Through the national certification label and a comprehensive program of privileges and benefits, the initiative enhances the prestige and competitiveness of Greek hotels while elevating the overall visitor experience.

During the exhibition, the stand of the Boutique Hotel Program became a key meeting point for hotel professionals, representatives of the State, and members of the Board of Directors of the Hellenic Chamber of Hotels.

The President of the Hellenic Chamber of Hotels and President of HOTREC, Mr. Alexandros Vassilikos, emphasized the Chamber’s ongoing support for the community, noting that: “Boutique hotels showcase Greek hospitality at its best and contribute to sustainable tourism development. The Program is not simply a certification; it is a living ecosystem that brings together creativity, quality, and modern entrepreneurship within the hospitality sector.”

It is also worth noting that the Scientific Director of the Program, Ms. Emilia Vlami, presented the evolution and growth trajectory of the community of certified boutique hotels during the 13th General Assembly of the Hellenic Chamber of Hotels, which now includes more than 280 members.

As she highlighted:

“The concept of boutique is no longer associated only with design; it represents an entire philosophy of hospitality. The Program is not merely a certification, but a network of collaboration and inspiration, with annual initiatives focused on outreach, education, and networking. These actions demonstrate how a small Greek hotel with a unique concept can speak to a global audience.”

As part of the exhibition, the Program also hosted the special thematic event “Be Boutique: The Story Behind the Stay.” Through their presentations, distinguished professionals of the hospitality sector—including Konstantinos Triantafyllis, General Director of MINDHAUS, Nikos Karaflos, owner of Dexamenes Seaside Hotel, Nana Kantsa, Design Consultancy Architect, and Andreas Sfyridis, Visual Storyteller and Hotel Photographer—highlighted the importance of concept, design, and storytelling in shaping the identity and experiential quality of a boutique hotel.

Through all its activities at Xenia 2025, the Boutique Hotel Program community emerged as a shared vision and a vibrant network of collaboration that promotes authenticity, creativity, and modern entrepreneurship. In doing so, it sets new standards for boutique hospitality in Greece and opens new pathways for the future of the Greek hotel industry.

From the iconic stone of Syrrako ( Old School Boutique Hotel ) villages of Zagori ( Aberratio Boutique Hotel , Kôres Hotel Boutique and & Spa, Melina’s Boutique Hotel, Its Kale Boutique Hotel, La Suite Boutique Hotel ) with their historic bridges and cobbled streets, to the mountain town of Metsovo (Archontiko Metsovou Boutique Hotel,Katogi Averoff Hotel & Winery, Pirrion Boutique Hotel ) and the historic lakeside city of Ioannina (SAZ Boutique Hotel ,LakeSpirit Boutique Hotel & Spa ) to the colorful seaside town of Preveza ( Aktaia Boutique Hotel) and the turquoise bays of Sivota ( Prima Vista Boutique Hotel & Spa), Epirus offers an extraordinary diversity of landscapes. Deep gorges, rivers, forests and picturesque villages create the perfect setting for exploration and relaxation.

The region is also known for its rich cultural identity and culinary heritage. Traditional pies, local cheeses and recipes passed down through generations are an essential part of the travel experience. Throughout the villages and towns of Epirus, visitors can discover local culture in traditional tavernas, small cafés and community festivals that celebrate the region’s enduring traditions.

Within this remarkable landscape, boutique hotels offer a distinctive way to experience the region. Traditional stone guesthouses, elegant countryside retreats and stylish seaside hotels combine local character with comfort and refined hospitality.

Epirus is a destination that reveals itself gradually to the traveler. Every road, village and landscape offers a new perspective and a new experience. Staying at one of the region’s boutique hotels adds another layer to the journey, allowing visitors to connect with the place, its culture and its warm hospitality in a truly memorable way.

Discover the boutique hotels of Epirus and plan your next unique escape: Epirus

An initiative of the Boutique Hotel Program of the Hellenic Chamber of Hotels, the forum continues to grow in participation each year. Once again, it enabled program members to connect with top tourism professionals from Europe and Greece, strengthening their networking and business prospects.

With the central theme “Meet, Share, Grow,” this well-established event brought together program members with travel agents and international media journalists who shape modern tourism trends. Through pre-arranged B2B meetings at the forum, participating hotels showcased their distinctive hospitality offerings, built new professional relationships, and enhanced their visibility in international markets. To facilitate these interactions, a dedicated digital platform was activated, enabling more than 450 in-person professional meetings.

At the event’s opening, guest speakers addressed key industry topics, including “Tools and Practices for Effective Hotel Promotion,” “CRM Marketing for Hotels,” and “Human Resource Management in Tourism Enterprises.” The presentations featured contributions from Mr. Giannis Angelakis, founder of Engage Media, Mr. Konstantinos Skianis and Ms. Alexandra Lavda from Mediacube, as well as Dr. Theodoros Stavrinoudis, professor at the University of the Aegean and director of the iTED Lab.

In his welcoming remarks, Mr. Alexandros Vassilikos, President of the Hellenic Chamber of Hotels, reaffirmed the Chamber’s commitment to supporting the Boutique Hotel community, which showcases Greek hospitality at its best and contributes to sustainable tourism development.

Ms. Aimilia Vlami, scientific coordinator of the Boutique Hotel Program, highlighted the benefits and privileges enjoyed by community members, emphasizing the Chamber’s role in promoting small hotels with unique personality and identity.

The experience concluded on Saturday, March 29, with a cultural and gastronomic tour of Athens. Participants enjoyed an interactive treasure hunt through the picturesque alleys of Plaka, organized by Narratologies. Using its award-winning app and Game

Masters, attendees discovered the city’s hidden secrets, explored the myth of Athena and Poseidon, and savored authentic local delicacies. The tour continued with a visit to the Acropolis Museum, where guests admired its unique exhibits, before ending the day with a delightful Greek cuisine dining experience overlooking the Temple of Olympian Zeus. This cultural experience was supported by the Athens, Attica & Argosaronic Hotel Association.

The undeniable success of the 4th B2B Boutique Hotel Forum underscores the event’s growing significance and the vital role of professional networking in the development of Boutique Hotels.

On Wednesday, June 12, the program organized a familiarization trip to Hydra, supported by the island’s Hotel Association. Influencers and content creators, recognized for their role in promoting tourism destinations, explored Hydra’s offerings and produced high-quality digital content inspired by the island’s charm.

On Thursday, June 13, the Boutique Hotel hosted a B2B event titled “Networking with Digital Content Creators: Be Inspired, Learn, Grow Your Business” at the Grande Bretagne Hotel in Athens. This event provided an exceptional platform for over 200 member hotels to engage with top digital content creators from Belgium, France, Serbia, Germany, the UK, Hungary, and Greece. Attendees were motivated by content creation practices tailored for social media platforms including Facebook, Instagram, TikTok, and YouTube.

On Thursday, June 13, the Boutique Hotel hosted a B2B event titled “Networking with Digital Content Creators: Be Inspired, Learn, Grow Your Business” at the Grande Bretagne Hotel in Athens. This event provided an exceptional platform for over 200 member hotels to engage with top digital content creators from Belgium, France, Serbia, Germany, the UK, Hungary, and Greece. Attendees were motivated by content creation practices tailored for social media platforms including Facebook, Instagram, TikTok, and YouTube.

Participants gained insights into the impact of AI on hotel operations and promotion, while engaging in numerous B2B meetings to explore collaboration opportunities with content creators. Esteemed AI expert Mr. Theodoros Moulos delivered a compelling presentation on how AI can enhance the growth and visibility of hotel businesses.

Throughout the event, Boutique Hotel members had the opportunity to:

Network: Participate in B2B meetings and explore collaboration opportunities with content creators.

Get Inspired: Learn effective content creation practices for various social networking platforms.

Get Educated: Understand the transformative changes AI brings to hotel operations and promotion.

Ms. Aimilia Vlami, manager of the Boutique Hotel program, emphasized the growing membership of the program, noting that more hotels are recognizing the benefits of joining the Boutique Hotels community. She highlighted the event as the beginning of the new Boutique Hotel brand, “Greek Heart,” as it starts its global journey.

Commenting on the program, the President of the Hellenic Chamber of Hotels, Mr. Alexandros Vasilikos, said: “Based on the main message of the Boutique Hotel program campaign ‘Love to Host You,’ we had the pleasure of hosting 23 distinguished digital content creators in Athens. Their compelling images, videos, and narratives inspire travelers to explore new experiences in tourist accommodation. With this B2B event, the Boutique Hotel program reaffirms its commitment to informing, educating, and promoting its member hotels.”

The event not only strengthened connections within the hotel industry but also set the stage for future collaborations that can drive innovation and growth. As digital content continues to shape the landscape of hospitality, events like these are crucial in helping hotels stay ahead of the curve and leverage new technologies to enhance guest experiences.

The presence of more than 100 boutique hotels from across Greece at the workshop highlighted the commitment of the country’s unique certified community of small hotels—the Boutique Hotel Community—to invest in modern technologies such as Artificial Intelligence (AI). These initiatives aim to enhance service quality and strengthen the competitiveness of the Greek tourism product.

During the workshop, distinguished professionals Thodoris Moulos and Giannis Angelakis presented in detail the benefits of integrating AI into the boutique hotel sector. Their presentations focused on key topics such as optimizing the guest experience through personalized services, increasing bookings through the use of smart tools, strengthening online presence, and effectively managing digital reputation.

At the same time, participants had the opportunity to become familiar with advanced tools, explore examples of best practices, and engage in interactive demonstrations. Through this hands-on approach, they enhanced their knowledge of how innovative technological solutions can be applied within the hospitality industry.

It should be noted that through this event, the Boutique Hotel Program launched a new series of specialized workshops and masterclasses, to which members of the community will have exclusive access. In this way, the Program promotes continuous education and the exchange of ideas—key pillars for the ongoing development of the Boutique Hotel Community.

The President of the Hellenic Chamber of Hotels, Mr. Alexandros Vassilikos, referring to the workshop, stated: “Boutique hotels stand out as models of hospitality that focus on quality, personalized services, and the creation of experiences that meet the evolving expectations of modern travelers. The strong interest and active participation of members in specialized workshops confirm that Greek boutique hotels remain at the forefront, embracing innovations that further enhance quality and uniqueness.”

Finally, it is emphasized that the Hellenic Chamber of Hotels, through the Boutique Hotel Program, continues to actively support the dissemination of innovation and the strengthening of Greek hospitality.

This pioneering program by the Hellenic Chamber of Hotels has shaped a vibrant community that brings together small, unique hotels—not only as certified members, but also as dedicated ambassadors of authentic Greek hospitality. The message “Love to Host You” reflects the commitment of every member of the community to offer experiences that truly resonate with guests and touch their hearts.

As the President of the Hellenic Chamber of Hotels, Mr. Alexandros Vassilikos, points out:
“The development of the Boutique Hotel Program represents both a guarantee of quality and a powerful tool for extroversion. The community of certified boutique hotels acts as a driver for a more sustainable hospitality sector, one that respects the authenticity of the guest experience. In a rapidly changing world, quality and trust are the keys to success for sustainable tourism. The Boutique Hotel Program supports this journey by building a relationship of trust between visitors and the tourism market”.

A Community that Connects and Inspires

At the heart of the Boutique Hotel Community lies collaboration and mutual support among its members, fostering networking and partnerships. The community encourages the exchange of knowledge, experiences, and ideas, creating valuable opportunities for growth.

A great example is the B2B Forum “Networking with digital content creators. Be inspired. Learn. Grow your Business,” which took place on June 13, 2024. During the event, members of the community had the opportunity to connect with leading opinion leaders and travel professionals from the European and international markets, strengthening their professional development. At the same time, participation in leading exhibitions such as XENIA further enhances the visibility of boutique hotels and reinforces the outward-looking strategy of the Program, supporting the promotion of the diversified tourism product that Greece seeks to showcase.

A Community that Offers Exclusive Benefits to its Members

The Boutique Hotel Program provides its members with a wide range of benefits, including continuous opportunities for promotion, information, and professional development. Members enjoy exclusive access to specialized seminars, such as the interactive workshop “Boutique Hotel welcomes AI,” organized by the Program on November 25. These initiatives equip hoteliers with new knowledge and skills, enabling them to upgrade their services while remaining competitive and innovative in the hospitality sector. At the same time, the Program’s modern approach to promotion through social media and the online portal www.boutique-hotel.gr strengthens the public presence of each member hotel. By leveraging digital campaigns, video marketing, and familiarization trips (fam trips), the Program enhances the visibility of Greek boutique hotels and presents a distinctive image of authentic Greek hospitality to global audiences.

A Community in Continuous Growth

The Boutique Hotel Community continues to evolve. From education and networking to international outreach and promotion, the community of boutique hotels is opening new paths and creating new opportunities for its members—while keeping the spirit of authentic hospitality alive.

The Hellenic Chamber of Hotels  (HCH) presented  to the media  the new brand identity and slogan  of its  “Boutique Hotel” certification program in a dedicated media event held on the 14th of February. Under the overarching theme of “Love to host you” the HCH unveiled the new communication identity, marking the commencement of a dynamic phase in expanding its program counting today more than 200 certified hotels across the country.

The event, showcasing the strategy and creative essence behind the rejuvenation of the Boutique Hotel brand, took place at “Amalias 36” the Historical Lykiardopoulos Mansion in Athens. Noteworthy attendees included representatives from the media and hotels – Members of the Boutique Hotel program.

Highlighting the “Boutique Hotel” as the official certification seal of small hotels distinguished by unparalleled aesthetics and innovative services, the HCH representatives emphasized its position as the Greece’s premier community of exclusive hotels. The presentation underscored the program’s remarkable growth, boasting over 200 members, prompting the need for a new communication strategy targeting both domestic and international tourist markets. This strategy aims to enhance benefits and visibility for hoteliers, underscoring the significance of certification as a key criterion for modern travelers seeking a high-quality and unique tourist experience.

The Boutique Hotel program, managed by the HCH, offers a comprehensive package, including a certification process and privileges for its members. These privileges range from the possibility of upgrading to a star category and development opportunities through professional contacts (B2B forum) to organized participation in international tourism exhibitions, advertising campaigns, visibility in online portals and social media, as well as participation in specialized workshops.

Aligned with the communication strategy of the Hellenic Chamber of Hotels, which centers on fostering a sense of community among Boutique Hotels members, a big family that reacts, shares experiences, and communicates, Mr. Marios Linakis, head of Sputnik Design Team | Linakis Digital, drew inspiration from the Greek tradition of hospitality. He presented the new communication identity, emphasizing that hospitality in Greece is not just a practice but a tradition, an act of generosity ingrained in the soul of the people—a warmth reflected in their smiles and authentic welcomes. He noted, “When you fall in love, the bond is deep and strong”.

The program’s new logo, featuring the initial B, forms a heart with a warm Greek welcome that transcends borders, symbolizing hospitality that travels around the world.

The program’s Executives, Ms. Christina Tetradis, Vice President of the HCH, Ms. Aimilia Vlami, Scientific Manager of the Program, and Ms. Maria Tzannou, Marketing Consultant of the Program, set the tone for upcoming events, highlighting the imminent return of the B2B Forum with a revamped concept, post the years affected by the COVID-19 pandemic.

President of HCH, Mr. Alexandros Vassilikos, affirmed, “The significant increase in Program Members validates the Chamber’s strategy and vision to support and spotlight businesses offering upgraded and quality services in a market seeking a diversified tourism product. Greek hotels are now asserting themselves against internationally renowned brands, and in collaboration with the Ministry of Tourism and the GNTO, we will promptly initiate organized and targeted actions to promote our members’ community in international tourist markets”.

In this light, the emblematic action of the Hellenic Chamber of Hotels was presented in an elegant stand that gathered a large number of visitors, where the renewed communication identity and the number of privileges offered to the members of the program were shown.

Positive impressions were made by the “Dialogues”, the event held during the exhibition with the main theme:“Boutique Hotel discusses authenticity – The value of place in architectural design, food, culinary tradition and experiential hospitality experience”, where guest speakers, distinguished professionals, professors and entrepreneurs from the tourism and hospitality sectors conveyed their experiences through interactive dialogues and kept the audience’s interest undiminished.

In particular, the architect Mr. Panagiotis Tombras, founder of the company Top Mentor Consultants, the professor of Harokopei University Mr. Giorgos Boskus, Mrs. Anna Maria Barou, bespoke breakfast consultant and food stylist, together with the owners of the Boutique Hotels Mr. Filareto Psimmeno , Amanita guesthouse – Pelion, Ms. Maria Kladaki, Orloff Boutique Hotel – Hydra and Mr. Stelios Mantzari, Varos Village – Limnos lent their expertise and good practices to the “boutique” accommodation experience, in order to connect it with the destination’s identity, authentic experiences and sustainable tourism development.

In addition, tourism and hospitality students from Public Vocational Training Institutes of Piraeus, Acharna and Agios Dimitrios visited the stand. Afterwards, Mrs. Christina Tetradis, vice-president of Hellenic Chamber of Hotels, addressed a greeting, Mrs. Emilia Vlami defined the framework of the Boutique Hotel program, Mrs. Maria Tzannou presented its new identity and Mrs. Katerina Saridaki highlighted the possibilities of developing new innovative technological companies active in the hotel sector industry.

It should be noted that the stand was visited by the president of the Hellenic Chamber of Hotels and president of HOTREC, Mr. Alexandros Vasilikos, as well as members of the Hellenic Chamber of Hotels.

In particular, the president of the Hellenic Chamber of Hotels, Mr. Alexandros Vassilikos emphasized the following: “The Hellenic Chamber of Hotels contributes dynamically to the national effort to support the economy, sustainable tourism development and the stimulation of employment, and with the Boutique Hotel program the qualitative upgrade of the Greek hospitality. With a significant increase in its Members, the program is dynamically moving into a new phase of extroversion with a renewed identity and brand”.

A large number of hoteliers from across Greece visited the Program’s stand, which was designed by an experienced team of decorators to reflect the distinctive experience offered by Boutique Hotels. Using modern communication tools such as mood videos, information screens, digital presentations, and printed material, the stand’s representatives provided personalized service and detailed information to visitors, highlighting the benefits that member hotels gain through certification and the acquisition of the Boutique Hotel label.

The Boutique Hotel Program offers growth prospects, actively supports hoteliers, and fosters a new entrepreneurial culture by certifying small hotels that provide “hospitality with a distinct personality.”

Particularly strong interest and high attendance were recorded at the workshop held at the Boutique Hotel stand entitled “New, technologically advanced services for Boutique Hotels that enhance the overall guest experience.” The event attracted significant attention from hoteliers, as technology now offers a wide range of services that meet the needs of the modern traveler, who increasingly seeks personalized experiences.

Award-winning companies Vivestia, Unlimited Adrenaline, and EV Loader presented their solutions. These companies have completed the accelerator cycle of CapsuleT, a major initiative of the Hellenic Chamber of Hotels, which has received international recognition, including its recent distinction as the best accelerator in Southern Europe.

The stand was also visited by the President of the Hellenic Chamber of Hotels, Mr. Alexandros Vassilikos, along with members of the Chamber’s Executive Board, who congratulated all those involved for the Program’s outstanding presentation.

In particular, the President of the Hellenic Chamber of Hotels, Mr. Alexandros Vassilikos, stated:
“A vision of the Hellenic Chamber of Hotels, the BOUTIQUE HOTEL Certification Label, continues to evolve and create conditions for openness and the strengthening of hotels. The Hellenic Chamber of Hotels contributes dynamically to the national effort to support the economy, promote sustainable tourism development, and boost employment.”

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