Hotels: Hotel chains in Greece doubled in a 5-year period [survey]

The presence of international hotel chains that are not connected to tour operators in Greece is on the rise, according to research by GBR Consulting. In its analysis, GBR categorized international chains that are part of or related to tour operators and chains that are not.

Regarding international chains not related to tour operators, the survey recorded 160 hotels with 26,540 rooms belonging to one of the 35 international chains currently present in Greece. These chains offer a total of 68 brands. 8 hotels belong to 2 international chains, offering 1,118 rooms.

Compared to 2018, an increase of 80% was achieved in terms of the number of hotels and 78% in terms of rooms, as five years ago only 89 hotels belonged to an international chain, not linked to tour operators with 14,869 rooms.

In the 5-star category, 14% of hotels and 18% of rooms belong to an international chain (not related to travel agents), while in the 4-star category these percentages are 2% and 6% respectively. In the 3-star category the international chains do not currently have a presence, while in GBR’s view there are certainly opportunities.

As far as the big tour operators are concerned, there are currently 90 hotels with 20,360 rooms belonging to an international travel agent brand in Greece. Among them is Tui, which has a presence in Greece with brands such as Club Lookea, Club Marmara, Club Magic Life, etc. but also under the banner of Atlantica Hotels. Tui owns 50% of Atlantica Hellas SA. Der Touristik also has a presence with brands such as Sentido, COOEE and Club Calimera.

Marriott tops the list

Among the international chains that are not connected to tour operators, the first place in terms of its presence in Greece is occupied by Marriott International, noting that in 2014 it had no presence in the Greek market, as at the end of 2013 the contract with Ledra Marriott was not renewed in Athens (Grand Hyatt Athens today). Since 2015, Marriott started to build its presence in Greece and today it has a 20% share based on the number of rooms among all international chains in Greece.

Second with a 9% share is Wyndham, followed by other chains, Hyatt International, Labranda Hotels & Resorts, Louis Group, Accor, Brown Hotels, Domes Resorts, etc. with an average share of 5% each.

At the same time, the Sani / Ikos Group is the first international chain of luxury hotels of Greek origin. Also, Domes Resorts, which was founded in Greece, has become an international chain. HIG Capital has launched through Inventio’s local partner Ella Resorts and intends to expand internationally.

GBR also emphasizes that currently, there is a significant pipeline of international chains entering the Greek market. The One & Only Aesthesis on the Athenian Riviera will open this month. Another One & Only will open in Kea, while many more are planned, including Banyan Tree, Six Senses, Rosewood (Blue Palace in Crete), Conrad and many others.

International hotel chains offer visibility, consistency and standardization, international sales and marketing networks, loyalty programs and access to design, operations, technology and human resources expertise, notes GBR Consulting.