Tourist Satisfaction Survey November 2013 Dr. Aris Ikkos consulting

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 70% comes to Athens for its archaeological sites 56% uses hotel review sites 65% booked online 71% is using social media, mainly Facebook 91% visits the Acropolis 59% had a better or much better experience than expected 7.8 is the overall assessment mark 92% would recommend Athens

Travel companions Age groups Unanswered: 3%

Frequency of visit 4.5 nights average length of stay Unanswered: 6%

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

Trip purpose Why Athens as your leisure destination

What influenced the choice for Athens

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

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

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

Evaluation Scale % arrived in Athens by plane

Expenditure per person per day Attractions & Entertainment€ Restaurants & cafes€ Shopping€ Other€ Total€

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?

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

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”

noise pollution culture character of local people public cleanliness squares, pavements atmospheric pollution info on specific events safety in the city city parks, city green sign and information public transport leisure & entertainment Evaluation of different aspects 7.8 is the mark of the overall assessment Scale

Evaluation of different aspects Hotels Restaurants Bars / cafes Shopping Taxis Facilities Value for money Scale

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

Comparisons consulting

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 per person per day in €

Hotels Restaurants Bars / cafes Shopping Taxis Comparisons between three geographic regions Evaluation of Facilities Facilities N. America (8.0) Europe (7.7) Asia (7.7) Region (overall assessment) Scale

Hotels Restaurants Bars / cafes Shopping Taxis Comparisons between three geographic regions Evaluation of Value for Money Value for Money N. America (8.0) Europe (7.7) Asia (7.7) Region (overall assessment) Scale

% that booked onlineTrip preparation through... Word of Mouth Social Media

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

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 / % +13% +10%

International Tourist Arrivals Athens and Crete (Iraklio & Chania) AthensIraklioChania Source: SETE

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

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

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

Lost revenue in the Attica hotel sector (1 – 5 star) due the Greek financial crisis RevPAR (€) Source: STR Global 17 N. European cities & 6 S. European cities, XEE, EXA on the basis of 37 hotels, analysis by GBR Consulting Loss: € 630 million

Total impact of Greek financial crisis on the Attica Tourism Industry in the period Source: STR Global 17 N. European cities & 6 S. European cities, XEE, EXA on the basis of 37 hotels, SETE, analysis by GBR Consulting * Based on EXA hotel benchmark data & Customer Satisfaction Surveys 2010 – The average spending on hotels as a percentage of the total spending in the city is ~32% Room revenue€ 630 million Total hotel revenue€ 820 million Total spending *€ 2,550 million + multiplier effect

Attractions & Entertainment€ 335 million Restaurants & cafes€ 555 million Shopping€ 493 million Other€ 348 million Total€ 1,730 million Total estimated impact excluding hotels in the period Source: EXA Customer Satisfaction Surveys , 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 Source: STR Global, EXA processed by GBR Consulting %

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

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

% 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 Source: GBR Consulting, Hotel Brands Report – September international brands

Thank you! Dr. Aris Ikkos consulting