2025 development update: Greece | Hospitality design

The Israeli Hospitality Company Brown Hotels decided for a simple reason to start its international expansion in Greece: they fell in love. “It was not an absolute financial decision. It was in love, and then we rationalized afterwards, ”says Leon Avigad, founder of Brown Hotels. “The Mediterranean coast is our playground on which you can enjoy good style, music, lifestyle, kitchen and bars, and it is still grounded.”

Brown has introduced 14 properties in Greece since 2021 and worked with local design companies such as K-Studio to transform dilapidated buildings into unique boutique properties for demanding young travelers to pursue relaxed luxury. “[We] Offer [approachable] Luxury at an affordable price, ”adds Avigad. “We have customers who stay in an aman, but sometimes they [want] Cooler, funneling and recent experiences. I am satisfied with it. It has proven to be a good mix. “

The hotels diving in Greece reflect this developing traveler. The Royal Sinses Resort & Spa And Numo Ierapetra Beach ResortThe fact that opened in Crete in 2022 and opened a design of the local and London -based company Studio Lost set a new standard in Greece. The resorts, both part of the Hilton Curio Collection, also emphasized the hotel company's commitment to the country.

“While Hilton is further expanding his footprint in the key markets, Greece offers an extraordinary opportunity to expand our portfolio and combine the hospitality of world class with the local heritage to create unforgettable gaster experiences,” says Larry Traxler, Senior Vice President of Global Design at Hilton. “Greece is generally on fire.”

The influx of real estate also showed a change to luxuria -cher offers. Take A & only island of Kéa by Kerzner International. The design of the London company Heah & Co., a love letter to endless Aegean Summers, includes a trio from Pools and a Bond Beach Club with a view of a coast with shipwrecks.

There are also the upcoming JW Marriott Rete Resort & Spa. Marrot's arrival in the largest island in the country, which debut Chanian coast untouched this summer, has a design from Block722 in Athens, which modern elegance with Cretan heritage in 160 guest rooms, suites and villas will marry most of the private pools. The upscale spa is even shown by a cave space that is dedicated to medical water treatment, while a Creathetical concept and an open restaurant by the sea are part of six F&B options.

Further outside puts SH Hotels & Resorts Crete in the sights 1 Hotel & Häuser Elounda HigsThe property, based in Los Angeles, Gulla Jónsdótir, based in Los Angeles, placed property planned in Los Angeles will disappear in the interior and with a sustainably cast design in its 135 rooms and 178 brand residences and villas. Mandarin Oriental, which opened the one designed by K Studio Costa Navarino In 2023, it also plans to bring another hotel to his list, this time in Athens in 2027 with 123 rooms and 17 brand residences.

This fast growth tends to Greece's number of records. In 2024, 36 million visitors visited the Mediterranean Land, an increase of 10 percent compared to 2023, according to the National Bank of Greece, whereby the turnover reached 23 billion US dollars. 2025 will probably be an equally good year in which preliminary books already indicate high demand.

Here we throw three new hotels into the spotlight that initiates a new era for the Mediterranean country.

Ace Hotel & Swim Club

Confirming the status of Athens as an experiments platform is the arrival of Ace Hotel at the end of last year. The former Fenix ​​Hotel is reminiscent of the Riviera Opulence of the 1960s and was revived in the ACE Hotel & Swim Club, a reflection of ACE's goals, not only its bathroom club model, but also its European presence as a whole.

“Athens is a perfect place for ACE: the comparison of the old and contemporary influences and its rich artistic history, paired with the relaxed charm of the coast, makes it an ideal goal,” says Brad Wilson, Managing Partner of Ace Hotel. “Our goal is to create a place that weaves organically in the neighborhood and is reflected in the place where it is located. We do not try in many ways.”

The Beachide property was shown by the legendary brutalist facade and was transformed by the French architectural studio Ciguë into a more natural expansion of its surroundings, in which “a city island created in this neighborhood,” says Ciguë co -founder Alphonse Sarthout. “The idea was to create a kind of self -actonomous environment.”

Apart from concrete columns, interiors were disappointed to invite openness and uniform materials indoors and out. The restaurant on the ground floor is open to beach visitors to visit a bite without ever getting to the hotel. Rich, structural forests, plaster walls and clean tiles also remind a timeless quality in the room, while Art -Deco elements nod on an influence in the middle of the century.

“We also selected them to be simple, bright, airy and really bring the light into it,” says Sarthout. “We thought about the color and the material pallets with art.”

In fact, a selection of customer -specific works of art in the entire hotel gives color against the subdued interior. Almost 20 artists were tapped by Matthieu Prat and Aliki Lampropoulos, who supervised the art curation for public spaces and the guest rooms. “They shared a common goal: the hotel with works by the most electrifying artists who live and work in Athens today,” says Wilson. “They nod on Greece's artistic heritage without feeling obliged.”

Take the sculptural, marble reception or the Deco aluminum lights that are installed in such a way that you are encouraged with a custom guest room bed linen with removal of the memphis. “It also adds that a certain depth and personality gives,” added Sarthout.

With a lively creative scene “the area was always beautiful and historical”, Wilson points out: “But at this specific time there is a special energy. We were deeply motivated by the opportunity to work with many creatives that brought this new energy into the city – to build a goal that the locals are proud to describe their own. “

Conrad Athens of the Ilisians

One of the planned Hilton projects for Greece are the upcoming Conrad Athens, the residences of Ilisian, Waldorf Astoria and Conrad, which are opened this year thanks to a power package crew by designers, including Avroko, Tristan Auer and Yabu Puselberg.

Urban development is located in the Ilisia district and is a revitalization of the former Hilton Athens. “It is an exciting complex in the area called Hiltonia in Athens. [which] overlook the acropolis. It is an amazing project, ”says Traxler from Hilton. “Athens, a city that seamlessly connects the old inheritance with modern liveliness, offers the perfect setting for Conrad's sophisticated but thinking luxury approach.”

The Ilisian houses 55 Serviced Residences and 207 rooms and suites and also offers a 4305 square meter mega suite with panoramic views as well as 10 F&B options, including the Galaxy Dispensary and the Galaxy Supper Club as well as the famous restaurant in Athens The Byzantino.

In addition, a member club, a high-end single-storey area, a nightlife and wellness facilities will be on site, which include pickle ball courts and a career.

An important focus is also on sustainability, with a commitment to environmentally friendly building practices, energy -efficient systems and the use of materials from the region. “In addition, the preservation of the historical facade of the building and the Griannis Moralis' engraving ensures that the Conrad Athens respects and improves its cultural environment,” adds Traxler.

Domes Novos Santorini

The unique magnetism of the islands may best be captured in Domes Novos Santorini, a new retreat that is permeated by locally based KCP architects with authenticity. Due to the local details, the property has a culture structure that is stimulated with a new reinforced concrete add -on supplement, which is accentuated by native plants.

“We were commissioned by the owner to design the hotel with the only prerequisite for combining elements of the traditional architecture of Santorini with a modern approach,” says KCP founder and senior architect Kiros Pagkalidis. “This enabled us to flexibility in our approach and helped us to create our ideas for creating
the hotel. “

The result is a one -story design that is integrated into the landscape and is sensitively manufactured to follow the slopes and nuances of the topography. Domes Novos houses 50 suites and two private villas as well as amenities such as a fitness center, a spa and a restaurant on the roof. “It avoids standardization,” adds Pagkalidis. “The success of the design lies in the use of modern shapes and elements, which convey a luxurious picture both in the function and in appearance.”

This article originally appeared in the edition of HDS February/March 2025.