Dr. Aris Ikkos, ISHC Customer Satisfaction Survey Attica Hotels
Athens-Attica Hotel Association January 2013
Slide 2
International Setting
Slide 3
Economic crisis Athens
Slide 4
Economic crisis Barcelona
Slide 5
Economic crisis Rome
Slide 6
% change YTD Dec 2012/2011 Source: GBR Consulting, Smith Travel
Research The Mediterranean cities of Athens, Lisbon, Madrid and
Milan show dropping occupancy and room rate levels comparing
Year-to-date December 2012 with 2011. Athens clearly shows the
highest drops, especially on occupancy. The city of Barcelona is
showing increasing occupancy levels as well as ARRs.
Slide 7
Athens compared to 4 main Mediterranean competitors YTD Dec
2012 & 2011 Source: GBR Consulting, Smith Travel Research
Occupancy (%) RR RevPAR
Slide 8
YTD Dec 2012: Occupancy & ARR levels Athens and
Thessaloniki show very low occupancy levels and ARRs compared to
other European cities.
Slide 9
Greece - Attica
Slide 10
Hotel industry performance in Greece change YTD December 2012 /
2011 in % Source: GBR Consulting OCC: -13.4% ARR: -7.8% Athens is
experiencing a very difficult year, while also the hoteliers in the
category other cities suffer losses compared to last year,
especially in terms of room rates. The resort hotels overall
perform on par with last year, with regional differences.
Slide 11
Room Revenue YTD Dec (x 1 mn ) 5*4*3* Source: GBR Consulting On
basis of 28 operating hotel the period 2007-2012 5*: 12, 4*: 10, 3*
& 2*: 6 -47.4 mn (-37%) -9.9 mn (-34%) -5.8 mn (-58%) More
specifically, the 5 star hotels lost 37% of revenue in 2012
compared to 2007, the 4 star segment 34% and the 3 star segment an
astonishing 58%.
Slide 12
International Tourist Arrivals at main airports 20122011 %
change Thessaloniki1,314,2311,251,4335.0% Crete (Iraklio &
Chania)2,825,5722,818,3680.3% Dodecanese (Rhodes &
Kos)2,274,2352,403,099-6.8% Ionian Islands (Corfu, Zakinthos, Aktio
& Kefalonia)1,573,7581,530,3472.8% Cyclades (Mykonos &
Santorini)340,264333,1132.2% Other airports293,998311,050-5.5%
Total excluding Athens8,758,6298,830,218-0.8%
Athens2,552,8182,871,524-11.1% Total11,311,44711,701,742-3.3% In
Greece per region, YTD, Dec. Athens, YTD, Dec. Overall,
international tourist arrivals have stabilised in Greece, with the
exception of Athens, where international arrivals declined almost
11% comparing 2012 with 2011. -927,000 arrivals (-27%) Source:
SETE
Slide 13
Tourist profile and Customer Satisfaction
Slide 14
Attica Tourist Satisfaction Survey Method: Questionnaire
Sample: 2012: ~1,500 questionnaires, collected July November 2012
2011: ~1,200 questionnaires, collected July September 2011 2010:
~1,700 questionnaires, collected June September 2010 2009: ~2,000
questionnaires, collected July September 2009 With the support of:
From Athens Hotel Association Members, 2* to 5* hotels Presented
results by major source country of Athens are based on the weighted
average of 4 years questionnaire results with the exception of the
following items: crisis influence (2012 only) social media (2012
& 2011 only) pick up as a transportation option (2012 &
2011 only) Sample (number of questionnaires over 4 years): USA
1,358, France 325, Italy 176, United Kingdom 417, Germany 220,
Australia 346, Spain 232, Cyprus 309, Canada 289 and Greece
487.
Slide 15
Arrivals & Overnights by major source countries at hotel
like accommodation in Attica (2010) Other Asia Average length of
stay: 2.2 nights 2 nights line Source: Hellenic Statistical
Authority
Slide 16
Fastest growing source countries Comparing arrival data 2010
2005 for Attica, Brazil, Argentina, China and Russia show the
highest growth rates of +187%, +157%, +105% and +45% respectively.
The market share of these four countries has grown from 3.4% in
2005 to 6.0% in 2010. Source: Hellenic Statistical Authority
Slide 17
Crisis influence per source country Overall, 37% of respondents
indicated that they paid special attention to the Greek economic
crisis during preparation. Americans, Australians and British paid
most attention. However, respondents are those that did decide in
the end to travel to Athens. About 56% did not pay any special
attention. Did you pay any special attention to the Greek economic
crisis during the preparation of your trip to Athens?
Slide 18
Crisis influence per source country Did you have any worries
that developments in Greece could impact your trip? Overall, 26% of
respondents indicated that the developments in Greece could impact
their trip to Athens. The Australians, Americans, Canadians and
British were most worried. About 66% indicated that they had no
such worries.
Slide 19
Perception of safety in the city Rating on a scale of 1 10 on
Safety in the City (1 = totally inadequate; 10 = excellent) Greece
Cyprus It becomes clear from the above graph that the perception of
safety is consistently much lower rated by the Greeks and Cypriots,
namely below the mark of 5.5, while the foreigners with the
exception of the Italians in 2010 and 2011 rate it above and often
well above the mark of 6.
Slide 20
Overall assessment - recommendation The Greeks are very
negative in their overall assessment of Athens compared to the
major foreign source markets with a mark of 6.8. As a result, 89%
would recommend Athens, which is again the lowest percentage
compared to the major foreign source markets.
Slide 21
Expenditure Total expenditure per day () Value for Money
Slide 22
Social media usage 79%68%86%89%83%91%81%89%88%72%
22%19%18%19%25%21%37%30%25%22% 18%11%21%14%30%23%20%25%13%35%
Percentage of travellers using social media in general Percentage
of usage of three main social media platforms by nationality
Slide 23
Seasonality Preference for a particular month to visit Athens
per nationality JanFebMarAprMayJunJulAugSepOctNovDec
Slide 24
Age profile Biggest group of travellers < 1818 - 3031 -
50>50
Slide 25
Forecast Athenian Hoteliers for Q1 2013
Slide 26
Forecast Athenian Hoteliers for 2013 as a whole
Slide 27
Dr. Aris Ikkos, ISHC Customer Satisfaction Survey Attica Hotels
Athens-Attica Hotel Association January 2013