Luxury all-inclusive resort brand Ikos has hailed the UK market, saying it is the “number one market by far”.
Lee Barker, regional sales and marketing director, spoke to Travel Weekly as part of the Greek family-owned company’s 10th anniversary celebrations.
“The UK got Ikos quicker than anybody else; they realised how good it was and they book early; the European market books a bit later,” he told the webcast.
He joined the company in 2020 when it was only five years old.
“I think a lot of people feel Ikos is older, but it’s not. It is a very new brand, but in 10 years, it has pioneered all-inclusive luxury in Europe,” he said.
He noted how Greece did open up to tourists during the pandemic, which helped the company maintain its progress.
“We had four hotels open in 2020 and in 2021. We were some of the lucky few,” he said.
“During that time, we could welcome guests, we could welcome agents, and to a degree that has helped to solidify Ikos as a brand within the UK market as it was one of the few places people could look at.”
The first property, Ikos Oceania, opened on March 27, 2015, and was soon followed by Ikos Olivia – both in Halkidiki.
Ikos Dassia in Corfu opened in 2018, followed by Ikos Aria in 2019 in Kos.
Ikos Andalusia opened in 2021, followed in 2023 by Ikos Porto Petro in Majorca and Ikos Odisia in Corfu.
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“There is a definite blueprint across the resorts; they have that Greek heritage, first and foremost [as] we’re a Greek family company,” explained Barker.
“That isn’t lost even when you go into Spain, although we do bring in some of the cultural differences of Spain into Andalusia or Porto Petro.
“You will find a very familiar feel in the properties and a lot of that is driven by the staff.
“The staff are amazing…our biggest asset in our resorts.”
He said several restaurants are the same across the seven resorts, which also feature suites in the Deluxe Collection and fleet of 20 Teslas to enable guests to explore the destination.
“We have a repeat ratio of about 60%, which is very high,” he added.
“Some go back to the same resort [and] others tend to move through the properties.”
About 80-85% of Ikos guests are families, although there are adult-only areas in the resorts.
Barker said the luxury resorts appeal to a high-net-worth clientele, with a week in summer costing on average from £15,000 and upwards.
“If you’re in the three-bedroom suite with private pool, you could be looking upwards of £40-50,000 in the summer,” he added.
“We don’t have wristbands. It is about unrestricted luxury; all your wants and needs are covered. Room service is fully included. You could dine in the same a la carte restaurant every night, if that’s what you want.”
The eighth resort, Ikos Kissamos, will open next spring on Crete, to be followed by two more: Ikos Pinomar in Marbella in 2027 and Ikos Cortesia, in the Algarve region of Portugal in 2028.
Meanwhile, the existing properties have been undergoing improvements.
The public areas and restaurants at Ikos Olivia were refurbished in 2024 and its rooms are currently being given a facelift.
Ikos Porto Petro has new padel courts and a new football pitch; Ikos Dassia has a new restaurant called Enoteca, serving Italian-inspired Mediterranean cuisine; and Ikos Aria has a new area called Hippocrates Garden of Life, featuring the flora and fauna of Kos.
New services include a Supper Club, which looks after children from four to 12 while their parents can dine, and a spa option for kids.