The 2009 Greek Hotel Branding Report |
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| The 54-page 2009 Greek Hotel Branding Report includes detailed lists with the 113 brands that operate in Greece as well as overall statistics on the Greek hotel industry. All listed brands are grouped into four categories, i.e. international brands, national brands, local brands and Cypriot brands. Several tables contain all 431 hotels with a brand affiliation and their room capacities as well as the 97 hotels that are members of international hotel consortia. The Report also comprises the websites of all 113 hotel brands. |
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Hotel brands have been expanding their presence in Greece over recent years, yet their share still remains low when compared to other European countries. According to the just published 2009 Greek Hotel Branding Report, 4% of the country’s hotels - controlling 19% of the total room capacity - have an affiliation with one of 113 brands.
When the Greek Hotel Branding Report was first published in 2005, only 3% of the country’s hotels and 17% of all hotel room capacity had an affiliation with a brand. Over the last four years, there has been a significant growth in branded hotels, with their capacity growing by over 20,000 rooms to a total of 77,464 rooms in 431 hotels in 2009. However, the share of branded hotels in Greece is still lower than in other countries. This is in part attributable to the heavy reliance on the inclusive tour market, as many Greek hoteliers look to tour operators to fill their rooms.
Mitsis, Grecotel, Best Western, Classical, Iberostar, Club alltoura as well as Cyprus-based Atlantica and Louis are the only brands active in Greece with ten or more hotels. Mitsis, the country’s largest hotel brand, operates 4,787 rooms in 16 hotels or 1.2% of the total room capacity available at Greek hotels.
Global brands, such as IHG’s InterContinental, Crowne Plaza and Holiday Inn, Accor’s Club Med, Sofitel and Novotel, Hilton, Marriott and Hyatt have established a limited presence of one or two hotels in Greece. Starwood is the only major hotel group that expanded its presence in Greece. It now has six Luxury Collection properties and one Westin. The opening of two resort hotels on the Peloponnese in 2010 and the launch of the country’s first W Hotel in Athens in 2011 will double the present room count of Starwood over the next two years.
Interestingly, brands controlled by Europe’s large tour operators claim one fourth of all branded hotels in Greece accounting for 77 hotels with 18,522 rooms (4.6% of total Greek hotel room capacity). A good part of these accommodations operates on an all-inclusive basis. The German travel conglomerate TUI is dominating this hotel segment by having six of its hotel brands operating in the country. TUI has evolved to become Greece’s largest hotel operator controlling a total of 36 hotels with 8,869 rooms (2.2% of all hotel rooms in Greece) under the Atlantica, Grecotel, Magic Life, Robinson Club, Sensatori and Sensimar brands. Other major European tour operators, such as Thomas Cook, Alltours and Rewe, have also introduced several of their hotel brands to Greece.
Regarding Greek brands, second to Mitsis is Grecotel - a 50:50 joint venture of TUI Hotels & Resorts and N. Daskalantonakis Group - with a capacity of 4,473 rooms in 19 hotels. Other major national brands include Aldemar, Classical, Helios and Divani as well as the rapidly growing newcomers Aquis and Mareblue. There are also several large local brands in the country’s main resort areas, such as Kipriotis on Kos, Esperia on Rhodes and G-Hotels in Chalkidiki.
A growing number of Greek hotels are opting for consortium membership. With inclusive tour sales from Western Europe steadily declining during most of the present decade, Greek hotel owners are now looking for ways to diversify the sources of their business. Their interest in approaching high-spending FITs as well as in securing meetings and incentive travel groups, has recently led to an accelerating enrolment rate in international hotel consortia such as the Leading Hotels of the World, Great Hotels Organisation and Small Luxury Hotels of the World. Nearly one hundred Greek hotels have joined these networks in 2009.
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Executive Summary
About this Report
About the Author
INTRODUCTION
Global Dominance of Hotel Brands
Hotel Brands in the Context of the Present Report
OVERVIEW OF THE GREEK HOTEL INDUSTRY
Some Key Data on the Greek Hotel Industry
Over-Dependence on Tour Operators
Athens and the Olympic Legacy
Other Urban Hotel Markets
Resort Hotels
HOTEL BRANDS OPERATING IN GREECE
Share of Branded Hotels
The Largest Hotel Groups Operating in Greece
International Hotel Brands
Cypriot Hotel Brands
National Greek Hotel Brands
Local Greek Hotel Brands
Hotel Brands Operated by Tour Operators
Dual Branding
Dismantled Greek Hotel Brands
International Hotel Consortia with Members in Greece
CONCLUSIONS
Conclusions
References
APPENDICES
Appendix 1: Hotels Featuring an International Hotel Brand
Appendix 2: Hotels Featuring a Cypriot Hotel Brand
Appendix 3: Hotels Featuring a National Hotel Brand
Appendix 4: Hotels Featuring a Local Hotel Brand
Appendix 5: Members of International Hotel Consortia in Greece
Appendix 6: Alphabetical Index and Websites of all Listed Hotel Brands
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| Typ: |
Marktstudie |
| Kategorie: |
Spezialimmobilien |
| Schwerpunkt: |
Hotels / Gastronomie |
| Jahrgang: |
07/2009 |
| Anbieter: |
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| Umfang: |
54 Seiten, Div. Abb. |
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