tourist satisfaction survey november 2013 dr. aris ikkos consulting

Tourist Satisfaction Survey

November 2013

Dr. Aris Ikkos

consulting

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

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

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%

Frequency of visit

4.5 nights

average length of stay

51%

14%

6%

3%

19%

first time

2x

3x

4x

More

Unanswered: 6%

3%South

America

27%North

America

2%Africa

6%Asia

9%Australia

48%Europe 3%

MiddleEast

Unanswered: 3%

Geographic spread

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

What influenced the choice for Athens

41%

18%

15%

14%

6%

5%

Suggestion fromrelative / friend

Internet sites

Travel agent

Other

TV / Radio /Press

Advertisingcampaign

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

Reservation

65%online

16%offline

19%unknown

Directlyat hotel

Thirdparty no answer

26% 28% 46%

23% 72% 5%

83%

45%

39%

29%

25%

14%blogs

social media most used

71%s

is using social media(28% is not using it)

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 Athensby plane

Expenditureper person per day

Attractions & Entertainment € 24.64

Restaurants & cafes € 39.74

Shopping € 35.15

Other € 57.56

Total € 157.10

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 hours

Visited

Attractions visited or intended to visit

the Ancient Agora and Olympieion were also frequently mentioned

21% took a city bus tour

20% did a Walking Tour

Also the happy train, happy bus,tours by taxi & private tours

were mentioned

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?

0% 10% 20% 30% 40% 50% 60% 70%

61% is aware of the Athens beaches

Beaches

Almost half of those aware have been

Managing expectations

59% had a better or much better experience than expected

1%

5%

34% 36%

23%

muchbetter

bettermatchworsemuchworse

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”

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 information

public transport

leisure & entertainment

Evaluation of different aspects

7.8 is the markof the overall assessment

Scale 1 - 10

Evaluation of different aspects

Hotels

Restaurants

Bars / cafes

Shopping

Taxis

8.4

7.5

8.0

7.4

8.1

7.3

7.57.5

7.0

7.4

7.2

Facilities

Value for money

Scale 1 - 10

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)

Comparisons

consulting

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

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*

Other

Shopping

Restaurants - Cafes

Attractions - Entertainment

191.85

133.77

105.00

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

Fac

ilit

ies

N. America (8.0)

Europe (7.7)

Asia (7.7)

Region (overall assessment)

Scale 1 - 10

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

Val

ue

for

Mo

ne

y

N. America (8.0)

Europe (7.7)

Asia (7.7)

Region (overall assessment)

Scale 1 - 10

62%65%

34%

51%

2013201220112010

7%10% 9%

24% 25%

29%

41%

2013201220112010

% that booked online Trip preparation through...

Word of Mouth

Social Media

Assessment % that would recommendAthens

8.18.0

8.38.4 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

Performance

consulting

-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

Occupancy

ARR

RevPAR

Recovery in Athens after March 2013% Δ 2013 / 2012

Source: STR Global, ΕXΑ processed by GBR Consulting

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%

International Tourist Arrivals Athens and Crete (Iraklio & Chania) 2008 - 2013

1,500,000

1,700,000

1,900,000

2,100,000

2,300,000

2,500,000

2,700,000

2,900,000

3,100,000

3,300,000

3,500,000

2008 2009 2010 2011 2012 2013*

Athens Iraklio ChaniaSource: SETE

Occupancy (%)

* estimated based ytd SepSource: EXA on the basis of 22 hotels, analysis by GBR Consulting

45

55

65

75

85

95

105

115

125

135

145

155

165

175

185

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 (€)

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*

40

45

50

55

60

65

70

75

80

85

90

95

100

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

N. Europe Attica

S. 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

40

45

50

55

60

65

70

75

80

85

90

95

100

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

N. Europe Attica

S. 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

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

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

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 85.0

Occuapncy

ARR

Occupancy and ARR of major European citiesYTD September 2013

Source: STR Global, EXA processed by GBR Consulting

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

35

45

55

65

75

85

Jan

Feb

Mar

Ap

r

May

Jun

Jul

Au

g

Sep Oct

No

v

Dec

Jan

Feb

Mar

Ap

r

May

Jun

Jul

Au

g

Sep Oct

No

v

Dec

Athens Istanbul Barcelona Madrid Rome

Occupancy trends of Mediterranean citiesYTD September 2013

Source: STR Global, EXA processed by GBR Consulting

2012 2013

%

50

70

90

110

130

150

170

190

Jan

Feb

Mar

Ap

r

May

Jun

Jul

Au

g

Sep Oct

No

v

Dec

Jan

Feb

Mar

Ap

r

May

Jun

Jul

Au

g

Sep Oct

No

v

Dec

Athens Istanbul Barcelona Madrid Rome

ARR trends of Mediterranean citiesYTD September 2013

Source: STR Global, EXA processed by GBR Consulting

2012 2013

€

0

20

40

60

80

100

120

140

160

Jan

Feb

Mar

Ap

r

May

Jun

Jul

Au

g

Sep Oct

No

v

Dec

Jan

Feb

Mar

Ap

r

May

Jun

Jul

Au

g

Sep Oct

No

v

Dec

Athens Istanbul Barcelona Madrid Rome

RevPAR trends of Mediterranean citiesYTD September 2013

Source: STR Global, EXA processed by GBR Consulting

2012 2013

€

% 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*

Rooms

Hotels

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

Thank you!

Dr. Aris Ikkos

consulting