Our CEO Roger Allen moderated a lively and insightful session at the Resort and Residential Forum (R&R24) in Athens on November 19, 2024: “Partnering for Success: Aligning Stakeholder Interests in Leisure Hospitality.”
The panel consisted of esteemed industry leaders:
Claire Camplisson, Managing Director of Casa Collective Hotels
Dimitris Manikis, President EMEA at Wyndham Hotels & Resorts
Patrick Mendes, CEO Europe & North Africa for Accor’s Premium, Midscale, and Economy Division
Pedro Garcia E Costa, Managing Partner at KPI Hotel Management Services
Roger set the stage with compelling numbers. “Southern Mediterranean Europe leads in international tourist arrivals, with over 380 million visitors in 2023. Tourism contributes 19% to Greece’s GDP, making it the third highest in the EU,” he stated, underscoring the scale and importance of the region’s hospitality industry.
Who are the stakeholders in hospitality?
Dimitris, with characteristic energy, connected modern hospitality to Greece’s historical legacy. “Greeks invented a lot of things—we invented filoxenia (hospitality). When 30+million visitors come here each year, it’s not just for the sun and scenery; it’s the people. Hospitality is in our DNA,” he stated.
He also elaborated on the human aspect of the industry: “Hospitality isn’t just about hotels. It’s every touchpoint - the border control officer, the taxi driver, the restaurant server. People are the main stakeholders in this ecosystem, and their alignment is critical for the guest experience.”
Claire supported this idea by adding, “If we think about stakeholders such as the owner, the brand, the developer, the architect, the operator, there is one stakeholder always missing from that hierarchy, and it is the people - the end customer.” She described the dynamic nature of guest preferences: “It’s about understanding what the guest wants and how they look for it. From booking to the stay itself, their expectations are constantly evolving.”
Pedro reinforced this idea with a heartfelt statement: “Tourism is about the experiences and memories people take home. They won’t remember the thread count of the sheets, but they’ll remember the server who lit a candle and made their evening unforgettable. That’s what we, as operators, must focus on.”
What are the biggest challenges in tourism?
Patrick focused on two pressing challenges: infrastructure and overtourism. “Hotels have done their part, but the broader infrastructure—airports, roads, public transport—lags behind in many destinations,” he said. Patrick stressed that better forecasting and communication are important to managing overtourism. “If we don’t plan ahead and share accurate information, overcrowding will erode even the most iconic destinations.”
Tying these challenges to the current global context, Dimitris pointed to the living crisis as a central issue.
“This isn’t overtourism; it’s a living crisis. In 2019, we had record tourist numbers, and nobody complained about overtourism. What we need is infrastructure, connectivity, and collaboration. We shouldn’t wait for the government, for others. Look at Dubai - they worked together with one vision, leadership, and execution. This is a ‘together we can make it’ moment,” he concluded.
Patrick added to the discussion by highlighting workforce issues. “Working in a hotel should not be a secondary choice. We need to inspire young people through better training and communication to show that tourism is a rewarding and impactful career path.”
The rise of Branded Residences
Branded residences were a key focus of the discussion, with Dimitris highlighting their growing popularity. “Leisure real estate is booming because people trust brands. They want safety, security, and community, and they associate these qualities with strong, reputable brands,” he said.
He shared examples of Wyndham’s success in markets like India, where rising middle-class consumers are driving demand for branded residences. “It’s about creating spaces that offer more than just a home - it’s an experience, a lifestyle. This is why branded residences have never been more relevant.”
The panelists agreed that mixed-use developments, often incorporating residences, retail, and entertainment, are reshaping the industry. “It’s a natural evolution of what people want today - integrated spaces that cater to their diverse needs,” Dimitris added.
Maintaining brand standards
Patrick addressed the complexities of maintaining brand standards in an era of diversification. “Eighty percent of Accor’s premium and luxury developments now include mixed-use components. Consistency today goes beyond identical rooms - it’s about upholding ESG principles, safety, and security while offering localized experiences. Even at ibis, we’ve moved toward more flexibility in design and room categories to reflect local tastes.”
The conversation turned to the dangers of cookie-cutter models. Claire warned, “Investors need to look for transformational opportunities. If you’re just switching from one cookie-cutter model to another, you risk losing relevance with today’s more discerning guests.”
What is the best operating model for leisure hospitality
When asked about the optimal operating model, Patrick emphasized adaptability. “It depends on the geography and the brand. Franchising works well for midscale properties, while management agreements are better suited for luxury brands like Sofitel and Pullman. Operators need to align their strategies with market needs and owner expectations,” he explained.
Outlook for 2025
As the session concluded, the panelists shared an optimistic outlook for 2025. Claire emphasized a growing preference for simplicity in travel. “People want to reconnect - whether with family, through wellness, or at a resort. Guests don’t want to spend endless hours researching, booking, or traveling. They want seamless, meaningful experiences,” she said, tying her point back to earlier remarks about the importance of time in the guest journey.
Pedro predicted a strong year ahead, particularly with increased American tourism and rising demand for authenticity. “People want real, genuine experiences. That’s what they’re looking for, and that’s what we must deliver,” he said.
Dimitris offered a nuanced perspective, warning against overemphasizing luxury at the expense of broader market needs. “We have to be careful about the hype in luxury. There are 1.4 billion tourists traveling globally, but not everyone can afford $1,000 a night. Midscale and premium segments are going to make a strong comeback because they fulfill people’s needs in a practical way,” he said.
He underscored the importance of authenticity in hospitality, stating, “Authenticity doesn’t mean staying in a five-star luxury hotel. Authenticity is how you make people feel. For me, that’s the future of hospitality - creating experiences that resonate emotionally, regardless of price point.”
Roger ended on a high note: “American travel will continue, the Chinese are coming back, and Europe is resilient. We have every reason to be optimistic about the year ahead.”
The R&R24 panel offered actionable insights and forward-looking strategies. From stakeholder alignment to branded residences and evolving guest expectations, the session provided a roadmap for navigating the future of hospitality with confidence and creativity.
Some images from the session:
