2013: exa the performance of the athens hotel sector
TRANSCRIPT
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Tourist Satisfaction Survey
November 2013
Dr. Aris Ikkos
consulting
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Survey characteristics
Method: questionnaire
Sample: ~1,450 questionnaires
Collected in the period July – September
With the support of:
From Athens – Attica Hotel Associationmembers 5 * - 3* & 1* hotels
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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
70%comes to Athens for
its archaeological sites
56%uses hotel review
sites
65%booked online
71%is using social media,
mainly Facebook
91%visits the Acropolis
59%had a better or much
better experience than expected
7.8is the overall
assessment mark
92%would recommend
Athens
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38% With partner
13%Alone
21% with partner and 1.9
kids
20% with friend / friends
Only with 1.7 children6%
unknown
Travel companions
Age groups
0%
25%
44%
28%
< 18
18 - 30
30 - 50
> 50
Unanswered: 3%
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Frequency of visit
4.5 nights average length of stay
51%
14%
6%
3%
19%
first time
2x
3x
4x
More
Unanswered: 6%
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3%South
America
27%North
America
2%Africa
6%Asia
9%Australia
48%Europe 3%
MiddleEast
Unanswered: 3%
Geographic spread
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2%Other
9%Friends / relative
73%Leisure
13%Business
3% Conference /
Exhibition
Trip purpose
70%
26%
22%
17%
8%
6%
6%
Archaeological sites / culturalinterest
Passer by
Personality of the city
Gastronomy
Other
Attractive commerical centre
Attractive package offer (cheap)
Why Athens as your leisure destination
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What influenced the choice for Athens
41%
18%
15%
14%
6%
5%
Suggestion fromrelative / friend
Internet sites
Travel agent
Other
TV / Radio /Press
Advertisingcampaign
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Preparation of the trip
56%
40%
15%
9%
6%
4%
1%
Hotel review sites
Web site hotel
Web sites of museums,archaeological sites etc.
Social media
www.gnto.gr
Smart phone appfor Athens
www.breathtakingathens.gr
Online Offline
31%
19%
11%
City guides(book format)Travel Agent
information
Other
78% found the information sufficient
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Reservation
65%online
16%offline
19%unknown
Directlyat hotel
Thirdparty no answer
26% 28% 46%
23% 72% 5%
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83%
45%
39%
29%
25%
14%blogs
social media most used
71%s is using social media(28% is not using it)
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7.3
7.3
6.3
8.0
8.1
Frequencyof flights
Schedule offlights
Cost offlights
Airport
Accessfrom airport
Evaluation
Scale 1 - 10
90% arrived in Athens
by plane
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Expenditureper person per day
Attractions & Entertainment € 24.64
Restaurants & cafes € 39.74
Shopping € 35.15
Other € 57.56
Total € 157.10
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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Akropolis
Akropolis Museum
National Garden
Archeological Musuem
The Panathenaic Stadium
Sounion temple
Lykabettus cable
Benaki Museum
Museum of Cycladic Art
Cinema / theatre
Kaisariani monastery
Athens Music Hall
Yes, convenient hoursVisited
Attractions visited or intended to visit
the Ancient Agora and Olympieion were also frequently mentioned
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21% took a city bus tour
20% did a Walking Tour
Also the happy train, happy bus,tours by taxi & private tours
were mentioned
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0%
5%
10%
15%
20%
25%
30%
35%
Hydra Aegina Poros Spetses Agistri Salamina Kythira Methana Antikythira
Aware
Visited or will visit
Are you aware that the Argosaronic islands are easily accessible from Athens?
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0% 10% 20% 30% 40% 50% 60% 70%
61% is aware of the Athens beaches
Beaches
Almost half of those aware have been
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Managing expectations
59% had a better or much better experience than expected
1%
5%
34% 36%
23%
muchbetter
bettermatchworsemuchworse
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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”
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5.5 6.0 6.5 7.0 7.5 8.0 8.5 9.0
noise pollution
culture
character of local people
public cleanliness
squares, pavements
atmospheric pollution
info on specific events
safety in the city
city parks, city green
sign and informationpublic transport
leisure & entertainment
Evaluation of different aspects
7.8 is the markof the overall assessment
Scale 1 - 10
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Evaluation of different aspects
Hotels
Restaurants
Bars / cafes
Shopping
Taxis
8.47.5
8.07.4
8.17.3
7.57.57.0
7.47.2
Facilities
Value for money
Scale 1 - 10
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Yes!
“nice, beautiful city”
“friendly, nice people”
“for sightseeing: cultural heritage”
“fantastic ancient sites”
“for a short break”
but...
“not in the hot summer”
“very expensive, especially for a family”
“pay attention to cleanliness, graffiti”
92% would recommend Athens to other people
(6% would not)
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Comparisons
consulting
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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
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Comparisons between 5*, 4* and 3* guestsexpenditure per person per day in €
27.19 23.26 18.31
53.11
31.3825.21
43.62
28.3736.66
67.93
50.77
24.82
5* 4* 3*
OtherShoppingRestaurants - CafesAttractions - Entertainment
191.85
133.77
105.00
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6.0 6.5 7.0 7.5 8.0 8.5
Hotels
Restaurants
Bars / cafes
Shopping
Taxis
Comparisons between three geographic regionsEvaluation of Facilities
Faci
litie
s
N. America (8.0)
Europe (7.7)
Asia (7.7)
Region (overall assessment)
Scale 1 - 10
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6.0 6.5 7.0 7.5 8.0
Hotels
Restaurants
Bars / cafes
Shopping
Taxis
Comparisons between three geographic regionsEvaluation of Value for Money
Valu
e fo
r Mon
ey
N. America (8.0)
Europe (7.7)
Asia (7.7)
Region (overall assessment)
Scale 1 - 10
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62% 65%
34%
51%
2013201220112010
7% 10% 9%
24% 25%29%
41%
2013201220112010
% that booked online Trip preparation through...
Word of Mouth
Social Media
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Assessment % that would recommendAthens
8.1 8.0
8.3 8.4 8.4
7.2 7.27.4
7.77.57.3
7.5 7.67.8 7.8
20132012201120102009
91%90%
92%
95%
92%
20132012201120102009
Hotel Facilities
Overall Assessment
Hotel Value for Money
Scale 1 - 10
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Performance
consulting
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-20.0%
-15.0%
-10.0%
-5.0%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
OccupancyARRRevPAR
Recovery in Athens after March 2013% Δ 2013 / 2012
Source: STR Global, ΕXΑ processed by GBR Consulting
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International Tourist Arrivals at main airportsYTD Sept 2012 / 2013
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
Athens Total Greece excl.Athens
Total Greece
2012
2013
0%
+13%
+10%
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International Tourist Arrivals Athens and Crete (Iraklio & Chania) 2008 - 2013
1,500,0001,700,0001,900,0002,100,0002,300,0002,500,0002,700,0002,900,0003,100,0003,300,0003,500,000
2008 2009 2010 2011 2012 2013*
Athens Iraklio ChaniaSource: SETE
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Occupancy (%)
* estimated based ytd SepSource: EXA on the basis of 22 hotels, analysis by GBR Consulting
455565758595
105115125135145155165175185
04 05 06 07 08 09 10 11 12 13
5*4*3*
35
40
45
50
55
60
65
70
75
80
04 05 06 07 08 09 10 11 12 13
5*4*3*
ARR (€)
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RevPAR (€)
* estimated based ytd SepSource: EXA on the basis of 22 hotels, analysis by GBR Consulting
15
25
35
45
55
65
75
85
95
105
115
04 05 06 07 08 09 10 11 12 13
5*4*3*
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404550556065707580859095
100
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
N. Europe AtticaS. Europe Attica following S. Europe
RevPAR development for 2004 – 2013* North & South Europe vs Attica
Rev
PA
R (€
)
Source: STR Global 17 N. European cities & 6 S. European cities, XEE, EXA on the basis of 37 hotels, analysis by GBR Consulting
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404550556065707580859095
100
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
N. Europe AtticaS. Europe Attica following S. Europe
Lost revenue in the Attica hotel sector (1 – 5 star)due the Greek financial crisis
Rev
PA
R (€
)
Source: STR Global 17 N. European cities & 6 S. European cities, XEE, EXA on the basis of 37 hotels, analysis by GBR Consulting
Loss:€ 630 million
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Total impact of Greek financial crisis on the Attica Tourism Industry in the period 2010 - 2013
Source: STR Global 17 N. European cities & 6 S. European cities, XEE, EXA on the basis of 37 hotels, SETE, analysis by GBR Consulting
* 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%
Room revenue € 630 million
Total hotel revenue € 820 million
Total spending * € 2,550 million
+ multiplier effect
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Attractions & Entertainment € 335 million
Restaurants & cafes € 555 million
Shopping € 493 million
Other € 348 million
Total € 1,730 million
Total estimated impact excluding hotelsin the period 2010 - 2013
Source: EXA Customer Satisfaction Surveys 2010 - 2013, analysis by GBR Consulting
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Vienna
Athens
Barcelona
Berlin
Brussels
BudapestPrague
Rome
Copenhagen
Dublin
Paris
Edinburgh
Tel Aviv
Frankfurt
Bucharest
MunichMoscow
Warsaw
Helsinki
Amsterdam
Lisbon
London
Madrid
Milan
Istanbul
Thessaloniki
40
60
80
100
120
140
160
180
200
220
240
260
50.0 55.0 60.0 65.0 70.0 75.0 80.0 85.0Occuapncy
ARR
Occupancy and ARR of major European citiesYTD September 2013
Source: STR Global, EXA processed by GBR Consulting
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Amsterdam
Vienna Athens
Barcelona
Berlin
Brussels Budapest
Prague
Rome
Copenhagen
Dublin
Paris
EdinburghTel Aviv
Frankfurt
Munich
Moscow
Warsaw
Helsinki
Lisbon
London
Madrid
MilanIstanbul
Thessaloniki
Bucharest
-24.0
-20.0
-16.0
-12.0
-8.0
-4.0
0.0
4.0
8.0
-7.0 -5.0 -3.0 -1.0 1.0 3.0 5.0 7.0 9.0
Occupancy
ARR
Occupancy and ARR of major European citiesYTD September change 2013/2012
Source: STR Global, EXA processed by GBR Consulting
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35
45
55
65
75
85
Jan
Feb
Mar Ap
r
May Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar Ap
r
May Jun
Jul
Aug
Sep
Oct
Nov
Dec
Athens Istanbul Barcelona Madrid Rome
Occupancy trends of Mediterranean citiesYTD September 2013
Source: STR Global, EXA processed by GBR Consulting
2012 2013
%
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50
70
90
110
130
150
170
190
Jan
Feb
Mar Ap
r
May Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar Ap
r
May Jun
Jul
Aug
Sep
Oct
Nov
Dec
Athens Istanbul Barcelona Madrid Rome
ARR trends of Mediterranean citiesYTD September 2013
Source: STR Global, EXA processed by GBR Consulting
2012 2013
€
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0
20
40
60
80
100
120
140
160
Jan
Feb
Mar Ap
r
May Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar Ap
r
May Jun
Jul
Aug
Sep
Oct
Nov
Dec
Athens Istanbul Barcelona Madrid Rome
RevPAR trends of Mediterranean citiesYTD September 2013
Source: STR Global, EXA processed by GBR Consulting
2012 2013
€
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% of total hotels / rooms in Attica that carry an international, national or local brand,
or is participating in a marketing consortium
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5* 4* 3* 2* 1*
RoomsHotels
10% of Attica hotels is branded
30% of Attica hotel rooms is branded
23 hotels are internationally branded
Source: GBR Consulting, Hotel Brands Report – September 2013
10 international brands
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Thank you!
Dr. Aris Ikkos
consulting