Greece to Welcome Over 60 Hotels in the Next Four Years
More than 60 hotel projects worth billions of euros are in the pipeline throughout Greece and are expected to open their doors within the next four years, underscoring the Greece’s hospitality sector’s dynamic and multifaceted nature.
According to a report released by Travelworks Public Relations, 40 percent of the new hotels to open will operate under international brands, while the remaining 60 percent will be spearheaded by domestic entities.
“In the wake of the pandemic, the Greek hospitality sector has witnessed a remarkable influx of investments, marking a new era in the industry’s landscape,” said Kostas Panagakis from Travelworks.
“These investments have ushered in a wave of international hospitality brands, significantly enhancing Greece’s appeal as a global destination.”
As highlighted in Travelworks’ “Greek Market Report / Hotel Investments 2024 – 2027”, hotel companies such as Hilton, Marriott, Accor, Radisson, Meliá, Hyatt, Wyndham and Brown, as well as Greek hotel management companies such as HotelBrain and SWOT Hospitality, are strengthening their presence in Greece by adding new hotels in their developing portfolios.
Hilton
Hilton currently has eight trading hotels in Greece, with plans to open six hotels in the coming years. In recent years, the hotel chain concentrated its efforts on development in Greece, deploying its brands both in city locations and throughout the country’s island resort destinations, opening hotels on Santorini, Crete and Rhodes.
Hilton’s upcoming hotel openings in Greece include brand entries for Conrad Hotels & Resorts in the capital (on the property that once housed the Hilton Athens), as well as the first Curio Collection by Hilton property (former Pentelikon Athens) on the mainland.
“Beyond key leisure destinations and the capital, we are also focusing our attention in up and coming destinations, including tapping into more market segments,” said Andreas Koukas, Director Development Greece & Cyprus, Hilton.
Marriott
A leader in establishing and growing the largest hotel portfolio in Greece with local development presence since 2016, Marriott International continues to lead the way with 33 operational hotels and four hotels in the pipeline.
The hotel chain had a very productive year in 2023, signing four new deals, including bringing the first Tribute Portfolio beach resort in Greece and Southeastern Europe (Stalida Beach, Crete).
According to Nikos Hadjos, Marriot’s Consultant, International Hotel Development – Greece & Cyprus, for 2024, the company’s focus remains growing its already successful presence in the luxury and lifestyle segment, both in Athens as well as on the Greek islands.
Accor
French hospitality group Accor is moving in the same direction. Already showcasing eight prestigious properties in Greece, Accor plans to double its portfolio by adding eight more hotels, bringing new experiences and standards to the Greek hospitality sector.
According to Frank Reul, Accor’s VP – Development Accor Premium, Midscale & Economy Eastern Europe, Balkans, Italy & Greece, Accor is looking forward to introduce more Accor brands into the Greek market.
“As we look towards 2024 and beyond, we intend to deepen our roots in Greece through sustainable development and partnerships with local hoteliers,” Reul said, adding that the group is exploring new opportunities in Athens and beyond, targeting both renowned and undiscovered locales.
Radisson
Radisson Hotel Group has three highly anticipated hotel openings planned for 2025, according to Elie Milky, the company’s Vice President of Development.
The first is the Radisson RED Mitropoleos Square Athens, which will be a design-led, lifestyle hotel featuring 112 keys across two existing buildings in the heart of Athens. The second is the upscale, Radisson Theatrou Square, Athens, which will feature 172 rooms and suites and will be housed in a converted historic college building. Radisson’s third opening in Greece in 2025 will be the Radisson Blu Resort, Mani, a new-build beach resort with 150 rooms and the company’s fifth Radisson Blu property in Greece.
“We are committed to expanding our presence in Greece with a particular focus on the primary cities and resort destinations as the leading international hotel group in the country,” said Milky.
Meliá
Melia Hotels International also has plans to expand its presence in Greece. The company’s executives recognize significant potential in various locations within the Peloponnese, Athenian Riviera and Halkidiki.
“Our adeptness at infusing urban destinations with our unique ‘bleisure’ character is exemplified by our continuous focus on Athens and Thessaloniki,” said María Zarraluqui, Meliá Hotels International’s Vice President – Global Development.
Hyatt
Hyatt Hotels Corporation this year has ambitious plans with the opening of Zoëtry Halkidiki scheduled for May. The luxury resort, featuring 104 rooms, aims to deliver an exceptional boutique all-inclusive experience, showcasing Hyatt’s dedication to diversifying within the all-inclusive range on the international stage.
According to Carlos Paredes Fernández, Director of Hotel Development EAME – Inclusive Collection, the company’s expansion strategy in Greece extends beyond existing locations, focusing on Greek resort destinations such as Crete, Rhodes, Kos, Paros, Corfu, Zakynthos, and mainland destinations like Halkidiki and the Athens Riviera.
“This commitment underscores Hyatt’s dedication to contributing to the growth and prosperity of Greek hospitality,” Fernández said.
Wyndham
For Wyndham Hotels & Resorts, 2024 marks the beginning of a new expansion phase for the company in Greece, focusing on amplifying its presence in both well-traveled locales and emerging destinations with promising growth potential.
“The feedback from the Greek hotel market is particularly encouraging, with active interest in new additions to the Wyndham Hotels & Resorts hotel portfolio,” said Vassilis Themelidis, Regional Director South & East Europe, Wyndham Hotels & Resorts.
Brown Hotels
Having unveiled 12 new urban and resort properties in Greece in the past years, Brown Hotels is getting ready to open two hotels this year in the Greek capital.
The first is the Brown Museum, a fully renovated 93-room hotel located on Bouboulinas Street and near Omonia Square, which was formerly part of the Hotels of Athens group. The second hotel scheduled to launch in 2024 is the 46-room boutique hotel Domino Brown on Themistokleous Street, further cementing the company’s strong presence in Athens.
Moreover, in 2025 Brown Hotels will open the Villa Brown Sans Rival in Athens. Located at the crossroads of Liosion and Konstantinou Palaiologou streets, near Omonia Square, the property is a renovation of the old House Sans Rival and will feature 46 rooms.
It is noted that Brown Hotels recently announced franchise agreements with hospitality giant Hilton, which sees two of its “Isla Brown” hotels in Greece entering the “Curio Collection by Hilton” brand.
Grivalia Hospitality
Grivalia Hospitality, a leading investment company in the luxury hospitality sector, in 2024 will introduce a first of its kind concept in the Athenian Riviera and in Greece in general. Named “91 Athens Riviera”, the company’s newest project is a coupling of an exclusive Members Club and the epitome of the Glamping experience.
“91 Athens Riviera” will offer exclusive wellness and fitness facilities, a relaxation pool area, a state of the art court tennis club, a vibrant beach club and 30 premium tents of distinctive architectural design. The project will mark Grivalia’s first collaboration with Domes Resorts, adopting its Domes Reserve concept and will also introduce the acclaimed restaurant Barbarossa Paros to the Athenian scene.
This year will also be the first full year of operation of Grivalia’s recently opened One&Only Aesthesis on the Athenian Riviera and Avant Mar on Paros.
Future projects for Grivalia Hospitality, include two low density, ultra luxury, sustainable and environmentally friendly resorts in Megalonisos Petalioi and in Kalo Livadi on Mykonos.
HotelBrain
HotelBrain, a leading hospitality management and consulting group in Greece, welcomed 2024 with agreements for seven new hotels. For 2024 the group forecasts at least 10 more hotels to be added to its portfolio.
According to HotelBrain Founder Panos Palaiologos, deals have already been signed for five hotels whose properties will be delivered to the group in the next two months, while there is a pipeline of 15 more hotels.
“HotelBrain has surpassed the record number of 100 leased hotel for the first time – a number that rises steadily as HotelBran adds new units – and most importantly – new destinations to its portfolio,” said Palaiologos, adding that in 2024 HotelBrain will aim to surpass 1 million unique visitors.