A design-led luxury asset with a boutique
Located in Kamari, at the foothills of Ancient Thira, Sandblu Santorini is slated to open in summer 2026 with 66 rooms, suites and villas, including 29 with private pools. Each accommodation will feature a private terrace with views of the Aegean Sea or the resort’s pool areas, while three standalone villas will provide enhanced privacy for premium guests.
The property will offer a complete wellness and lifestyle programme, including a dedicated beach area, two infinity pools, a spa with indoor pool and sauna, a two-storey fitness centre and a yoga garden. The F&B offering, designed by Rockwell Group, will include a signature restaurant, an all-day dining venue and a wine bar. Additional components such as high-end retail boutiques and a kids club broaden the resort’s ancillary revenue base and extend guest engagement across multiple touchpoints.
Feisal Jaffer, Global Head of LXR Hotels & Resorts, stated: “Sandblu captures the ethereal spirit of Santorini in a way that is both understated and deeply refined. LXR is defined by properties with a strong sense of character, and this resort brings a fresh, contemporary expression to a spectacular location. We are proud to introduce a new level of craftsmanship and design to the island, creating a setting that feels timeless, authentic, and truly of its place.”
Positioning within hilton’s broader luxury development strategy
Sandblu Santorini aligns with Hilton’s selective expansion into high-entry-barrier leisure markets, where limited development opportunities, strong international visibility and sustained premium demand support durable asset performance. The project also reflects Hilton’s continued emphasis on experience-led luxury in Southern Europe, consistent with the group’s broader development roadmap and reinforced by LXR’s recent debut in Italy.
For owners, LXR plays a critical strategic role: its independent-style framework accommodates distinctive, low-density properties; its positioning supports elevated ADR potential; and its focus on bespoke service delivery enhances guest value and margin performance. In destinations where occupancy and rate resilience remain structurally strong, the combination of a suite-led inventory, curated amenities and LXR’s brand equity offers a compelling model for long-term revenue optimisation and asset differentiation.
Reinforcing value creation in constrained mediterranean destinations
With Sandblu Santorini, Hilton expands its luxury presence in a market defined by strong demand, limited development capacity and resilient revenue performance. The project illustrates how low-density, design-led assets can combine local identity with global operating capabilities to deliver yield stability in high-barrier leisure destinations. It also highlights the growing role of LXR within Hilton’s luxury strategy: the brand enables targeted entry into premium leisure markets, offers owners a flexible independent-style framework, and supports stronger revenue generation through experience-led programming.
Leonidas Anagnostou, General Manager of SandBlu (RMKA Private Company), underlined the project’s ambition: “We are honored to collaborate with Hilton to bring the first LXR Hotels & Resorts property to Greece. Our vision is to create a resort that captures the authentic soul of Santorini, inviting guests into a rare and enriching connection with one of the world’s most breathtaking destinations, elevated through refined amenities and thoughtfully attentive service. We look forward to welcoming guests to the resort in summer 2026.”
These combined factors confirm that LXR is becoming a central lever in Hilton’s luxury expansion, particularly in markets where bespoke service models and distinctive asset profiles drive long-term value.
