In the sun-soaked world of Greek luxury hospitality, Thanos Papadimitriou is a quiet force reshaping how we experience travel. A public relations expert for over 70 hotels and 237 villas around the globe, Thanos blends classic relationship-building with modern digital influence—bridging the gap between tradition and technology.
With a strong background in PR and a sharp eye for trends, he quickly recognized the power of social media to transform the hospitality landscape. Since then, he has helped luxury brands, celebrities, and institutions tell authentic stories that resonate across borders.
In this exclusive Chic Icon interview, Thanos reflects on the heart of Greek hospitality, the rise of influencer culture, and why real connections—both online and off—are the key to unforgettable travel experiences.
What pivotal moment led you to influencer marketing, and how did your PR background help?
Thanos Papadimitriou: In 2015, during a trip to Paris, I met a couple from the U.S. who introduced me to influencer marketing. It was my first exposure to the field. As they described their work, I instantly thought of the growing number of people over 50 using social media more actively. That insight sparked an idea—I realized the future was moving in that direction, and I began drafting my business plan right away.
My PR background was essential in this transition. Years of experience and a strong international network helped me not only set up a solid strategy but also exceed expectations. True PR is about building meaningful relationships based on mutual respect and sincerity, which naturally aligns with successful influencer marketing.
What skills or qualities are essential for success in influencer marketing?
Thanos Papadimitriou: Natural communication skills are key. But beyond talent, you need passion, creativity, and full commitment. Authenticity is crucial—especially in PR, which is often misjudged as superficial. Real PR is about deep human connections.
Experience also matters. You grow through both success and failure. Over time, you learn to assess people quickly and understand their true potential—not what they claim, but what they can really offer. This skill saves time, prevents problems, and helps build stronger collaborations.
How do you choose influencers and ensure they align with hotel brands?
Thanos Papadimitriou: First, we distinguish between influencers and public figures who also influence due to their profession. For influencers, the selection process involves several factors: content quality, aesthetics, target audience, and engagement.
A successful influencer for one hotel may not suit another. The process is data-driven but also intuitive. Each brand has its own identity, and the influencer must reflect that.
What aspects of Greek culture attract travelers, and how can they be promoted?
Thanos Papadimitriou: Greek hospitality—philoxenia—is one of our strongest assets. Others include gastronomy, mythology, ancient sites, natural beauty, festivals, and outdoor adventures like hiking.
Marketing should highlight real experiences: travelers enjoying local food, being welcomed by families, or discovering hidden spots. Storytelling, immersive video content, influencer partnerships, and user-generated visuals are effective tools. Drone footage, AR tours, and social media campaigns showcasing authentic interactions all help promote the emotional richness of Greece.
What lesser-known Greek destinations do you recommend?
Thanos Papadimitriou: Greece has over 6,000 islands, but most visitors only know a few. Every island offers something unique, even within the same region.
I recommend Milos, which is gaining popularity, as well as Patmos, Andros, Ios, Amorgos, and especially Tinos. Tinos have a special energy, a mild climate, and a peaceful atmosphere—ideal for travelers seeking something deeper and more authentic.
What travel philosophy do you encourage visitors in Greece to follow?
Thanos Papadimitriou: We don’t just offer accommodation—we offer experiences. Greece is rich in culture, history, and nature. I always suggest combining sightseeing with local food and choosing traditional tavernas over international restaurants.
Explore natural beaches instead of hotel pools, and visit local bars to experience how Greeks truly celebrate life. These real, simple moments often become the most unforgettable parts of the trip.
How is social media changing hotel marketing, and what strategies work best for Greece?
Thanos Papadimitriou: Greece is a country with one of the richest history in the world but that doesn’t stop people from making their own history and memories while exploring what this country has to offer. Social media is making hotel marketing more personal and immediate. It allows direct connection with travelers, inspiring them through stories and visuals.
The most effective strategies include authentic storytelling, influencer partnerships, and encouraging user-generated content. Guests should be invited to share their experiences using branded hashtags, with selected content featured on official hotel channels. This builds trust, community, and reach.
What influencer marketing trends will shape hospitality in the future?
Thanos Papadimitriou: Influencer marketing is evolving toward authenticity, personalization, and innovation. Micro-influencers and niche creators—such as those focused on sustainability or wellness—are gaining influence thanks to their loyal audiences.
Brands are moving from one-off deals to long-term partnerships, building stronger trust. AI is helping identify ideal collaborations and measure campaign results more deeply. Co-created content and immersive experiences like virtual tours are also becoming popular.
We’re also seeing the rise of “deinfluencing,” where creators call out overhyped or inauthentic experiences. This shift pushes brands to ensure their offerings are real and deliver on expectations. The future is more honest, inclusive, and experience-driven—just like the travelers we aim to serve.
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