dr. aris ikkos, ishc customer satisfaction survey attica hotels athens-attica hotel association 30...
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Dr. Aris Ikkos, ISHC
Customer Satisfaction Survey Attica Hotels
Athens-Attica Hotel Association
30 November 2011
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
N. America, 32%
S. America, 4%
Middle East, 0%
Asia, 10%Africa, 1%
Australia, 4%
Europe, 49%
0,00% 10,00% 20,00% 30,00% 40,00% 50,00%
<18
18-30
30-50
>50
0,00% 10,00% 20,00% 30,00% 40,00% 50,00%
Alone
With friends
With partner
With partner &kids
With kids
0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00%
1st Time
2x
3x
4x
More
Purpose of Travel
0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 70,00%
Other
Friends / Family
Job
Leisure
0.00% 10.00% 20.00% 30.00% 40.00%
Passing By
TV / Radio / Press
Other
Tourist Exhibition
Internet Sites
TOS Special Offer
TOS Suggestion
Friend Suggestion
Been before and liked it
0 50 100 150 200 250 300
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)
Which is the alternative destination you thought to visit?
Trip Preparation
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Άλλο
ΕΟΤ
Κοινωνικά δίκτυα
Ξενοδοχείο
Οδηγός πόλης
Ταξιδιωτικό γραφείο
Από γνωστούς και φίλους
Sites όπως το Tripadvisor, HolidayCheck κλπ.
Άλλα sites στο ίντερνετ
Booking online:
2011: 51% 2010: 34%
0,00% 10,00% 20,00% 30,00% 40,00%
Other
GNTO
Social Media
Hotel
City Guide
TOS
Friends & Family
Internet Sites (TripAdvisor, HolidayCheck, etc)
Other Internet Sites
Are you using social media?(per age)
Social Media
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Flickr
MySpace
Other
18-30
30-50
>50
80.7%
64.5%
41.3%
18-30
30-50
>50
During the preparation of trip did you use? (per age)
0% 10% 20% 30% 40%
18-30
>50 Social Media
Sites like tripadvisor
From friends
Social Media use from Athens Hotels
7%
93%
7%
93%
10%
90%
20%
80%
20%
80%
43%
57%
* Provided that there is an active link for the Hotel at TripAdvisorSource: GBR Consulting, 30 Cooperating Hotels
*
useDo not use
Yes, 83%
No, 8%
N/A, 9%
Access to Athens
Pick up, 19%
Taxi, 30%
Metro, 32%
Airport bus, 15%
Rental car, 4%
Όχι, 8%
N/A, 2%
Ναι, 90%
Yes, 84%
No, 5%
N/A, 11%
By airplane? Μετακίνησή σας στο ξενοδοχείο με
Easy access to hotel? Easy access to Athens?
=> fare € 43.34
Sightseeing
3.1%
5.2%
6.7%
7.6%
8.4%
8.7%
11.4%
17.7%
18.1%
22.3%
29.0%
30.8%
68.9%
87.0%
Other
None
Museum of Cycladic Art
Megaro Mousikis
Cinema / Theatre
Kaisariani Monastery
Benaki Museum
Sounio Temple
Lykabettus - cable car
Kalimarmaro
National Garden
National Archaelogical Museum
New Acropolis' Museum
Acropolis
25% walking tour22% city bus tour
47%
70%
24%
41%
Beaches
Islands
Know Have visited
Expenses on daily basis
Will you buy from the airport?- 53%: no- 32%: yes
Expenditure2011 2010
Attractions / Entertainment € 31.68 € 32.86Restaurants, Cafes, Bars € 48.07 € 61.85Shopping € 47.68 € 55.15Other € 53.73 € 29.08
Total € 181.16 € 178.94
5.5 6.0 6.5 7.0 7.5 8.0 8.5 9.0
Assessment 2011 - 2010
2010:7.5
Overall Assessment
Access from airportCulture
Airport - Port
Athenians character
Public transport
Leisure - EntertainmentSign & Information
Parks, «Green»
Safety in city
Squares, pavements
Public Cleanness
Info on specific events
Atmospheric Pollution
Noise Pollution
2011:7.6
2010
Assessment
6.9
7.9
7.2
8.1
7.1
8.1
7.4
8.3
6.4
6.9Taxi
Hotel
Bar / Café
Restaurants
Shops
FacilitiesValue for money
91.7%
90.4%
91.3%
2011
2010
2009
Will you come back to Athens or / and will you suggest Athens to others?
Variations
Expense per category
1024
648768 762
5* 4* 3* 2*
207
147
194 191
5* 4* 3* 2*
Total Expense (€) Daily Expense (€)
Hotels Evaluation per Category
8.4 8.4
8.1
8.4
7.4
7.6
7.3
7.7
5* 4* 3* 2*
Facilities Value for Money
Overall Assessment:
7.6
Overall Assessment & Recommendation
7.67.7
7.5
8.0
5* 4* 3* 2*
92.4%
90.6%91.0%
94.7%
5* 4* 3* 2*
Overall Assessment Would you recommend Athens?
Other variations per category
5* 4* 3* 2*Trip Preparation- Sites like tripadvisor 15% 31% 30% 37%- Travel Agent 24% 32% 21% 17%- City Guide 10% 24% 21% 25%
Online Reservation? 50% 40% 56% 65%
Use of Facebook 76% 79% 85% 88%
Hotel's web site informative? 56% 45% 52% 62%Hotel's web site easy to use? 46% 38% 49% 58%
City Bus Tour 33% 31% 16% 9%Walking Tour 26% 21% 19% 21%
5.0 5.5 6.0 6.5 7.0 7.5 8.0 8.5 9.0
Business / pleasure
Parks, Green
Atmospheric Pollution
Noise Pollution
Safety
Info of specific events
Public Cleanness
Squares, Pavements
Taxi
Taxi – value for money
Shops - value for money
Restaurants - value for money
Athenians character
Signs & Info
Bar / café value for money
Public Transportation
Hotels - value for money
Overall Assessment:- Business: 7.4- Pleasure: 7.6
Airport - Port
Leisure - Entertainment
Access from Airport
Shops Facilities
Restaurants Facilities
Hotel FacilitiesCulture
Bar / café Facilities
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
Recommendation for Athens 91% 93%
Europe / N. America
Performance
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
20,000,000
22,000,000
24,000,000
Ιαν Φεβ Μάρ Απρ Μάι Ιούν Ιούλ Αύγ Σεπ Οκτ Νοέ Δεκ
2011 2010 2009 2008 2007
Rooms Revenue
Dec. 2010
Dec. 2008
Mar. 2010
June 2011
Mar. 2011
Based on 30 operating the period 2007-2010 5*: 13, 4*: 11, 3* & 2*: 6
July 2011
Source: GBR Consulting
May 2010
Oct. 2011
Rooms Revenue YTD Oct (x 1 mil €)
5* 4* 3*
Source: GBR Consulting
On basis of 30 operating hotel the period 2007-2010 5*: 13, 4*: 11, 3* & 2*: 6
118,7 119,8
96,590,4 94,1
20112010200920082007
27,9 27,2
24,1
21,423,3
20112010200920082007
8,8 9,08,3
7,16,6
20112010200920082007
2,684,1072,728,680
2,858,667
3,076,060
3,135,327
20112010200920082007
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000
Ιαν
Φεβ
Μά
ρ
Απ
ρ
Μά
ι
Ιού
ν
Ιού
λ
Αύ
γ
Σεπ Οκτ
Νο
έ
Δεκ
2011 2010 2009 2008 2007
International Tourist Arrivalsin Athens airport
YTD Oct
Source: AIA, SETE
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
200920082007
International Tourist Arrivals Attica - Athens
International Tourist Arrivals in Athens Airport (Sources: El. Venizelos, SETE)
International Arrival, Overnight stays in hotels (Source: El. STAT)
Attica
Athens
63% 61% 62%
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- ...
3.1 mil.3.4 mil.3.5 mil.
Source: El. Venizelos, SETE, El. STAT
International Tourist ArrivalsIstanbul - Attica
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011*
Istanbul Attica
Source: EL.STAT, Istanbul Province Culture and Tourism Directorate
Terrorist attack
*projection based on September YTD data
The importance of MICE
Source: International Congress and Convention Association, (ICCA)
0
20
40
60
80
100
120
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Istanbul Athens
Number of International Conferences
Sports PavilionTae Kwon Do
Lutfi Kirdar
ICCA rank 2010: 7th
ICCA rank 2010: 26th
International Tourist Arrivalsin hotels of Greece – Attica (χ 1,000)
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
1982 1985 1988 1991 1994 1997 2000 2003 2006 2009
Greece Attica
38% Attica Share 14%
Source: El. STAT
Attica Hotel Industry
Source: GBR Consulting – EXA-A
Occupancy (%) ARR, (Euro)
RevPar (Ευρώ)
2011
2010
2009
2008
2007
30
40
50
60
70
80
90
j f m a m j j a s o n d
ARR
80
100
120
140
160
180
200
220
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
Jan
Feb
Mar
Ap
r
May
Jun
Jul
Au
g
Sep
RevPAR
20
40
60
80
100
120
140
160
180
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
Jan
Feb
Mar
Ap
r
May
Jun
Jul
Au
g
Sep
Istanbul Barcelona Athens Rome
ARR
80
100
120
140
160
180
200
220
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
Jan
Feb
Mar
Ap
r
May
Jun
Jul
Au
g
Sep
Amsterdam
Vienna
Athens
Barcelona
Berlin
Stockholm
Brussels
Budapest
Prague
RomeCopenhagen
Dublin
Paris
Edinburgh
Florence
Frankfurt
Geneva
Munich
Moscow
Oslo
Venice
Helsinki
Lisbon
London
Madrid
Milan
Istanbul
Thessaloniki
-10.0
-5.0
0.0
5.0
10.0
15.0
-6.0 -4.0 -2.0 0.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0 16.0
Occupancy
ARR
% change YTD Oct. 2011/2010
Source: GBR Consulting, Smith Travel Research
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
Jan
Feb
Mar
Ap
r
May
Jun
Jul
Au
g
Sep Oct
Europe Mediterranean Athens
Europe – Mediterranean- Athens
Occupancy
2009 2010 2011
Source: GBR Consulting, Smith Travel Research
Europe – Mediterranean - Athens
30
50
70
90
110
130
150
Jan
Mar
May Ju
lSep Nov
Jan
Mar
May Ju
lSep Nov
Jan
Mar
May Ju
lSep
Europe Mediterranean Athens
80
100
120
140
160
180
Jan
Mar
May Ju
lSep Nov
Jan
Mar
May Ju
lSep Nov
Jan
Mar
May Ju
lSep
2009 2010 2011
ARR
RevPAR
Source: GBR Consulting, Smith Travel Research
35
45
55
65
75
85
Ιαν
Φεβ
Μά
ρ
Απ
ρ
Μά
ι
Ιού
ν
Ιού
λ
Αύ
γ
Σεπ Οκτ
Νο
έ
Δεκ
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
Κων/πολη Βαρκελώνη Athens Ρώμη
80
100
120
140
160
180
200
220
Ja
n
Fe
b
Ma
r
Ap
r
Ma
y
Ju
n
Ju
l
Au
g
Se
p
Oc
t
No
v
De
c
Ja
n
Fe
b
Ma
r
Ap
r
Ma
y
Ju
n
Ju
l
Au
g
Se
p
Oc
t
No
v
De
c
Ja
n
Fe
b
Ma
r
Ap
r
Ma
y
Ju
n
Ju
l
Au
g
Se
p
Oc
t
2009 2010 2011
Source: GBR Consulting, Smith Travel Research
Occupancy
(ARR)
Main competition
RevPAR
20
40
60
80
100
120
140
160
180
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
Jan
Feb
Mar
Ap
r
May
Jun
Jul
Au
g
Sep Oct
Istanbul Barcelona Athens Rome2009 2010 2011
Source: GBR Consulting, Smith Travel Research
World Bank – IMF Annual Meetings
13,713 registered delegates from 186 countries
Fourth United NationsConference on the Least Developed
Countries
Main competition
Athens in relation withEurope & Mediterranean
Europe 2009 – 2010Europe 2010 – 2011
Mediterranean 2009 – 2010Mediterranean 2010 - 2011
Occupancy ARR
RevPAR
Source: GBR Consulting, Smith Travel Research
60%
70%
80%
90%
100%
110%
No
v
De
c
Ja
n
Fe
b
Ma
r
Ap
r
Ma
y
Ju
n
Ju
l
Au
g
Se
p
Oc
t 60%
70%
80%
90%
100%
110%
No
v
Dec
Jan
Feb
Mar
Ap
r
May
Jun
Jul
Au
g
Sep Oct
50%
60%
70%
80%
90%
100%
110%
No
v
De
c
Ja
n
Fe
b
Ma
r
Ap
r
Ma
y
Ju
n
Ju
l
Au
g
Se
p
Oc
t
0 20 40 60 80 100 120
In Euro
2011 2010
0 40 80 120 160
In Euro
2011 2010
0 20 40 60 80
Αθήνα
Ρώμη
Βαρκελώνη
Μαδρίτη
Κων/πολη
%
2011 2010
Benchmarking Athens Hotels & 10 Europe Cities – YTD Oct. 2011
Source: GBR Consulting, Smith Travel Research
Occupancy (%) ΑRR RevPAR
Athens in comparison with 10 European cities – Δ% 2011/2010
Occupancy ARR (Euro)
RevPar (Euro)
Source: GBR Consulting, Smith Travel Research
Athens
10 cities
10 cities:ViennaLondonParisBerlinMunich RomeAmsterdamBarcelonaMadridIstanbul
-10%
-5%
0%
5%
10%
15%
20%
J F M A M J J A S O
-10%
-5%
0%
5%
10%
15%
20%
J F M A M J J A S O
-10%
-5%
0%
5%
10%
15%
20%
25%
J F M A M J J A S O
Tourism Barometer Forecasts of Athenian hoteliers for Q4 2011
Source: GBR ConsultingTourism Barometer
Source: GBR ConsultingTourism Barometer
Tourism Barometer Forecasts of Athenian hoteliers for Q4 2011
Tourism BarometerForecasts of Athenian hoteliers for 2012 as a whole
Source: GBR ConsultingTourism Barometer
Dr. Άρης Ίκκος, ISHC
Customer Satisfaction Survey Attica Hotels
Athens-Attica Hotel Association
30 November 2011