Tourist Satisfaction Survey November 2013 consulting Dr Aris

Tourist Satisfaction Survey November 2013 consulting Dr. Aris Ikkos

Survey characteristics Method: questionnaire Sample: ~1, 450 questionnaires Collected in the period July – September With the support of: From Athens – Attica Hotel Association members 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 65% booked online 70% comes to Athens for its archaeological sites 7. 8 is the overall assessment mark 59% had a better or much better experience than expected 92% would recommend Athens 56% uses hotel review sites 91% visits the Acropolis 71% is using social media, mainly Facebook

Travel companions Age groups Unanswered: 3%

Frequency of visit Unanswered: 6% 4. 5 nights average length of stay

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

Trip purpose Why Athens as your leisure destination

What influenced the choice for Athens

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

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

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

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

Expenditure person per day Attractions & Entertainment € 24. 64 Restaurants & cafes € 39. 74 Shopping € 35. 15 Other € 57. 56 Total € 157. 10

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

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

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

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

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”

Evaluation of different aspects culture character of local people leisure & entertainment public transport sign and information city parks, city green safety in the city info on specific events atmospheric pollution squares, pavements 7. 8 is the mark of the overall assessment public cleanliness noise pollution Scale 1 - 10

Evaluation of different aspects 8. 4 Hotels 7. 5 8. 0 Restaurants 7. 4 8. 1 Bars / cafes Shopping 7. 3 7. 5 7. 0 Facilities Value for money Taxis 7. 4 7. 2 Scale 1 - 10

Yes! “nice, beautiful city” “friendly, nice people” “for sightseeing: cultural heritage” 92% would recommend “fantastic ancient sites” Athens to other people (6% would not) “for a short break” but. . . “not in the hot summer” “very expensive, especially for a family” “pay attention to cleanliness, graffiti”

Comparisons consulting

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.

Comparisons between 5*, 4* and 3* guests expenditure person per day in € 191. 85 133. 77 105. 00

Comparisons between three geographic regions Evaluation of Facilities Hotels Facilities Restaurants Bars / cafes Region (overall assessment) N. America (8. 0) Shopping Europe (7. 7) Asia (7. 7) Taxis Scale 1 - 10

Comparisons between three geographic regions Evaluation of Value for Money Hotels Restaurants Bars / cafes Region (overall assessment) N. America (8. 0) Shopping Europe (7. 7) Asia (7. 7) Taxis Scale 1 - 10

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

Assessment Hotel Facilities Overall Assessment Hotel Value for Money Scale 1 - 10 % that would recommend Athens

Performance consulting

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

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

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

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

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

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

Rev. PAR (€) Lost revenue in the Attica hotel sector (1 – 5 star) due the Greek financial crisis 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

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

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

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

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

Occupancy trends of Mediterranean cities YTD September 2013 % 2012 Source: STR Global, EXA processed by GBR Consulting 2013

€ ARR trends of Mediterranean cities YTD September 2013 2012 Source: STR Global, EXA processed by GBR Consulting 2013

€ Rev. PAR trends of Mediterranean cities YTD September 2013 2012 Source: STR Global, EXA processed by GBR Consulting 2013

% 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

Thank you! consulting Dr. Aris Ikkos