project, we are taking the in-store experience to a completely different dimension with Augmented Reality (AR) experiences on Transparent Screens, AR Make-Up applications, and Holographic Transparent LED technologies. Furthermore, with projects like our AI-powered ATU Duty Bot assistants and our smart vending machine SwiftDuty, which we have started testing, we aim to lighten the operational load of our valued field teams. This will allow you to focus more on your core business: establishing that precious "human connection" with our guests. By bringing the travel experience to an even better level through these innovative technologies, we aim to raise the bar for customer satisfaction. As a requirement of our People and Culture vision, we are always by your side at every step during this intense pace. Regardless of the conditions, maintaining the inclusivity and harmony of our working environment, as well as our culture of learning from one another, is of paramount importance to us. We never forget that we are a big family that overcomes challenges shoulder-to-shoulder and celebrates successes with the same enthusiasm by uniting around common goals. I would like to thank each and every one of you for the effort you have shown in season preparations, your adaptation to innovations, and your wonderful energy. I wish us all a
healthy, enjoyable, and successful season. Sincerely, Pınar Şener Harput
Executive Committee Member – (CPCSO) People, Culture, and Sustainability
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