Compared to its European neighbours like Spain, Portugal, Turkey, and the UK, Greece’s branded residences sector remains underdeveloped, but has the potential for strong growth. The country has made notable progress in attracting high-net-worth individuals (HNWIs) and institutional investors to it’s luxury real estate sector, but has not yet secured a place among the global top 20 markets for branded residences.
Greece ranks fifth in Europe for branded residences, with approximately 20 developments, however most of these 20 projects are still in the pipeline, with only handful of projects completed. In-fact by measuring just completed projects, Greece would not make the top 10.
For example leading branded residences hotspot Turkey has more than 30 projects completed, and 20 or so more in the pipeline, Spain and Portugal have around 20 projects projects each completed, and around 15 each in pipeline. The UK with 30 projects completed and 5-10 in yet to be launched, sits second in Europe behind Turkey.
Montenegro, Poland, Italy, and Russia all have more completed projects than Greece.
In our opinion Greece’s unique blend of natural beauty, cultural depth, robust tourism growth, strong luxury real estate market, improving infrastructure, should make it a prime candidate to become a branded residences hotspot.
This article explores the current state of Greece’s luxury real estate market, its tourism driven appeal, the hurdles facing foreign investment and development, along with the ingredients needed for the country to become a leader in this every growing high end sector of luxury real estate.
What Are Branded Residences?
Branded residences are luxury residential properties affiliated with globally recognised hospitality and luxury brands, such as Marriott International, Four Seasons, Accor, Mandarin Oriental, Armani, Pininfarina, YOO and ELIE SAAB.
There are currently more than 220 brands from hospitality, fashion, media and the auto industry operating across the sector.
These luxury private homes cater to affluent buyers seeking a blend of upscale living and professional management, offering features like concierge services, in-house dining, spa facilities, and access to resort style amenities.
Unlike traditional luxury homes, branded residences carry the prestige and operational expertise of their associated brand, ensuring consistent value, quality and global appeal.
READ OUR DEFINITIVE GUIDE TO BRANDED RESIDENCES 2025
The concept of luxury real estate associated with the world’s best hotel and luxury brands, has gained huge traction globally, with the sector enjoying 180% growth in the past decade.
The branded residences market is forecasted to double again in the next 5-6 years.
Currently there are around 700+ branded residences completed and a further 900+ in the pipeline, with markets like Dubai, South Florida, Sao Paulo, Bangkok and London leading the way
The Luxury Real Estate Market:
Greece’s luxury real estate market has gained significant momentum in recent years, driven by a combination of macroeconomic stability, competitive pricing, and a surge in foreign interest.
In 2024, foreign investment in Greek real estate reached €2.75 billion, marking a 28.9% increase from the previous year, according to the Bank of Greece. This increase reflects growing confidence and its appeal as a high-end real estate destination.
Luxury properties, ranging from seaside villas on islands like Mykonos and Santorini to modern apartments along the Athenian Riviera, can achieve prices as high as €11,000 and €25,000 per square meter, for top-tier developments.
The Athenian Riviera, stretching along the Saronic Gulf, has emerged as a focal point for luxury buyers, with average prices of €7,441 per square meter, some projects are enjoying prices nearer to €20,000.
Meanwhile, the €8 billion Elliniko project, a futuristic smart city development, is transforming Athens’ southern coast into a global investment real estate and hospitality magnet, with prices around €5,039 per square meter.
Emerging areas like Varkiza and Sounio, with luxury properties ranging from €3,000 to €10,000 per square meter, cater to those seeking secluded coastal retreats.
Islands like Mykonos, Santorini, Paros, and Crete remain top hotspots, though newer destinations such as Tinos, Kea, and Lefkada are gaining traction.
The price points being achieved for luxury real estate in Greece, demonstrates that property developers who develop branded residences should be extremely successful.
Tourism:
Greece’s tourism sector, contributing 20% to GDP, is a cornerstone of its luxury real estate appeal. In 2024, the country welcomed record visitor numbers, and early data for 2025 projects 28.2 million international airline seats, a 4.6% increase from the previous year, per the Institute of the Greek Tourism Confederation (INSETE).
The United Kingdom leads with 5.6 million seats, followed by Germany (4.7 million) and Italy (2.5 million). Emerging markets like the United States (+18.6%, 727,000 seats) and Israel (+52.1%, 1.3 million seats) underscore Greece’s broadening global appeal.
Smaller markets, including Saudi Arabia (+45%), Albania (+56%), and Georgia (+113%), signal untapped potential.
This tourism boom directly helps with the demand for luxury properties, particularly those offering hotel-like services, amenities, rental pools, and professional property management.
High end travellers seek properties that combine the comfort of a private home with the amenities and services of a five-star resort, precisely the niche that branded residences fill.
Greece’s ambition to reach €2.5 billion in additional tourism revenue and 40 million visitors by 2028, as discussed at the 10th Delphi Economic Forum, highlights the need for infrastructure to support this growth.
Challenges like seasonality, labor shortages, slow development lead times, and inadequate infrastructure in popular island areas like Mykonos and Santorini persist.
Examples of Branded Residences in Greece
While branded residences are well established in many global markets, Greece’s sector is still in its infancy. The country lags behind neighbouring countries where branded residences are thriving.
However whilst the market is currently very small in terms of numbers, the developments in Greece are some of the most exclusive in Europe.
They have proved to be very popular with both local and overseas property investors, which cements our opinion that the country has the potential to become a, branded residences hotspot.
Elounda Hills, a 138-acre luxury resort in Crete, opens in 2027 with a 5-star hotel, branded residences, a private marina, and eco-friendly amenities. Nestled in Mirabello Bay, it offers breathtaking views, world-class dining, and serene landscapes.
Four Seasons Resort and Residences Porto Heli will offer bay views of the Argolic Gulf and the nearby island of Spetses. The expansion and redevelopment will transform an existing beachfront estate, which currently spans 75 hectares (185 acres) and 3.25 kilometres (3,250 metres) of coastline, into a new Four Seasons experience with 80 guest rooms and suites and 30 bungalows, as well as Four Seasons branded residential villas
Six Senses Porto Heli, Argolis: The upcoming development combines luxury with wellness-focused amenities, the project will offer around 60 rooms and suites, most with private plunge pools and private terraces or gardens, along with a three-bedroom retreat villa. There will be 10 branded residential villas for sale, offering five to eight bedrooms.
One&Only Kea Island, Cyclades: This project pairs ultra-luxury residences with resort facilities, targeting buyers seeking seclusion and yachting lifestyles in the Aegean.
Amanzoe, Porto Heli: A pioneer in Greece’s branded residence space, Amanzoe offers villas with access to Aman’s renowned services, appealing to HNWIs valuing privacy and exclusivity.
Why Greece Can Become A Branded Residences Hotspot
Greece’s potential to become a branded residences hotspot rests on several key factors.
1. The main hotel brands are already active in Greece, highlighting that they have an appetite for the country. This should make it easier for developers to secure brand partners for their projects, due to tourism in Greece being so established.
2. Its natural and cultural assets, pristine beaches, iconic islands, and a rich historical legacy offer an unmatched backdrop for high end luxury living.
3. Unlike more saturated markets, Greece still provides reasonably competitive pricing, with luxury properties often costing less than that of other European countries. This value proposition, combined with strong rental yields, appeals to investors seeking both lifestyle and financial returns.
4. The tourism sector’s growth provides a ready made market for branded residences. The 18.6% increase in U.S. visitors and 52.1% surge in Israeli tourists in 2025 signal a broadening visitor base, while emerging markets like Saudi Arabia and Georgia offer future growth opportunities.
Foreign Investment: Opportunities and Obstacles
Foreign investment has been a driving force behind Greece’s real estate surge, yet significant hurdles still remain.
The Golden Visa program, non-domiciled resident tax regime, and favorable treatment for foreign retirees have attracted international buyers, with half of luxury property purchases coming from abroad, per BARNES International Realty.
The country’s exit from its financial crisis and upgrades from international rating agencies have bolstered investor confidence.
Athens’ rise to 16th in the BARNES City Index for 2025, up from 33rd in 2024, reflects this momentum, with the city and its islands jointly ranking 11th among emerging investment destinations.
However, bureaucratic inefficiencies and infrastructure gaps pose challenges.
At the 10th Delphi Economic Forum, Yannis Delikanakis of Southrock Asset Management highlighted bureaucracy as a major barrier, noting that “we have both investors and investments—the problem is bureaucracy.” He called for streamlined planning laws and greater architectural flexibility to unlock Greece’s potential.
Bart van de Winkel of Grivalia emphasised the need for modern infrastructure, citing issues like inadequate road networks and water reserves that hinder projects like the Six Senses Porto Heli resort.
Panos Paleologos of HotelBrain pointed to labor shortages and seasonality, advocating for initiatives like the HotelBrain Academy to train talent and better waste management systems to support tourism growth.
Original reporting Delphi Forum: Branded Residences Signal Greece’s Next Big Move in Luxury Tourism
The experience of Goldman Sachs, which abandoned plans for a luxury resort network in northern Greece, illustrates these challenges. Despite a €100 million investment, the project faced delays, rising costs, and logistical hurdles, underscoring the complexities of navigating Greece’s economic and regulatory environment.
These lessons highlight the need for patience, thorough market analysis, collaboration with local stakeholders, and government flexibility to overcome obstacles and drive growth.
Branded Residences In Greece. Outlook
While Greece currently trails it’s European neighbours in branded residence development, the country’s natural beauty, booming tourism, and competitive pricing, create strong opportunities for branded residences growth.
Projects like Westin Residences Costa Navarino, Six Senses Porto Heli, Four Seasons Resort and Residences Porto Heli and One&Only Kea Island showcase the potential, but scaling this sector requires overcoming bureaucratic and infrastructural hurdles.
While limited in number, the current branded residences demonstrate Greece’s ability to attract top tier hospitality brands. However, their slow pace of development compared to the rest of Europe reflects regulatory and infrastructural constraints that must be addressed to scale the sector.
With strategic investment and regulatory reforms, Greece can leverage its unique positioning to become a global leader in branded residences, offering affluent buyers and investors a rare blend of luxury, lifestyle, value, and prestige.
Addressing these gaps could easily drive Greece into the global top 10 for branded residences in our opinion.
The stage is set; now real estate developers, and government authorities in Greece should act and seize this opportunity.
Frequently Asked Questions About Branded Residences in Greece
What are branded residences, and how do they differ from traditional luxury properties in Greece?
Branded residences are luxury homes affiliated with renowned hospitality and luxury brands, such as Four Seasons, Armani, Porsche, Marriott and Mandarin Oriental to name but a few of the 200 brands active. They offer hotel-like services like concierge, dining, and spa facilities alongside private ownership.
They differ from traditional luxury properties by combining the prestige and operational expertise of a global brand in the comfort of a private residence, appealing to buyers seeking both lifestyle benefits and investment potential.
Why is Greece considered an emerging market for branded residences?
Greece’s natural beauty, cultural heritage, and booming tourism sector, contributing 20% to GDP, make it an attractive destination for affluent buyers. Competitive property prices, compared to markets like Marbella or London, and mega developments like the Elliniko smart city enhance its appeal and reputation.
However, the sector is underdeveloped compared to other European neighbours with only a few projects signalling significant growth potential.
What are the investment benefits of branded residences in Greece?
Branded residences in Greece can offer strong rental yields, luxury real estate typically achieves 5-7% for short-term rentals driven by high tourism demand, branded residences tend to generate higher returns and have the potenial to hit levels of 7-9%
They also provide potential for higher capital appreciation due to their prestige of expert management and maintenance.
What challenges do branded residences face in Greece?
Development of branded residences in Greece is slowed by bureaucratic hurdles, inconsistent planning laws, and infrastructure gaps, such as inadequate roads and water systems in high traffic areas like Mykonos. These issues, highlighted at the 10th Delphi Economic Forum, can delay projects and deter investors, as seen in Goldman Sachs’ abandoned resort plans.
Streamlined regulations and infrastructure investment are critical to unlocking the sector’s potential.
Where are the key locations for branded residences in Greece?
Key locations include the Athenian Riviera, particularly Vouliagmeni, and emerging areas like Elliniko. Island destinations like Mykonos, Kea, and Porto Heli host developments such as Six Senses Porto Heli and One&Only Kea Island. The Peloponnese, with Costa Navarino, is also gaining traction for its unspoiled landscapes and proximity to cultural sites.
