Ruby Group is set to debut in Greece with a new 114-room hotel in central Athens, bringing its Lean Luxury concept to one of Europe’s most dynamic tourism markets. The €20m development, located at Agiou Konstantinou 7 near Omonia Square, will be delivered in partnership with Primetown Development and marks a key milestone in Ruby’s expansion across Southern Europe.
The 3,200 m² hotel will feature Ruby’s hallmark minimalist luxury design, including a 24/7 ground-floor bar, breakfast area, a fifth-floor pool terrace with an outdoor bar, and a rooftop lounge on the ninth floor offering panoramic views of the Athenian skyline. The building's strategic location, a few steps from Omonia metro and within walking distance to the Acropolis and Plaka, is set to attract both tourists and business travellers, while appealing to local patrons as a social destination.
“Athens is an exciting new step for Ruby’s growth, embodying exactly the type of vibrant and culturally rich destination in which our Lean Luxury philosophy comes to life,” said Catherine Hilt, Associate Director Development, Southern Europe at Ruby Group. “Together with our partner Primetown Development and in strategic alignment with the IHG brand portfolio, we look forward to bringing this hotel to life in the centre of Athens.”
The property forms part of the premium lifestyle portfolio of IHG Hotels & Resorts, following its acquisition of the Ruby brand in February 2025. With this addition, IHG’s footprint in Greece expands to ten operational and pipeline hotels. The Athens asset, targeting a 2027 opening, aligns with investor demand for strong, high-yielding lifestyle assets in undersupplied urban markets.
From an investment standpoint, the project benefits from strong fundamentals: Athens continues to outperform post-pandemic tourism expectations, while infrastructure upgrades and zoning reforms have reignited developer interest in the city’s historic centre. The proximity to major public transport and consistent year-round footfall positions the hotel as a high-occupancy, high-margin operation.
“We are excited to partner with Ruby Group and IHG on a project that redefines contemporary hospitality in the heart of Athens,” added Sotirios Athinaios, Partner at Primetown Development. “This hotel is more than a real estate project – it is a statement for the future of Athens as a vibrant, internationally relevant destination.”
People mentioned:
Michael Struck, Founder & CEO, Ruby Group
Catherine Hilt, Associate Director Development, Southern Europe, Ruby Group
Sotirios Athinaios, Partner, Primetown Development
Willemijn Geels, Vice President Development, Europe, IHG Hotels & Resorts
Companies mentioned:
Ruby Group – User/tenant/lessee
Primetown Development – Developer
IHG Hotels & Resorts – Parent company and brand portfolio partner
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Ruby brings its design-driven Lean Luxury to the heart of Athens. See what this €20m investment means for Greece’s hotel market.
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