Domes CEO Dr George P. Spanos on 91 Athens Riviera, the pioneering hybrid hospitality concept that’s bringing a new kind of coastal lifestyle experience to the shores of the Aegean Sea.
A true renaissance man with a proven track record of excelling across industries, Dr George P. Spanos left a successful career in medicine to pursue his passion for lifestyle hospitality and build on his natural aptitude for business and new concept design. As CEO and VP of Domes, he has been instrumental in growing the company to international acclaim as Greece’s leading luxury lifestyle hospitality brand and one of the fastest growing lifestyle hospitality groups in Europe, with owned, leased, and managed assets.
Down to earth, driven, and committed to a hands-on approach to everything he does, Dr Spanos has built Domes’ success on a consistent effort to elevate and showcase each handpicked destination, deliver authentic and sophisticated high-end experiences, and redefine luxury lifestyle hospitality. And it’s a recipe that works: In the past three years alone, the company’s portfolio has grown from five to twelve Domes-branded resorts and reserves across Greece and the Mediterranean, as well as Agali, a new slow comfort living sanctuary on Paxos island in the Ionian Sea, and Makris Athens, a standalone fine dining restaurant that launched in the country’s capital in autumn 2023.
With its most recent opening, in June 2024, Domes debuted 91 Athens Riviera, a pioneering lifestyle hospitality project hailed as the ultimate luxury cabana beach club experience. Developed by Grivalia Hospitality, the property is situated on a prime stretch of the Athens Riviera, just a short drive from the capital’s vibrant city centre, inviting both private members and glamping guests to enjoy the destination’s prestigious lifestyle, revel in understated luxury, and explore the resort’s distinctive offering that focuses on exclusive well being, beach life, and gastronomy.
ARJ reached out to Dr George P. Spanos to find out more about this new landmark property, the importance of the Athens Riviera for the industry as a whole, and the company’s long-term aspirations as it embraces the new face of luxury.
A double first for Domes, 91 Athens Riviera is the company’s first property in Athens and its first hybrid project of this kind. What is its particular significance to the Domes brand?
This project has been a milestone for Domes, and we are immensely proud of it. It is a partnership with Grivalia Hospitality, a real estate investment group focused on ultra-high end luxury lifestyle hospitality assets, and it puts Domes in the heart of the Athens Riviera, which is currently one of Europe’s hottest, most coveted destinations: It is a fantastic stretch of coastline with plenty of local beaches, golf courses, and opportunities for fine dining and luxury shopping, and it also offers easy access to the famed heritage, archaeological sites, and vibrant cultural scene of the Greek capital.
Not least, 91 Athens Riviera is a truly innovative project that highlights our out of-the-box mindset and our signature approach to hospitality—lifestyle is the new luxury, and 91 Athens Riviera is the epitome of lifestyle. Starting with its exceptional location, the new property offers a unique and inspiring hospitality experience with 28 luxury cabanas, or Luxents, an elite members’ club, a Barbarossa beach club and restaurant, and superb spa and wellness facilities. It’s the perfect setting for this new target audience to get to know the Domes brand.
Lifestyle is the new luxury, and 91 Athens Riviera is the epitome of lifestyle
Dr George P. Spanos, Domes CEO.
Tell us more about this new target audience.
The Athens Riviera is emerging as a key hotspot and hub for savvy, cosmopolitan travellers and jet setters, high net worth individuals who invest in real estate outside their main country of residence. These individuals come to Greece combining business and leisure and often choose to stay in Athens for longer periods at a time. The Athens Riviera’s new target audience comprises people who already own second homes in Cannes, Marbella, Saint Tropez, or Dubai and who form a new kind of community, a hub. This is the first time that Greece is attracting this kind of target group, individuals who can afford to purchase second and third homes abroad with the intent of using them throughout the year, as places to live and work from rather than just as holiday homes.
In what ways will the Athens Riviera, as an emerging destination, impact tourism, the hospitality industry, and Domes in particular?
The Athens Riviera is a premier European destination, and global lifestyle super brands are vying for their spots here, putting Greece firmly on the map as a luxury destination and boosting its appeal and credibility with high-net-worth individuals and elite target audiences. The interplay between hospitality, F&B, and these global super brands is poised to also boost residential projects, which will, in turn, support and further boost F&B and hospitality. We are seeing natural synergies that will continue to elevate the Athens Riviera, and Greece in general, and drive growth across the sector. From hotels to lifestyle concepts including restaurants and marinas, the different elements are coming together in an attractive destination, driving residential sales and promoting all-around development throughout the area in the long-term. 91 Athens Riviera is a pioneering hybrid hospitality concept that fits right in with this, contributing to the overall enrichment of Greece’s tourism product. And for Domes specifically, it also brings us a step closer to our goal: We want to move beyond being just a hotel group and lean into our future as a lifestyle hospitality brand.
Following the company’s impressive expansion over the past few years, Domes operations in Greece now include properties in ten key destinations across the country. Given recent tourism trends as well as your own experience, what is your take on how Greece’s hotspot destinations are faring in terms of promoting tourism in the country?
At Domes, we consistently strive to redefine luxury lifestyle hospitality experiences, and we have always been committed to creating innovative projects that fuse 5-star quality services with handpicked destinations. What we are seeing at the moment is that many established luxury destinations have seen growth stall in recent years, while in contrast, other destinations where luxury tourism development is still relatively new have seen considerable growth over the same period. It is important to remember that the face of luxury is hanging. As I said before, luxury is increasingly moving towards sophistication and lifestyle. That’s what our customers want, and that’s what we’re aiming for. This is Domes’ new momentum.
