Marriott: Nine New Agreements and Two New Brands in Greece

Marriott International is expanding its presence in Greece with nine new agreements covering almost 1,000 rooms and the planned introduction of two new brands: Le Méridien and Residence Inn by Marriott. For franchise professionals considering the Greek market, this offers a concrete example of an international network expanding through different accommodation offerings in Crete and Athens. It does not, however, mean that all the agreements are franchise contracts.

What the nine agreements cover

According to an enikos.gr report dated 23 September 2026, the US group announced the nine new agreements the previous April. Together, they cover almost 1,000 rooms and include the Greek market debut of two brands from its portfolio.

The significance therefore goes beyond adding hotel rooms. It also lies in the broader range of brands through which Marriott plans to serve different accommodation needs. Le Méridien targets the upscale hospitality segment, while Residence Inn by Marriott Athens will primarily cater for guests seeking longer stays.

It is important, however, to distinguish between signed agreements and hotel openings. The announced additions are not presented as nine hotels already in operation. Future dates are given for some projects, reflecting the plans outlined in the report.

Two planned additions in Crete

Le Méridien is expected to make its Greek debut in 2027 with Le Méridien Sissi Crete. The hotel will have 229 rooms and mark the brand’s entry into the Greek market.

Crete also features in Marriott’s plans through a second, larger project. The 314-room Milatos Marriott Resort Crete is scheduled to open in 2028 under the core Marriott Hotels brand. It is a separate addition from the Le Méridien property, with a different brand identity and timetable.

These two projects illustrate why the expansion of an international group also needs to be tracked at individual brand level. A shared corporate umbrella does not mean every property operates under the same name. In this case, the plans combine the debut of a new brand with an additional hotel under the core Marriott Hotels name.

For those assessing the expansion of international networks in Greece, these dates are milestones to monitor, not confirmation that the properties have already welcomed guests.

Athens to welcome Greece’s first Residence Inn by Marriott

The second new brand entering the market is Residence Inn by Marriott. The 57-room Residence Inn by Marriott Athens will be the brand’s first hotel in Greece. According to the report, it will primarily serve demand for longer stays in central Athens.

This focus sets the announcement apart from the two additions in Crete. Here, the distinguishing feature is the length of guests’ stays, rather than simply the location or room count. The project therefore adds a different accommodation offering to the group’s Greek portfolio.

The available information does not specify an opening date for the Athens hotel. It would therefore be inaccurate to assume that it shares the 2027 or 2028 timetable given for the properties in Crete. This distinction matters for any professional using these announcements to inform business planning.

What franchise professionals should take from this

These announcements are relevant to the franchising community as an example of network expansion across multiple brands. However, the available information does not establish that each of Marriott’s nine agreements is a franchise agreement. Nor does it include financial terms, capital requirements or opportunities for new partners to join the network.

The arrival of an international brand should therefore not automatically be interpreted as an open invitation to become a franchisee. A meaningful assessment requires separate confirmation of the partnership model, the parties involved and the stage each project has reached.

Practical takeaway: Treat these planned arrivals as concrete evidence of Marriott’s expansion in Greece, but verify contractual terms and timetables directly before viewing them as franchise investment opportunities.