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Customer Satisfaction Survey Attica Hotels

Athens-Attica Hotel Association January 20 13. Customer Satisfaction Survey Attica Hotels. Dr. Aris Ikkos , ISHC. International Setting. Economic crisis. Athens. Economic crisis. Barcelona. Economic crisis. Rome. % change YTD Dec 2012/2011. The Mediterranean cities of

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Customer Satisfaction Survey Attica Hotels

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  1. Athens-Attica Hotel Association January 2013 Customer Satisfaction Survey Attica Hotels Dr. Aris Ikkos, ISHC

  2. International Setting

  3. Economic crisis Athens

  4. Economic crisis Barcelona

  5. Economic crisis Rome

  6. % change YTD Dec 2012/2011 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. Source: GBR Consulting, Smith Travel Research

  7. Athens compared to 4 main Mediterranean competitors YTDDec 2012 & 2011 ΑRR Occupancy (%) RevPAR Source: GBR Consulting, Smith Travel Research

  8. YTD Dec 2012: Occupancy & ARR levels Athens and Thessaloniki show very low occupancy levels and ARRs compared to other European cities.

  9. Greece - Attica

  10. Hotel industry performance in Greecechange YTD December 2012 / 2011 in % 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. OCC: -13.4% ARR: -7.8% Source: GBR Consulting

  11. Room Revenue YTD Dec (x 1 mn €) 5* 4* 3* € -47.4 mn (-37%) € -9.9 mn (-34%) € -5.8 mn (-58%) On basis of 28 operating hotel the period 2007-2012 5*: 12, 4*: 10, 3* & 2*: 6 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%. Source: GBR Consulting

  12. International Tourist Arrivals at main airports Athens, YTD, Dec. In Greece per region, YTD, Dec. -927,000 arrivals (-27%) Overall, international tourist arrivals have stabilised in Greece, with the exception of Athens, where international arrivals declined almost 11% comparing 2012 with 2011. Source: SETE

  13. Tourist profile and Customer Satisfaction

  14. Attica Tourist Satisfaction Survey • Method: Questionnaire • Sample: • 2012: ~1,500questionnaires, collected July– November2012 • 2011: ~1,200questionnaires, collected July– September2011 • 2010: ~1,700 questionnaires, collected June– September2010 • 2009: ~2,000 questionnaires, collected July– September2009 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.

  15. Arrivals & Overnights by major source countriesat hotel like accommodation in Attica (2010) 2 nights line Average length of stay: 2.2 nights Other Asia Source: Hellenic Statistical Authority

  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

  17. Crisis influence per source country Did you pay any special attention to the Greek economic crisis during the preparation of your trip to Athens? 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.

  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.

  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.

  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.

  21. Expenditure Total expenditure per day (€) Value for Money

  22. Social media usage Percentage of travellers using social media in general Percentage of usage of three main social media platforms by nationality

  23. Seasonality Preference for a particular month to visit Athens per nationality

  24. Age profile Biggest group of travellers

  25. Forecast Athenian Hoteliers for Q1 2013

  26. Forecast Athenian Hoteliers for 2013 as a whole

  27. Athens-Attica Hotel Association January 2013 Customer Satisfaction Survey Attica Hotels Dr. Aris Ikkos, ISHC

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