“Greece is at the center of the global shift toward experiential travel” – Celine Spataro (SK Hospitality) at T.N.
The profile of travelers is changing faster than ever, and with it, the concept of modern luxury hospitality. The focus is no longer on the size of a room, but on the emotion, the experience, and the personal impact offered by the destination. Celine Spataro, Managing Director of SK Hospitality, emphasizes that “travelers no longer settle for just a good hotel; they seek experiences with identity, emotion, and personal resonance. Luxury is being redefined through gastronomy, wellness, contact with local culture, and moments that can be truly lived, not merely observed.”
The new traveler profile is shifting the priorities of the global market. In practice, this means greater demand for authentic experiences, destinations with a strong identity, high-quality services, and a personalized approach. Data show that consumers are increasingly directing their spending toward travel rather than material goods, investing in experiences that offer transformation, growth, and meaningful renewal.
These changes are also reflected in the economic indicators of the Greek market. Tourism revenues are rising, arrivals are increasing, and spending per visitor is improving. Meanwhile, data from the first months of 2025 show greater activity during shoulder seasons and indications of season extension. Rising prices in many destinations indicate strong demand, while Greece maintains its position as a safe and stable choice in the Mediterranean.
Traveler behavior is also influenced by conditions in the European market. Changing weather patterns, price volatility, and airline offers are boosting last-minute bookings. Hotels are called to adapt in real time, with greater flexibility, speed, and continuous updating of pricing strategies.
In this environment, SK Hospitality collaborates with the hotels it manages to strengthen their response to new market demands, from leveraging technology to managing the guest experience. Celine Spataro stresses that “people now invest in what transforms them, not in what they simply own.” This trend affects how travel is designed today as well as how hospitality businesses operate.
These changes are not limited to the product itself; they concern the overall way travelers perceive themselves within the journey. Specialization in experiential travel, wellness, sports, and high-end services is gaining greater significance, with travelers seeking experiences connected to their personal lifestyle.
For Greece, the moment is critical and full of potential. The diversity of Greek destinations, cuisine, hospitality, and authenticity create the ideal conditions for the country to take a leading role in the new era of quality, experiential travel demand. The shift from display to substance, from things to moments, creates a new competitive framework in which Greece has all the tools to stand out.
The challenge now is adaptation with speed and consistency. Ms. Spataro emphasizes that “hotels must align with new expectations, flexibility, and the digital speed of the era,” noting that those who invest early will gain a clear advantage in a constantly transforming market.
The new reality of international tourism creates higher demands but also greater opportunities. As all indications show, luxury now lies in how “authentic” the offered service is. Greek destinations can win this challenge because they possess the most essential ingredient: authenticity that cannot be copied.
