Louis Hotels executives during a media presentation in Athens outlining the group’s investment plans, expansion strategy in Greece and Cyprus, and outlook for the 2026 tourism season. From left: Louis Hotels Greece General Manager Sakis Spyrou, Chief Commercial Officer Popi Tanta, General Manager of Sales and Marketing Charalambos Lardas, and Marketing Manager Sylvia Charalambous. Photo © Greek Travel Pages (GTP)
Louis Hotels is continuing to invest in upgrades and expansion opportunities in Greece and Cyprus while betting on last-minute bookings to offset softer demand linked to geopolitical tensions in the Middle East.
The Cyprus-based hospitality group said it remains selectively open to acquisitions, hotel leases and management agreements, with Rhodes, Crete, Kos and Corfu among the destinations currently attracting investment interest in Greece.
Over the last three years, Louis Hotels has invested more than 60 million euros in renovations and new developments across the two countries, including the launch of the five-star King Jason Zante in Zakynthos, the upgrade of Valmar Corfu into a premium all-inclusive resort and the opening of the new Imperial Island Resort in Cyprus.
Louis Hotels invested in the transformation of Valmar Corfu into a five-star premium all-inclusive resort as part of its wider hotel upgrade strategy across Greece and Cyprus.
Speaking during a presentation in Athens, Louis Hotels Chief Commercial Officer Popi Tanta said the group is focusing on maintaining a consistent, upgraded hospitality portfolio while continuing to evaluate growth opportunities in its core markets of Greece and Cyprus.
In Greece, the group operates hotels in Corfu, Chania, Mykonos, Zakynthos and Rhodes, including the adults-only King Jason Zante, Mykonos Theoxenia, Once in Mykonos, Asterion Suites & Spa in Chania, Amada Colossos Resort on Rhodes, and the Valmar Corfu and Kerkyra Bluec resorts on Corfu.
Middle East crisis weighs on Cyprus
Louis Hotels executives Popi Tanta and Charalambos Lardas said the group expects Cyprus tourism demand to gradually stabilize after recent geopolitical disruptions, with last-minute bookings expected to support the summer season.
Louis Hotels executives said the ongoing geopolitical instability in the Middle East has affected booking flows, particularly in Cyprus, after a drone incident at a British base on the island triggered negative international publicity earlier this year.
“While the year started positively, after the outbreak of the war we saw a wave of cancellations, with a very weak March and April,” Tanta said.
According to the company, bookings in Cyprus are currently down by 15-16 percent compared to last year, although May has started to recover toward 2025 levels. The group said it hopes losses can eventually be contained closer to 10 percent through stronger last-minute demand during the summer season.
To support bookings, Louis Hotels launched a summer campaign offering discounts of up to 35 percent for reservations made through its website until June 20.
Louis Hotels opened the new Imperial Island Resort in Paphos earlier this year as part of its broader investment program focused on upgrading premium hospitality offerings in Cyprus and Greece.
Greece shows greater resilience
Executives said Greece has proven more resilient due to its broader mix of source markets and stronger international tourism positioning.
For Greece, the group’s key visitor markets include the UK, Germany, the United States and Austria, while Cyprus relies more heavily on the UK, Israel and Poland.
Louis Hotels executives also pointed to India as an “emerging market of interest” for Cyprus, particularly as the island moves closer toward joining the Schengen zone.
Mykonos remains a challenge
Louis Hotels executives said Mykonos remains one of the group’s most challenging markets, with softer demand and pricing pressures persisting despite continued investment in the destination.
Executives described Mykonos as one of the group’s most challenging markets in recent years, with tourism demand declining steadily since 2023 despite price reductions and continued investments.
“We have tried to restore the destination’s image, but unfortunately we have not succeeded so far,” said the general manager of sales and marketing of Louis Hotels, Charalambos Lardas.
According to the company, room rates at its Mykonos properties have been reduced by roughly 30 percent compared to 2022 levels, while visitor numbers have fallen by 15-20 percent annually over the last three years.
Tanta said the island needs to “reintroduce itself to the world”, while stressing that Mykonos remains a premium destination attracting continued interest from major international hospitality groups.
Selective expansion strategy
Louis Hotels Chief Commercial Officer Popi Tanta said repeat visitors account for more than a quarter of the group’s clientele, highlighting the company’s focus on long-term guest loyalty and destination experience.
Louis Hotels said it remains open to further growth opportunities in Greece and Cyprus but has no plans to expand into other Mediterranean markets.
The group reported consolidated revenue of 138.6 million euros in 2025, up 8.3 percent year-on-year, while net profit rose to 7 million euros from 3.9 million euros in 2024.
Louis Hotels invested more than 10 million euros in the development of the five-star King Jason Zante, one of the group’s newest additions to its premium hospitality portfolio in Greece.
“We are very selective because we have built a unified portfolio,” Tanta said, adding that many potential deals require extensive repositioning investments that do not align with the group’s current strategy.
The group currently operates 25 hotels across Greece and Cyprus, with more than 13,000 beds and over 2,000 employees. Of these, 18 hotels are in Cyprus and seven in Greece, with two properties each on Corfu and Mykonos and one each in Chania, Zakynthos and Rhodes. Four properties are owned by the group, while the remaining hotels operate under long-term lease agreements.
Louis Hotels’ portfolio is organized into three hospitality collections: Elegant Collection, Family Collection and Villa Collection, which includes six luxury villa complexes in Cyprus and Rhodes. The group also offers premium all-inclusive concepts, wellness and spa services, conference facilities, wedding and honeymoon packages, sports and golf tourism options and themed dining experiences.
Louis Hotels recently launched the new Louis Hotels Rewards loyalty program, offering members exclusive rates and additional benefits through direct bookings.
Founded in 1935 by Louis Loizou, who is widely regarded as one of the pioneers of Cypriot tourism, the Louis Group expanded from travel services into hospitality and today remains one of the region’s best-known tourism brands.
Follow GTP Headlines on Google News to keep up to date with all the latest on tourism and travel in Greece.