Marriott International, Inc. announced it has signed an agreement in collaboration with Vasilakis SA to bring the JW Marriott brand to Greece. Anticipated to open in 2025, JW Marriott Crete Resort & Spa will span 100 acres of coastal beauty and will be a haven for travelers who seek a luxury escape paired with exceptional service and holistic well-being experiences.

SWOT Hospitality, known for its expertise in managing luxury hotels across Greece, will collaborate with Vasilakis SA and Marriott International as the third-party operator for the franchised property.

“Greece remains as one of the most attractive destinations for today’s global traveller, and the signing of JW Marriott Crete Resort & Spa reflects the continued demand we are seeing for luxury accommodation across the country,” says Jerome Briet, Chief Development Officer, Europe, Middle East & Africa, Marriott International. “We look forward to working with Vasilakis SA and SWOT Hospitality to introduce the brand’s legacy of extraordinary hospitality, thoughtful design, and enriching well-being experiences to the island destination of Crete.”

Designed by acclaimed architecture firm Block722, JW Marriott Crete Resort & Spa is anticipated to blend modern elegance with authentic Cretan heritage. The resort is slated to offer 160 stylishly appointed luxury guestrooms with all suites and villas featuring a private pool or jacuzzi.

Design plans for the resort also comprise multiple tranquil wellness spaces inviting guests to fully embrace the here and now including a JW Garden and five culinary experiences, inclusive of a traditional Cretan restaurant and a beach dining venue. Additionally, the property will offer multiple swimming pools, a fitness centre, beach club, spa and Family by JW experiences.

“We are delighted to announce the opening of the first JW Marriott resort in Greece, marking a significant milestone for our company. The collaboration with SWOT hospitality, marked by their expertise and unwavering commitment, has already demonstrated the success that this project is destined for,” says Antonios Vasilakis, Owner of Vasilakis SA. “The values of JW Marriott align perfectly with our vision for this project, and we are confident that this brand will elevate the hospitality experience in Greece and set a new standard of luxury for our guests.”

JW Marriott Crete Resort & Spa will be situated in the outskirts of the town Chania along Marathi Beach, which is known for its crystal clear, shallow water and is regarded as a popular starting point for excursions in Crete. Chania is a charming medieval town home to some of the most beautiful beaches in Greece, castles, and a breathtaking natural landscape. The property will be in close proximity to Chania Airport, and a two-hour drive from Heraklion International Airport

“As a team, we are thrilled to announce our collaboration with Marriott International, and we are especially grateful for the trust placed in us by Vasilakis S.A.,” says Stelios Koutsivitis, President of SWOT Hospitality. “The debut οf JW Marriott Crete Resort & Spa will redefine luxury hospitality in the Mediterranean, and also reinforces Greece’s position as an attractive destination for luxury brands and international jetsetters.”