Brown Hotels invests €65 million: six hotels in Germany and a resort on the Athenian Riviera

Israeli hotel group Brown Hotels has marked a major turning point in its international expansion by announcing a strategic double offensive. With a colossal investment of over €65 million, the luxury operator has simultaneously formalised its entry into the German market and the strengthening of its presence on the Athenian Riviera. These decisive moves, completed in just a few days, reflect the bold momentum of Brown Hotels, which continues its journey towards an increasingly assertive global footprint in the high-end hospitality sector. This dynamism confirms the appeal of the German market, where the lifestyle brand The Dean has also just opened in Munich.

The German offensive: six strategic locations

The entry of Brown Hotels into the German market represents a significant step for the group, establishing itself in Europe’s largest economy. This incursion materialises through the acquisition of six new establishments, thereby strengthening its position in international tourism following successful openings in Greece, Cyprus, and Croatia. This strategic move adds over 1,500 rooms to its portfolio, spread across four of Germany’s most important cities: Berlin, Munich, Hamburg, and Leipzig.

At the heart of this strategy lies the acquisition of the iconic Excelsior Hotel Berlin, an investment of around €50 million. Reuven Elkes, Partner and CEO of Brown Hotels, a member of the Israel Canada group, emphasised that ‘our entry into the German market constitutes an important milestone for the international development of our group’. He also stressed that the Excelsior Berlin will play a strategic benchmark role for Brown’s entire presence in Germany.

Alongside this flagship acquisition, the group has signed conditional agreements for the operation of five other active hotels in Germany. These establishments represent a value of approximately €15.8 million and total an additional 1,179 rooms. These combined acquisitions bring the total investment to over €65 million, confirming Brown Hotels’ commitment to positioning itself as a major player on the European continent.

The Excelsior Berlin: an icon reinvented

Located in the Charlottenburg district, one of the most upscale areas in western Berlin, the Excelsior Hotel Berlin is a historic establishment set to undergo a complete transformation. The objective of this renovation is to merge its rich heritage with modern hospitality standards, offering a luxurious and contemporary experience.

The future Excelsior will feature 316 rooms and suites, designed to combine comfort and aesthetics. The focus will be on high-end workspaces, a refined gastronomic offering, and a specially designed rooftop terrace, offering breathtaking views over the German capital. The architectural design of this renovation has been entrusted to Sahar Zafrir, an award-winning Israeli architect renowned for his expertise in designing hospitality and dining spaces. His vision is expected to breathe new life into this iconic hotel, respecting its past while resolutely projecting it towards the future of luxury.

The Greek anchor: the Marathon Beach Resort on the Athenian Riviera

In parallel with its German expansion, Brown Hotels has also consolidated its position in Greece, a market where it is already well established. The group announced it is taking over the management and reopening of the Marathon Beach Resort in Nea Makri, thereby adding a new resort of 160 rooms and suites to its portfolio. This hotel complex is ideally situated on the Athenian Riviera, facing the marina and a short distance from Athens International Airport, offering a privileged setting for travellers.

The new resort, scheduled to open under the new management of Brown Hotels within a year, promises a complete holiday experience. It will include a saltwater swimming pool, several restaurants and pool bars, a modern conference space, and a tennis court. One of the major assets of this complex is the fully renovated Bayside Hall, which can host special events, weddings, or corporate functions. The management by Brown Hotels will align with current hospitality trends, integrating services and amenities highly sought after by discerning travellers, whether for business or leisure stays.

An assertive international expansion strategy

The strategy of Brown Hotels, as described by Reuven Elkes, is focused on developing value-added hotel projects over the long term and continuously expanding its international footprint. These recent acquisitions in Germany and Greece provide a solid foundation for the group’s future growth across Western Europe.

Since its foundation, Brown Hotels has distinguished itself by its ability to transform existing properties into characterful addresses, combining bold design with a warm atmosphere. The group has succeeded in creating a strong identity that attracts a clientele seeking authentic and sophisticated experiences. This simultaneous double expansion demonstrates not only the group’s financial strength but also its clear vision for the future of luxury hospitality, focusing on key markets and prime locations.

Our take: the audacity of a rising star

The announcement from Brown Hotels is far from a simple series of acquisitions; it reveals an expansion strategy of rare audacity and great intelligence in a constantly changing luxury hotel market. The simultaneous choice of Germany, a European economic giant, and the Athenian Riviera, a highly sought-after destination, illustrates an ability to diversify risks while targeting areas with high growth potential. By taking on iconic properties like the Excelsior Berlin and injecting them with a modern vision, Brown Hotels positions itself as a player capable of revitalising hotel heritage without erasing its soul.

This approach, which combines respect for history with architectural and service innovation, is precisely what the affluent clientele of ‘La Revue des Hôtels’ seeks. The group does not merely add beds; it builds experiences, destinations in their own right, reflecting the finest European addresses we follow. Integrating over 1,500 rooms in a single move is a masterstroke that should consolidate its reputation and place it among the groups to watch closely in the coming years, particularly for its ability to create living spaces that resonate with contemporary expectations of luxury travel.

Practical information on Brown Hotels

• Key establishments: Excelsior Hotel Berlin, Marathon Beach Resort (Nea Makri)
• International presence: Germany (Berlin, Munich, Hamburg, Leipzig), Greece, Cyprus, Croatia
• Official website: brownhotels.com
• Signature: Character hotels, bold design, warm atmosphere