Words | Pictures Megha Paul
Greece has long been a magnet for luxury travellers, luring them with its breathtaking landscapes and exquisite experiences. However, recent challenges like wildfires and over-tourism have cast a spotlight on the necessity of a sustainable transformation in Greek tourism. The delicate balance between sustainability and luxury is becoming the key to attracting discerning travellers.
Leading the Charge in Green Luxury
YES! Hotels are at the forefront of this transformative journey within Greek hospitality. In our conversation with Stefania Flenga, the Managing Director of YES! Hotels Group, we uncover how this group is pioneering the evolution of green luxury hospitality in post-Covid Greece.
A Luxury Player in Greece
In the aftermath of the COVID-19 pandemic, YES! Hotels have solidified their presence in Greece’s luxury hospitality sector. In a country where tourism stands as a significant economic pillar, their flagship establishment, NEW Hotel, has redefined the very essence of hospitality by seamlessly blending luxury and sustainability.
Where Art Meets Architecture
The NEW Hotel is not just a place to stay; it’s a living canvas where art converges with architecture. Its rooms tell stories of traditional Greek themes, illuminated by rear-lit LEDs, including the mischievous folklore character Karagiozis and the captivating “Evil Eye” motifs. Historic postcards form a wall collage that offers a contemporary twist on old Athens. Here, luxury accommodations coexist harmoniously with an eco-conscious atmosphere, forging a seamless connection between art and architecture.
Flenga elaborates, “Throughout the property, the brothers fuse old with the new, mixing modern design touches with themes from Athenian culture, as NEW Hotel strives to maintain links with the local neighbourhood wherever possible. We are situated in the former Olympic Palace Hotel. NEW Hotel encompasses the heritage of its past by using recycled parts of the old hotel and reinterpreted local materials to create a complete work of art. What may have been viewed as rubbish has been transformed into contemporary artwork.”
From Transit Hub to Prime Destination
Historically, Athens was primarily seen as a transit or city-break destination, with travellers heading to the islands for their vacations. However, both leisure and business travel have surged, especially from the US. Flenga notes that the US and overseas markets are of paramount importance, with the UK serving as a seasonal market due to direct flights to the islands.
She highlights, “Since 2022, in the post-pandemic period, we have witnessed a significant increase in incoming business from all over the world. There was a big upsurge in digital nomads who chose to stay in Athens and the islands. This created a positive impact on our tourism. Additionally, Athens has developed as a destination beyond the city-break, thanks to government support and initiatives.”
Supporting Local Artisans
YES! Hotels Group remains steadfast in its commitment to bolster the local economy through innovative initiatives. Flenga explains, “We have seen a rise in homegrown brands supporting local fashion and products. We were one of the first hotel groups to introduce Greek fashion to our travellers. We created an app to showcase the works of jewellery, handbag, and artwork owners during the lockdown.”
A Sustainable Commitment
YES! Hotels Group’s sustainable practices align seamlessly with the growing trend of green travel. Their policies regarding water and waste management actively encourage guests to participate in sustainable practices without compromising on luxury.
Flenga states, “Our ‘Wash on Demand Policy’ ensures that towels and bed linens are replaced upon request, reducing water consumption. We provide informative materials in all rooms to engage guests in conserving water. We also utilize cutting-edge technology to measure energy and water consumption.”
Green Luxury: YES! Hotels Redefining Greek Hospitality with Style
Greece has long been a magnet for luxury travellers, luring them with its breathtaking landscapes and exquisite experiences. However, recent challenges like wildfires and over-tourism have cast a spotlight on the necessity of a sustainable transformation in Greek tourism. The delicate balance between sustainability and luxury is becoming the key to attracting discerning travellers.
Leading the Charge in Green Luxury
YES! Hotels are at the forefront of this transformative journey within Greek hospitality. In our conversation with Stefania Flenga, the Managing Director of YES! Hotels Group, we uncover how this group is pioneering the evolution of green luxury hospitality in post-Covid Greece.
A Luxury Player in Greece
In the aftermath of the COVID-19 pandemic, YES! Hotels have solidified their presence in Greece’s luxury hospitality sector. In a country where tourism stands as a significant economic pillar, their flagship establishment, NEW Hotel, has redefined the very essence of hospitality by seamlessly blending luxury and sustainability.
Where Art Meets Architecture
The NEW Hotel is not just a place to stay; it’s a living canvas where art converges with architecture. Its rooms tell stories of traditional Greek themes, illuminated by rear-lit LEDs, including the mischievous folklore character Karagiozis and the captivating “Evil Eye” motifs. Historic postcards form a wall collage that offers a contemporary twist on old Athens. Here, luxury accommodations coexist harmoniously with an eco-conscious atmosphere, forging a seamless connection between art and architecture.
Flenga elaborates, “Throughout the property, the brothers fuse old with the new, mixing modern design touches with themes from Athenian culture, as NEW Hotel strives to maintain links with the local neighbourhood wherever possible. We are situated in the former Olympic Palace Hotel. NEW Hotel encompasses the heritage of its past by using recycled parts of the old hotel and reinterpreted local materials to create a complete work of art. What may have been viewed as rubbish has been transformed into contemporary artwork.”
From Transit Hub to Prime Destination
Historically, Athens was primarily seen as a transit or city-break destination, with travellers heading to the islands for their vacations. However, both leisure and business travel have surged, especially from the US. Flenga notes that the US and overseas markets are of paramount importance, with the UK serving as a seasonal market due to direct flights to the islands.
She highlights, “Since 2022, in the post-pandemic period, we have witnessed a significant increase in incoming business from all over the world. There was a big upsurge in digital nomads who chose to stay in Athens and the islands. This created a positive impact on our tourism. Additionally, Athens has developed as a destination beyond the city-break, thanks to government support and initiatives.”
Supporting Local Artisans
YES! Hotels Group remains steadfast in its commitment to bolster the local economy through innovative initiatives. Flenga explains, “We have seen a rise in homegrown brands supporting local fashion and products. We were one of the first hotel groups to introduce Greek fashion to our travellers. We created an app to showcase the works of jewellery, handbag, and artwork owners during the lockdown.”
A Sustainable Commitment
YES! Hotels Group’s sustainable practices align seamlessly with the growing trend of green travel. Their policies regarding water and waste management actively encourage guests to participate in sustainable practices without compromising on luxury.
Flenga states, “Our ‘Wash on Demand Policy’ ensures that towels and bed linens are replaced upon request, reducing water consumption. We provide informative materials in all rooms to engage guests in conserving water. We also utilize cutting-edge technology to measure energy and water consumption.”
