Op-Ed: ‘Greece: A premier investment destination for Hilton’s hospitality vision’ – Andreas Koukas, Hilton

Andreas Koukas

Director Development Greece & Cyprus, Hilton

As a leading global hotel brand, Hilton continually seeks prime destinations that align with our vision and growth strategy. Greece, with its rich history, stunning landscapes, and culture of renowned hospitality, perfectly embodies the characteristics we look for in an investment destination.

Our presence in Greece dates back to 1963 with the opening of Hilton Athens, the country’s first major international hotel. Today, Greece is a key component of our European expansion, offering significant opportunities to enhance our portfolio. We currently operate eight hotels in the country and plan to double this number, with eight more in the pipeline.

When evaluating potential investment destinations, Hilton prioritises locations with stable economic growth, a rising demand for leisure and business travel, and supportive government policies for tourism. Essential factors like robust infrastructure, accessibility to international markets, and an emerging travel sector are crucial in our decision-making process.

The country’s thriving tourism sector, supported by proactive government efforts to attract international investments, makes it an appealing proposition. Its diverse regions, from bustling urban centres to tranquil coastal retreats, offer a range of experiences, indicating a promising future for investment.

Greece’s iconic islands like Santorini and Mykonos attract luxury leisure travellers seeking unique experiences. Destinations like Corinthia and Chania blend cultural heritage with natural beauty, appealing to a growing business travel market. These insights guide our decisions, enabling the introduction of the most suitable Hilton brands to each location.

Choosing the right brand for each destination is crucial. We work closely with local hotel owners, enabling them to retain their properties’ unique character while benefiting from Hilton’s brands market-leading commercial engine, including nearly 190 million Hilton Honors members. This collaboration ensures each property maintains its individuality while enjoying global brand visibility.

With this type of collaboration, we’ve successfully introduced the Curio Collection by Hilton to Santorini, Crete, and Rhodes, offering distinctive properties that reflect the spirit of each location. We also launched the Tapestry Collection by Hilton in Chania as part of our global portfolio of independent hotels with vibrant personalities, providing unique guest experiences while delivering reliable Hilton hospitality.

This summer, we’re excited about the openings of four new resort properties in Chania, Corinthia, Ierapetra, and Mykonos under the Curio Collection by Hilton, tapping into the rising demand for immersive escapes.

A highlight of our investments is the mixed-use redevelopment of the former Hilton Athens, undergoing a €130 million transformation to reopen in the summer of 2025 as a 266-room Conrad Athens along with approximately 50 luxury residences under the Conrad and Waldorf Astoria brands. The redevelopment will also introduce an exclusive lifestyle members’ club, a variety of culinary and entertainment venues, curated shopping experiences, and leisure and wellness facilities. This project aims to preserve the iconic heritage of the original Hilton Athens while infusing it with modern luxury, setting a new standard for elevated accommodation in the Mediterranean.

In the future we plan to introduce more of Hilton’s global brands that cater to a wide range of customer preferences. Our strategy will ensure that travellers can experience the magic of Greece with the assurance of Hilton’s trusted quality and service, no matter where they choose to stay.

By expanding our presence in Greece, we aim to bolster its position as a top Mediterranean travel destination, delivering exceptional experiences and contributing to the growth of its vibrant tourism sector.