Aluma Hotels & Resorts Completes €100m Investment in Athens with New Property

Aluma Hotels & Resorts, an international hospitality brand, is set to open its third hotel in Athens in 2025, marking the completion of its first investment in Greece, valued at 100 million euros up from 70 million euros when originally announced.

The new 5-star hotel, Adia, is expected to open in spring 2025 and will join the brand’s existing portfolio in Athens, which includes the four-star hotels Anise and Skylark.

Aluma Hotels & Resorts, which is part of the leading Israel-based hotel chain Isrotel, selected Greece as its first international expansion destination. This strategic decision highlights the company’s commitment to Greek tourism and its growing demand for quality hospitality services.

Strategic expansion in Greece

According to Aluma Hotels & Resorts CEO Moshe Ben Hayun, the decision to invest in Greece was driven by several factors, including its proximity to Israel, favorable climate, world-class gastronomy, and diverse shopping and entertainment options.

“We chose Greece as the first step for our international expansion because it offers an ideal destination for our guests, with its vibrant culture and natural beauty,” Hayun explained. “We are confident that we will create unique and memorable experiences for visitors.”

He added that the investment also responds to the increasing demand for quality hospitality in Athens, a demand reflected in the high occupancy rates of the brand’s existing hotels. Both Anise and Skylark have seen occupancy exceed 90 percent during the summer season, further validating the decision to expand in Greece.

The Adia Hotel

Adia, the upcoming 5-star hotel, will be located in the heart of Athens, on the intersection of Lykourgou and Sokratous streets, close to key landmarks such as Piraeus Street, Athinas Street, and Omonoia Square.

The nine-story hotel will feature 215 rooms and suites, offering a mix of local and international cuisine across two restaurants.

It will also include an event hall, ideal for conferences and tailored events for up to 70 guests, as well as a gym and spa for guests seeking relaxation.

Further growth plans in Athens

The opening of Adia strengthens Aluma Hotels & Resorts’ presence in Athens, where the brand already operates two hotels: Skylark, which opened in March 2024, and Anise, which followed in July 2024. The name “Skylark” symbolizes the idea of freedom and open skies, with the hotel offering 199 rooms. Anise, located in the vibrant Psyrri district, features 63 rooms and suites, inspired by the spice-rich history of Evripidou Street.

Plans are also in place to expand Anise, with an adjacent building set to increase its total room count to 105.

Looking to the future

Hayun further emphasized that the brand’s commitment to Greece goes beyond hotel openings. “In addition to our investment in properties, we prioritize creating new job opportunities and contributing positively to the Greek economy,” he said.

Aluma Hotels & Resorts also plans further expansion across Greece, building on its success in Athens. The company is dedicated to offering unique and diverse experiences that meet the needs of both leisure and business travelers.

Isrotel, the parent company of Aluma Hotels & Resorts, operates 24 hotels across Israel and employs around 6,000 people.