Grecotel Hotels & Resorts is marking its 50th anniversary with a major investment programme across its Cretan portfolio, reaffirming the island as the heart of the brand. 

Founded in Crete in 1975, the luxury hotel collection is continuing to evolve with more renovations and a renewed focus on sustainable experiences. 

It is keen to place a spotlight on its Agreco Farm, which was created in 1995 by Grecotel founder Nikos Daskalantonakis.

A model for organic cultivation, this working estate preserves centuries-old farming practices, using no pesticides or chemicals and cultivating original Cretan seeds. 

Guests are invited to partake in Agreco Farm's “Be a Farmer for a Day”, which gives them hands-on experience of life on a traditional Greek farm. 

They will have the opportunity to prepare stuffed vegetables, bake farmhouse bread in a wood-burning oven, milk goats and shear sheep. They’ll also get the chance to visit the Chapel of St Nicholas, a 19th century Greek Orthodox chapel, as well as the organic wine press where grapes are pressed by foot in the autumn. 

Grecotel’s LUXME collection is also continuing to grow, with the redesigned Creta Palace now the latest addition to the portfolio. 

The property has recently unveiled refreshed rooms and suites, new themed restaurants, and enhanced leisure facilities. Guests are entitled to five a-la-carte dinners in a seven-night stay, including a visit to Agreco Farm, alongside unlimited premium beverages and a robust wellness offering.

LUXME White has also seen a number of enhancements, including expanded dining experiences and an updated fitness programme. 

Meanwhile, The Caramel Resort has been relaunched as Grecotel’s first all-inclusive boutique property, introducing new pool villas and island-inspired dining. Guests can expect a-la-carte meals, dine-out options at local restaurants, and exclusive experiences at Agreco Farm.

Amirandes, Grecotel's ode to a Minoan palace, has also had a glow-up with redesigned suites and villas. Other highlights include dining at its Minotaur Restaurant, which is home to original Picasso ceramics, and Xasteria, where Cretan cuisine takes centre stage. A new private culinary experience at the nearby Cretaquarium also offers clients the opportunity to dine surrounded by marine life.

For families, Marine Palace & Aqua Park in Panormos has undergone a full refresh, offering upgraded rooms, bungalows, and family suites. The village-style resort combines authentic Cretan character with extensive facilities including multiple restaurants, the Elixir Spa, Grecoland Kids Club, and the Agreco “Farmer for a Day” experience.