Aluma Hotels & Resorts

What Aluma Hotels & Resorts does

Aluma Hotels & Resorts is a privately held Greek hospitality company (Aluma Greece I.K.E., registered in Athens) that operates three hotels in central Athens targeting global leisure and business travelers. Its portfolio comprises Skylark Hotel, an independent luxury boutique above Omonoia Square with a rooftop pool, restaurant and bar, fitness center, spa treatment room, and meeting facilities offering Acropolis views; Anise Hotel, operating under Hilton's Tapestry Collection; and Adia Hotel, operating under Hilton's Curio Collection. The company emphasizes design-forward accommodations, rooms ranging from 15 sqm Cosy rooms to a 70 sqm Grand Suite, and ancillary on-property revenue from F&B, wellness, and small-group meetings.

The company runs a direct-to-consumer distribution model built on a WordPress/Elementor multilingual website (English, Hebrew, Greek), a SimpleBooking reservation engine at simplebooking.alumahotels.com, and phone/email reservations through an Athens Reservations Center. A 5% direct-booking discount and seasonal promotions of up to 25% are designed to drive direct share, while Hilton affiliations on two properties provide access to Hilton's global distribution, GDS, and Hilton Honors loyalty. Marketing channels include the website, newsletter, Aluma Magazine content platform, and Instagram.

Revenue is generated primarily from accommodation, with secondary streams from food and beverage (rooftop restaurant, rooftop bar, room service), meetings and events (capacity up to 12 guests), and wellness services (fitness center, spa treatments). Pricing is in euros including VAT and local taxes, with free cancellation up to 24 hours pre-arrival. The company is privately held with no disclosed parent, institutional investors, or funding history.

Name

Aluma Hotels & Resorts

Legal name

Aluma Greece I.K.E

Website

https://alumahotels.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Aluma Hotels & Resorts is a privately held Greek hospitality company operating three Athens hotels—Skylark (independent luxury), Anise (Tapestry Collection by Hilton), and Adia (Curio Collection by Hilton)—serving global leisure and business travelers through direct booking and Hilton distribution channels.

Ownership category

akta.pro rank

Product category

Hospitality Services

NAICS

Hotels (except Casino Hotels) and Motels (72111)

SIC

Hotels & Motels (7011)

akta.pro primary industry

Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD)

akta.pro secondary industry

Business & Corporate Full-Service Hotels (THAGAAAE)

Keywords

• Luxury hotel accommodation
• Boutique hospitality services
• Hotel management operations
• Meeting and event venues
• Wellness and spa services

Headquarters

HQ city

Athens

HQ country

Greece

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Accommodation Services: Core revenue stream from hotel room rentals across three properties: Skylark Hotel (luxury with pool and Acropolis views), Anise Hotel (Tapestry Collection by Hilton), and Adia Hotel (Curio Collection by Hilton). Rooms range from 15 sqm Cosy rooms to 70 sqm Grand Suite. Pricing in euros with 5% direct booking discount and seasonal promotions up to 25% off.
2. Food & Beverage: Revenue from on-site dining including rooftop restaurant serving breakfast (7:00-11:00), lunch/snacks (12:00-18:00), and dinner (19:00-23:00). Rooftop bar operates 10:00-00:00 with cocktails and light fare. Room service available 12:00-21:00 at Skylark.
3. Meetings & Events: Meeting room facilities accommodating up to 12 guests, available with catering and additional services at Skylark Hotel. Revenue from corporate bookings and private events.
4. Wellness Services: Fitness center (7:00-22:00) and spa treatment room services at Skylark Hotel, offering various wellness treatments to guests.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Aluma Hotels & Resorts is a hotel management company operating three premium properties in central Athens, Greece: Skylark Hotel (independent boutique luxury with rooftop pool and Acropolis views), Anise Hotel (Hilton Tapestry Collection), and Adia Hotel (Hilton Curio Collection). The company sells guest accommodations (15-70 sqm rooms), on-site food and beverage, meetings and event facilities, and wellness services (fitness center and spa), distributed primarily through direct booking channels with a 5% direct-booking discount.

Product overview

Aluma Hotels & Resorts is an international hotel management company operating three distinct properties in Athens, Greece: Skylark Hotel (standalone luxury boutique), Anise Hotel (Tapestry Collection by Hilton franchise), and Adia Hotel (Curio Collection by Hilton franchise). The portfolio is managed through a centralized website and SimpleBooking engine for online reservations. The company also publishes Aluma Magazine as a content marketing platform. All properties offer accommodations with amenities such as rooftop pools, fitness centers, restaurants, and meeting facilities, with a 5% direct booking discount as a key commercial differentiator.

Differentiator

Problem solved

Functional benefit

Products and services

• Skylark Hotel, Athens Independent boutique luxury hotel located above Omonoia Square in central Athens, offering 15-70 sqm rooms, a rooftop pool with Acropolis views, rooftop restaurant and bar, fitness center, meeting rooms for up to 12 guests, and a spa treatment room. Targeted at luxury leisure and business travelers.
• Anise Hotel, Tapestry Collection by Hilton A member of Hilton's Tapestry Collection positioned as a quiet haven along the spice road of Athens, featuring a rooftop pool and bar, fitness center, and a serene guest experience. Benefits from Hilton Honors loyalty integration and Hilton global distribution.
• Adia Hotel, Curio Collection by Hilton A member of Hilton's Curio Collection located in the historic center of Athens, distinguished by exquisite design and dedicated personalized service. Operates with Hilton brand standards while retaining local character, with access to Hilton Honors loyalty and global distribution.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core.

• Hilton (Curio Collection by Hilton)coreStrategic or Co-development PartnerAluma operates the Adia Hotel under Hilton's Curio Collection by Hilton brand. This partnership provides international brand recognition, access to Hilton's global distribution network, GDS systems, and Hilton Honors loyalty program. Curio Collection properties are independently operated hotels that benefit from Hilton's marketing and reservation infrastructure while maintaining unique local character.
• Hilton (Tapestry Collection by Hilton)coreStrategic or Co-development PartnerAluma operates the Anise Hotel under Hilton's Tapestry Collection by Hilton brand. This upscale brand affiliation provides international marketing reach, loyalty program integration (Hilton Honors), and operational support while allowing Aluma to maintain distinctive property identity and design philosophy.
• SimpleBookingcoreTechnology or IntegrationSimpleBooking is the integrated reservation platform used by Aluma Hotels for managing bookings across all properties. The platform handles real-time availability, promotional offers, and booking confirmations for direct website reservations. URL: simplebooking.alumahotels.com

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Hotel Grande Bretagne: Iconic Athens luxury hotel operating under Marriott's Luxury Collection; competes in the same Athens luxury segment with deeper brand backing, larger footprint, and broader group/corporate capabilities than Aluma.
• Athens Capital Hotel – MGallery Collection: Accor-affiliated luxury boutique hotel in central Athens; competes for the same luxury leisure and business travelers as Aluma, but with the backing of Accor's global distribution and loyalty infrastructure.
• King George, a Luxury Collection Hotel (Athens): Historic Athens luxury hotel under Marriott's Luxury Collection, located near Syntagma Square; overlaps with Aluma's luxury leisure, corporate, and group business in central Athens.

Direct peers

• Yes! Hotels: Greek-owned boutique hotel group with multiple Athens properties targeting independent luxury travelers; comparable in scale, central-Athens footprint, and brand-led positioning to Aluma.
• New Hotel Athens: Design-led boutique luxury hotel in central Athens operated by Yes! Hotels; competes for the same urban luxury leisure and corporate guests as Aluma's three properties.
• The Dolli at Acropolis Museum: Small luxury boutique hotel in central Athens with design-forward positioning and premium pricing; directly comparable to Skylark in scale, location type, and luxury traveler segment.
• Brown Hotels: Israeli-backed boutique hotel group operating multiple design-led properties in Athens with a similar small-chain urban luxury model and similar Israeli-source demand mix to Aluma.
• Domotel Hotels & Resorts: Greek hotel group operating multiple boutique and luxury properties across Greece; comparable in scale, domestic Greek footprint, and luxury positioning to Aluma's portfolio strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/alumahotels
• LinkedInlinkedin.com/company/aluma-hotels-resorts

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Aluma Hotels & Resorts