Transcript Slide 1

Customer Satisfaction Survey
Attica Hotels
Athens-Attica Hotel Association
30 November 2011
Dr. Aris Ikkos, ISHC
Customer Satisfaction Survey
Primary Tourist Survey

Period: July – September 2011

Method: Questionnaire


Sample: ~1,200 questionnaires,
collected by Le Monde
... From Athens Hotel Association Members,
2* to 5* hotels
Tourist Profile
Africa, 1%
Australia, 4%
Asia, 10%
Middle East,
0%
With kids
With partner &
kids
S. America,
4%
With partner
Europe, 49%
With friends
N. America,
32%
Alone
0,00%
10,00%
20,00%
30,00%
40,00%
50,00%
More
>50
4x
30-50
3x
18-30
2x
1st Time
<18
0,00%
10,00%
20,00%
30,00%
40,00%
50,00%
0,00%
10,00%
20,00%
30,00%
40,00%
50,00%
60,00%
Purpose of Travel
Leisure
Job
Friends / Family
Other
0,00%
10,00%
20,00%
30,00%
40,00%
50,00%
60,00%
70,00%
Been before and liked it
Friend Suggestion
TOS Suggestion
TOS Special Offer
Internet Sites
Tourist Exhibition
Other
TV / Radio / Press
Passing By
0.00%
10.00%
20.00%
30.00%
40.00%
Which is the alternative destination you
thought to visit?
Greece (Islands, Santorini, Myconos, Crete etc.)
Turkey (Istanbul)
Italy (Rome, Florence, Venice etc)
Other (except Mediterranean & Europe)
Spain (mainly Barchelona, Κανάριοι Νήσοι)
Egypt (mainly Cairo)
France (South France, Paris etc.)
Croatia
Cyprus
Portugal
Mediterranean
Czech Republic (Prague)
Malta
Morocco
Russia (Moscow)
Israel
Hungary (Budapest)
0
50
100
150
200
250
300
Trip Preparation
Sites
ΆλλαOther
sitesInternet
στο ίντερνετ
Internet
Sites
(TripAdvisor,HolidayCheck
HolidayCheck,
etc)
Sites
όπως
το Tripadvisor,
κλπ.
Friends
Family
Από γνωστούς
και&φίλους
TOS
Ταξιδιωτικό γραφείο
City
Guide
Οδηγός
πόλης
Hotel
Ξενοδοχείο
Socialδίκτυα
Media
Κοινωνικά
ΕΟΤ
GNTO
Άλλο
Other
0,00%
10,00%
30,00%
0% 5% 10%
15% 20%20,00%
25% 30% 35%
40% 45% 40,00%
Booking online:
2011: 51%
2010: 34%
Social Media
Are you using social media?
(per age)
During the preparation of trip did you use?
(per age)
>50
Social Media
18-30
>50
41.3%
Sites like tripadvisor30-50
0%
10% 20% 30% 40%
From friends
64.5%
80.7%
18-30
Facebook
Twitter
Linkedin
18-30
Flickr
30-50
>50
MySpace
Other
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Social Media use from Athens Hotels
7%
7%
93%
20%
10%
93%
90%
20%
43%
80%
80%
57%
*
use
Do not use
* Provided that there is an active link for the Hotel at TripAdvisor
Source: GBR Consulting, 30 Cooperating Hotels
Access to Athens
By airplane?
Μετακίνησή σας στο ξενοδοχείο με
Rental car,
4%
Airport bus,
Metro, 32%
Ναι, 90%
Όχι, 8%
15%
Pick up, 19%
N/A, 2%
Taxi, 30%
=> fare € 43.34
Easy access to Athens?
Easy access to hotel?
No, 5%
Yes, 84%
N/A, 11%
No, 8%
Yes, 83%
N/A, 9%
Sightseeing
Acropolis
87.0%
New Acropolis' Museum
68.9%
National Archaelogical Museum
30.8%
National Garden
29.0%
Kalimarmaro
22.3%
Lykabettus - cable car
18.1%
Sounio Temple
17.7%
Benaki Museum
11.4%
Kaisariani Monastery
8.7%
Cinema / Theatre
8.4%
Megaro Mousikis
7.6%
Museum of Cycladic Art
6.7%
None
Other
Islands
Beaches
70%
47%
Know
5.2%
3.1%
25% walking tour
22% city bus tour
41%
24%
Have visited
Expenses on daily basis
Expenditure
Attractions / Entertainment
Restaurants, Cafes, Bars
Shopping
Other
Total
2011
€ 31.68
€ 48.07
€ 47.68
€ 53.73
2010
€ 32.86
€ 61.85
€ 55.15
€ 29.08
€ 181.16
€ 178.94
Will you buy from the airport?
- 53%: no
- 32%: yes
Assessment 2011 - 2010
Airport - Port
Culture
Access from airport
Athenians character
Leisure - Entertainment
Sign & Information
Public transport
Info on specific events
Parks, «Green»
Squares, pavements
Safety in city
Atmospheric Pollution
Noise Pollution
Public
Cleanness
5.5
2010
6.0
6.5
7.0
7.5
8.0
2010: 2011:
7.5
7.6
Overall Assessment
8.5
9.0
Assessment
6.9
Taxi
6.4
8.3
Hotel
7.4
8.1
Bar / Café
7.1
8.1
Restaurants
7.2
7.9
Shops
6.9
Facilities
Value for money
Will you come back to Athens or / and will
you suggest Athens to others?
91.7%
2011
2010
2009
90.4%
91.3%
Variations
Expense per category
Total Expense (€)
Daily Expense (€)
207
1024
768
762
3*
2*
194
191
3*
2*
147
648
5*
4*
5*
4*
Hotels Evaluation per Category
8.4
8.4
8.4
8.1
7.7
7.6
7.4
7.3
5*
4*
Facilities
3*
Value for Money
2*
Overall
Assessment:
7.6
Overall Assessment & Recommendation
Would you recommend Athens?
Overall Assessment
8.0
94.7%
7.7
92.4%
7.6
7.5
5*
4*
3*
90.6%
2*
5*
4*
91.0%
3*
2*
Other variations per category
5*
4*
3*
2*
Trip Preparation
- Sites like tripadvisor
- Travel Agent
- City Guide
15%
24%
10%
31%
32%
24%
30%
21%
21%
37%
17%
25%
Online Reservation?
50%
40%
56%
65%
Use of Facebook
76%
79%
85%
88%
Hotel's web site informative?
Hotel's web site easy to use?
56%
46%
45%
38%
52%
49%
62%
58%
City Bus Tour
Walking Tour
33%
26%
31%
21%
16%
19%
9%
21%
Business / pleasure
Airport - Port
Culture
Hotel Facilities
Bar / café Facilities
Restaurants Facilities
Access from Airport
Athenians character
Shops Facilities
Leisure - Entertainment
Hotels - value for money
Signs & Info
Public Transportation
Info of specific events
Restaurants - value for money
Bar / café value for money
Overall Assessment:
Business: 7.4
Pleasure: 7.6
Taxi
Shops - value for money
Parks, Green
Taxi – value for money
Squares, Pavements
Safety
Atmospheric Pollution
Noise Pollution
Public Cleanness
5.0
5.5
6.0
6.5
7.0
7.5
8.0
8.5
9.0
Europe / N. America
Europe
N. America

Purpose of Trip: pleasure
60%
72%

Have visited more than 4x
20%
6%

Use sites like Tripadvisor,etc
22%
32%

Reservation Online?
49%
57%

Why Athens?
Have been
Recommendation

Total daily expense
€ 155
€ 204

City bus tour / walking tour
21% / 20%
31% / 28%

Overall Assessment
7.5
7.7
– Hotel (Variety-Facilities)
8.2
8.5
– Hotel: Value for money
7.5
7.3
91%
93%

Recommendation for Athens
Performance
Rooms Revenue
June 2011
Mar. 2011
24,000,000
Dec. 2008
22,000,000
20,000,000
18,000,000
16,000,000
14,000,000
Oct. 2011
July 2011
12,000,000
10,000,000
8,000,000
6,000,000
Ιαν
Mar. 2010
Φ εβ
Μάρ
Απρ
Μάι
Ιούν
Ιούλ
Αύγ
Σεπ
Οκτ
May 2010
2011
2010
2009
2008
Νοέ
Δεκ
Dec. 2010
2007
Based on 30 operating the period
2007-2010 5*: 13, 4*: 11, 3* & 2*: 6
Source: GBR Consulting
Rooms Revenue YTD Oct (x 1 mil €)
5*
4*
27,9
118,7
119,8
2008
27,2
8,8
24,1
96,5
2007
3*
2009
90,4
2010
8,3
23,3
21,4
94,1
2011
9,0
2007
2008
2009
2010
7,1
2011
2007
2008
2009
2010
6,6
2011
On basis of 30 operating hotel the period 2007-2010 5*: 13, 4*: 11, 3* & 2*: 6
Source: GBR Consulting
International Tourist Arrivals
in Athens airport
500,000
3,135,327
450,000
3,076,060
400,000
350,000
300,000
2,858,667
250,000
2,728,680
200,000
2,684,107
150,000
100,000
50,000
2011
2010
2009
2008
2007
Δεκ
Νοέ
Οκτ
Σεπ
Αύγ
Ιούλ
Ιούν
Μάι
Απρ
Μάρ
Φεβ
Ιαν
0
2007
2008
2009
2010
2011
YTD Oct
Source: AIA, SETE
International Tourist Arrivals
Attica - Athens
4,000,000
3,500,000
3.5 mil.
3.4 mil.
3.1 mil.
3,000,000
2,500,000
2,000,000
1,500,000
63%
1,000,000
61%
62%
500,000
0
2007
2008
2009
International Tourist Arrivals in Athens Airport (Sources: El. Venizelos, SETE)
International Arrival, Overnight stays in hotels (Source: El. STAT)
Attica
Athens
Those that aren’t staying in hotels
Stay with friends, family or co-workers
Are passing by (for the islands)
Rent a car and leave Athens
...
Source: El. Venizelos, SETE, El. STAT
International Tourist Arrivals
Istanbul - Attica
Terrorist attack
9,000,000
8,000,000
7,000,000
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
0
2000
2001
2002
2003
2004
2005
Istanbul
*projection based on September YTD data
2006
2007
2008
2009
2010
2011*
Attica
Source: EL.STAT, Istanbul Province Culture and Tourism Directora
The importance of MICE
Number of International Conferences
Lutfi Kirdar
120
ICCA rank 2010: 7th
100
80
Sports Pavilion
Tae Kwon Do
60
ICCA rank 2010: 26th
40
20
0
2001
2002
2003
2004
2005
Istanbul
2006
2007
2008
2009
2010
Athens
Source: International Congress and Convention Association, (ICCA)
International Tourist Arrivals
in hotels of Greece – Attica (χ 1,000)
16,000
14,000
12,000
10,000
8,000
6,000
14%
Attica Share
38%
4,000
2,000
0
1982
1985
1988
1991
1994
Greece
1997
2000
2003
2006
2009
Attica
Source: El. STAT
Attica Hotel Industry
ARR, (Euro)
Occupancy (%)
220
90
200
80
180
70
160
60
140
50
120
40
100
Nov
Dec
Jan
Feb
Jul
Aug
Sep
Oct
Sep
Aug
Jul
Jun
May
Jun
180
Apr
d
Mar
n
200
RevPar (Ευρώ)
160
2011
140
2010
120
2009
May
140
Apr
2007
Mar
160
Feb
80
Jan
2008
Dec
180
Nov
100
Oct
o
Sep
s
Jan
a
Aug
j
Jun
j
May
m
Apr
a
Mar
m
Feb
f
Jan
j
Feb
80
220
Jul
30
120
100
80
Source: GBR Consulting – EXA-A
% change YTD Oct. 2011/2010
15.0
Venice
Paris
Geneva
Istanbul
Stockholm
Amsterdam
10.0
Lisbon
London
Vienna
5.0
Rome
Copenhagen
Brussels
Frankfurt
0.0
-6.0
-4.0
-2.0
Munich
0.0
2.0
Berlin
Florence
Dublin
Barcelona
Moscow
Oslo
Prague
Helsinki
Budapest
Madrid
4.0
6.0
Athens
Edinburgh
Milan
8.0
Occupancy
10.0
12.0
14.0
16.0
-5.0
Thessaloniki
-10.0
ARR
Source: GBR Consulting, Smith Travel Research
Europe – Mediterranean- Athens
Occupancy
2010
2009
2011
85
75
65
55
45
Europe
Mediterranean
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
35
Athens
Source: GBR Consulting, Smith Travel Research
Europe – Mediterranean - Athens
ARR
180
160
140
120
100
2009
2010
Se
p
Ju
l
ay
M
ar
M
Ja
n
No
v
Se
p
Ju
l
ay
M
ar
M
Ja
n
No
v
Se
p
Ju
l
ay
M
ar
M
Ja
n
80
2011
RevPAR
150
130
110
90
70
50
Europe
Mediterranean
Athens
Se
p
Ju
l
ay
M
ar
M
Ja
n
No
v
Se
p
Ju
l
ay
M
ar
M
Ja
n
No
v
Se
p
Ju
l
ay
M
ar
M
Ja
n
30
Source: GBR Consulting,
Smith Travel Research
140
120
100
80
Jun
May
Apr
Mar
Feb
Jan
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
Δεκ
Νοέ
Οκτ
Σεπ
Αύγ
Ιούλ
Ιούν
Μάι
Απρ
Μάρ
Φεβ
Ιαν
Oct
160
Oct
180
Sep
200
Sep
(ARR)
Aug
220
Aug
2011
Jul
Ρώμη
Jul
Jun
Athens
May
2010
Apr
Mar
Feb
Jan
Dec
Nov
Βαρκελώνη
Oct
Sep
Aug
Jul
Jun
May
Apr
Κων/πολη
Mar
Feb
Jan
Dec
Nov
Oct
Sep
2009
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
Main competition
Occupancy
85
75
65
55
45
35
Source: GBR Consulting, Smith Travel Research
Main competition
World Bank – IMF
Annual Meetings
13,713 registered delegates
from 186 countries
Fourth United Nations
Conference on the
Least Developed
Countries
RevPAR
180
160
140
120
100
80
60
40
2009
2010
Istanbul
Barcelona
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
20
2011
Athens
Rome
Source: GBR Consulting, Smith Travel Research
Athens in relation with
Europe & Mediterranean
Occupancy
110%
ARR
110%
100%
100%
110%
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
Dec
Oct
Sep
Aug
Jul
Jun
May
Apr
60%
Mar
60%
Feb
70%
Jan
70%
Dec
80%
Nov
80%
Nov
90%
90%
RevPAR
100%
90%
Europe 2009 – 2010
Europe 2010 – 2011
80%
70%
Mediterranean 2009 – 2010
Mediterranean 2010 - 2011
60%
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
Dec
Nov
50%
Source: GBR Consulting, Smith Travel Research
Benchmarking Athens Hotels & 10 Europe
Cities – YTD Oct. 2011
Occupancy (%)
RevPAR
ΑRR
Αθήνα
Ρώμη
Βαρκελώνη
Μαδρίτη
Κων/πολη
0
20
40
2011
60
80
0
80
120
In Euro
2010
Source: GBR Consulting, Smith Travel Research
40
%
2011
2010
160
0
20
40
60
80
In Euro
2011
2010
100
120
Athens in comparison with 10
European cities – Δ% 2011/2010
Occupancy
20%
15%
15%
10%
10%
5%
5%
0%
0%
-5%
J
F
M
A
M
ARR (Euro)
20%
J
J
A
S
O
J
-5%
F
M
A
M
J
25%
20%
15%
Athens
10%
10 cities
5%
0%
-5%
Source: GBR Consulting,
Smith Travel Research
A
S
O
-10%
-10%
RevPar (Euro)
J
-10%
J
F
M
A
M
J
J
A
S
O
10 cities:
Vienna
London
Paris
Berlin
Munich
Rome
Amsterdam
Barcelona
Madrid
Istanbul
Tourism Barometer
Forecasts of Athenian hoteliers for Q4 2011
Source: GBR Consulting
Tourism Barometer
Tourism Barometer
Forecasts of Athenian hoteliers for Q4 2011
Source: GBR Consulting
Tourism Barometer
Tourism Barometer
Forecasts of Athenian hoteliers for 2012 as a whole
Source: GBR Consulting
Tourism Barometer
Customer Satisfaction Survey
Attica Hotels
Athens-Attica Hotel Association
30 November 2011
Dr. Άρης Ίκκος, ISHC