Branded Residences in Greece: Why Global Hotel Giants Are Investing Now

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Despite strong momentum in recent years, Greece still ranks relatively low among European countries in the number of branded luxury residences linked to international hotel groups, according to a recent Savills study. However, this picture is rapidly changing. A growing pipeline of projects, heightened interest from global hospitality brands, and investor confidence suggest the market could expand significantly by 2030.

Branded residences blend high-end residential ownership with five-star hotel services. Owners benefit from access to luxury amenities—such as concierge services, spas, and fine dining—while enjoying higher asset value and greater investment appeal than non-branded properties. Although Greece has traditionally lagged behind more established European markets, a clear shift is now underway.

Flagship branded residence projects in Greece

Mandarin Oriental, Athens – Ellinikon (Athens Riviera)
As part of the landmark Ellinikon redevelopment—one of Europe’s most ambitious urban regeneration projects—Mandarin Oriental Hotel Group is developing a luxury hotel alongside 17 branded residences, including premium apartments and waterfront villas. Scheduled to open in summer 2027, the project capitalises on the prime coastal location of the Athens Riviera, reinforcing Greece’s appeal as a top-tier luxury and investment destination.

Six Senses Porto Heli (Ermioni, Argolis)
In the Peloponnese, Six Senses Porto Heli is emerging as one of the country’s most closely watched developments. The project includes around 60 rooms and suites, along with 10 branded residential villas. Backed by the Accor Group, Six Senses aims to deliver a sustainable, nature-integrated luxury living experience, with completion expected around 2027.

Four Seasons Resort and Residences, Porto Heli (Argolis)
On the same coastal front, Four Seasons Hotels & Resorts is transforming a large seafront site into a flagship Mediterranean resort. The development will feature approximately 80 rooms and suites, 30 hotel bungalows, and branded villas for private ownership. The project strengthens Four Seasons’ footprint in Greece, complementing its operations in Mykonos and the Astir Palace complex in Athens.

Wyndham Branded Residences (Piraeus and Attica)
Wyndham Hotels & Resorts is expanding its presence through branded residence projects, including Wyndham Residences Piraeus Marina Zeas, which offers serviced apartments in Piraeus, alongside additional partnerships in Attica and Halkidiki. The group’s strategy focuses on hybrid hospitality-real estate models that appeal to both travellers and long-term investors.

One&Only Kéa Island – Private Homes (Cyclades)
On the island of Kea, One&Only has introduced a limited collection of ultra-luxury private homes within its resort. Designed with Cycladic architectural influences and supported by high-end services, the development demonstrates that Greece’s island destinations can successfully host exclusive, globally competitive branded residential products.

Europe’s branded residence landscape

According to Savills, the leading European markets for branded residences in 2025 were:

• Turkey, with a strong pipeline in Istanbul and Bodrum
• United Kingdom, driven mainly by London’s luxury apartment market
• Spain, with more than 2,000 units concentrated in Costa del Sol and Madrid
• Portugal, particularly in Lisbon and the Algarve
• Greece, still smaller in scale but rapidly emerging

Challenges and future prospects

While investment activity is rising, Greece continues to face structural hurdles, including complex licensing procedures, regulatory delays, and infrastructure limitations in certain regions. These factors can slow large-scale luxury developments and deter potential investors.

Nevertheless, Greece holds clear competitive advantages. Demand linked to Golden Visa programmes remains strong, tax incentives for high-net-worth individuals are attractive, and foreign interest in both vacation and investment properties continues to grow. Infrastructure upgrades in key tourism and investment zones are further supporting the sector’s expansion.

Greece is now entering a transitional phase in the branded residences market. From a relatively underdeveloped segment, it is evolving into an emerging Mediterranean hub for high-end residential investment. With major international hotel brands committing to long-term projects, the country is well-positioned to establish a more mature, structured branded-residence market—potentially securing a significant share of the Mediterranean luxury real estate sector by 2030.

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