Newsflash from Wednesday, 11 March 2026:
The German hospitality giant announces its largest Greek expansion yet, bringing 1,081 new rooms to premium destinations.
German tourism powerhouse alltours just revealed an ambitious expansion strategy that will fundamentally reshape its presence across Greece’s most coveted island destinations. Announced at ITB Berlin on March 3, 2026, the company is launching five new allsun Hotels & Resorts properties this summer—marking the most significant growth phase for the brand in Greek territory to date.
The Expansion Strategy
Alltours isn’t dabbling with budget offerings. This is a premium play: all five new properties are four-star or luxury five-star establishments, adding approximately 1,081 beds to popular summer destinations where demand consistently outpaces supply.
The logic is straightforward, according to the company: securing capacity in high-demand destinations, maintaining unified quality standards, and gaining pricing flexibility through exclusive distribution via their own channels.
The New Resorts: A Breakdown
Crete Dominates the Expansion
1. Allsun Hotel Dolphin Bay (Ammouda, Heraklion)
– Classification: 4-star all-inclusive beachfront
– Rooms: 259 (including family bungalows)
– Opening: Easter 2026 season
– Highlight: Family rooms feature 50 sqm spaces with two bedrooms—ideal for multi-generational trips
– Status: Undergoing extensive renovation
2. Allsun Hotel Carolina Sun Beach (Malia)
– Classification: 5-star (flagship property)
– Rooms: 113 spacious double rooms (many with sea views)
– Opening: April 2026
– Highlight: Modern architecture, natural materials, expansive outdoor spaces
– Game-Changer: Guests can use amenities at the neighboring allsun Hotel Carolina Mare (4-star), creating a mini-resort ecosystem
Rhodes Gets the Blockbuster Addition
3. Allsun Hotel Calypso Beach (Faliraki, Rhodes)
– Classification: 4-star beachfront
– Rooms: 462 combined with Calypso Palace (see below)
– Opening: April 2026
– Highlight: Direct beach access, extensive outdoor spaces, pools, water slides
– Guest Satisfaction: Maintains consistently high recommendation rates exceeding 90%
4. Allsun Calypso Palace (Faliraki, Rhodes)
– Classification: 4-star terraced resort
– Rooms: Part of 462-room complex
– Opening: April 2026
– Highlight: Rooftop pool with panoramic views; guests enjoy cross-property facility access
Rhodes Continues Its Growth
5. Allsun Hotel Irene Palace (Kolympia, Rhodes)
– Classification: 4-star
– Rooms: 247
– Opening: Summer 2026
– Status: Undergoing comprehensive redesign
– Focus: Beachfront positioning, expansive pools, manicured gardens, complete wellness and fitness package
The Bigger Picture: Allsun’s Greek Network Now Reaches 35 Properties
With this expansion, the allsun Hotels & Resorts network across the Mediterranean expands to 35 total properties:
Destination & Properties =
Mallorca: 20
Canary Islands: 6
Crete: 5
Rhodes: 3
Turkey: 1
That’s a combined portfolio of roughly 9,000+ rooms across premium Mediterranean locations.
Why This Matters for Greek Tourism
Market Confidence in Greek Destinations
This isn’t random expansion. Alltours’ confidence in Crete and Rhodes signals strong international demand for Greek summer holidays. One in five customers booking a package vacation with alltours already chooses an allsun property—a metric that rarely improves without strategic capital deployment.
Premium Positioning
Unlike budget chains, allsun focuses on mid-to-luxury segments. The addition of a flagship 5-star property in Malia elevates the entire brand perception and attracts higher-spending demographics—crucial for sustaining premium pricing during peak seasons.
Exclusive Distribution Model
By owning and controlling these properties outright, alltours bypasses traditional OTA (online travel agency) commissions and maintains direct relationships with guests. This model allows for:
– Better margin control
– Personalized customer experiences
– Loyalty program optimization
– Dynamic pricing strategies
What Travelers Should Know
If you’re planning a Greek summer holiday, here’s what the expansion means for you:
Pros:
– More availability at trusted brands
– Guaranteed quality standards across properties
– Bundled amenities (cross-property facility access)
– Strong guest satisfaction ratings (90%+ recommendations)
Considerations:
– Expect premium pricing—these aren’t budget alternatives
– Early booking essential during peak summer months
– All-inclusive packages may limit exploration of local dining scenes
The Competitive Landscape
This move signals intense competition for Greek summer capacity. Other major European tour operators are likely monitoring alltours’ success closely. Expect similar announcements from competitors in coming months as demand for Mediterranean capacity remains robust through 2026 and beyond.
Final Thoughts
Alltours’ five-property Greek expansion represents more than hotel openings—it’s a vote of confidence in Greece’s tourism recovery and appeal to affluent European travelers. For Crete and Rhodes, the influx of 1,081 new beds, combined with the brand’s reputation for quality and service, should translate into stronger tourism revenue and local employment during the critical summer season.
The real test? Whether these properties deliver on their promise of consistently exceptional experiences that justify premium pricing and drive the repeat visitation rates alltours is banking on.
Have you stayed at an allsun property? Share your experience in the comments below. Planning a Crete or Rhodes getaway this summer? Let us know which property caught your eye.
