“The future of Greek tourism is shaping around the pillars of differentiation, quality, and sustainability,” says Nikita Kapustkin, Hyatt’s Head of Development for Southern Europe, in an interview with RED and Giannis Papadomarkakis. “Hyatt is well-positioned to play a leading role in this new era.”
The global luxury hotel brand is actively expanding its footprint in Greece, investing significant time, expertise, and human resources. Its goal is not only to grow in number but to embed itself meaningfully within local communities—driven by long-term sustainability and the creation of mutually beneficial synergies.
“We haven’t come just to expand. We’re here to listen, to connect, and to build lasting relationships,” emphasizes Kapustkin, highlighting the value of personal engagement and local networking.
Hyatt’s strategic interest goes beyond high-profile destinations like Mykonos and Santorini, extending to emerging hotspots such as Paros, Milos, Crete, the Peloponnese, and Porto Heli.
Crete
Crete holds a distinctive place in the company’s strategy. “Crete offers tremendous opportunities, particularly in the area of luxury and sustainable hospitality,” states Mr. Kapustkin. He also notes accessibility challenges in certain parts of the island, alongside a growing trend of attracting digital nomads, a development Hyatt is closely monitoring. Leveraging its global experience, the company now offers solutions that combine leisure tourism with the needs of today’s mobile professionals.
Innovation is a core pillar of Hyatt’s philosophy. Its World of Hyatt application has been enhanced with artificial intelligence, allowing users to search for services in a natural, intuitive way. Additionally, many of the group’s hotels already operate using solar energy. Hyatt is also advancing in the area of branded residences, integrating housing within hotel projects to provide hotel-level services to permanent residents.
The "World of Care" Program
In terms of environmental and social responsibility, Hyatt’s “World of Care” program constitutes the cornerstone of its ESG strategy, with commitments to reduce food waste by 50% by 2030, limit the use of plastic, and hire individuals from vulnerable social groups. To date, Hyatt has made 8,000 such hires, with a target of reaching 10,000.
The Greek market, due to its dynamism and geostrategic advantages, presents unique opportunities. Athens and Thessaloniki are well-established conference tourism hubs, while the Ellinikon project is seen as “unprecedented” by European standards. Hyatt already maintains a strong presence in Athens with the Grand Hyatt Athens, a hotel that operates almost year-round with high occupancy, serving both tourists and business travelers.
The chain closely monitors trends in the Greek market, from the rise of digital nomads in Crete to the challenges posed by urban planning and infrastructure (e.g., zoning issues) on the Riviera. The group does not focus exclusively on new builds (greenfield projects) but also explores conversions and partnerships with existing property owners, as successfully demonstrated in Corfu and Halkidiki.
Hyatt’s approach is balanced and flexible: brands are adapted to local contexts while maintaining global standards and brand identity. “We do not aim to be the biggest. We aim to be the right ones — in the right place, with the right partners, at the right time,” Mr. Kapustkin affirms, encapsulating Hyatt’s philosophy of “thoughtful growth.”
Hyatt’s brand portfolio includes more than 30 hotel brands tailored to each destination and property profile, ranging from luxury options such as Park Hyatt, Andaz, Alila, Miraval, and Grand Hyatt; to upscale offerings such as Hyatt Regency and Hyatt Centric; to lifestyle and boutique concepts such as Thompson Hotels, Destination by Hyatt / Unbound Collection, and soft brands emphasizing local identity, such as Dream Hotels and JdV by Hyatt — ideal for boutique hotel conversions. The all-inclusive segment includes brands like Hyatt Ziva, Breathless, and Alua.
In the branded residences sector, Hyatt offers concepts like Hyatt Place, ideal for airports, business hubs, or areas with high concentrations of digital nomads; and Andaz Residences / Park Hyatt-branded residences, which combine residential units with hotel services — a solution that enhances financing potential for mixed-use developments.
