What's Happening?
Domes, a luxury lifestyle hospitality brand from Greece, has announced the relaunch of its ultra all-inclusive sub-brand Aulūs. This relaunch will include the opening of two new hotels in April 2026: Aulūs Chania in Crete and Aulūs Lindos Rhodes. These hotels will join the existing Aulūs properties, Domes Aulūs Elounda and Domes Aulūs Zante. The rebranding of Aulūs is in response to the growing demand for all-inclusive vacations, particularly among millennials, Gen Z, and families. The Aulūs brand focuses on three pillars: Culinary, Entertainment, and Wellness, offering guests a comprehensive experience with 24-hour curated buffets, à-la-carte restaurants, and wellness activities such as yoga and Pilates. The new hotels will feature a variety
of amenities, including pools, spas, gyms, and event spaces, catering to both adults-only and family-friendly audiences.
Why It's Important?
The relaunch of Aulūs by Domes highlights a significant trend in the hospitality industry towards all-inclusive vacation experiences. This trend is driven by a desire for stress-free and flexible travel options, particularly among younger generations and families. The expansion of Aulūs with new properties in Greece not only strengthens Domes' presence in the luxury hospitality market but also aligns with the increasing demand for culturally immersive and wellness-focused travel experiences. This move could potentially boost local economies by attracting more international tourists to Greece, thereby supporting the hospitality and tourism sectors. Additionally, the collaboration with major hotel brands like Hilton and Marriott underscores the strategic partnerships that are shaping the future of luxury travel.
What's Next?
As Domes continues to expand its Aulūs brand, the hospitality group may explore further opportunities to open additional properties in other prime leisure locations. The success of these new hotels could lead to increased investment in the all-inclusive segment, encouraging other hospitality brands to adopt similar models. Domes' focus on cultural authenticity and wellness may also influence industry standards, prompting competitors to enhance their offerings to meet evolving consumer preferences. The impact of these developments on local communities and economies will be closely monitored, as increased tourism can lead to both positive economic growth and challenges related to sustainability and cultural preservation.
