2024 is set to bring advancements not just in 5-Star accommodations, but also in 3-Star and 2-Star hotels, enhancing Greece’s tourism landscape. Meanwhile, the debut of several new luxury hotels marks a significant boost to the industry’s services, heralding a promising start to the year’s season.

At the 2024 International Hospitality Forum organized by the Hellenic Chamber of Hotels, Theodore Tzouros, Chief Corporate and Investment Banking Director at Piraeus Bank, highlighted that in 2023, over 3 billion euros were invested in new hotel projects and upgrades, with a focus on higher categories. Additionally, Piraeus Bank estimates that out of the 70 billion euros allocated for Greek businesses, 10 billion euros are earmarked for the hotel sector.

At the same forum, Frank Reul, Vice President of Accor, highlighted opportunities in Greece’s three and two-star hotel categories, where the French group operates the Ibis brand. Accor, currently with eight hotels in Greece, plans to double its presence in the coming years, exploring both popular and lesser-known destinations for expansion.

Meanwhile, new luxury chain hotels are expected to open in various regions of the Greece as the season begins.

The One&Only Kéa Island will open on the Cycladic isle of Kea at the beginning of May. Around the same time, the first 5-star hotel, the “Gundari Resort” will begin operations on yet another island in the Cyclades, Folegandros.

Making its debut in Greece is the Zoëtry brand from the Hyatt Inclusive Collection, with the Zoetry Halkidiki set to open its doors in June, in Halkidiki.

Furthermore, in June Louis Hotels will open the King Jason Zante in Zakynthos, a hotel exclusively for adults, while the Domes Oramma will open in Santorini in May.