NEW HOTEL ACCEPTED INTO VIRTUOSO: Hotel Now Part of Exclusive Luxury Travel Network

NEW Hotel has been accepted into Virtuoso’s exclusive portfolio of luxury travel partners, comprised of more than 2,000 preferred suppliers in 100 countries. According to Mrs. Stefania Flenga, Managing Director of YES Hotels Group, inclusion in Virtuoso will open up new sales and marketing opportunities to the network’s over 22,000 luxury travel advisors and their highly desirable clientele. Virtuoso agencies sell (U.S.) $30 billion annually, making the network the most significant player in luxury travel.

“Virtuoso’s acceptance process is incredibly selective, so becoming a preferred partner is a true honor,” said Mrs. Flenga. “The reputation Virtuoso member agencies have for outstanding dedication to their clients is a perfect fit with our own bespoke approach to service. Now that we’re part of this renowned network, we look forward to offering Virtuoso advisors and their clients’ special amenities, values and experiences that surpass their expectations.”

NEW Hotel joins Virtuoso’s collection of the finest luxury hotels, resorts, cruise lines, airlines, tour operators and other suppliers worldwide. These partners, which specialize in world-class client service and experiences, secure Virtuoso clients’ superior offerings, rare opportunities and exceptional value. These prestigious providers are able to market to Virtuoso clients via network vehicles and to Virtuoso agencies through multiple communications channels and events, including Virtuoso Travel Week, luxury travel’s largest worldwide gathering. NEW Hotel’s acceptance into Virtuoso gives it direct relationships with the world’s leading leisure travel agencies in North and Latin America, the Caribbean, Europe, Asia-Pacific, Africa and the Middle East.

Foreseeing the demand for a new type of contemporary travel, it was Dakis Joannou’s work and vision which led to the creation of a new Young, Enthusiastic and Seductive experience, founding YES! Hotels Group back in 2004. His latest brainchild, NEW Hotel, offers a mix of contemporary works by local and international artists, as well as striking furniture ‘upcycled’ from abandoned pieces found in the original building. Taking the bold step to leap ahead of the trend, Joannou has focused on democratising art. As Founder and President of the Deste Foundation for Contemporary Arts, a non-profit foundation aiming to bring modern art to a wider audience, he has strived to take art from the gallery out to the public, transforming it from the exclusive to the accessible.  Being one of the world’s leading collectors of contemporary art, his personal collection has been featured in many leading museums, including the Palais de Tokyo in Paris and the New Museum in New York. Keen to share his passion with guests, Joannou selected a range of innovative and quirky pieces for his hotels. Many works are from his own personal collection with the end result boasting something a bit different, more edgy, authentic and daring. 

For more information about NEW Hotel, call +30.210.3273251 or visit


About NEW Hotel

Located between the traditional district of Plaka with its ancient Roman ruins and the more contemporary Kolonaki neighbourhood with its modern vibe, galleries and fashion boutiques, NEW Hotel is a bridge between the old and the new.

This 79-room & suite design project was led by the award-winning designer duo, Fernando and Humberto Campana in partnership with architectural students from the local University of Thessaly. Working together as a team, they set up a workshop inside the hotel, reinterpreting traditional objects of popular culture identified with the neighbourhood and recreating them into three contemporary, artistic room concepts. Historic postcards of Athens, traditional “evil eye” charms and figures of shadow puppet theatre “Karagiozis” from local folklore were given a modern design twist, creating Young, Enthusiastic and Seductive contemporary spaces. The team also focused on restoring the property’s original features, ‘upcycling’ abandoned furniture into something more seductive, more modern and more daring. Using neglected fixtures and furnishings from the previous hotel, the team reworked them into modern pieces, transforming the old and derelict into the contemporary and luxurious. Old wooden pieces of furniture were broken up to create striking art installations in the lobby, the former hotel logo was taken apart to generate individual side tables for the bar and disused chairs and objects were upcycled to become iconic works such as the Tomato, Ladder and Newspaper Chair.

New Hotel is one of the city’s finest examples of modern architecture!

Hotel’s Highlights:

  • In room and public spaces Contemporary Art Installation
  • A signature Penthouse Suite with Acropolis View
  • Top rated rooftop restaurant & Bar “Art Lounge” with panoramic views of Athens
  • Gym and Wellness room housing a Jacuzzi, steam bath and a fully stocked fitness room “New Sense”
  • Strong SCR (Social Corporate Responsibility) program including actions towards the local community

About Virtuoso

Virtuoso® is the leading international travel agency network specializing in luxury and experiential travel. This by-invitation-only organization comprises over 1,100 travel agency locations with more than 22,000 elite travel advisors in over 50 countries throughout North America, Latin America, the Caribbean, Europe, Asia-Pacific, Africa and the Middle East. Drawing upon its preferred relationships with more than 2,000 of the world’s best hotels and resorts, cruise lines, airlines, tour companies and premier destinations, the network provides its upscale clientele with exclusive amenities, rare experiences and privileged access. (U.S.) $30 billion in annual travel sales make Virtuoso a powerhouse in the luxury travel industry. For more information, visit