Hilton appears to be on a continuous growth trajectory in Greece, as it is expected to introduce two new highly recognizable brands to the country.
Specifically, the two new brands are coming to Athens and Santorini through partnerships with Greek and Israeli investors, while the company’s strategy is based on owners with strong local presence and willingness to develop.
Hilton: What is its most recent step in Athens
The Anise Aluma Athens, Tapestry Collection by Hilton, represents Hilton’s most recent step in the capital. It belongs to the Israeli Aluma Group, which integrated the property into one of Hilton’s fastest-growing lifestyle-oriented soft brands. This followed the opening of the Adia Hotel Athens – Curio Collection by Hilton on Lykourgou Street.
The choice of Athens, during a period of increased international demand and intense investment activity in the city center, confirms the group’s confidence in the Greek market as well as the attraction of foreign investors seeking portfolio diversification through well-known hotel chains.
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