Attica Athens Hotel Association - The performance of the Athens hotel sector

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

2. International Setting

3. Economic crisis
n s
t he
A

4. Economic crisis
n a
c e lo
a r
B

5. Economic crisis
m e
R o

6. % change YTD Dec 2012/2011
The Mediterranean cities of
Athens, Lisbon, Madrid and
Milan show dropping 15.0
occupancy and room rate
levels comparing Year-to-date London
December 2012 with 2011.
Warsaw
Athens clearly shows the highest 10.0
Paris Munich Dublin
drops, especially on occupancy. Tel Aviv
Edinburgh
Helsinki Moscow
The city of Barcelona is showing 5.0 Copenhagen
Prague
increasing occupancy levels as Vienna Berlin
Frankfurt
well as ARRs.
Rome Budapest
Barcelona
Bucharest Istanbul
0.0
-15.0 -10.0 -5.0 Milan 0.0 Amsterdam 5.0 10.0
Brussels Occupancy
Madrid
Lisbon -5.0
Thessaloniki
Athens
-10.0 ARR
Source: GBR Consulting, Smith Travel Research

7. Athens compared to 4 main Mediterranean
competitors YTD Dec 2012 & 2011
Occupancy (%) ΑRR RevPAR
Athens
Rome
Barcelona
Madrid
Istanbul
0 20 40 60 80 0 40 80 120 160 0 40 80 120
% in Euro in Euro
2012 2011
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.
260 ARR Paris
240
220
200
180 Tel Aviv
London
160
Rome Moscow Istanbul
140
Amsterdam
Milan Munich
120 Frankfurt
Brussels Barcelona
100 Copenhagen Helsinki
Vienna
Madrid Berlin Edinburgh
80 Athens Warsaw Dublin
Bucharest Lisbon Prague
60 Thessaloniki Budapest
40
50.0 55.0 60.0 65.0 70.0 75.0 80.0 85.0
Occuapncy

9. Greece - Attica

10. Hotel industry performance in Greece
change YTD December 2012 / 2011 in %
10.0
Resort - Chalkidiki
5.0
Resort - Rhodes/Kos
Occupancy
0.0
Resort
-15.0 -10.0 -5.0 Resort - Crete 0.0 5.0 10.0
-5.0 Thessaloniki
Athens
Athens is experiencing a very
-10.0
difficult year, while also the
hoteliers in the category
OCC: -13.4% Other “other cities” suffer losses
-15.0 cities
ARR: -7.8% compared to last year,
especially in terms of room
-20.0 ARR / rates.
TRevPAR The resort hotels overall
perform on par with last year,
with regional differences.
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%)
126.6 126.5 10.0 9.9
28.8 29.2 9.3
7.9
104.0 7.2
96.1 98.3 24.3
23.5
21.8
79.2
18.9 4.2
2007 2008 2009 2010 2011 2012 2007 2008 2009 2010 2011 2012 2007 2008 2009 2010 2011 2012
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
In Greece per region, YTD, Dec. Athens, YTD, Dec.
%
2012 2011 change -927,000 arrivals (-27%)
Thessaloniki 1,314,231 1,251,433 5.0%
Crete (Iraklio & 3,479,680
3,384,958
Chania) 2,825,572 2,818,368 0.3%
3,140,811
Dodecanese 2,996,573
(Rhodes & Kos) 2,274,235 2,403,099 -6.8% 2,871,524
Ionian Islands 2,552,818
(Corfu, Zakinthos,
Aktio & Kefalonia) 1,573,758 1,530,347 2.8%
Cyclades (Mykonos
& Santorini) 340,264 333,113 2.2%
2007 2008 2009 2010 2011 2012
Other airports 293,998 311,050 -5.5%
Total excluding Overall, international tourist arrivals have
Athens 8,758,629 8,830,218 -0.8% stabilised in Greece, with the exception of
Athens 2,552,818 2,871,524 -11.1% Athens, where international arrivals declined
almost 11% comparing 2012 with 2011.
Total 11,311,447 11,701,742 -3.3%
Source: SETE

13. Tourist profile and
Customer Satisfaction

14. Attica Tourist Satisfaction Survey
 Method: Questionnaire
 Sample:
– 2012: ~1,500 questionnaires, collected July – November 2012
– 2011: ~1,200 questionnaires, collected July – September 2011
– 2010: ~1,700 questionnaires, collected June – September 2010
– 2009: ~2,000 questionnaires, collected July – September 2009
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 countries
at hotel like accommodation in Attica (2010)
800,000
700,000
600,000 2 nights line
500,000
Overnights
400,000
300,000
200,000
Average length
of stay: 2.2 nights
100,000
Other Asia
0
0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000
Arrivals
Source: Hellenic Statistical Authority

16. Fastest growing source countries
Total
Year Brazil Argentina China Russia Total foreign %
arrivals
2010 25,934 15,435 39,847 36,109 117,325 1,946,902 6.0%
2009 22,007 12,144 33,156 37,272 104,579 1,957,430 5.3% +187%
2008 25,272 11,621 34,266 52,477 123,636 2,070,185 6.0%
25,934
2007 21,843 11,407 35,354 43,055 111,659 2,182,380 5.1%
2006 16,129 8,112 28,958 29,800 82,999 1,940,886 4.3% +157%
2005 9,052 6,015 19,480 24,843 59,390 1,735,896 3.4% 15,435
Δ% 10 - 05 187% 157% 105% 45% 98% 12%
Δ 10 - 05 16,882 9,420 20,367 11,266 57,935 211,006 27.5%
+105%
19,480
Comparing arrival data 2010 – 2005 for Attica, Brazil,
+45%
Argentina, China and Russia show the highest growth 36,109
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. Russia China Argentinia Brazil
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?
USA
Australia
UK
Overall
Yes
Canada
No
Spain
na
Italy
France
Germ any
Cyprus
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
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?
Australia
USA
Canada
UK
Yes
Overall
No
Germ any
na
France
Cyprus
Spain
Italy
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
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)
8.0
7.5
7.0
6.5
6.0
5.5
Greece
5.0
Cyprus
4.5
4.0
2009 2010 2011 2012
USA Canada France Greece United Kingdom
Cyprus Germany Australia Spain Italy
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
8.0 96%
7.8 95%
7.6 94%
Recommendation
93%
7.4
Assessment
92%
7.2
91%
7.0
90%
6.8 89%
6.6 88%
6.4 87%
6.2 86%
Greece Italy Cyprus France Spain Germany United Canada Australia USA
Kingdom
Overall Assessment Recommend Athens (%)
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
317
Total expenditure per day (€) 299
223
193 198 200
130 142
128
114
Germany France Italy Spain USA Greece United Canada Australia Cyprus
Kingdom
Value for Money
7.5
7.0
6.5
6.0
5.5
5.0
Germany France Italy Spain USA Greece United Canada Australia Cyprus
Kingdom
Shopping Restaurants Bar / Cafe Hotels Taxi

22. Social media usage
Percentage of travellers using social media in general 76%
69%
67%
65%
62% 63% 63% 63%
57% 57%
Germany Cyprus France Italy United Australia Canada USA Greece Spain
Kingdom
Percentage of usage of three main social media platforms by nationality
79% 68% 86% 89% 83% 91% 81% 89% 88% 72%
22% 19% 18% 19% 25% 21% 37% 30% 25% 22%
18% 11% 21% 14% 30% 23% 20% 25% 13% 35%

23. Seasonality
Preference for a particular month to visit Athens per nationality
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

24. Age profile
Biggest group of travellers
< 18 18 - 30 31 - 50 >50

25. Forecast Athenian Hoteliers for Q1 2013

26. Forecast Athenian Hoteliers for 2013 as a whole

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