Tourist Satisfaction Survey November 2013 Dr. Aris Ikkos

1. consulting Tourist Satisfaction Survey November 2013 Dr. Aris Ikkos

2. Survey characteristics Method: questionnaire Sample: ~1,450 questionnairesCollected in the period July – September With the support of: From Athens – Attica Hotel Associationmembers 5 * - 3* & 1* hotels

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

4. Travel companions Age groups Unanswered: 3%

5. Frequency of visit Unanswered: 6% 4.5 nights average length of stay

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

7. Why Athens as your leisure destination Trip purpose

8. What influenced the choice for Athens

9. Preparation of the trip Online Offline City guides(book format) Hotel review sites Travel Agentinformation Web site hotel Other Web sites of museums, archaeological sites etc. Social media 78% found the information sufficient www.gnto.gr Smart phone app for Athens www.breathtakingathens.gr

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

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

12. Evaluation 90% arrived in Athens by plane Scale 1 - 10

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

14. Attractions visited or intended to visit the Ancient Agora and Olympieion were also frequently mentioned

15. 21% took a city bus tour 20% did a Walking Tour Also the happy train, happy bus,tours by taxi & private tours were mentioned

16. Are you aware that the Argosaronic islands are easily accessible from Athens?

17. Beaches 61% is aware of the Athens beaches Almost half of those aware have been

18. Managing expectations 59% had a better or much better experience than expected

19. 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”

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

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

22. 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)

23. consulting Comparisons

24. 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.

25. Comparisons between 5*, 4* and 3* guests expenditure per person per day in € 191.85 133.77 105.00

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

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

28. % that booked online Trip preparation through... Word of Mouth Social Media

29. Assessment % that would recommendAthens Hotel Facilities Overall Assessment Hotel Value for Money Scale 1 - 10

30. consulting Performance

31. Recovery in Athens after March 2013 % Δ 2013 / 2012 Source: STR Global, ΕXΑ processed by GBR Consulting

32. International Tourist Arrivals at main airports YTD Sept 2012 / 2013 +10% +13% 0%

33. Athens Iraklio Chania International Tourist Arrivals Athens and Crete (Iraklio & Chania) 2008 - 2013 Source: SETE

34. Occupancy (%) ARR (€) * estimated based ytd Sep Source: EXA on the basis of 22 hotels, analysis by GBR Consulting

35. RevPAR (€) * estimated based ytd Sep Source: EXA on the basis of 22 hotels, analysis by GBR Consulting

36. RevPAR development for 2004 – 2013* North & South Europe vs Attica RevPAR (€) Source: STR Global 17 N. European cities & 6 S. European cities, XEE, EXA on the basis of 37 hotels, analysis by GBR Consulting

37. Lost revenue in the Attica hotel sector (1 – 5 star) due the Greek financial crisis RevPAR (€) Loss: € 630 million Source: STR Global 17 N. European cities & 6 S. European cities, XEE, EXA on the basis of 37 hotels, analysis by GBR Consulting

38. 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

39. 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

40. Occupancy and ARR of major European cities YTD September 2013 Source: STR Global, EXA processed by GBR Consulting

41. Occupancy and ARR of major European cities YTD September change 2013/2012 Source: STR Global, EXA processed by GBR Consulting

42. Occupancy trends of Mediterranean citiesYTD September 2013 % 2012 2013 Source: STR Global, EXA processed by GBR Consulting

43. ARR trends of Mediterranean citiesYTD September 2013 € 2012 2013 Source: STR Global, EXA processed by GBR Consulting

44. RevPAR trends of Mediterranean citiesYTD September 2013 € 2012 2013 Source: STR Global, EXA processed by GBR Consulting

45. % 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 30% of Attica hotel rooms is branded 23 hotels are internationally branded 10 international brands Source: GBR Consulting, Hotel Brands Report – September 2013

46. consulting Thank you! Dr. Aris Ikkos