At WTM 2025, Ella Resorts' chief growth and commercial officer, Panos Almyrantis, declared that "a true evolution" on the horizon with a new property in Crete, but assured brand loyalists and agents that its ongoing expansion retains "the same philosophy" that was at the core of its launch in 2022
The latest expansion in a pipeline that aims to end with 13 hotels in the portfolio will open in Crete next year: the family-friendly Rocrita Lifestyle Beach Resort will feature 360 rooms and suites in a largely unexplored corner of the Greek island.
Panos described the new resort as "a true evolution of the Ella Resorts experience," and elaborated on the relatively unique opportunity afforded by the Cretan landscapes. "Crete gives us an extraordinary canvas. It is a land of authenticity, heritage, and vibrant energy... it strengthens Ella’s lifestyle identity as a brand that connects travellers to the genuine essence of Greece, always through a modern, sustainable lens."
Elaborating on the mammoth task of balancing an ambitious pipeline and fine-tweaking and, in some cases, entirely refurbishing relatively young resorts, the chief growth and commercial officer (who is also president of the European Hotel Managers Association) said, "As we expand with new properties like our resort in Crete, we continue to reinvest in our existing portfolio, ensuring every Ella resort evolves with our guests’ expectations and the rhythm of the destinations we represent.
"We see expansion and refurbishment as two sides of the same philosophy. That of developing a cohesive lifestyle brand that remains dynamic and relevant."
Ella Resorts' strong foothold in Greece makes it prime real estate for British holidaymakers, something Panos acknowledges and celebrates. "The UK is our most significant source market, and we treat it as such. British travellers understand and value the lifestyle philosophy we’re building at Ella Resorts. One that combines effortless luxury, sustainability, and a deep connection to the local culture."
Agents have a powerful place in ensuring that philosophy not only markets the brand but invites travellers to discover it: "Our guests from the UK have a keen eye for authenticity. They want more than just a holiday. They want experiences that feel personal and rooted in the destination. That’s exactly where Ella stands out. We craft resorts that celebrate the soul of Greece while offering the design and service standards expected by the modern traveller.
"Beyond WTM, our ongoing activations in the UK market, from trade partnerships to consumer campaigns, play a central role in maintaining strong brand visibility and emotional connection with British travellers. These touchpoints help us communicate our promise that Ella Resorts is not just about where you stay, but about how you feel. Inspired, connected, and part of the destination’s story."
Panos Almyrantis was speaking at World Travel Market, which took place in London from November 4th to 6th, 2025.
