International hotel brands are spotting opportunities to make their mark in the Greek hotel marketplace, as the country’s resilient economy attracts visitors from an increasingly broad variety of source markets.
A second quarter update from Greek consultancy GBR Consulting reports there are now 39 international hotel chains present in the Greek market, between them controlling 205 hotels that add up to more than 29,000 rooms. Their presence is concentrated in the luxury segment, where more than a quarter of five star rooms are managed and marketed by international brands.
Marriott leading the international push
Among the international brand groups, Marriott leads the market with a 19% share, ahead of the local Sani/Ikos group and Wyndham, both with 9% market share.
Investor interest remains strong, as witnessed by a July acquisition deal that saw Greek buyer Premia Properties purchase two leisure hotels, on Rhodes and Crete, for a total of EUR112.5m. It bought the 534 room Kallithea Beach hotel and 262 room Makrigalos & Ocean Beach Club hotel from Nordic Leisure Travel Group on a sale and leaseback basis, with a back to back 15 year lease agreed. Premia is using a corporate bond, underwritten by the National Bank of Greece, to help fund the acquisitions.
Hilton, currently fourth in the rankings with a 7% market share, is making progress with its presence across Greece, using a variety of routes to market. In spring 2024, it signed an agreement with Israel’s Brown Hotels, which will see two of its resort properties list under Hilton’s Curio Collection. Hilton has also signed up a large number of Small Luxury Hotels of the World to its distribution network, which include no less than 25 independent boutique hotels across Greece. Brown is also adding further Greek properties to its portfolio, including the House Sans Rival and Boutique Hotel Brown Spices, both in Athens.
On the mainland coast, IHG’s luxury Six Senses brand will open in Porto Heli by mid 2026, with a 60 room resort overlooking the Mediterranean. It is one of two Six Senses projects under way, the other being the 95 room Six Senses Megalonisos, due to open in 2027.
Brands flock to Athens
Other brands looking to make their mark in Greece is Hard Rock, which will open a hotel and casino in Athens in 2027. Mandarin Oriental is also on its way to the Greek capital, opening the same year. Before then, the Athens Hilton will open its reimagined upgrade featuring the Conrad and Waldorf Astoria brands, launching in 2025; while Radisson has two projects ongoing, the Radisson Theatrou Square and Radisson Red Mitropoleos Square.
Among luxury brand arrivals on the Greek islands is Rosewood, which will open its Blue Palace resort on Crete in 2025. And on the same island, Imperial Flair Chania Old Town will open in 2026 as part of Hilton’s Curio Collection.
