Ikos Resorts has unveiled a new brand campaign for 2024 celebrating Greek hospitality. 

The marketing initiative, entitled Philoxenia, features guests from around the world experiencing the brand’s services, gastronomy, outdoor activities and sustainability programme.

Ikos Resorts said the campaign centred around the key concept of visitors “arriving as guests and leaving as friends” and captured “the warmth and care of the unique Ikos Resorts’ hospitality”.

The brand confirmed it would run across owned and paid channels, including its website, social media accounts, newsletters, digital marketing activations and print.

Paolo Tubito, chief marketing officer at parent company Sani/Ikos Group, said: “This is the DNA and true meaning of Philoxenia, born in Greece. Making people feel like they belong here, no matter where they come from.

"With this new Ikos brand campaign, running globally, we wish to capture the unique stories of our visitors. Their happiness when they enjoy our top-quality services and connect with the beautiful Mediterranean destinations. The warm family care they experience every day interacting with our staff. 

“And through our guests' stories, our aim is to showcase the modern face of the renowned Greek hospitality (philoxenia), leaving our mark on the growth of luxury tourism in Greece and across the Mediterranean".

Sani/Ikos Group introduced the luxury all-inclusive Ikos Resorts model in 2015 with a vision of creating high-standard properties in Mediterranean seaside locations. 

The Ikos Resorts portfolio features seven properties in Greece and Spain, with plans to expand the brand into other destinations in Greece and Portugal underway.