HotelsPublished October 12, 20261 min read

Canaves Collection bets on boutique luxury in Santorini

JSBy Joan SanzCurated by Joan Sanz. · October 12, 2026 · Follow on LinkedIn

Voice reading · ~1 min

Markos Chaidemenos has been running Canaves Collection for years, a family group with several boutique hotels in Santorini, and in an interview published by Hospitality Net he argues that his competitive edge is not about growing, quite the opposite.

According to Chaidemenos, three levers hold the model up:

Family ownership, which allows long-horizon decisions instead of chasing the quarter.
Boutique scale, with small properties that can actually be looked after.
Design restraint, so as not to cannibalise the landscape that sells the island.

My read: in a destination where overtourism is the number one complaint from any premium traveller, an operator that sets limits for itself has more runway than one that just keeps adding rooms. Saying it is easy. Giving up room 41 when summer is full is where you find out if the brand is coherent or just posturing.

Quick questions

Who is Markos Chaidemenos?

He runs Canaves Collection, a family hotel group with boutique properties in Santorini. In a recent interview he explained his business model based on small scale and family ownership.

What makes Canaves Collection different in Santorini?

According to Chaidemenos, three things: family ownership, boutique scale and restrained design. The idea is not to grow beyond what can be cared for properly, in order to protect the island's character.

Why bet on small hotels instead of large resorts?

Because small scale lets you look after the detail and decide with a long horizon. A family group doesn't have the quarterly pressure of a listed chain, so it can give up growth to protect the experience.

Is Santorini an overtouristed destination?

It is one of the main complaints from premium travellers. That is why an operator that sets limits on design and size has value, which is exactly what Chaidemenos defends in the interview.

What can a hotelier learn from this case?

That well-executed restraint is a competitive advantage, not a sacrifice. In destinations under heavy tourism pressure, protecting the surroundings is part of the product, not a sustainability extra.

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