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The performance of the Athens hotel sector
 

The performance of the Athens hotel sector

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

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

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    The performance of the Athens hotel sector The performance of the Athens hotel sector Presentation Transcript

    • Customer Satisfaction Survey Attica Hotels Athens-Attica Hotel Association January 2013 Dr. Aris Ikkos, ISHC
    • International Setting
    • Economic crisis n s t he A
    • Economic crisis n a c e lo a r B
    • Economic crisis m e R o
    • % change YTD Dec 2012/2011The Mediterranean cities ofAthens, Lisbon, Madrid andMilan show dropping 15.0occupancy and room ratelevels comparing Year-to-date LondonDecember 2012 with 2011. WarsawAthens clearly shows the highest 10.0 Paris Munich Dublindrops, especially on occupancy. Tel Aviv Edinburgh Helsinki MoscowThe city of Barcelona is showing 5.0 Copenhagen Pragueincreasing occupancy levels as Vienna Berlin Frankfurtwell 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
    • Athens compared to 4 main Mediterranean competitors YTD Dec 2012 & 2011 Occupancy (%) ΑRR RevPAR Athens RomeBarcelona Madrid Istanbul 0 20 40 60 80 0 40 80 120 160 0 40 80 120 % in Euro in Euro 2012 2011Source: GBR Consulting, Smith Travel Research
    • 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
    • Greece - Attica
    • Hotel industry performance in Greecechange 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
    • 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
    • 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 3,384,958Chania) 2,825,572 2,818,368 0.3% 3,140,811Dodecanese  2,996,573(Rhodes & Kos) 2,274,235 2,403,099 -6.8% 2,871,524Ionian 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 2012Other airports 293,998 311,050 -5.5%Total excluding Overall, international tourist arrivals haveAthens 8,758,629 8,830,218 -0.8% stabilised in Greece, with the exception ofAthens 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
    • Tourist profile andCustomer Satisfaction
    • 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.
    • Arrivals & Overnights by major source countriesat 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
    • 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% 15,435Δ% 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% 19,480Comparing arrival data 2010 – 2005 for Attica, Brazil, +45%Argentina, China and Russia show the highest growth 36,109rates of +187%, +157%, +105% and +45%respectively.The market share of these four countries has grownfrom 3.4% in 2005 to 6.0% in 2010. Russia China Argentinia Brazil Source: Hellenic Statistical Authority
    • 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 Greekeconomic 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 anyspecial attention.
    • 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 toAthens. The Australians, Americans, Canadians and British were most worried. About 66%indicated that they had no such worries.
    • 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 ItalyIt becomes clear from the above graph that the perception of safety is consistently much lower ratedby the Greeks and Cypriots, namely below the mark of 5.5, while the foreigners with the exception ofthe Italians in 2010 and 2011 rate it above and often well above the mark of 6.
    • 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 foreignsource markets with a mark of 6.8. As a result, 89% would recommend Athens, which is again thelowest percentage compared to the major foreign source markets.
    • 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
    • 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%
    • Seasonality Preference for a particular month to visit Athens per nationality Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
    • Age profile Biggest group of travellers < 18 18 - 30 31 - 50 >50
    • Forecast Athenian Hoteliers for Q1 2013
    • Forecast Athenian Hoteliers for 2013 as a whole
    • Customer Satisfaction Survey Attica Hotels Athens-Attica Hotel Association January 2013 Dr. Aris Ikkos, ISHC