Israeli hospitality company Brown Hotels chose to begin its international expansion in Greece for a simple reason: They fell in love. “It wasn’t an absolute financial decision. It was an infatuation, and then we rationalized afterwards,” says Brown Hotels founder Leon Avigad. “The Mediterranean coastline is our playground, where you can enjoy good style, music, lifestyle, cuisine, and bars, and it’s still grounded.”

Brown has rolled out 14 properties in Greece since 2021, collaborating with local design firms like K-Studio to transform derelict buildings into unique boutique properties for discerning young travelers in pursuit of laidback luxury. “[We] offer [approachable] luxury at an affordable price,” Avigad adds. “We have clientele that will stay at an Aman, but sometimes they [want] cooler, funkier, and younger experiences. I’m happy with that. It’s proved to be a good mix.”

The hotels popping up in Greece reflect this evolving traveler. The Royal Senses Resort & Spa and Numo Ierapetra Beach Resort, which opened in Crete in 2022 with a design by local and London-based firm Studio Lost, set a new standard in Greece. The resorts, both part of Hilton’s Curio Collection, also highlighted the hotel company’s commitment to the country.

“As Hilton continues to expand its footprint in key markets, Greece presents an exceptional opportunity to grow our portfolio, blending world-class hospitality with local heritage to create unforgettable guest experiences,” says Larry Traxler, senior vice president of global design at Hilton. “Greece, in general, is on fire.”

Atria restaurant at the One&Only Kéa Island flaunts a sea-facing terrace

The influx of properties also indicated a move to more luxe offerings. Take One&Only Kéa Island from Kerzner International. A love letter to endless Aegean summers, the design by London firm Heah & Co. includes a trio of pools and a Bond Beach Club overlooking a coastline rich with shipwrecks.

There’s also the forthcoming JW Marriott Crete Resort & Spa. Debuting this summer along 100 acres of pristine Chanian coast, Marriott’s arrival to the country’s largest island boasts a design from Athens-based Block722 that will marry modern elegance with Cretan heritage across 160 guestrooms, suites, and villas—most of which will tout private pools. The upscale spa will even be distinguished by a cave space dedicated to medicinal water treatments, while a Cretan concept and open-fire seaside restaurant will be among six F&B options.

A rendering of the JW Marriott Crete Resort & Spa, slated to debut this summer

Further out, SH Hotels & Resorts is also setting its sights on Crete with the 1 Hotel & Homes Elounda Hills, scheduled for 2027. The handiwork of Los Angeles-based Atelier Gulla Jónsdóttir, the property will blur indoors and out with a sustainably infused design across its 135 rooms and 178 branded residences and villas. Mandarin Oriental, which opened the K-Studio-designed Costa Navarino in 2023, is also planning to add another hotel to its roster, this time in Athens in 2027 with 123 rooms and 17 branded residences.

This rapid growth nods to Greece’s record-high tourism numbers. In 2024, 36 million visitors visited the Mediterranean country, a 10 percent increase from 2023, according to the National Bank of Greece, with revenue reaching $23 billion. 2025 is expected to be an equally good year with pre-bookings already indicating high demand.

Here, we shine a spotlight on three new hotels that are ushering in a new era for the Mediterranean country.

Ace Hotel & Swim Club

Artwork adds a colorful accent to the Ace Hotel & Swim Club lobby in Athens

Affirming Athens’ status as a platform for experimentation is the arrival of Ace Hotel’s late last year. Reminiscent of 1960s Riviera opulence, the former Fenix Hotel has been revitalized into the Ace Hotel & Swim Club, a reflection of Ace’s goals not only to expand its Swim Club model but also its European presence overall.

“Athens is a perfect location for Ace: the juxtaposition of ancient and contemporary influences and its rich artistic history, coupled with the laidback charm of the coast, makes it an ideal destination,” says Ace Hotel’s managing partner Brad Wilson. “Our goal is to create a place that weaves organically into the neighborhood and feels reflective of the location it’s in. In many ways, we try not to stand out.”

Distinguished by its iconic Brutalist façade, the beachside property was transformed by French architecture studio Ciguë into a more natural extension of its surroundings, “creating an urban island in this neighborhood,” says Ciguë cofounder Alphonse Sarthout. “The idea was to create a kind of self-autonomous environment.”

A blue mural is a striking contrast to the white plaster exterior at the Ace Hotel & Swim Club

Save for concrete columns, interiors were gutted to invite openness as well as uniformity in materials indoors and out. The ground floor eatery is open for beachgoers to stop in for a bite without ever entering the hotel. Rich, textural woods, plaster walls, and clean tiling evoke a timeless quality to the space as well, while Art Deco elements nod to a midcentury influence.

“We also chose them for being simple, bright, airy, and really bringing the light in,” says Sarthout. “We thought about the color and material palettes with the art in mind.”

Indeed, a range of custom artwork throughout the hotel injects color against the subdued interior canvas. Nearly 20 artists were tapped by Matthieu Prat and Aliki Lampropoulos, who oversaw art curation for the public spaces and guestrooms, respectively. “They shared a common goal: to animate the hotel with works from the most electrifying artists living and working in Athens today,” Wilson says. “They nod to Greece’s artistic legacy without feeling beholden to it.”

Take the sculptural, marble front desk or the Deco aluminum light fixtures installed to be in dialogue with custom guestroom bedding animated with Memphis-style abstractions. “It also adds gives some depth and personality,” Sarthout adds.

With a vibrant creative scene, “the area has always been beautiful and historic,” Wilson points out, “but there is a special energy being generated there at this particular moment in time. We were deeply motivated by the opportunity to work with many of the creatives bringing that new energy to the city—to build a destination that locals are proud to call their own.”

Conrad Athens the Ilisian

A rendering of the forthcoming Japanese restaurant at the Conrad Athens the Ilisian, home to 10 F&B venues

One of Hilton’s planned projects for Greece is the forthcoming Conrad Athens the Ilisian, Waldorf Astoria Residences, and Conrad Residences, slated to open this year thanks to a powerhouse crew of designers, including AvroKO, Tristan Auer, and Yabu Pushelberg.

Located in the Ilisia neighborhood, the urban development is a revitalization of the former Hilton Athens. “It is an exciting complex in the area called Hiltonia in Athens, [which] overlooks the Acropolis. It’s an amazing project,” says Traxler of Hilton. “Athens, a city that seamlessly blends ancient heritage with modern vibrancy, provides the perfect setting for Conrad’s refined yet forward-thinking approach to luxury.”

Greenery accents the inviting members club at the Conrad Athens the Ilisian, shown in a rendering

Home to 55 serviced residences and 207 rooms and suites, the Ilisian will also boast a 4,305-square-foot mega suite with panoramic city views as well as 10 F&B options, including the Galaxy Dispensary and the Galaxy Supper Club as well as the famed Athens restaurant the Byzantino.

Also found onsite will be a members club, high-end retail spaces, nightlife programming, and wellness facilities that include pickleball courts and a running track.

A key focus will also be on sustainability, with a commitment to environmentally responsible construction practices, energy-efficient systems, and the use of locally sourced materials. “Additionally, the preservation of the building’s historic façade and Giannis Moralis’ engravings ensures that the Conrad Athens respects and enhances its cultural surroundings,” adds Traxler.

Domes Novos Santorini

The entrance to Domes Santorini is flanked by native plants

The singular magnetism of the islands is perhaps best captured in Domes Novos Santorini, a new retreat imbued with authenticity by locally based KCP Architects. Drawing upon local details, the property features a heritage structure enlivened with a new reinforced concrete addition accented by native plants.

“We were commissioned by the owner to design the hotel with the only requirement being to combine elements of the traditional architecture of Santorini with a modern approach,” says KCP founder and lead architect Kiros Pagkalidis. “This allowed us flexibility in our approach and helped us apply our ideas regarding the creation of
the hotel.”

The result is a single-floor design integrated into the landscape, sensitively crafted to follow the slopes and nuances of the topography. Home to 50 suites and two private villas, as well as amenities like a fitness center, spa, and rooftop restaurant, Domes Novos harmonizes Cycladic signatures like volcanic stone with blonde oak elements. “It avoids standardization,” Pagkalidis adds. “The success of the design lies in the use of modern forms and elements that convey a luxurious image both in function and appearance.”

Vatanee rooftop restaurant at Domes Santorini offers panoramic views

This article originally appeared in HD’s February/March 2025 issue.