JW Marriott, the prestigious hotel brand of the eponymous American group, will open its first resort in Greece in 2025. Allied with two local partners, Vasilakis SA and SWOT Hospitality, it has set its sights on an idyllic location near Chania in Crete, the first island of the Land of the Gods.
JW Marriott takes its first steps in Greece.
The brand, which belongs to the luxury portfolio of the Marriott International hotel group, already has more than 120 hotels in over 40 countries. To establish its first-class properties, it chooses “unique resorts around the world”.
And yet, until now, it had not yet established itself in the Mediterranean paradise of gods and tourists…
This absence has now been rectified with the announcement, for 2025, of a JW Marriott Crete Resort & Spa on the largest Greek island, Crete.
For its Greek debut, Marriott International, Inc. has teamed up with two local partners. It has announced the signing of an agreement with Vasilakis SA, a large company based in Heraklion, the Cretan capital. After a start in wood retailing and building materials, Antonios Vasilakis is now opening a hotel in Heraklion, the first JW Marriott in Greece.
Marriott International will also call on SWOT Hospitality as third-party operator of the franchised property. Founded in 2013 in Athens, SWOT Hospitality has become a recognized hotel management company.
One of the most attractive destinations
“Greece remains one of the most attractive destinations for today’s international travelers, and closing the deal for the JW Marriott Crete Resort & Spa is testament to the continued demand we see for luxury accommodations across the country,” says Jerome Briet,Marriott International’s Chief Development Officer for Europe, Middle East and Africa. We are excited to collaborate with Vasilakis SA and SWOT Hospitality to bring the elegance of JW Marriott hospitality, enriching wellness experiences, sophisticated design and memorable experiences to Crete”.
“The collaboration with SWOT Hospitality, renowned for its expertise and unwavering commitment, promises to be a resounding success,” said Antonios Vasilakis, CEO of Vasilakis SA. JW Marriott’s core values align perfectly with our vision for this property, and we are convinced that this brand will enhance the hotel experience in Greece, setting a new standard of luxury for our customers”.
Success factors
Many conditions are in place to ensure the success of this new tourist destination.
Starting with its location. Located on the outskirts of Chania, the hotel is easily accessible by plane, thanks to its proximity to both Chania airport and Heraklion international airport (two hours away).
But it’s also right on Marathi beach, “famous for its shallow, crystal-clear waters” and a popular starting point for expeditions around the island.
Renowned for its 14th-century Venetian port and narrow streets, Chania, Crete’s second-largest city, is much more picturesque than the capital, Heraklion.
A haven of peace
As for the JW Marriott Crete Resort & Spa, it will itself offer guests a veritable “haven of peace”, spread over more than 4,000 square meters (a hundred acres), “for travelers seeking a luxury getaway combined with exceptional service and holistic wellness experiences”.
Imagined by architecture firm Block722, the hotel will offer “retreats” for seclusion, comprising 160 luxury rooms, with all suites and villas featuring a private pool or Jacuzzi. Guests will also be able to restore their health, thanks to wellness areas such as the JW Garden, a fitness center, swimming pools and spa.
Last but not least, there will be no shortage of places for socializing: a beach club, the Family by JW experiences program (enabling families to enjoy real experiences with their children over the age of 12, including sports and cultural activities), as well as five dining venues, including a traditional Cretan restaurant (offering cuisine reputed to be the healthiest in the world) and seaside options.
In short, JW Marriott’s first venture into Greece is sure to leave a lasting impression.
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Featured Photo: © Block722/JW Marriott
