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Hotel Study - Results 2006

Hotel Study 2006, highlights that the euphoria for the upturn of Greek Tourism in 2005 masks some very important shifts in qualitative characteristics. In particular:

Customer profile
The market mix changed substantially in favour of travel agency and conference segments, at the expense of business and FITs and to a minor extent tour operators.

Market mix
2005
2004
2003
Government
0.3%
0.3%
0.9%
Business
12.5%
13.2%
18.7%
Individuals
13.8%
16.5%
14.2%
Travel Agents
10.8%
7.6%
5.6%
Tour Operators
31.7%
31.1%
32.3%
Conference
20.5%
21.7%
17.9%
Other
10.5%
9.5%
10.3%
 
100.0%
100.0%
100.0%

Additionally, the percentage of repeat, i.e. loyal, customers is steadily decreasing.

 
2005
2004
2003
Repeaters
17.3%
19.1%
21.6%

Performance
On the other hand:

  • the ARR increased from € 106 in 2003 to € 141 in 2005 (having peaked at € 184 during Olympic year of 2004).
  • The RevPAR similarly increased between 2003 and 2005 from € 60 to € 79 (2004: € 83).
  • Occupancy rates improved marginally from 56.8% in 2003 to 58.2% in 2005 (2004: 50.3%).

Furthermore:

  • Payroll and Related increased in absolute and percentage terms and now correspond to almost 50% of turnover.
  • Marketing further increased from 2.7% in 2003 to 5.4% in 2005 as a percentage of total sales.
  • However, the increased marketing activities did not result into better revenue nor to better GOP, which fell from 18.2% in 2003 to 17.1% in 2005.

Overall one can conclude that the 2004 Olympic push did not materialize in the high-spend FIT market segments but primarily in Travel Agency and, to a lesser extent, in the Conference segments. Increased Payroll cost more than covered price and occupancy rises leading to a drop in GOP.

In addition to the general results, the analysis is also performed for the following 3 segments of the market:

  • 5 star hotels
  • City hotels (5 and 4 star)
  • Resort hotels (5 and 4 star)

Data analysis (market mix, occupancy, ARR, RevPAR, payment terms, P&L analysis etc.) covers data from 2005 on its own, but also in comparison to 2004, 2003 and 2002.

The Hotel Study was conducted under the auspices of Sete and the support of Traveldailynews.

 

under auspices of
SETE

with the support of
Traveldailynews

 



 
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