For seasoned investors seeking the next strategic opportunity in European hospitality, Patrick Saada offers a clear recommendation: look to Athens, and look small. As a respected advisor and a driving force behind boutique hotel development across Europe, Patrick Saada believes Athens represents one of the most exciting — and still accessible — markets for boutique hotel investment in 2025-2026.
But why Athens? And why boutique hotels specifically? The answer lies at the intersection of timing, market dynamics, and the unique character of the city itself.
Athens: A City on the Rise
Athens is no longer just a summer stopover or a gateway to the Greek islands. Over the past decade, the city has undergone a remarkable transformation. Creative industries are flourishing, forgotten neighborhoods are being revitalized, and tourism is no longer confined to the high season.
According to Patrick Saada, this evolution makes Athens uniquely attractive for hospitality investors, particularly those focusing on boutique properties.
The Key Drivers Behind Athens' Hospitality Boom:
- Rising Year-Round Tourism
While Athens remains a seasonal destination in some respects, the shoulder seasons are expanding, and cultural, business, and digital nomad travelers are filling the gaps left by traditional summer tourists. - Affordable Real Estate with High Potential
Compared to other European capitals, Athens still offers relatively low property acquisition costs, especially for underutilized buildings in central neighborhoods. - Government Support for Urban Revitalization
Initiatives promoting tourism, infrastructure improvements, and urban redevelopment create a favorable environment for investors. - Cultural and Architectural Depth
The city's rich history, diverse architecture, and vibrant street life provide endless opportunities to create authentic, character-driven hospitality experiences.
Why Boutique Hotels — Not Large-Scale Projects
In a city like Athens, Patrick Saada believes boutique hotels are not just preferable — they are strategically essential. The reasons are both market-driven and practical:
1. Authenticity Sells
Today's travelers want to connect with the real Athens — its hidden courtyards, rooftop views, and neighborhood cafés. Boutique hotels, by nature, offer this connection through intimate scale, thoughtful design, and integration with the surrounding community.
2. Flexibility and Lower Risk
Boutique hotels, typically ranging from 20 to 50 rooms, require lower capital investment compared to large hotels. They also provide operational flexibility, faster adaptation to market changes, and reduced exposure to concentrated risk — all key principles in Patrick Saada's investment philosophy.
3. Multiple Market Segments
Small hotels can be tailored to specific guest profiles: urban explorers, business travelers, digital nomads, wellness-focused guests, or luxury seekers. This segmentation maximizes revenue potential and builds resilience.
4. Easier Renovation and Repositioning
With smaller assets, investors can upgrade, reposition, or even experiment with concepts without the logistical headaches and high costs associated with renovating large properties.
5. High Demand, Low Saturation
Despite Athens' popularity, there is still room in the market for well-designed, guest-focused boutique hotels — especially those offering unique, localized experiences.
The Best Locations in Athens for Boutique Hotel Investment
Patrick Saada identifies several prime areas in Athens where boutique hotel investments hold the most promise:
- Plaka & Anafiotika
The historic heart of Athens, offering charm, walkability, and proximity to major sites like the Acropolis. - Psiri
A trendy, up-and-coming district filled with bars, restaurants, and artistic energy — ideal for lifestyle boutique concepts. - Koukaki
Popular with younger travelers and digital nomads, this neighborhood offers a balance of authenticity and accessibility. - Monastiraki
Central, vibrant, and packed with history — Monastiraki is ideal for design-led hotels catering to both tourists and business visitors. - Exarchia (Selective Opportunities)
Known for its alternative culture, parts of Exarchia are evolving into hip, creative districts perfect for edgy, youth-oriented boutique projects.
Patrick Saada's Perspective: Boutique Hotels Create Long-Term Value
For Patrick Saada, investing in boutique hotels in Athens is not simply about short-term returns — it’s about participating in the city’s long-term evolution.
“Athens is changing, but it’s doing so with soul,” says Patrick Saada. “Boutique hotels allow investors to be part of that story — to create spaces that respect the city, attract modern travelers, and deliver consistent, resilient returns.”
Conclusion: Athens — Small Hotels, Big Opportunity
As Europe’s hospitality market grows increasingly competitive, Athens stands out as a city offering the rare combination of affordable entry points, cultural richness, and scalable boutique hotel potential.
With the right approach — focusing on small, design-forward, guest-centric properties — investors can capitalize on Athens' momentum while minimizing risk and maximizing flexibility.
For those seeking to enter or expand in European hospitality, Patrick Saada's advice is clear: Think boutique, think Athens — and think now.
