US-based hospitality company Marriott International has signed an agreement with Greek conglomerate Vasilakis to launch the JW Marriott brand in Greece.

The JW Marriott Crete Resort & Spa is expected to open its doors in 2025.

The resort will feature 160 guest rooms, including suites and villas, each with its own private pool or jacuzzi.

It will offer a blend of luxury service, and holistic well-being experiences spread across 100 acres of coastal landscape, stated Marriott International.

SWOT Hospitality, a company managing luxury hotels in Greece, will work alongside Vasilakis and Marriott International as the third-party operator for this franchised property.

Marriott International Europe, Middle East & Africa chief development officer Jerome Briet said: “Greece remains 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.

“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.”

The resort's design, crafted by architecture company Block722, aims to merge contemporary elegance with the cultural heritage of Crete.

The design plans also include a variety of wellness spaces such as a JW Garden, and five culinary venues including a traditional Cretan restaurant and a beach dining option.

Guests will have access to multiple swimming pools, a fitness centre, a beach club, a spa and Family by JW experiences designed to cater to all ages.

Vasilakis owner Antonios Vasilakis said: “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.

“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.”

Earlier this month, Marriott signed an agreement with Victoria Park Hotels to introduce the Autograph Collection to Hong Kong.

The Park Lane Hong Kong, Autograph Collection, is expected to launch early next year in a prime location in Causeway Bay, adjacent to the island's largest public park.