New five-star hotels near Elounda, Chersonissos and Chania. 61 hotels will be auctioned off by the end of 2025 and hoteliers are rehearsing a revolt against Booking.com.
Green light for a new 5-star hotel “The Noverian” in Elounda
Investment Details and Project Scope
The project will upgrade and expand the former “Kalithea Apartments” hotel complex. It’s tucked near the Panagia area, close to Ellinika in the Municipality of Agios Nikolaos.
The site’s footprint is set to jump from about 11,650 square metres to roughly 15,430 square metres. This happens by acquiring the next-door plot, which is honestly a smart move for anyone looking to scale up.
Capacity will rise from 72 beds to 120 beds. New buildings are in the plans, and there’s a big push to improve energy efficiency for what’s already there.
Key Features of the Development
- Upgrade from a 2-star to a 5-star hotel classification.
- Accommodation capacity increases by nearly 67%, from 72 to 120 beds.
- The property expands by adding an adjacent plot, totaling about 15,434 square metres.
- Three new blocks of guest rooms plus three independent villas will be built in the north section.
- Main building blocks will be two levels, using a semi-subterranean design to work with the natural slope.
- Existing buildings will be updated to an A+ energy classification for a notable energy upgrade.
Site Layout and Land Use
Aspect |
Details |
|---|---|
Total land area |
Approx. 15,434 m² |
Building footprint |
Up to 3,086.74 m² |
Maximum permitted floor area |
3,395.41 m² |
Green and open space |
6,322.95 m² |
Much of the land is staying green, both for the look and to tick off environmental requirements. The design leans into sustainability, balancing new construction with plenty of open space.
Project Timeline and Status
Environmental approval is in the bag, so construction permits are next. If all goes to plan, work should kick off soon, aiming for the hotel to open by 2027.
The addition of a luxury adults-only hotel feels very on-trend and could nudge the hotel group’s portfolio up a notch.
New five-star hotel project in Hersonissos
The Hersonissos Group, run by the Konstantinou and Kaloutsakis family, is growing its hotel lineup in Hersonissos, Heraklion. They already operate six hotels locally and one in Santorini.
This new project will bring a five-star hotel with 224 rooms to Ano Sarantari, in the Limenas Hersonissos community. The land belongs to “KORI S.A.”
The hotel will sit on a 28.04-acre estate. Plans call for 18 buildings, totaling 6,753.11 square metres of built area, with the main building right in the center.
Layout-wise, the hotel breaks down into four areas:
- West Area: Parking, underground fire-fighting water tanks, underground water storage, and green zones.
- East Area: Smaller hotel buildings and a Wastewater Treatment Plant (WWTP).
- North Area: More hotel buildings and landscaped green spaces.
- South Area: Absorption trenches for treated wastewater disposal.
There’ll be communal swimming pools and private pools for certain units. It’s a nice touch for guests who aren’t into sharing their swim space.
Key Elements of the Development
Feature |
Details |
|---|---|
Number of Rooms |
224 |
Star Rating |
Five-star |
Total Land Area |
28.04 acres |
Total Built Area |
6,753.11 square metres |
Main Building Location |
Central part of the site |
Parking |
Surface parking spaces in west |
Water Facilities |
Underground tanks for fire and supply water |
Environmental Facilities |
Wastewater Treatment Plant on east, absorption trenches on south |
Outdoor Areas |
Green spaces in west and north |
Swimming Pools |
Shared and private pools planned |
This new investment adds a lot of capacity and some seriously modern perks to Hersonissos. The area’s already known as a luxury holiday destination, and this project just pushes it further.
JW Marriott Crete Resort & Spa near Chania opens on 2 June 2025
On 2 June 2025, Greece gets its first JW Marriott hotel near Chania, in Marathon. The new resort blends modern luxury with a dash of Cretan flair, spread across 100 hectares right on the coast.
Block722, the award-winning architecture firm, handled the design, and SWOT Hospitality’s running the show. The resort includes 160 rooms, suites, and villas—many with private pools and sea views.
The layout feels intentionally relaxed but stylish, perfect for guests looking to unwind. There’s a mix of comfort and that little something extra you’d expect from a JW Marriott.
Dining-wise, you get six restaurants. Õnalos serves up fresh seafood, Cuccagna’s all about Italian, Fayi covers Mediterranean, and Anoee sticks to Cretan classics.
Menus lean on seasonal, local ingredients—plenty of what’s grown in the JW Garden, their own on-site patch. You can taste the difference, or at least that’s the idea.
Wellness is a big focus here. The ANOSEAS Spa offers holistic treatments inspired by the local environment, and there’s an underground cave called Linovrochi for meditation and balance.
Guests can choose from four swimming pools, a modern gym, and padel courts. If you’re into nature, there’s a 2 km path winding through olive groves and aromatic herbs, with views of the White Mountains and Marathon Bay.
Families aren’t left out. There’s a Kids Club with activities, plus family rooms and two-bedroom villas for extra space.
Feature |
Details |
|---|---|
Location |
Marathon, near Chania, Crete |
Opening Date |
2 June 2025 |
Size |
100 hectares |
Rooms |
160 (rooms, suites, villas) |
Private Pools |
Available in many villas |
Restaurants |
Six, including local and international cuisine |
Wellness Facilities |
ANOSEAS Spa, meditation cave |
Leisure Amenities |
Four pools, gym, padel courts |
Nature Trails |
2 km path through olive groves and herbs |
Family Services |
Kids Club, family rooms, two-bedroom villas |
Double Launch of IHG’s Luxury Brands in Chania
IHG Hotels & Resorts just inked deals for two new hotels in Crete. The Chania Hotel Crete, part of the Vignette Collection, is set to open in 2025, while Kimpton La Mer Crete will follow in 2026.
Both properties will be under the Gelasakis Group. That’s a pretty strong show of IHG’s commitment to the island, if you ask me.
With these new launches, IHG’s lineup in Crete grows to three brands. InterContinental Crete started welcoming guests in 2024, so the portfolio’s definitely getting a boost.
The Chania Hotel Crete, Vignette Collection
- Right in the center of Chania city
- 39 guest rooms—cozy, not overwhelming
- Rooftop bar and à la carte restaurant for those who love a view with dinner
- Wellness centre and a heated plunge pool up on the roof
Kimpton La Mer Crete
- Located in Georgioupoli, just outside Chania
- 76 rooms, a bit more space to stretch out
- Two fine dining restaurants
- Modern spa and an indoor pool with a sea view—sounds tempting, right?
IHG’s Vice President of Development for Europe pointed out that Crete is becoming a real hotspot for well-heeled travelers. These hotels let IHG offer more variety in its luxury brands in Greece, which seems to be what investors and guests are both craving these days.
On the ownership side, the CEO of Gelasakis Group is pretty optimistic. They see this partnership as a way to keep Greece on the map as a top European destination, with two hotels that each show off a different side of luxury and lifestyle.
Brand Name |
Location |
Rooms |
Key Features |
Opening Year |
|---|---|---|---|---|
The Chania Hotel Crete |
39 |
Rooftop bar, à la carte restaurant, wellness centre, heated plunge pool |
2025 |
|
Kimpton La Mer Crete |
Georgioupoli |
76 |
Two fine dining restaurants, spa, indoor pool with sea view |
2026 |
Auctioning of 61 Hotels by the End of 2025 – Notable Cases in Crete
By the end of 2025, Greece will see 61 hotels hit the auction block. Most are on the mainland, but several well-known spots in tourist hotspots are up for grabs too.
The range is wild—starting bids go from €16,000 all the way to €25 million. These auctions really show the ongoing financial challenges facing tourism businesses even though the Greek hospitality sector has had some strong years.
Some of the more eye-catching hotels on the auction list are luxury spots in prime locations. You’ll find resorts in Crete, but also in Zakynthos, Alexandroupoli, Lemnos, Rhodes, and Kalambaka.
Location |
Hotel Name / Description |
Starting Bid (€) |
Key Details |
|---|---|---|---|
Crete |
Multiple luxury hotels |
Various |
Includes 5-star resorts with multiple amenities |
Zakynthos |
5-star resort with 188 rooms |
Up to 25,000,000 |
All-inclusive, extensive facilities, high occupancy |
Alexandroupoli |
High-end hotel units |
Mid to high price |
Established tourism areas |
Rhodes |
Luxury hotel properties |
Various |
Resort complexes with pools and entertainment |
Other regions |
Various hotels in mainland Greece |
Starting from 16,000 |
Wide range of small to large tourism businesses |
Some of these hotels pull out all the stops—24-hour reception, big pools, spas, sports courts, and plenty for families. Auctions are handled through official platforms, so there’s transparency and potential buyers can get a fair shot.
Even though occupancy rates have held up pretty well (some hotels hit 70%), financial pressure is forcing owners to sell. It’s a reminder that there are both opportunities and risks in the Greek hotel market as tourism keeps shifting.
For investors, the next few months could be interesting, especially in those Greek destinations where these hotels are located. There’s everything from small businesses to sprawling, high-end resorts on offer—something for every appetite, really.
Hoteliers start to challenge Booking.com
Hoteliers in France and Spain have kicked off a surprisingly bold campaign against Booking.com. Their main complaints? The platform’s sky-high commissions and what they see as unfair contract terms.
The European Court of Justice made a splashy decision in September 2024, scrapping those infamous “parity clauses.” These clauses had tied hotels’ hands, stopping them from offering better deals anywhere else.
With that ruling, hotels can now set lower prices on their own websites or other channels—no more looming penalties. It’s a pretty big shakeup for the market.
To get organized, two law firms pulled together a platform: actioncollectivehotel.fr. They’re calling on any hoteliers who worked with Booking.com from 2015 to 2024 to join the collective action.
The goal’s pretty clear: calculate the financial damage and push for compensation. For independent hotels, the potential payouts could hit tens or even hundreds of thousands of euros.
Bigger chains? Their claims might stretch into the millions. In France alone, the total losses tied to Booking.com’s practices are pegged at around €1.5 billion.
Legal fees aren’t coming out of hoteliers’ pockets. Instead, a litigation finance company is footing the bill upfront and will take a 25–30% cut if the case wins. If it flops, hoteliers owe nothing.
The group expects to file the lawsuit in a French commercial court by October 2025. That’s not too far off, honestly.
Booking.com still dominates the online travel scene, no question there. D-Edge data from 2024 says only about 33% of hotel revenues from online bookings go directly to hotels.
Most bookings are still funneled through platforms like Booking.com and Expedia. In France, Booking.com is still king—outranking even Airbnb, if you believe Statista.
The movement’s gaining traction outside France and Spain, too. There are already talks with lawyers in Italy, Portugal, and a few other countries about a united European front.
Maybe this will actually push some real change in how online hotel bookings work across Europe. Or maybe not—but the energy’s there.
Key points of the action:
- Legal basis: European Court of Justice struck down parity clauses (September 2024).
- Target: High commissions and unfair contract terms by Booking.com.
- Geographic focus: France and Spain, possibly expanding to Italy, Portugal, and beyond.
- Compensation scope: Tens to hundreds of thousands of euros for small hotels; millions for chains.
- Funding model: Litigation funder covers costs upfront, takes 25–30% if successful.
- Booking market share (2024): Only 33% direct bookings; Booking.com’s still dominant.
- Expected timeline: Lawsuit filing by October 2025.
