Country’s Hotels Have an Affiliation with a Greek or an International Brand
|December 1, 2005 - The first study exploring the extent of branding
among Greek hotels has recently been published by Dr. Dimitris Koutoulas,
an Athens-based tourism consultant and lecturer at the Greek Open University.
The 2005 Greek Hotel Branding Report presents all 71 hotel brands that
have built a presence in the country’s hospitality industry.
"Greece boasts one of the world’s largest and most mature hotel sectors with nearly 9,000 businesses and a 342,000-room capacity, yet it is among the least developed in regard to branding," Dr. Koutoulas said. "Only 3.4% of the country’s hotels (controlling 16.8% of the total room capacity) have an affiliation either with a Greek or an international brand, a situation that reflects the orientation of most accommodation businesses towards the package tour market and their close co-operation with tour operators."
Grecotel, Best Western, Cyprus-based Louis, Mitsis and Iberostar are
the only companies active in Greece that have built significant portfolios
of branded hotels with 31, 22, 16, 13 and 11 units, respectively. Grecotel,
the country’s largest hotel operator, controls 6,626 rooms or 1.9% of the
total room capacity available at Greek hotels.
Source: The 2005 Greek Hotel Branding Report by Dimitris Koutoulas
Regarding Greek brands, second to Grecotel is Mitsis with a capacity of 3,546 rooms in 13 hotels. Other national brands include Aldemar, Helios, Divanis, Capsis, Electra, Amalia, Chandris and AKS. There are also several strong local brands in the country’s main resort areas, such as Maris on Crete, Esperia on Rhodes and Kipriotis on Kos.
A growing number of Greek hotels are opting for consortium membership, with 84 hotels having joined international networks such as the Leading Hotels of the World, Great Hotels Organisation and Small Luxury Hotels.
Dr. Dimitris Koutoulas
|Also See:||Panos Panayotopoulos Appointed General Manager of Athenaeum InterContinental, Athens / December 2004|
|Market Metrix Examines How Countries, Hotel Brands, and Guests Differ Across the Global Hotel Industry / November 2005|