The Greek tourism industry continues its upward trend in 2025, with franchising emerging as the most popular mechanism for developing international hotel brands in the country. The combination of strong international brands with local entrepreneurship drives new investments, while allowing for faster entry into saturated destinations and new, emerging markets.
Industry leaders
Wyndham Hotels & Resorts remains the largest franchise player in Greece, with 13 hotels in operation and new projects in Piraeus, Chalkidiki, and Attica. Through partnerships like the one with Mercan Group, Wyndham adds luxury accommodations, expanding its presence from the center of Athens to top seaside destinations.
Meliá Hotels International strengthens its position in Crete with the INNSiDE by Meliá in Elounda, while moving forward with new franchise agreements for resorts that meet the growing demand for high-quality vacation experiences. Meliá’s franchise model allows it to invest in expansions and upgrades without the need for exclusive ownership.
Hilton invests in luxury units, with the Conrad Athens as the pinnacle, but also new projects such as Sound of the Sea in Karpathos (Tapestry Collection). Mykonos Beach Resort & Spa is planning in Mykonos, confirming its shift to strong lifestyle products that operate with franchises.
Radisson Hotel Group is following a dynamic strategy, with units in Mani, Athens, Mykonos, and Santorini. Focusing on emerging destinations, it invests in partnerships that allow for the rapid expansion of its brand portfolio in Greece.
Accor, on the other hand, already has 11 hotels in operation and another 7 under development, with brands such as Sofitel, MGallery, Emblems, and INNSiDE. The reopening of Elatos Resort and new projects in Attica and the surrounding region show Accor’s willingness to fully utilize the franchise and management model.
Intercontinental Hotel Group (IHG) remains a steady player in the Greek market, with the Athenaeum InterContinental Athens being a landmark in the capital and new projects being implemented in Crete. IHG combines franchising and management, expanding its presence in both city hotels and resort destinations.
The new brand after Brown Hotels
The most impressive change comes from Israel Canada Hotels, which acquired the former Brown Hotels. The new brand already has 8 hotels in Greece, bringing a new breath to the category of boutique and lifestyle accommodations. This acquisition marks the establishment of a more organized investment strategy, aiming for gradual development in Athens, Chania, and Corfu.
Luxury remains in demand
In the luxury category, Rocco Forte Hotels is considering expanding in Athens through a franchise, while Four Seasons maintains its high standing with the Four Seasons Resort Mykonos and the luxury complex in Porto Heli. Their strategy is based on providing high-end experiences that enhance Greece’s brand value as a luxury destination.
Franchise as a development lever
The market image shows that franchising is no longer an alternative strategy, but the main growth driver in the Greek hotel industry. For international chains, this model ensures faster penetration and reduced risk, while for Greek entrepreneurs it creates access to global reservation networks, international operational standards, and a strong brand name.
Increased demand for branded hospitality experiences, combined with the continuous arrival of tourists, make the franchise a strategic tool that will continue to shape the market in the years to come.
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