Maud Bailly, CEO of Sofitel, Sofitel Legend, MGallery & Emblems, during a media briefing in Athens on May 23 at the Athens Capital Hotel–MGallery Collection. Photo © Greek Travel Pages (GTP)
French multinational hospitality group Accor is deepening its investment in Greece’s premium tourism sector, signaling a strategic shift toward bespoke, design-led travel experiences across the country.
Speaking to Greek journalists at a media briefing in Athens, Maud Bailly, CEO of Sofitel, Sofitel Legend, MGallery & Emblems, described Greece as entering “a new era” for upscale tourism.
“Greece has such remarkable potential that I believe we are entering, together with our brands, a new era,” Bailly said. “We are also designing a new tourism focus – more refined, more bespoke, something more selective, deeply sustainable – for aesthetic travelers, because Greece is about aesthetic and hedonist tourism.”
The briefing took place on the sidelines of the official inauguration of the Athens Capital Suites – MGallery Collection, an extension of the acclaimed Athens Capital Hotel–MGallery Collection, which has quickly become a cornerstone of Accor’s luxury portfolio.
Photo © Greek Travel Pages (GTP)
New Developments: MGallery Chania & Elatos Resort, Emblems Collection
During the media briefing, Bailly announced two key developments in Greece (out of seven planned hotels) under the MGallery and Emblems banners: a high-end MGallery property in Chania, Crete, and the revival of the Elatos Resort on Mount Parnassos, which will join the Emblems Collection.
Photo © Greek Travel Pages (GTP)
“It’s still under construction, but what is certain is that it’s going to be a beautiful urban resort under the MGallery brand, with pools near the beach and not far from the old city of Chania,” she said. “It’s going to be a stunning property with a lot of personality.”
The Chania hotel is being developed on the historic site of ABEA, Greece’s first olive oil processing facility and also once a soap factory, and will feature 198 rooms. Owned by the Perogiannis group, the property is scheduled to open in 2026 and will blend heritage with modern luxury, aligning with MGallery’s focus on storytelling through design.
- Elatos Resort, Emblems Collection
Photo © Greek Travel Pages (GTP)
Meanwhile, the Elatos Resort – owned by Greek hospitality group Lampsa Hellenic Hotels – will also reopen in 2026 as part of the Emblems Collection. Set in the heart of Parnassos’ mountainous landscape, the revamped resort will include 54 chalets and aims to deliver “a unique combination of nature, design, and high-level hospitality”.
Athens Capital Hotel: Accor’s Top Performing MGallery Property Worldwide
Photo © Greek Travel Pages (GTP)
These additions come amid strong performance from existing Accor properties in Greece, particularly the Athens Capital Hotel – MGallery Collection, which opened just five years ago and Bailly praised as the brand’s global frontrunner.
“I’m happy to share with you that the Athens Capital Hotel – MGallery Collection is, as of today, my best-performing hotel across my network,” she said. “Financial performance and guest satisfaction metrics place it significantly above our competitive concepts.”
According to Bailly, the hotel maintains an average annual occupancy rate of 82 percent and guest satisfaction levels exceeding 90 percent. The property’s strong showing prompted the development of the adjacent Athens Capital Suites – MGallery Collection, which opened its doors in April.
Photo © Greek Travel Pages (GTP)
Accor currently operates 11 hotels across Greece, including brands such as Novotel, Mövenpick, Angsana, and ibis Styles, in addition to its premium Sofitel, MGallery, and Emblems lines.
While Bailly highlighted a curated approach to expansion, she confirmed Accor’s intention to further develop the Sofitel brand and introduce a new Emblems property on a Greek island in the near future. She also hinted at the potential for branded residences under the Sofitel name.
Globally, Accor’s pipeline for the Sofitel, Sofitel Legend, MGallery, and Emblems brands includes 91 upcoming properties, with 244 already in operation. The MGallery brand alone will see seven openings in 2025 all over the world, including the Athens Capital Suites in Athens.
Summer 2025 Outlook
Photo © Greek Travel Pages (GTP)
Despite geopolitical uncertainty in some travel markets, Bailly noted that demand for Accor’s Greek properties remains robust.
“Our summer forecast is very promising. While I remain cautiously optimistic, so far the brand’s performance is strong,” she said.
The Greek market currently accounts for 37 percent of revenue per available room, while American, Israeli, and French travelers make up 11 percent, 8 percent, and 6 percent, respectively. Year-over-year growth for 2025 is tracking at +29 percent for the Greek market and +9 percent for the United States.
Photo © Greek Travel Pages (GTP)
“Some people suggest there may be a shift due to geopolitical tensions, but this has not impacted our brands,” Bailly added, underscoring her confidence in Greece’s continued rise as a destination for luxury and lifestyle travel.
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