Increased revenue in Greek resorts, stabilization in Athenian hotels and an upward trend in Thessaloniki, reflect the latest data from GBR Consulting on the evolution of hotel performance in the first 9 months of 2025.
Specifically, in Athens, during the first 9 months of 2025, revenue per available room (RevPAR) increased by 2.3% compared to the corresponding 9 months of 2024, an indication of revenue stabilization after years of strong increases. Hotel occupancy remained at last year’s levels (+0.3%) and the average price per available room increased by 2%.
In Thessaloniki, revenue increased by 6.7%, prices by +4.2% and occupancy by +2.4% compared to the first nine months of 2024, with the increase in prices as a supporting factor in revenue.
The first nine months were also encouraging for the performance of Greek resorts. The GBR revenue index, which covers revenues of 1.7 billion euros up to September 2025, mainly in city hotels and 3-5 star resorts, recorded an overall increase of 7.7% compared to the first nine months of 2024.
The average revenue per available room increased by 8.2% compared to the previous year and the revenue per occupied room increased by 8.8% compared to the first nine months of last year. However, there was a drop in occupancy, of around 0.5%.
The map of the Greek hotel market in 2025
As of October 2025, 8% of all Greek hotels and 22% of hotel rooms in Greece belonged to an international, national or local chain, which is defined as a group of two or more hotels operating under a common brand identity visible to the guest. Some companies operate multiple hotels, but if the properties do not have a common brand that is presented to the guest, they are not classified as a hotel chain with branded products. Tour operators are excluded from this analysis.
Branded hotels represent 8% of the total in Greece and 22% of hotel rooms. Chain penetration is highest in the 5-star category, where 45% of hotels and 53% of rooms are part of a branded chain. In the 4-star segment, the corresponding percentages are 15% and 27%, while 1-3-star hotels operate mostly independently.
Currently, 41 international chains are present in Greece, operating 399 hotel units (hotels and non-hotel branded accommodations) with 37,298 rooms.
In addition, 59 chains operate at a national level, with 351 units and 48,969 rooms, as well as 64 local chains with 296 units and 29,948 rooms.
Some accommodations belong to more than one chain: 802 units are part of a chain with a single brand, while 244 units have multiple participations in chains.
In five-star hotels, 19% are part of an international chain (representing 18% of rooms). In the 4-star category, less than 2% of hotels and rooms are affiliated with international chains.
In recent years, there have been some notable developments related to hotel brands in Greece…
-In April 2023, Hyatt announced the acquisition of Mr & Mrs Smith, with the deal set to close in mid-2023. In 2024, Hyatt began offering Mr & Mrs Smith hotels through Hyatt.com and World of Hyatt.
-Similarly, as of January 2024, select Small Luxury Hotels (SLH) properties became available for booking through Hilton.com, allowing Hilton Honors members to earn and redeem points.
-In addition, Zeus International announced its strategic rebranding in February 2025, introducing the Zeus and Zeus Essence brands across its portfolio.
In terms of market share, the lion’s share of international chains in Greece, based on the number of rooms, belongs to Marriott International (16%), Hyatt International (15%), Hilton Worldwide (8%), Sani/ Ikos Group (7%), Wyndham (7%) and Zeus International (5%). This is followed by Louis Group, Domes Resorts, Accor and Intercontinental Hotels Group, with a share of 4% each.
