Athens Luxury Hotels to Exceed Hundred Million Euro in Revenue by 2025, LAMPSA Pioneers Growth in Greece’s Tourism Sector

Published on December 18, 2025

By: Paramita Sarkar

In a significant development for Greece’s hospitality industry, LAMPSA Hellenic Hotels S.A., one of the country’s oldest and most prestigious hotel operators, has announced that its Athens hotel portfolio is expected to generate over €100 million in revenue for the full year 2025. This milestone comes as Athens continues to strengthen its position as a premier year-round destination for luxury travelers, contributing to the growth of Greece’s high-end tourism market.

The expected revenue surge is driven primarily by four of LAMPSA’s key properties located in prime spots around Syntagma Square in central Athens. These iconic hotels, known for their historical significance and luxury offerings, have seen strong demand despite some challenges in the broader market.

What’s Driving LAMPSA’s Success in Athens?

The group’s four main Athens hotels—Hotel Grande Bretagne, King George, Athens Capital Hotel, and Athens Capital Suites—are expected to account for the bulk of this impressive revenue. These properties cater to high-end leisure, business, and event travelers, with their prime locations in Athens’ cultural and political heart providing significant appeal.

1. Hotel Grande Bretagne: This historic 5-star hotel, part of Marriott’s Luxury Collection, has long been an iconic symbol of Athens luxury. With its rich heritage and prime location overlooking Syntagma Square, it continues to attract affluent visitors.
2. King George: Adjacent to Hotel Grande Bretagne, King George is a boutique luxury hotel also part of the Luxury Collection. Known for its refined service and intimate atmosphere, it serves as a complement to its neighbor, offering a more exclusive experience.
3. Athens Capital Hotel – MGallery Collection: This modern addition to LAMPSA’s portfolio, under Accor’s MGallery Collection, has proven popular among travelers seeking contemporary luxury in the heart of Athens. Its blend of modern amenities and classic style appeals to both business and leisure guests.
4. Athens Capital Suites – MGallery Collection: A new boutique extension of Athens Capital Hotel, this property opened in early 2025, offering around 19 luxurious suites. Despite its recent opening, it is expected to be a major contributor to the revenue surge in 2025.

These properties have seen improved occupancy rates compared to 2024, despite a slight decline in average room rates. The Athens market remains the core revenue driver for LAMPSA, with luxury city tourism showing resilience amidst broader market fluctuations.

How Does This Impact LAMPSA’s Overall Performance?

LAMPSA, which operates hotels not just in Athens but across other key European markets, is expected to see a slight increase in overall turnover and performance in 2025 compared to 2024. The group’s total revenue for 2024 was projected to be in the range of €122-129 million, with Athens contributing the majority of this revenue.

While the Athens segment is thriving, the group has faced challenges in other markets. In particular, the group’s hotels in Serbia—Hyatt Regency Belgrade and Mercure Belgrade Excelsior—have struggled with underperformance. Political and social unrest, combined with market instability, has impacted their performance, limiting the group’s growth in that region.

Despite these challenges, the growth of Athens’ luxury hotel sector is a promising sign for LAMPSA’s future, and the company is well-positioned to capitalize on the ongoing recovery of global tourism.

Why is Athens Seeing Such Strong Demand in 2025?

Several factors are contributing to the strong performance of Athens’ hotel sector in 2025. Athens has increasingly positioned itself as a year-round destination, attracting both business and leisure travelers. The city’s rich cultural heritage, combined with modern amenities and infrastructure improvements, has made it a key destination for international tourists, particularly those seeking luxury and personalized experiences.

Additionally, the luxury segment in Athens has benefited from a steady rise in high-end city tourism, with travelers willing to pay a premium for unique experiences and top-tier accommodations. The influx of visitors to Athens’ central properties reflects a broader trend toward experience-driven travel, where tourists are not just looking for accommodations but immersive cultural experiences that reflect the city’s historical and artistic significance.

What’s Next for LAMPSA and Athens?

LAMPSA’s future in Athens looks bright, with the company continuing to invest in its properties and expand its footprint in the luxury tourism sector. The company is actively pursuing a pipeline of projects totaling approximately €400 million, which includes major renovations, new hotel affiliations, and further expansions in Greece. These investments are designed to strengthen LAMPSA’s position in the luxury market and cater to the growing demand for high-end tourism in Athens.

LAMPSA’s success in 2025 is a testament to the ongoing recovery of Athens as a global tourism hub, with the city continuing to attract visitors year-round. The company’s iconic properties, combined with its strategic investments, are expected to keep Athens at the forefront of luxury travel in Europe.

Conclusion: Athens Sets the Stage for Continued Growth in Luxury Tourism

As LAMPSA’s Athens hotels approach the €100 million revenue mark for 2025, it’s clear that Athens is cementing its place as a top destination for luxury travelers. Despite some challenges in other markets, the growth of the Athens hotel sector offers a positive outlook for both LAMPSA and Greece’s broader tourism industry. With continued investments and a focus on delivering personalized, high-end experiences, LAMPSA is poised for sustained success in the coming years, contributing to the ongoing evolution of Athens as a global luxury destination.