Hilton in Rethymno: Franchise agreement for Amira

Entrepreneur Sifis Galeros has signed a franchise agreement with Hilton to bring the Amira hotel in Adelianos Kampos, Rethymno, on the Greek island of Crete, into Curio Collection by Hilton. The property is scheduled to begin operating under its new identity in April 2027, alongside plans for an expansion costing around €10 million. For those following the Greek franchise market, the agreement offers another example of a local entrepreneur partnering with an international hotel brand.

New identity from April 2027

The hotel will be named Amira Resort Crete, Curio Collection by Hilton. According to a report published by powergame.gr on 12 October 2026, it will begin accepting bookings under its new identity in November 2026, ahead of its scheduled opening as a collection member the following April.

These are two distinct milestones: the first is the launch of bookings under the new name, and the second is the start of hotel operations under that name. The distinction matters, as the announcement of the agreement does not mean the property is already operating as part of Curio Collection by Hilton.

Sifis Galeros, who developed Amira in Adelianos Kampos, is thus taking the next step for the existing hotel. The agreement is presented as marking Hilton’s first presence in Rethymno, adding another destination to the group’s footprint in Greece.

Management remains with the entrepreneur

The structure of the partnership is central to the deal. As Mr Galeros confirmed to powergame.gr, this is a franchise agreement, with management of the property remaining in his hands. Joining the international brand therefore does not involve Hilton taking over the hotel’s management.

This is the key point of interest for Greece’s franchise community. The partnership connects a hotel developed by a local entrepreneur with an international hotel brand, without changing who is responsible for its management.

The change of name and the retention of management are not contradictory developments, but two different aspects of the same agreement. In Amira’s case, the international brand will become part of the property’s commercial identity, while the entrepreneur will continue to manage it. This is the partnership model described for its entry into the collection, rather than an agreement to sell the hotel.

Expansion of around €10 million, adding 42 suites

Alongside the agreement, plans include an expansion costing around €10 million, with the addition of 42 new suites. The hotel’s planned capacity will rise from 172 to 214 rooms, increasing the size of the property.

The investment therefore concerns not only the new brand identity but also an increase in available accommodation. These figures describe a planned expansion and should not be confused with current capacity: 172 rooms is the starting point, while 214 is the projected total after the addition.

According to the entrepreneur, the aim of the Hilton partnership is to attract higher-spending guests through its international loyalty network. This commercial ambition accompanies the investment plans. It is an objective of the agreement, not an outcome already recorded in the hotel’s guest profile or financial performance.

How the agreement fits into Hilton’s Greek presence

Amira’s entry comes as Hilton expands its presence in Greece. According to figures in the same report, the group’s Greek portfolio comprises 61 hotels. Of these, 20 fall under Hilton brands and 41 participate through its partnership with Small Luxury Hotels of the World.

The distinction between these two categories is important: the total of 61 hotels does not consist exclusively of Hilton-branded properties. Amira, specifically, has been announced as a future member of Curio Collection by Hilton under a franchise agreement, with management remaining with the existing entrepreneur.

Practical takeaway: For anyone assessing a hotel franchise partnership, Amira’s case highlights three points to examine: who retains management, what investment is planned and when operations under the new identity begin.