Hilton – Brown Hotels: Franchise Agreements for Two Properties in Greece
Brown Hotels on Tuesday announced franchise agreements with hospitality giant Hilton, which sees two of its “Isla Brown” hotels in Greece entering the “Curio Collection by Hilton” brand.
Curio Collection by Hilton is a global portfolio of more than 145 individually unique hotels hand-picked to immerse guests in one-of-a kind moments in the world’s most sought-after destinations. Isla Brown, a brand of Israeli chain Brown Hotels, includes luxury design resorts in its collection.
The two new Hilton-branded properties are the Isla Brown Chania Resort on Crete and the Isla Brown Corinthia Resort & Spa in Agioi Theodoroi. Managed and operated by Brown Hotels, the two hotels, now members of the Curio Collection by Hilton, will welcome guests in spring for the summer season.
According to Brown Hotels Founder and CEO Leon Avigad, by joining the Curio Collection by Hilton chain, the two hotels will boost their premium and luxurious flair.
“Brown Hotels fully aligns with Hilton’s standards and philosophy,” Avigad said during a press conference in Athens, adding that the Curio Collection by Hilton is a global network of amazing hotels and resorts selected for their special character.
“Our two resorts will offer an unparalleled hospitality experience to guests starting with the 2024 summer season and as we add rooms to both properties, we look forward to sharing this development with more guests in Chania and Corinthia,” Avigad said.
The collaboration with Hilton concerns the upgrading of infrastructure and services of the two Brown Hotels’ properties and includes them in the Hilton Honors loyalty program, which counts some 180 million members and offers important privileges to guests.
Hilton boosts presence in Greece
Through the partnership with Brown Hotels, Hilton strengthens its presence in Greece.
“We are excited to begin our partnership with Brown Hotels and host these fantastic properties in our portfolio and welcome guests into the summer season,” said Alan Mantin, Managing Director of Hilton Development in Southern Europe.
According to Mantin, Hilton is focused on its continuous development in Greece and aims to triple its presence in the coming years.
“The popularity of resort hotels helps us to enter new destinations throughout the region,” he said, adding that Greek hospitality and the uniqueness of the islands is a pole of attraction for the group.
With the franchise agreement with Brown Hotels, Hilton currently has 14 hotels open and in the pipeline in Greece with 1,797 rooms (trading and in the pipeline). Hotels of the hospitality giant that are currently in the pipeline include the landmark Athens Hilton that will reopen next year under the Conrad brand as well as two hotels in Piraeus and Kifisia, slated to open following extensive renovations.
“Over the past five years, we have doubled our hotel portfolio in resorts across Europe, the Middle East and Africa, now boasting nearly 80 hotels,” Mantin added.
Hilton has a portfolio of 22 world-class brands comprising more than 7,500 properties and nearly 1.2 million rooms in 126 countries and territories.
Greek Tourism Ministry applauds partnership
On his part, Myron Flouris, the Secretary General for Tourism Policy and Development of the Greek Tourism Ministry, applauded the partnership of the two hospitality brands.
“This distinctive brand identity of the Brown Hotels – Hilton perfectly matches our promotion and hospitality philosophy, to guide our visitors towards a true sense of place wherever they stay in Greece,” he said, adding that partnerships, important in all industries, play a particularly critical role in tourism.
“The strategic partnership of Brown Hotels with Hilton, leading to the upgrade of both infrastructure and services and to the integration to the Hilton Honors customer loyalty program, apart from increasing customer retention, is strengthening even more both hotel chains’ brand awareness,” Flouris said while highlighting that the alliance of the two brands is also a strong basis for growth and further expansion in Greece.
The 2 new additions to Curio Collection by Hilton
The Isla Brown Corinthia Resort & Spa, Curio Collection by Hilton, is a 5-star, 166-room luxury resort located in Loutraki-Agioi Theodoroi, just 60 kilometers from Athens (a one-hour drive).
Located on Crete, the 5-star Isla Brown Chania Resort, Curio Collection by Hilton features 148 premium rooms. As announced during the press conference, the hotel will see the addition of another 53 rooms by the summer.
The Brown Hotels chain was founded in 2010 by hoteliers Leon Avigad and Nitzan Perry and is renowned for the uniqueness of its design hotels. The chain entered Greece in 2020 and today has 12 properties in its Greece portfolio, including 6 hotels in Athens, 5 resorts (in Agioi Theodoroi, Eretria, Chalkida, Corfu and Chania), and a beach boutique hotel in Loutraki.