The document summarizes the results of a tourist satisfaction survey conducted in Athens, Greece between July and September 2013 with 1,450 respondents. Some key findings include: - The average age of respondents was 30-40 years old and most were travelling with a partner for pleasure and stayed an average of 4.5 nights. - 70% visited Athens for its archaeological sites and 91% visited the Acropolis. - 59% had a better experience than expected and 92% would recommend Athens. - The overall assessment score was 7.8 out of 10.

1. Tourist Satisfaction Survey
November 2013
consulting
Dr. Aris Ikkos

2. 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

3. 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
65%
booked online
70%
comes to Athens for
its archaeological sites
7.8
is the overall
assessment mark
59%
had a better or much
better experience than
expected
92%
would recommend
Athens
56%
uses hotel review
sites
91%
visits the Acropolis
71%
is using social media,
mainly Facebook

4. Travel companions
21% with
partner and 1.9
kids
38%
With partner
20% with friend /
friends
13%
Alone
Only with 1.7
children
6%
unknown
Age groups
> 50
28%
30 - 50
44%
18 - 30
< 18
25%
0%
Unanswered: 3%

5. Frequency of visit
51%
first time
14%
2x
3x
4x
6%
3%
19%
More
Unanswered: 6%
4.5 nights
average length of stay

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

7. Why Athens as your leisure destination
Trip purpose
Archaeological sites / cultural
interest
3%
Conference /
Exhibition
13%
Business
2%
Other
9%
Friends / relative
70%
26%
Passer by
22%
Personality of the city
73%
Leisure
17%
Gastronomy
Other
8%
Attractive commerical centre
6%
Attractive package offer (cheap)
6%

8. What influenced the choice for Athens
Suggestion from
relative / friend
41%
Internet sites
18%
Travel agent
15%
Other
TV / Radio /
Press
Advertising
campaign
14%
6%
5%

9. Preparation of the trip
Online
Offline
56%
Hotel review sites
40%
Web site hotel
Web sites of museums,
archaeological sites etc.
15%
Smart phone app
for Athens
www.breathtakingathens.gr
Other
31%
19%
11%
9%
Social media
www.gnto.gr
City guides
(book format)
Travel Agent
information
6%
4%
1%
78%
found the information sufficient

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

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

12. Evaluation
Frequency
of flights
90%
arrived in Athens
by plane
7.3
Schedule of
flights
Cost of
flights
Airport
Access
from airport
7.3
6.3
8.0
8.1
Scale 1 - 10

13. Expenditure
per person per day
Attractions & Entertainment
€ 24.64
Restaurants & cafes
€ 39.74
Shopping
€ 35.15
Other
€ 57.56
Total
€ 157.10

14. Attractions visited or intended to visit
Akropolis
Akropolis Museum
National Garden
Archeological Musuem
The Panathenaic Stadium
Sounion temple
Lykabettus cable
Yes, convenient hours
Benaki Museum
Visited
Museum of Cycladic Art
Cinema / theatre
Kaisariani monastery
the Ancient Agora and Olympieion
were also frequently mentioned
Athens Music Hall
0%
10%
20%
30%
40%
50%
60%
70%
80%
90% 100%

15. 21% took a city bus tour
20% did a Walking Tour
Also the happy train, happy bus,
tours by taxi & private tours
were mentioned

16. Are you aware that the Argosaronic islands are easily accessible from Athens?
35%
Aware
30%
Visited or will visit
25%
20%
15%
10%
5%
0%
Hydra
Aegina
Poros
Spetses
Agistri
Salamina
Kythira
Methana
Antikythira

17. Beaches
61%
is aware of the
Athens beaches
Almost half of those
aware have been
0%
10%
20%
30%
40%
50%
60%
70%

18. Managing expectations
59% had a better or much better
experience than expected
34%
36%
23%
5%
1%
much
worse
worse
match
better
much
better

19. 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”

20. Evaluation of different aspects
culture
character of local people
leisure & entertainment
public transport
sign and information
city parks, city green
safety in the city
7.8 is the mark
info on specific events
of the overall
assessment
atmospheric pollution
squares, pavements
public cleanliness
noise pollution
5.5
6.0
6.5
7.0
7.5
8.0
8.5
9.0
Scale 1 - 10

21. Evaluation of different aspects
8.4
Hotels
7.5
8.0
Restaurants
7.4
8.1
Bars / cafes
Shopping
7.3
7.5
7.5
7.0
Facilities
Value for money
Taxis
7.4
7.2
Scale 1 - 10

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

23. Comparisons
consulting

24. Comparisons between 5*, 4* and 3* guests
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.

25. Comparisons between 5*, 4* and 3* guests
expenditure per person per day in €
191.85
Other
Shopping
Restaurants - Cafes
Attractions - Entertainment
67.93
133.77
43.62
50.77
105.00
24.82
28.37
53.11
31.38
36.66
25.21
27.19
23.26
18.31
5*
4*
3*

26. Comparisons between three geographic regions
Evaluation of Facilities
Hotels
Facilities
Restaurants
Region
(overall assessment)
Bars / cafes
N. America (8.0)
Shopping
Europe (7.7)
Asia (7.7)
Taxis
Scale 1 - 10
6.0
6.5
7.0
7.5
8.0
8.5

27. Comparisons between three geographic regions
Evaluation of Value for Money
Value for Money
Hotels
Restaurants
Region
(overall assessment)
Bars / cafes
N. America (8.0)
Shopping
Europe (7.7)
Asia (7.7)
Taxis
Scale 1 - 10
6.0
6.5
7.0
7.5
8.0

28. % that booked online
62%
Trip preparation through...
65%
41%
Word of Mouth
51%
29%
24%
34%
25%
Social Media
7%
2010
2011
2012
2013
2010
2011
10%
9%
2012
2013

29. Assessment
Hotel Facilities
8.1
8.3
8.4
8.4
95%
8.0
Overall Assessment 7.6
7.5
7.3
7.8
7.8
7.7
7.5
7.4
7.2
% that would recommend
Athens
92%
92%
91%
90%
7.2
Hotel Value for Money
2009
Scale 1 - 10
2010
2011
2012
2013
2009
2010
2011
2012
2013

30. Performance
consulting

31. Recovery in Athens after March 2013
% Δ 2013 / 2012
25.0%
20.0%
15.0%
10.0%
Occupancy
ARR
5.0%
RevPAR
0.0%
Jan
Feb
Mar
Apr
May
Jun
-5.0%
-10.0%
-15.0%
-20.0%
Source: STR Global, ΕXΑ processed by GBR Consulting
Jul
Aug
Sep
Oct
Nov

32. International Tourist Arrivals at main airports
YTD Sept 2012 / 2013
12,000,000
10,000,000
+10%
2012
2013
+13%
8,000,000
6,000,000
4,000,000
0%
2,000,000
0
Athens
Total Greece excl.
Athens
Total Greece

33. International Tourist Arrivals
Athens and Crete (Iraklio & Chania) 2008 - 2013
3,500,000
3,300,000
3,100,000
2,900,000
2,700,000
2,500,000
2,300,000
2,100,000
1,900,000
1,700,000
1,500,000
2008
Source: SETE
2009
Athens
2010
2011
Iraklio
2012
2013*
Chania

34. Occupancy (%)
ARR (€)
80
185
175
5*
75
4*
70
5*
165
4*
155
3*
3*
145
65
135
60
125
55
115
105
50
95
45
75
65
85
40
55
35
45
04
05
06
07
08
09
10
11
12
13
04 05
* estimated based ytd Sep
Source: EXA on the basis of 22 hotels, analysis by GBR Consulting
06
07 08
09 10
11
12 13

35. RevPAR (€)
115
5*
105
4*
95
3*
85
75
65
55
45
35
25
15
04
05
06
07
08
09
10
* estimated based ytd Sep
Source: EXA on the basis of 22 hotels, analysis by GBR Consulting
11
12
13

36. RevPAR development for 2004 – 2013*
North & South Europe vs Attica
100
95
90
85
RevPAR (€)
80
75
70
65
60
55
50
45
40
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
N. Europe
Attica
S. Europe
Attica following S. Europe
Source: STR Global 17 N. European cities & 6 S. European cities, XEE, EXA on the basis of 37 hotels,
analysis by GBR Consulting

37. Lost revenue in the Attica hotel sector (1 – 5 star)
due the Greek financial crisis
100
95
90
85
RevPAR (€)
80
75
70
65
Loss:
€ 630 million
60
55
50
45
40
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
N. Europe
Attica
S. Europe
Attica following S. Europe
Source: STR Global 17 N. European cities & 6 S. European cities, XEE, EXA on the basis of 37 hotels,
analysis by GBR Consulting

38. Total impact of Greek financial crisis
on the Attica Tourism Industry in the period 2010 - 2013
Room revenue
€ 630 million
Total hotel revenue
€ 820 million
Total spending *
€ 2,550 million
+ multiplier effect
* Based on EXA hotel benchmark data & Customer Satisfaction Surveys 2010 – 2013. The average
spending on hotels as a percentage of the total spending in the city is ~32%
Source: STR Global 17 N. European cities & 6 S. European cities, XEE, EXA on the basis of 37 hotels,
SETE, analysis by GBR Consulting

39. Total estimated impact excluding hotels
in the period 2010 - 2013
Attractions & Entertainment
€ 335 million
Restaurants & cafes
€ 555 million
Shopping
€ 493 million
Other
€ 348 million
Total
€ 1,730 million
Source: EXA Customer Satisfaction Surveys 2010 - 2013, analysis by GBR Consulting

40. 260
Occupancy and ARR of major European cities
YTD September 2013
Paris
ARR
240
220
200
Tel Aviv
180
160
Rome
140
Milan
120
Brussels
100
80
60
40
50.0
Bucharest
Madrid
Athens
Thessaloniki
55.0
60.0
London
Istanbul
Moscow
Munich
Frankfurt
Barcelona
Copenhagen
Helsinki
Vienna
Berlin
Lisbon
Prague
Warsaw
Budapest
65.0
Source: STR Global, EXA processed by GBR Consulting
70.0
75.0
Amsterdam
Edinburgh
Dublin
80.0
85.0
Occuapncy

41. Occupancy and ARR of major European cities
YTD September change 2013/2012
8.0
4.0
-7.0
Istanbul
-5.0
Madrid
Tel Aviv
Barcelona
Brussels
0.0
-3.0
Helsinki
-1.0
Vienna
-4.0
Copenhagen
Dublin
Frankfurt
Lisbon
Paris
Amsterdam
Budapest
Rome Munich
Milan
Edinburgh
Berlin
Bucharest
1.0 Prague
3.0
5.0
7.0
Moscow
Thessaloniki
-8.0
London
-12.0
-16.0
-20.0
-24.0
Warsaw
ARR
Source: STR Global, EXA processed by GBR Consulting
Occupancy
9.0
Athens

42. Occupancy trends of Mediterranean cities
YTD September 2013
85
75
55
45
2012
Athens
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
35
Jan
%
65
2013
Istanbul
Barcelona
Source: STR Global, EXA processed by GBR Consulting
Madrid
Rome

43. ARR trends of Mediterranean cities
YTD September 2013
190
170
130
110
90
70
2012
Athens
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
50
Jan
€
150
2013
Istanbul
Source: STR Global, EXA processed by GBR Consulting
Barcelona
Madrid
Rome

44. RevPAR trends of Mediterranean cities
YTD September 2013
160
140
120
80
60
40
20
2012
Athens
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
0
Jan
€
100
2013
Istanbul
Source: STR Global, EXA processed by GBR Consulting
Barcelona
Madrid
Rome

45. % 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
100%
90%
30% of Attica
80%
hotel rooms is branded
70%
Rooms
60%
Hotels
50%
40%
23 hotels are
30%
internationally branded
20%
10%
10 international
0%
brands
5*
4*
3*
2*
Source: GBR Consulting, Hotel Brands Report – September 2013
1*

46. Thank you!
consulting
Dr. Aris Ikkos