Survey – One in three hotel rooms is branded

Only 10% of all hotels in Greece, ie 1,022 in absolute number, but 32% of hotel rooms belong to chain brands according to GBR Consulting.

As GBR Consulting explains, “branded chain” means that the hotel is part of an international brand with hotels in more than one country, or is part of a national brand with a presence in various geographical areas within Greece, or belongs to a local brand with presence with more than one hotel in a single geographical area and / or in a consortium, covering hotels that are part of a marketing partnership.

According to the research, there are 198 separate brands of all the mentioned types in Greece today, of which 63 are international.

Five star hotels belong by a large majority to branded chains, as 73% of them and 83% of the rooms are branded, while in the 4-star hotels the respective percentages are 23% and 40% respectively.

The last five years

Compared to 2016, the number of branded hotels increased by 65% ​​and branded hotel rooms by 59%.

Some of the international brands that entered the Greek market in the last 5 years are from Marriott International (as Autograph Collection Hotels, Marriott Hotels and Moxy were introduced), Brown Hotels, Cook & Cook’s Club (both former Thomas Cook), Hilton Worldwide (with Curio Collection), Four Seasons, Wyndham Hotel Group (with Dolce Hotels & Resorts, Ramada, Wyndham Grand and Wyndham Hotels & Resorts), Accor (with Angsana, Ibis Styles and MGallery), Labranda Hotels & Resorts (FTI) , OKU Hotels and Pacha Group.

The map

In 2016, Athens, Lassithi (Crete) and Ilia (western Peloponnese) were the only areas with branded hotels accounting for more than 40% of hotel rooms. In 2021 the Dodecanese and Heraklion (Crete) were added to this category.

Finally, the prefecture with the most branded hotel rooms is the Dodecanese with almost 40,000 rooms, followed by Heraklion in Crete with almost 19,000 rooms and Halkidiki with about 9,500 rooms.