Saturday
17 OCTOBER 2026 · 11:00–19:39
11:00-11:20
Destination, Experience, Expansion
11:00 – 11:20 PANEL 20′
Destination, Experience, Expansion
From Place to Product
How is a place created as a functional, social and economic reality, before or alongside its transformation into a tourism destination?
The panel examines the transition from place to tourism product, focusing on how experiences, partnerships, business networks, destination management organisations and narratives are organised — narratives that are not limited to communication, but start from the very structure of the destination.
At the centre are the alliances between public bodies, local government, hoteliers, businesses, creators, communities and promotion organisations, as well as the way in which promotion, management and experience can function as a single system.
The discussion brings together three different perspectives on the Greek tourism ecosystem: the national narrative and destination marketing, the strategic and research dimension of destination management, and the hands-on experience of local activation through hospitality, nature, culture, entrepreneurship and community.
SPEAKERS
Nikos Diamantopoulos
General Manager, Marketing Greece
Vasiliki Koutsoukou
Secretary General for Tourism Policy and Development, Ministry of Tourism
Sotirios Varelas
Associate Professor, Department of Tourism Studies, University of Piraeus
MODERATOR
Maria Theofanopoulou
CEO, Greek Travel Pages
PANEL
11:20–11:35
Guardians of Place
11:20–11:35 IN CONVERSATION 15′
Guardians of Place
How Hospitality Can Safeguard Local Heritage and Craft
A conversation about how hospitality can act as a bridge between the visitor and the identity of a place, bringing to light local arts, techniques and traditions at risk of being lost. How hotels and tourism can make a real contribution to safeguarding intangible cultural heritage without turning it into a decorative cliché, and what this means for Greece’s position as a destination.
SPEAKERS
Kalia Konstantinidou
Owner, Empiria Group
Nikos Diamantopoulos
General Manager, Marketing Greece
IN CONVERSATION
11:35–12:05
Beyond the Stay
11:35–12:05 PANEL 30′
Beyond the Stay
Creating Meaningful Hospitality Experiences
Contemporary hospitality is judged not only by the quality of the stay, but by the entire experience created before, during and after the guest’s visit.
The panel examines the new challenges facing hotels and international or domestic hotel chains as travellers’ expectations constantly evolve. How does consistent operation become a meaningful experience? What is the role of personalisation, technology, locality and human contact? And how can different hospitality models create value that goes beyond the room itself?
Through the perspectives of an international hotel group, the institutional representation of the Greek hotel sector and a hotel management and development company, the discussion explores how experience connects with strategy, operations, technology and the longterm relationship with the guest.
CURATED BY
Harris Ntigrintakis
SPEAKERS
Dimitris Manikis
President, EMEA, Wyndham Hotels & Resorts
Yannis Hatzis
President, Hellenic Hoteliers Federation (HHF)
Markos Georgiou
Managing Director, Loguers
Andreas Koukas
Senior Director, Development Greece & Cyprus, Hilton
MODERATOR
Harris Ntigrintakis
Journalist at Alpha 98.9 / Eleftheros
Typos / Newsbeast.gr · Director at
Tourismtoday.gr
PANEL
12:05–12:20
The rise of HI-Architectural tools for a new era
12:05–12:20 KEYNOTE 15′
The rise of HI-Architectural tools for a new era
As architecture debates the role AI will play in its future, younger practitioners face fundamental questions: which skills – from sketching and 3D modelling to visualization and parametric design – should they invest in, and how can they benefit from AI without being replaced by it?
Dimitri Tsigkos, Principal Architect of Omniview, shares with us his journal of three actual days in the life of the studio, through three consecutive architectural presentations of very different scopes and subjects. Through this window into everyday practice, he examines the tools used, how they informed the design process, and where AI contributed. These concrete experiences become the starting point for a broader reflection on what artificial intelligence means for our own intelligence -and how we choose to use it.
SPEAKER
Dimitris Tsigos
Architect, Co-Founder, Omniview Design
KEYNOTE
12:20–12:40
Wyndham Hotels & Resorts × DKG Development
12:20–12:40 PANEL 20′
Wyndham Hotels & Resorts × DKG Development
The Name on the Building, the Value in the Business
Taking Wyndham Residences Piraeus Marina Zeas as a starting point, Angela Michalopoulou and Dimitris Manikis discuss how a property becomes a branded hospitality product, and how value creation, management and business risk are shared between developer, international brand and operator.
SPEAKERS
Dimitris Manikis
President, EMEA, Wyndham Hotels & Resorts
Angela Michalopoulou
Deputy CEO, DKG Development
MODERATOR
Danai Makri
Head of Strategy & Content, The Design Ambassador
PANEL
12:40–13:20
Hospitality Thinking, From Hotel to Residential
12:40–13:20 PANEL 40′
Hospitality Thinking, From Hotel to Residential
How The OWO & Vabel Townhouse Redefine Residential Living
As hospitality and residential development increasingly converge, the most successful contemporary residences are now shaped by the principles and experiences that define the best hotels in the world.
Beyond concierge services and premium amenities, what does it really take to create places where people want to live? And what combination of branding, design, development, construction and operations is required for these places to remain successful over time?
The panel examines how hospitality thinking is transforming residential development — from brand strategy and placemaking to investment, development, construction, delivery and the long-term operation of a project.
At its centre is the growing demand for branded and hospitality-led residences, as well as the need for seamless collaboration between branding, development, investment and hospitality expertise.
The discussion brings together three different perspectives from across the entire residential development journey: brand strategy and the creation of a distinct identity through the example of The OWO, the developer’s perspective and the application of placemaking through Vabel Townhouse, Queensway, and the investment strategy required to deliver branded hospitality and residential destinations of international standard.
CURATED BY
Bottega Bogna
SPEAKERS
Adrian Caddy
Founder, Greenspace
Jeremy Spencer
Co-Founder, Vabel
Jenny Naylor
Founder & Director, Graf London
MODERATOR
Ellie Stathaki
Journalist, Author and Architecture & Environment Director, Wallpaper*
PANEL
13:20–13:50
The New Mountain Escape
13:20–13:50 PANEL 30′
The New Mountain Escape
Wellness, Nature & the Rise of Year-Round Hospitality
Can mountain hospitality move beyond seasonality and become a yearround destination? Three hotels in different mountain regions of Greece discuss how wellness, contact with nature, gastronomy and authentic experiences can create new reasons to visit beyond the traditional winter season. The panel examines how contemporary mountain hospitality is redefining the idea of the destination, extending the tourism season and speaking to a traveller who seeks wellbeing, nature and a meaningful connection with place.
CURATED BY
Travelworks PR
SPEAKERS
Stratis Batagias
Founder, MANNA
Errikos Arones
CEO, Hellenic Properties
Aristi Mountain Resort
Ellie Barmpagiannis
Hotelier, Grand Forest Metsovo
Ioannis Charalambous
Director of Brands & Spa Development, Relia Trading Ltd
MODERATOR
Kostas Panagakis
Principal, Travelworks Public Relations
PANEL
13:50–14:02
Architect as a Traveller
13:50–14:02 CONVERSATION 12′
Architect as a Traveller
A Personal Diary
Lukas Bobotis returns to the places, details and ideas that stay in an architect’s memory after a journey. Through selected references, he explores how these impressions can inspire new forms of experience in the Greek landscape, shaping distinct identities and commercial ideas that go beyond the conventional and the mass-produced.
SPEAKERS
Lukas Bobotis
Co-Founder, Bobotis+Bobotis Architects
Danai Makri
Head of Strategy & Content, The Design Ambassador
CONVERSATION
14:02–14:27
Reading the City
14:02–14:27 PANEL 25′
Reading the City
Why Athens, Why Now?
How Regional Hotel Groups Are Entering Athens
The discussion examines why established Greek hotel groups, whose identity was shaped on the islands and in other regional destinations, are now turning to Athens.
Through two different business journeys, the panel looks at how a hotel group reads a city before entering it: the signs of market maturity, the choice of neighbourhood and property, the importance of timing, and the challenge of transferring an already established hospitality philosophy to a new urban environment.
At its core, the discussion treats expansion as an act of interpretation: how Athens is assessed, positioned and integrated into a wider hotel portfolio.
CURATED BY
Tourism Generis
SPEAKERS
Stamatis Hatzilazarou
Sales Director & Board Member, H Hotels Collection
MODERATOR
George Drakopoulos
Founder & CEO, Tourism Generis
PANEL
14:27–14:42
Landing Without Parachuting & From Stay to Programme
14:27–14:42 CONVERSATION 15′
Landing Without Parachuting & From Stay to Programme
How do you enter a city without parachuting in? And how does a hotel prove, once it has opened, that it does not use the neighbourhood as a backdrop but takes part in its life?
Prompted by OKUPA and Georges Batrouni’s thinking on hospitality as a relationship with place, the discussion examines the responsibility of a hospitality project when it settles into a city, a neighbourhood and an existing community. Before the concept, the design and the communication comes the need to understand: who lives here, what is missing, what already exists, what tensions the place carries, and how a hotel can enter this field without exhausting it.
The second part of the discussion concerns the curation of the hotel’s programme as the everyday proof of this relationship. A hotel’s experience is not designed only through architecture, interior design and service. It is also designed through what happens inside it: music, workshops, exhibitions, movement classes, food, drinks, collaborations, gatherings and small recurring occasions that make people use a space again and again.
The question is not only how a hotel opens, but how it continues to have a reason to exist within the city. Who curates its life after opening? How is a reason to return created for someone who is not staying there? How do travellers connect with residents without the community becoming a decorative narrative? And how does giving value back to the neighbourhood move from rhetoric to practice?
The discussion reads OKUPA as a test of an urban hospitality model, in which the stay, the food, the music, the programme and the people of the city together form the very reason for the space to exist.
SPEAKERS
Georges Batrouni
Co-Founder & CEO, OKUPA
Danai Makri
Head of Strategy & Content, The Design Ambassador
CONVERSATION
14:42–15:07
The New F & B Experience
14:42–15:07 PANEL 25′
The New F & B Experience
Every hotel development strategy also shapes the food and beverage experience it offers. Its market positioning, the audience it seeks to attract, its operating model and its relationship with the destination define the role of its restaurants and bars. It is within this framework that creativity begins — from the culinary concept and partnerships to the menu, the service and the atmosphere.
The panel examines how this strategy meets guests’ changing habits: more mindful alcohol consumption and non-alcoholic options, different dietary needs, the search for local flavours and the demand for real value for money. It also focuses on the options beyond the hotel — restaurants, bars, food markets and delivery services — and how they influence guests’ expectations.
When does F&B support the stay, and when does it become a reason to visit in its own right, even for the local public? How do hoteliers, F&B executives and chefs work together so that creativity serves a clear direction? A conversation about connecting strategy, culinary identity and day-to-day operations into an experience with character and business potential.
SPEAKERS
Nikos Karaflos
Owner & General Manager, Dexamenes Seaside Hotel
Emmanouil Kyriakidis
Director of Food & Beverage, Culinary, Ella Resorts
Thomas Douzis
Ergon Foods
Giannis Baxevanis
Chef
Nikos Ververidis
Head of ελc productions & STOA Culture Advisor for the development of experiences for the STOA project
MODERATOR
Barbara Avdis
Founder, BA Premium Hospitality
PANEL
15:07–15:27
A Goddess Checks In
15:07–15:27 IN CONVERSATION 20′
A Goddess Checks In
Myth, Desire and the Tourist Gaze
Taking Stéphan Muller’s work Aphrodite sur l’Hôtel as a starting point, the discussion explores how ancient symbols are reactivated within contemporary hospitality, shaping desire, urban identity and the contemporary image Greece has of itself.
A conversation about how myth, beauty and desire are staged in today’s Greece, and how cultural memory is transformed into image, identity and experience.
SPEAKERS
Stéphan Muller
Creative Director, Atelier Stéphan Muller
Panayis Panagiotopoulos
Professor of Sociology, Department of Political Science and Public Administration, National and Kapodistrian University of Athens
IN CONVERSATION
15:27–15:52
Regenerative Hospitality
15:27–15:52 PANEL 25′
Regenerative Hospitality
How Tourism Can Restore Landscapes, Agriculture and Local Communities
Regenerative hospitality is not only about hotels, but about the entire ecosystem of a destination.
The panel explores how collaboration between hotel businesses, producers and local bodies can create new value chains, strengthen biodiversity and offer a more authentic and sustainable travel experience.
CURATED BY
Travelworks PR
SPEAKERS
Dimitris Sotiropoulos
Quality Manager at DIO, the Inspection and Certification Organisation for Organic Products
Sotiris D. Bampagiouris
Founder & CEO, Local Food Experts®
Manos Borboudakis
Chief Operating Officer, Metaxa Hospitality Group
MODERATOR
Isabella Zampetaki
Author, Founder of the House of Handcrafted Crete
PANEL
15:52–16:07
Urban Maze
15:52–16:07 IN CONVERSATION 15′
Urban Maze
In the dense city, the urban hotel is not a self-contained object within the urban fabric, but a mechanism for relating to its surroundings. The “Urban Maze” is not about the internal complexity of the building, but about an architectural method of gradually revealing and grading the relationships between the city and the building. The boundary ceases to function as a dividing line and becomes a place of transition: façades with “depth”, light filters, thresholds and ground floors that negotiate continuity with public space. Through this gradation — from the public to the collective, the semi-public or semiprivate and the personal — the city is not excluded; it is chosen. “Luxury” thus shifts from display to the guest’s right to set their own distance from the city. This architectural approach creates a memory of the route, identity, differentiation and lasting value for the building — value that it also returns to the collective life of the city.
SPEAKER
Dimitris Potiropoulos
Chairman & Founding Partner, Potiropoulos+Partners
MODERATOR
Danai Makri
Head of Strategy & Content, The Design Ambassador
IN CONVERSATION
16:07–16:37
Building Destinations Through Culture, Heritage & Hospitality
16:07–16:37 PANEL 30′
Building Destinations Through Culture, Heritage & Hospitality
The Making of The Ilisian
How does an iconic Athens building become a contemporary destination while preserving its memory, its architectural identity and its relationship with the city?
The discussion explores the philosophy, the vision and the critical decisions behind the redevelopment of The Ilisian: from responsible urban development and the reinterpretation of heritage to the role of culture, light, hospitality and public space in shaping a new destination.
How do the developer, architects, designers and creative partners align around a shared direction? And what lessons can The Ilisian offer to projects that aspire to connect the history of a place with contemporary life and international hospitality?
SPEAKERS
Marietta Spyrou
Senior Architect, AETER
Maria Kasimati Tsoutsia
Head of Art & Culture – Mare Studio
Despina Tselegkaridou
Founding Partner, Delta-Theta Lighting Consultants
MODERATOR
Nicholas Vianellis
Chief Development Officer, ENSOFI
PANEL
16:37–17:07
Global Insights, Local Application, Curated by A&M Architects
16:37–17:07 PANEL 30′
Global Insights, Local Application, Curated by A&M Architects
How Cities, Markets and Brands Shape Hospitality Design
The discussion examines how a city’s identity, market maturity and cultural expectations are translated into hospitality strategy and design.
Drawing on experience in Athens, London and the United States, the panel compares the forces that shape a hotel project before design begins: the positioning of the destination, the investor’s ambitions, the logic of the brand, the guest profile and the pace of the market.
The discussion looks at how architects, interior designers and cultural voices interpret these conditions and turn them into a distinctive product. What changes from city to city? Which international lessons can be transferred, and which lose their meaning outside their original context?
Returning to Athens, the panel considers what kind of hotel development the city needs, which audiences it wishes to attract, and how its hotels can shape a clear local identity with lasting cultural and commercial value.
SPEAKERS
Angeliki Mavroleon
Project Architect, A&M Architects
Andreas Kostopoulos
Founder & Lead Design Partner, Manhattan Projects New York City (MPNYC)
Nikos Daditsios
CEO, SQUARE22, Luxury Hospitality’s Expert, F&B Specialist
MODERATOR
Danai Makri
Head of Strategy & Content, The Design Ambassador
PANEL
17:07–17:32
Design Follows Food
17:07–17:32 PANEL 25′
Design Follows Food
How the Culinary Concept Shapes Two New Athens Restaurants
From the warmth and power of the open flame and charcoal, the intimacy of stone and the glow of copperware, to the muted sheen of wet rock, the green of fir and moss and the brown vitality of mountain soil, nomadic tradition and mountain landscapes inspire the design of two new Athens restaurants, Focu Sauvage and Vouno, which aim to express the dynamism of nature through an atmosphere that soothes the soul and brings unpretentious grace to the city.
CURATED BY
Athens Gastronomic Forum
SPEAKERS
Panagiotis Siafakas & Iordanis Tseneklidis
Nomade et Sauvage, Co-creators of Focu Sauvage
Yiannis Liokas
Executive Chef, Nolita Group
Ioanna Mitropoulou
Founder & Interior Designer, Hotel IM
MODERATOR
Dimitris Antonopoulos
Gastronomy Journalist & Chairman, Organization for Gastronomic Dialogue
PANEL
17:32–17:44
The Invisible Difference
17:32–17:44 TALK 12′
The Invisible Difference
How Does a Hotel Stand Apart When Everything Already Looks Exceptional?
At a time when high-end design, modern facilities and strong concepts are baseline requirements of the hotel product, real differentiation shifts to what cannot easily be captured in an image: the culture, the people and the way a hotel understands its guest.
Through personal experiences and real examples, the talk explores how observation, empathy and the freedom to take initiative create the moments that stay in memory. It also shows how such a culture can be shaped, passed on and kept coherent as a hotel portfolio grows.
The product shapes the first impression. Culture, however, defines the experience the guest remembers — and the reason they return.
CURATED BY
SWOT Hospitality
SPEAKER
Anestis Michaloudis
Chief Operating Officer, SWOT Hospitality Management
TALK
17:44–18:04
Room for Fashion
Room for Fashion
When Hospitality Becomes a Platform for the Creative Economy
Taking Giorgos Kelefis’s Fashion Room Service as a starting point, the discussion explores how a hotel can open its doors to contemporary creativity, attract new audiences and take on an active role in the cultural life of the city.
Under what conditions and prerequisites can such an encounter create real value for the hotel, the creators and the public?
CURATED BY
OZON Magazine
SPEAKERS
Lefteris Kariotis
CEO, Fresh Hotel Athens
Christina Drakopoulou
Co-Founder, COLORS Hotels
Efi Pratsoli
Founder, Athens Tigers
MODERATOR
Yorgos Kelefis
Publisher & Editor-in-Chief, OZON Magazine
PANEL
18:04–18:14
Reading the Boutique Traveller
18:04–18:14 CONVERSATION 10′
Reading the Boutique Traveller
From Emerging Trends to a Coherent Hospitality Ecosystem
A short conversation about the forces reshaping boutique hospitality and the need for trends to be translated into a coherent guest experience.
Elena Papadonikolaki and Danai Makri discuss how changes in travellers’ expectations, lifestyle, design, wellness and community are influencing the positioning and development of boutique hotels.
Rather than responding piecemeal to every trend, hotels are called upon to create a unified ecosystem in which concept, space, services, communication and partnerships serve a distinct identity.
SPEAKERS
Elena Papadonikolaki
Founder & CEO, Boutique Settersi
Danai Makri
Head of Strategy & Content, The Design Ambassador
CONVERSATION
18:14–18:39
The Five Unexpected Pillars of Wellness
18:14–18:39 PANEL 25′
The Five Unexpected Pillars of Wellness
How Boutique Hotels Design Conditions for Wellbeing
As Gen Z and Millennials take a larger share of the travel market, the notion of wellness is expanding beyond the conventional spa offer. It is increasingly shaped by the way a hotel organises space, time, social contact, technology, food, movement and the guest’s relationship with the place.
The panel examines how boutique hotels can integrate wellness into the entire guest experience. Through the perspectives of hoteliers and experts, the discussion highlights five less obvious dimensions of wellness and the way they influence the design, the programme and the daily operation of a hotel.
The focus turns to environments that support different forms of wellbeing through their uses and conditions: spaces that encourage rest or movement, digital tools that reduce friction, rituals that create connection, and hospitality models that allow guests to relate both to the community and to the place.
CURATED BY
Boutique Setters
SPEAKERS
Michalis Manassakis
Founder & Owner, Perma Serifos
Nigel Franklyn
The Spa Whisperer, Founder & Principal, TSW Global Wellness Development
Costas Antimissaris
Co-Founder, Stamna Sifnos
MODERATOR
Elena Papadonikolaki
Founder & CEO, Boutique Setters
PANEL
18:39–18:59
When an Island Landmark Changes Era
18:39–18:59 PANEL 20′
When an Island Landmark Changes Era
The Reinvention of Tinos Beach
Tinos Beach opened in 1972 as the first large-scale hotel on Tinos and became associated with the era of organised tourism development. Fifty years later, it returns as a contemporary five-star hotel.
Panos Dikaios and George Tsolakis discuss the transformation of a complex of buildings from different periods into a single hospitality project: which elements preserve the memory of the building, how architecture serves function, and how an investment can build a clear relationship with the place, the local economy and the new identity of a destination.
A conversation about adaptive reuse, the collaboration between investor and architect, and the second life of an island landmark.
SPEAKERS
Panos Dikaios
CEO, Attica Group
George Tsolakis
Founder & CEO, Tsolakis + Partners Architects
MODERATOR
Maria Theofanopoulou
CEO, Greek Travel Pages
PANEL
18:59–19:14
Built With the Land
18:59–19:14 KEYNOTE 15′
Built With the Land
Hospitality Architecture as Geography, Memory and Negotiation
A conversation about an architecture that starts from the land, not from the building.
Drawing on projects in Jordan, Switzerland, Albania and Greece, Beat Huesler discusses how hospitality architecture responds to demanding landscapes, local memory, climate and material culture.
The discussion approaches design as a process of negotiation: between development and preservation, international ambition and local identity, architectural presence and the character of a place.
At its core lies a simple question: how can a hospitality project truly belong to its surroundings without reducing the landscape to a backdrop?
SPEAKER
Beat Huesler
Global Management Partner, Oppenheim Architecture
KEYNOTE
19:14–19:39
Marriott in Greece
19:14–19:39 PANEL 25′
Marriott in Greece — The Brand Logic Behind the Next Hospitality Cycle
The Brand Logic Behind the Next Hospitality Cycle
Greece is no longer only a mature tourism destination, but also a field of diversified hospitality strategies.
Prompted by Marriott’s new growth momentum in the Greek market, the panel examines how international brands choose destinations, properties and experience models. What does the arrival of an extended-stay brand such as Residence Inn by Marriott in Athens mean? How do the new resorts in Crete, Paros and Zakynthos relate to the logic of luxury, premium and collection brands? And how does the Design Hotels × Marriott partnership open up room for more independent, design-led and locally sensitive forms of hospitality?
SPEAKERS
Nikos Hadjos
Founder & Managing Director, Hotellect
Spyros Kouris
Managing Director & Partner, NUMO Hotels & Resorts
Independent operator of hotels running under Hilton brands, alongside hotels without an international brand
Panos Pantazopoulos
Founder & Managing Director, Trésor Hospitality
MODERATOR
Maria Theofanopoulou
CEO, Greek Travel Pages
PANEL
Sunday
18 OCTOBER 2026 · 11:00–18:10
11:00–11:20
Mountain Destinations, Local Life and the Return to Place
11:00–11:20 CONVERSATION 20′
Mountain Destinations, Local Life and the Return to Place
A conversation about mountain and lesser-known destinations as places of living, production, infrastructure and a new economy, beyond the narrow definition of a tourism area.
The focus shifts from the individual hotel to the synergies between tourism, residence, local entrepreneurship and the revitalisation of areas that can take on a new economic and social role.
SPEAKER
Dimitris Kyriazis
Secretary for Mountain Regions, Presidency of the Hellenic Government
MODERATOR
Lina Giannarou
Journalist, Kathimerini
CONVERSATION
11:20–12:00
A Multi-Sensory Experience Rooted in True Locality
11:20–12:00 PANEL 40′
A Multi-Sensory Experience Rooted in True Locality
Introductory Conversation: Timothy Ananiadis × Elena Papadonikolaki
The new luxury lies in connection: with the place, with people and with oneself. How does this idea translate into an environment that engages all the senses through a meaningful and authentic relationship with locality?
How does each hotel recognise its own DNA and embed it in its space, its operation, its relationship with the guest and the place that hosts it? And how do personalisation, human contact and the presence of the hotelier shape an experience that cannot be reproduced anywhere else?
CURATED BY
Boutique Setters
SPEAKERS
Timothy Ananiadis
Principal, HCI Hospitality Consultants Intl. LLC · Tourism Committee Chair, American-Hellenic Chamber of Commerce
Daphne Zoumboulakis
Director of Zoumboulakis Galleries
Athinagoras Kostakos
Chef
Markos Chaidemenos
Managing Director, Canaves Collection
Catherine Rey
Head of Business Development & Sales, EHL Hospitality Business School, Lausanne
MODERATOR
Elena Papadonikolaki
Founder, Boutique Setters
PANEL
12:00–12:10
The House of Handcrafted Crete
12:00–12:10 T KEYNOTE 10′
The House of Handcrafted Crete
A Living Culture of Making
The talk begins with a house and a place that convey the sense of a handmade culture, without representing it superficially. Architecture, construction, local know-how, objects, textures and the people who still make things by hand are the starting point for a wider discussion on the future of traditional crafts.
This introductory talk prepares the panel that follows, posing the key question: how can the living craft knowledge of a place pass into contemporary hospitality while keeping its connection with the people, processes and values that created it?
SPEAKERS
Isabella Zampetaki
Author, Founder of the House of Handcrafted Crete
KEYNOTE
12:10–12:40
Craft, Tourism and Fair Value
12:10–12:40 PANEL 30′
Craft, Tourism and Fair Value
How Local Making Becomes a Hospitality Experience
The panel brings together makers and professionals who keep traditional crafts alive and carry them into contemporary hospitality settings.
From weaving, ceramics and clay to the contemporary trade in handmade objects, architecture and the design of the hotel experience, the discussion explores how craft can bring substance, identity and local character to tourism.
It also raises the question of fair value. How can hotels work with makers on terms that ensure recognition, fair pay and a real share in the value created? How can craft become part of the hospitality experience without turning into folklore or mere decoration?
The discussion also looks at what guests are seeking when they take part in a workshop, a demonstration or a meeting with a maker, and which models of collaboration between hotels, local communities and artisans can endure.
SPEAKERS
Giorgis Dalamvelas
Traditional Cretan Potter & Founder of Keramion
Mariniki Mania
Ceramics Conservator & Co-founder of Keramion
Maria Sigma Stavropoulou
Textile Designer & Weaver, Founder of Maria Sigma Studio
Éléonore Trénado-Finetis
Ceramist, Founder & CEO of MON COIN Studio
Alexandra Daliani
Architect, Co-Founder, Creative
Architects
MODERATOR
Isabella Zampetaki
Author, Founder of the House of Handcrafted Crete
PANEL
12:40–13:15
The Supply Chain of Authenticity
12:40–13:15 PANEL 35′
The Supply Chain of Authenticity
The Land Behind the Lobby
Who cultivates, preserves and shares the place that tourism presents
The landscape promoted by Greek tourism is a natural setting and the result of a long relationship between land, production, food, architecture, memory and local communities.
But what happens when the small producer abandons the land, local knowledge is lost and everyday life is turned into a staged experience? Can tourism stop acting merely as a consumer of place and become a mechanism for preserving its natural, cultural and productive capital?
The discussion connects architecture and destination design with sustainable agri-food systems, the Mediterranean diet, entrepreneurship, public health and cultural memory. Drawing on specific experiences from Lemnos and Messinia, it examines which partnerships, investments and practices can turn “authenticity” from a marketing promise into a living and economically resilient reality.
SPEAKERS
Ivi Nanopoulou
Architect and Managing Partner, TPA Architects
Xenophon Kappas
General Director, Captain Vassilis & Carmen Constantakopoulos Foundation
Alexis Katsaros
Executive Director, MedINA
MODERATOR
Danai Makri
Head of Strategy & Content, The Design Ambassador
PANEL
13:15–13:27
The Hotel Is Not the Building
13:15–13:27 KEYNOTE 12′
The Hotel Is Not the Building
Designing the Experience Before Designing the Architecture
The talk looks at the hotel not as a building or a collection of rooms,
but as a sequence of experiences. From arrival and transition to the
stay, the encounter, privacy and finally memory, architecture works as
the system that organises and connects these moments. Through selected
projects by Urban Soul Project, the presentation explores how design
can shape the guest journey, express locality without aesthetic
clichés, absorb the operation and operational complexity of a hotel
and, ultimately, add to the value of the hospitality concept itself.
The core argument is simple: we do not only design spaces; we design
the way a guest will live, feel and remember a place.
SPEAKERS
Tasos Georgantzis
CEO & Co-Founder, Urban Soul Project
KEYNOTE
13:27–13:52
The Operators Era & the New Hospitality Platforms
13:27–13:52 PANEL 25′
The Operators Era & the New Hospitality Platforms
The Greek hotel sector is moving from the single-property model to powerful management, development and investment platforms. Two leading operators discuss how scale, know-how and new partnerships turn hotel properties into competitive hospitality products. Which models linking owners, investors and international brands will prevail, and how can growth be achieved without losing the distinct identity of each property? Technology, sustainability, people and the creation of longterm value for the guest and the destination are also at the heart of the discussion.
SPEAKERS
Panos Paleologos
Founder & CEO, HotelBrain
Haris Siganos
Founder and CEO, Zeus International
MODERATOR
Konstantinos Deriziotis
Board Member, Athens Chamber of Commerce · CEO, KSD / Money Tourism Magazine
PANEL
13:52–14:12
Old Knowledge, New Vibrations
13:52–14:12 PANEL 20′
Old Knowledge, New Vibrations
Investment, Existing Architecture and the Second Life of Greek Hospitality
Greek hospitality can create new value from what already exists. Taking Ella Resorts and its development in Agia Marina as a starting point, the discussion focuses on the relationship between investment, infrastructure upgrades, the repositioning of existing properties and the architectural memory of hotel buildings.
Older buildings, often designed with highly precise floor plans, proportions, orientations and spatial solutions, hold a knowledge of hospitality that deserves to be re-evaluated. The discussion explores how this knowledge can meet contemporary business models, the new guest experience and the demands of a destination that is built not only from scratch, but also through a creative reading of what already exists.
How does a property become a destination? How do the business model, the concept and the existing architectural stock come together? And how can investment act as an act of renewal without losing the intelligence of the space that came before?
SPEAKERS
Maria Deda
Founder & Head Architect, Deda & Architects
Polyvios Karachontzitis
Development Project Manager, Ella Resorts
MODERATOR
Danai Makri
Head of Strategy & Content, The Design Ambassador
PANEL
14:12–14:22
Layered Memory, Where Venice Meets Epirus
14:12–14:22 KEYNOTE 10′
Layered Memory, Where Venice Meets Epirus
Parga Beach Resort redesign by CTRLZAK
Moving beyond the conventional idea of the luxury seaside resort, CTRLZAK’s design creates a meaningful dialogue between nature, history and the people who experience the place.
The project draws inspiration from Parga’s past as a crossroads of cultures, where Venetian finesse meets the unpretentious authenticity of northern Greece. This cultural heritage is woven seamlessly into a dense Mediterranean garden, with centuries-old olive trees acting as central points of reference around which the entire composition is organised.
These ancient olive trees, introduced to the area during the period of Venetian rule, are treated as living monuments, naturally connecting the layered history of the place with the contemporary hospitality experience.
SPEAKERS
Thanos Zakopoulos
Creative Naturalist, Co-Founder, CTRLZAK
Art & Design Studio
KEYNOTE
14:22–14:42
The Invented Garden
14:22–14:42 KEYNOTE 20′
The Invented Garden
Nature, Found and Made, in Hospitality
SPEAKER
Costas Gagos
Founder, Costas Gagos Architecture & Design
KEYNOTE
14:42–15:12
Art Platform
14:42–15:12 PANEL 30′
Art Platform
Beyond Art in Hotels
In the Art Platform panel, the G. & A. Mamidakis Foundation, together with artists, presents through its work a model for how art can become an organic part of the life of a hotel and of a destination. Through a rich programme of artistic and educational activities, the Foundation opens up opportunities for dialogue and creation, revealing the space of hospitality as a living field of culture and a meeting point for artists, visitors and the local community.
SPEAKERS
Sotirios Bahtsetzis
Associate Professor, University of Thessaly & Artistic Director, G. & A. Mamidakis Foundation
Maro Fasouli
Visual Artist, 2023 Art Prize Recipient
Maria Louizou
Visual Artist, 2024 Commission
Yota Dimitriou
Director, G. & A. Mamidakis Foundation
MODERATOR
Danai Makri
Head of Strategy & Content, The Design Ambassador
PANEL
15:12–15:27
One Group, Many Identities
15:12–15:27 CONVERSATION 15′
One Group, Many Identities
The Electra Hotels & Resorts Case
How does a hotel group turn each property into a distinct value proposition?
Electra Hotels & Resorts is in a period of major transition, with a new five-star hotel under development in Thessaloniki, an investment programme of over €55 million across Athens, Thessaloniki and Rhodes, the complete reconstruction of its historic Ermou Street hotel as Electra Rhythm Athens, the upgrade of Electra Palace Athens in Plaka, the modernisation of Electra Palace Rhodes, and a complete brand redesign with a 2026 horizon.
The interest lies in how the Group organises its portfolio. Each hotel takes on a different role: one reads Athens through the rhythm of Ermou Street and the contemporary city break, another through the historic continuity of Plaka, and another through the metropolitan intensity of Mitropoleos Street. Likewise, Aristotelous Square in Thessaloniki, the premium resort model in Rhodes and the island calm of Kefalonia shape different products and audiences.
The discussion examines how a hotel portfolio is designed when coherence is based not on repetition but on a clear strategic architecture: a different property, a different audience, a different proposition, a different culinary identity and a different relationship with the place.
A conversation about how differentiation becomes a tool for growth, commercial precision and long-term value for a Greek group with sixty years of presence in hospitality.
SPEAKERS
George Spyropoulos
Chief Operating Officer and Board Member, Electra Hotels & Resorts
Danai Makri
Head of Strategy & Content, The Design Ambassador
CONVERSATION
15:27–15:52
The Guest in the Blueprint
15:27–15:52 PANEL 25′
The Guest in the Blueprint
How Destinations, Hospitality and Architecture Shape the Future of Travel
The decisions that define a hotel experience are made long before the guest arrives. They start with the data that reveal guests’ needs and intentions, pass through destination strategy and the hotel’s operating model, and end in the design of the space.
MINDHAUS brings to the same table representatives of destination management, hotel operations and architecture, examining how a research finding becomes an actual decision — and how that decision ultimately shapes what the guest sees, uses and remembers.
CURATED BY
MINDHAUS
SPEAKERS
Thanos Michelongonas
Deputy Regional Governor for Tourism of the Peloponnese, Greece
Demetrios Kiprakis
Hotel Manager of Almyra Hotel at Thanos Hotels & Resorts
Danae Maniadaki
Co-Founder, DNE Architecture & Interiors
Anastasios Naoum
Chief Commercial Officer, Bluegr Hotels & Resorts
MODERATOR
Konstantinos Triantafillis
General Manager, MINDHAUS
PANEL
15:52–16:10
The European Experience Equation
15:52–16:10 CONVERSATION 18′
The European Experience Equation
Inside the Bohopo Model
Bohopo is a European platform for the investment, development and operation of urban boutique hotels, with a presence in Athens, Brussels, Milan, Paris and Porto. It develops networks of small, independent properties within the same city, combining the individual character of each building with shared operations and economies of scale.
In the conversation, Bohopo co-founder and CEO Minas Terlidis examines how the hotel experience changes according to the city, the building, the audience and the economics of each market. How can architecture, interior design and collaboration with local creators shape a distinct atmosphere and a strong identity while remaining part of a sustainable business equation? And how is the right space found between the budget and the luxury product, so that a boutique hotel creates value for both the guest and the investor?
SPEAKERS
Minas Terlidis
Co-Founder & CEO, Bohopo
Danai Makri
Head of Strategy & Content, The Design Ambassador
CONVERSATION
16:10–16:20
Designing Hospitality at Global Scale
16:10–16:20 KEYNOTE 10′
Designing Hospitality at Global Scale
Through the practice’s most recent international projects — from Nammos Dubai and the reinterpretation of the Delano Miami Beach to projects and markets opening new directions for ELASTIC, such as Miami, Costa Rica, the Maldives and New York — Ria Xenou outlines how a design practice rooted in Athens works internationally.
The talk examines how the practice adapts to different destinations and designs spaces that must be at once commercially successful, aesthetically distinctive and emotionally compelling for an international audience.
This introduction prepares the conversation that follows on Nammos and its evolution from a famous Mykonos restaurant and beach club into an international hospitality brand.
SPEAKERS
Ria Xenou
Co-Founder & CEO, Elastic Architects
KEYNOTE
16:20–16:50
The Nammos State of Mind
16:20–16:50 PANEL 30′
The Nammos State of Mind
Designing a Luxury Lifestyle Community in Montenegro
From a restaurant in Mykonos to an international hospitality brand with hotels, residences and resorts, Nammos is one of the most interesting cases of a strong lifestyle concept evolving into a complete hospitality model.
Taking the new project in Montenegro as a starting point, the discussion examines how the Nammos identity is translated to a different place without reproducing a ready-made aesthetic template. The design is shaped around a way of life rather than around age or demographic categories. Sociability, F&B, wellness and a sense of belonging to an international community of people with shared references are at the heart of the experience.
The project includes a 47-room hotel, 61 private residences and estate villas, combining the character of a boutique destination with the dynamics of branded residences. Through the eyes of the operator, the developer and the creative team, the panel sheds light on the choice of brand, the collaboration behind the project, and the balance between design freedom, functionality, cost and commercial positioning.
The key question is how a project can be instantly recognisable as Nammos while truly belonging to Montenegro.
CURATED BY
ELASTIC Architects & Hotel Experience
SPEAKERS
Ria Xenou
Co-Founder & CEO, Elastic Architects
Carolyn Turnbull
CEO, Nammos Hotels & Resorts
Fredrik Jonsson
Founder & Managing Partner, MEREHA Group · CEO, Smokva Bay
Myrto Tsarouchi
Design Director, ELASTIC Architects
MODERATOR
Ioannis Orfanos
Partner, Head of Capital Markets, Colliers Greece
PANEL
16:50–17:02
Guest Management Systems
16:50–17:02 IN CONVERSATION 12′
Guest Management Systems
The Invisible Qualities in the Climate Change Era
SPEAKERS
Thomas Athanasopoulos
Electrical Engineer, AGK Group
IN CONVERSATION
17:02–17:17
The Hotel Gym Reimagined
17:02–17:17 KEYNOTE 15′
The Hotel Gym Reimagined
Brain and Body Fitness and the Future of Hospitality Wellness
How is the traditional hotel gym evolving? Anna Milani explores how brain–body fitness can bring together physical exercise, cognitive health, recovery and longevity, shaping a new generation of wellness experiences in hospitality — experiences that activate guests and open up new possibilities for differentiation, personalisation and revenue.
SPEAKER
Anna Milani
Founder & CEO, SPARKD
KEYNOTE
17:17–17:47
Architectures of Desire
17:17–17:47 PANEL 30′
Architectures of Desire
A Conversation on AI & Moisturisers
The driver is always emotion. And the result must also be emotion. What happens when emotion is commodified, and when artificial intelligence takes part at every stage of creating that product, from the business plan through to delivery, operation and sales?
Prompted by a story about an overlooked hand cream in some hotel, the conversation follows the routes between IQ and EQ. It departs from “experience” to land on emotion, looks for its root in the innate human need for purpose, and returns the same question to people and machines alike.
How do you measure the success of a hotel that promises emotion? Perhaps by whether the guest can take something of it away: an emotional state, a small ritual, or a habit born in those days of ease that travelled home with them.
CURATED BY
K-Studio & Hotel Experience
SPEAKERS
Dimitris Karampatakis
Founding Partner & Director, K-Studio
Nikos Erinakis
Poet & Assistant Professor of Social & Political Philosophy and Philosophy of Culture, University of Crete
MODERATOR
Danai Makri
Head of Strategy & Content, Design
Ambassador
PANEL
17:47–18:07
Making the Magnetic City
17:47–18:07 IN CONVERSATION 20′
Making the Magnetic City
Hospitality, Architecture and Belonging
A hotel in Athens begins inside its own spaces and continues in the city living outside them. From the centre to the southern suburbs, history is written into the buildings, while the present is written through the habits, the music, the films, the parties and the memories of the people who live here.
The conversation asks how this real Athenian rhythm can give rise to a new design language, aware of the past and looking to the future. How, in the end, do you design a hotel that belongs to Athens and could exist only here?
SPEAKERS
Ourania Pikramenou
Founder & Head Architect, dePLOT Architects
Poka-Yio
Artist and Curator, Co-founder and Artistic Director of the Athens Biennale
Dimitris Grozopoulos
Architect & Urban Designer, Grozopoulos + Associates
MODERATOR
Spyros Pengas
Founder & CEO, Wise Ram Destination Marketing & Hospitality Development Consultant
IN CONVERSATION
18:07–18:37
A Hotel Called Athens
18:07–18:37 IN CONVERSATION 30′
A Hotel Called Athens
A hotel in Athens begins inside its own spaces and continues in the city living outside them. From the centre to the southern suburbs, history is written into the buildings, while the present is written through the habits, the music, the films, the parties and the memories of the people who live here.
The conversation asks how this real Athenian rhythm can give rise to a new design language, aware of the past and looking to the future. How, in the end, do you design a hotel that belongs to Athens and could exist only here?
SPEAKERS
Kostas Tsiambaos
Architect & Associate Professor of History and Theory of Architecture, National Technical University of Athens
Iraklis Pavlou
Group CEO & Member of the Board, Astir
Dimitris Papazoglou
Multidisciplinary Designer & Design Author, Founder of DpS Athens
Aris Giannopoulos
Architect Engineer & Founder, WOA Architects
MODERATOR
Kimon Frangakis
Publisher of Andro.gr & Founder/Organizer of Ladies Run
IN CONVERSATION