Marriott Leads Greek Hotel Market, But International Rivals Expand
Marriott International leads the Greek hotel management market with a 19% share, operating 19 hotels. Meanwhile, large foreign hotel chains manage 230 hotels in Greece, outnumbering the 165 hotels controlled by major Greek groups. These international chains, including Wyndham, Hilton, and Accor, are expanding their presence due to strong travel demand and growth opportunities.
The expansion of international hotel chains in Greece is evident in the four-star category. While only 5% of these hotels currently collaborate with international chains, the number is increasing. This trend is driven by the robust profit margins in this category, attracting luxury hotel chains like Mandarin Oriental and Six Senses to consider partnerships with Greek units.
At the end of 2023, 205 Greek hotels were operated under 39 international hotel chains, indicating a growing presence and interest in the Greek market.
Marriott International's dominance in the Greek hotel management market is being challenged by an increasing number of international hotel chains. With strong travel demand and attractive profit margins, especially in the four-star category, more international chains are looking to expand their presence in Greece.
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