2013: Exa the performance of the athens hotel sector

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Information about 2013: Exa the performance of the athens hotel sector
Travel

Published on February 11, 2014

Author: gbrconsulting

Source: slideshare.net

Tourist Satisfaction Survey November 2013 consulting Dr. Aris Ikkos

Survey characteristics Method: questionnaire Sample: ~1,450 questionnaires Collected in the period July – September With the support of: From Athens – Attica Hotel Association members 5 * - 3* & 1* hotels

Profile: 30 – 40 years old, travelling with partner to Athens for the first time, by plane for pleasure and stays 4.5 nights 42% got a suggestion from relative / friend 65% booked online 70% comes to Athens for its archaeological sites 7.8 is the overall assessment mark 59% had a better or much better experience than expected 92% would recommend Athens 56% uses hotel review sites 91% visits the Acropolis 71% is using social media, mainly Facebook

Travel companions 21% with partner and 1.9 kids 38% With partner 20% with friend / friends 13% Alone Only with 1.7 children 6% unknown Age groups > 50 28% 30 - 50 44% 18 - 30 < 18 25% 0% Unanswered: 3%

Frequency of visit 51% first time 14% 2x 3x 4x 6% 3% 19% More Unanswered: 6% 4.5 nights average length of stay

Geographic spread 27% 48% North America Europe 3% Middle East 6% Asia 3% South America 2% Africa 9% Australia Unanswered: 3%

Why Athens as your leisure destination Trip purpose Archaeological sites / cultural interest 3% Conference / Exhibition 13% Business 2% Other 9% Friends / relative 70% 26% Passer by 22% Personality of the city 73% Leisure 17% Gastronomy Other 8% Attractive commerical centre 6% Attractive package offer (cheap) 6%

What influenced the choice for Athens Suggestion from relative / friend 41% Internet sites 18% Travel agent 15% Other TV / Radio / Press Advertising campaign 14% 6% 5%

Preparation of the trip Online Offline 56% Hotel review sites 40% Web site hotel Web sites of museums, archaeological sites etc. 15% Smart phone app for Athens www.breathtakingathens.gr Other 31% 19% 11% 9% Social media www.gnto.gr City guides (book format) Travel Agent information 6% 4% 1% 78% found the information sufficient

Reservation Directly at hotel 65% online 16% offline 19% unknown 26% 23% Third party no answer 28% 46% 72% 5%

social media most used 83% 45% 71%s 39% is using social media (28% is not using it) 29% 25% blogs 14%

Evaluation Frequency of flights 90% arrived in Athens by plane 7.3 Schedule of flights Cost of flights Airport Access from airport 7.3 6.3 8.0 8.1 Scale 1 - 10

Expenditure per person per day Attractions & Entertainment € 24.64 Restaurants & cafes € 39.74 Shopping € 35.15 Other € 57.56 Total € 157.10

Attractions visited or intended to visit Akropolis Akropolis Museum National Garden Archeological Musuem The Panathenaic Stadium Sounion temple Lykabettus cable Yes, convenient hours Benaki Museum Visited Museum of Cycladic Art Cinema / theatre Kaisariani monastery the Ancient Agora and Olympieion were also frequently mentioned Athens Music Hall 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

21% took a city bus tour 20% did a Walking Tour Also the happy train, happy bus, tours by taxi & private tours were mentioned

Are you aware that the Argosaronic islands are easily accessible from Athens? 35% Aware 30% Visited or will visit 25% 20% 15% 10% 5% 0% Hydra Aegina Poros Spetses Agistri Salamina Kythira Methana Antikythira

Beaches 61% is aware of the Athens beaches Almost half of those aware have been 0% 10% 20% 30% 40% 50% 60% 70%

Managing expectations 59% had a better or much better experience than expected 34% 36% 23% 5% 1% much worse worse match better much better

Managing expectations 59% had a better or much better experience than expected -------------------------------------------------------“better than the previous time” “cheaper” “no strikes, demonstrations” “safer than expected” “worries that developments in Greece would impact trip, were not justified” “the media were wrong” “nice, friendly people”

Evaluation of different aspects culture character of local people leisure & entertainment public transport sign and information city parks, city green safety in the city 7.8 is the mark info on specific events of the overall assessment atmospheric pollution squares, pavements public cleanliness noise pollution 5.5 6.0 6.5 7.0 7.5 8.0 8.5 9.0 Scale 1 - 10

Evaluation of different aspects 8.4 Hotels 7.5 8.0 Restaurants 7.4 8.1 Bars / cafes Shopping 7.3 7.5 7.5 7.0 Facilities Value for money Taxis 7.4 7.2 Scale 1 - 10

Yes! “nice, beautiful city” “friendly, nice people” “for sightseeing: cultural heritage” 92% would recommend “fantastic ancient sites” Athens to other people (6% would not) “for a short break” but... “not in the hot summer” “very expensive, especially for a family” “pay attention to cleanliness, graffiti”

Comparisons consulting

Comparisons between 5*, 4* and 3* guests Americans and business travellers are using relatively more 5* hotels The 4* guests are rating the frequency of flights and the schedule of flights significantly lower than the 5* and 3* guests The 3* guests are less aware of the islands and the beaches than the 5* and 4* guests The 4* travellers are using the various internet tools the most in their preparation of the trip. They used by far the most social media tools in their preparation. The 3* guests stay the shortest (3.1 nights), the 4* guests the longest (5.2 nights), while 5* guests stay 4.4 days The 4* travellers are booking the most online The 3* guests show the highest overall assessment with a mark of 8.0 and were more pleasantly surprised by Athens compared to their expectations than the other category guests.

Comparisons between 5*, 4* and 3* guests expenditure per person per day in € 191.85 Other Shopping Restaurants - Cafes Attractions - Entertainment 67.93 133.77 43.62 50.77 105.00 24.82 28.37 53.11 31.38 36.66 25.21 27.19 23.26 18.31 5* 4* 3*

Comparisons between three geographic regions Evaluation of Facilities Hotels Facilities Restaurants Region (overall assessment) Bars / cafes N. America (8.0) Shopping Europe (7.7) Asia (7.7) Taxis Scale 1 - 10 6.0 6.5 7.0 7.5 8.0 8.5

Comparisons between three geographic regions Evaluation of Value for Money Value for Money Hotels Restaurants Region (overall assessment) Bars / cafes N. America (8.0) Shopping Europe (7.7) Asia (7.7) Taxis Scale 1 - 10 6.0 6.5 7.0 7.5 8.0

% that booked online 62% Trip preparation through... 65% 41% Word of Mouth 51% 29% 24% 34% 25% Social Media 7% 2010 2011 2012 2013 2010 2011 10% 9% 2012 2013

Assessment Hotel Facilities 8.1 8.3 8.4 8.4 95% 8.0 Overall Assessment 7.6 7.5 7.3 7.8 7.8 7.7 7.5 7.4 7.2 % that would recommend Athens 92% 92% 91% 90% 7.2 Hotel Value for Money 2009 Scale 1 - 10 2010 2011 2012 2013 2009 2010 2011 2012 2013

Performance consulting

Recovery in Athens after March 2013 % Δ 2013 / 2012 25.0% 20.0% 15.0% 10.0% Occupancy ARR 5.0% RevPAR 0.0% Jan Feb Mar Apr May Jun -5.0% -10.0% -15.0% -20.0% Source: STR Global, ΕXΑ processed by GBR Consulting Jul Aug Sep Oct Nov

International Tourist Arrivals at main airports YTD Sept 2012 / 2013 12,000,000 10,000,000 +10% 2012 2013 +13% 8,000,000 6,000,000 4,000,000 0% 2,000,000 0 Athens Total Greece excl. Athens Total Greece

International Tourist Arrivals Athens and Crete (Iraklio & Chania) 2008 - 2013 3,500,000 3,300,000 3,100,000 2,900,000 2,700,000 2,500,000 2,300,000 2,100,000 1,900,000 1,700,000 1,500,000 2008 Source: SETE 2009 Athens 2010 2011 Iraklio 2012 2013* Chania

Occupancy (%) ARR (€) 80 185 175 5* 75 4* 70 5* 165 4* 155 3* 3* 145 65 135 60 125 55 115 105 50 95 45 75 65 85 40 55 35 45 04 05 06 07 08 09 10 11 12 13 04 05 * estimated based ytd Sep Source: EXA on the basis of 22 hotels, analysis by GBR Consulting 06 07 08 09 10 11 12 13

RevPAR (€) 115 5* 105 4* 95 3* 85 75 65 55 45 35 25 15 04 05 06 07 08 09 10 * estimated based ytd Sep Source: EXA on the basis of 22 hotels, analysis by GBR Consulting 11 12 13

RevPAR development for 2004 – 2013* North & South Europe vs Attica 100 95 90 85 RevPAR (€) 80 75 70 65 60 55 50 45 40 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 N. Europe Attica S. Europe Attica following S. Europe Source: STR Global 17 N. European cities & 6 S. European cities, XEE, EXA on the basis of 37 hotels, analysis by GBR Consulting

Lost revenue in the Attica hotel sector (1 – 5 star) due the Greek financial crisis 100 95 90 85 RevPAR (€) 80 75 70 65 Loss: € 630 million 60 55 50 45 40 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 N. Europe Attica S. Europe Attica following S. Europe Source: STR Global 17 N. European cities & 6 S. European cities, XEE, EXA on the basis of 37 hotels, analysis by GBR Consulting

Total impact of Greek financial crisis on the Attica Tourism Industry in the period 2010 - 2013 Room revenue € 630 million Total hotel revenue € 820 million Total spending * € 2,550 million + multiplier effect * Based on EXA hotel benchmark data & Customer Satisfaction Surveys 2010 – 2013. The average spending on hotels as a percentage of the total spending in the city is ~32% Source: STR Global 17 N. European cities & 6 S. European cities, XEE, EXA on the basis of 37 hotels, SETE, analysis by GBR Consulting

Total estimated impact excluding hotels in the period 2010 - 2013 Attractions & Entertainment € 335 million Restaurants & cafes € 555 million Shopping € 493 million Other € 348 million Total € 1,730 million Source: EXA Customer Satisfaction Surveys 2010 - 2013, analysis by GBR Consulting

260 Occupancy and ARR of major European cities YTD September 2013 Paris ARR 240 220 200 Tel Aviv 180 160 Rome 140 Milan 120 Brussels 100 80 60 40 50.0 Bucharest Madrid Athens Thessaloniki 55.0 60.0 London Istanbul Moscow Munich Frankfurt Barcelona Copenhagen Helsinki Vienna Berlin Lisbon Prague Warsaw Budapest 65.0 Source: STR Global, EXA processed by GBR Consulting 70.0 75.0 Amsterdam Edinburgh Dublin 80.0 85.0 Occuapncy

Occupancy and ARR of major European cities YTD September change 2013/2012 8.0 4.0 -7.0 Istanbul -5.0 Madrid Tel Aviv Barcelona Brussels 0.0 -3.0 Helsinki -1.0 Vienna -4.0 Copenhagen Dublin Frankfurt Lisbon Paris Amsterdam Budapest Rome Munich Milan Edinburgh Berlin Bucharest 1.0 Prague 3.0 5.0 7.0 Moscow Thessaloniki -8.0 London -12.0 -16.0 -20.0 -24.0 Warsaw ARR Source: STR Global, EXA processed by GBR Consulting Occupancy 9.0 Athens

Occupancy trends of Mediterranean cities YTD September 2013 85 75 55 45 2012 Athens Dec Nov Oct Sep Aug Jul Jun May Apr Mar Feb Jan Dec Nov Oct Sep Aug Jul Jun May Apr Mar Feb 35 Jan % 65 2013 Istanbul Barcelona Source: STR Global, EXA processed by GBR Consulting Madrid Rome

ARR trends of Mediterranean cities YTD September 2013 190 170 130 110 90 70 2012 Athens Dec Nov Oct Sep Aug Jul Jun May Apr Mar Feb Jan Dec Nov Oct Sep Aug Jul Jun May Apr Mar Feb 50 Jan € 150 2013 Istanbul Source: STR Global, EXA processed by GBR Consulting Barcelona Madrid Rome

RevPAR trends of Mediterranean cities YTD September 2013 160 140 120 80 60 40 20 2012 Athens Dec Nov Oct Sep Aug Jul Jun May Apr Mar Feb Jan Dec Nov Oct Sep Aug Jul Jun May Apr Mar Feb 0 Jan € 100 2013 Istanbul Source: STR Global, EXA processed by GBR Consulting Barcelona Madrid Rome

% of total hotels / rooms in Attica that carry an international, national or local brand, or is participating in a marketing consortium 10% of Attica hotels is branded 100% 90% 30% of Attica 80% hotel rooms is branded 70% Rooms 60% Hotels 50% 40% 23 hotels are 30% internationally branded 20% 10% 10 international 0% brands 5* 4* 3* 2* Source: GBR Consulting, Hotel Brands Report – September 2013 1*

Thank you! consulting Dr. Aris Ikkos

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