The emphasis is on five- and four-star hotels, and groups such as Four Seasons, Hilton and Marriott, which already have a presence here, are constantly increasing the number of Greek units they have in their portfolio.
In the vast majority of cases, their presence is linked to a hotel management contract, the ownership of which belongs to third parties, as is now the operating model of the industry worldwide.
Hilton and Marriott are opening this year with some of the many brands they manage, such as Small Luxury Hotels of the World, Curio and Conrad of the former, and Autograph Collection, Moxy and Westin of the latter, with five hotels each in Greece, bringing Hilton to 50 hotels and Marriott to 42.
InterContinental Hotels Group is also increasing its activities in the Greek market, with two new units in Crete under the Vignette Collection and Kimpton brands opening in 2025 and 2026 and two more Six Senses that have already been launched in Porto Heli and on Megalonisos, off Evia, scheduled to open by end-2027. It already operates five units in Athens, Thessaloniki and Crete.
Meanwhile, French multinational giant Accor is opening the first Handwritten Collection in Greece, in Iraklio, as well as the first Movenpick in Greece, in Syvota. Mandarin has also shown practical interest in Greece, having opened its first hotel in Costa Navarino and having secured a spot on the Attica Riviera.
Newly established groups are choosing Greece to take the first step in their international expansion, such as Aluma Hotels & Resorts. Wyndham Hotels & Resorts has also stated it is in talks for its further development in the Greek tourism market in the coming years, both in popular destinations in the country and in areas with a smaller travel traffic footprint.
Ilias Bellos
