Despite its decisive contribution to the country’s economic growth, Greek tourism has for years relied on a work model that did not foster professional development or employee engagement. The industry’s inherent seasonality, combined with the intensity of the work and limited career advancement opportunities, shaped an environment that discouraged long-term retention and genuine dedication among tourism professionals.

As Lia Zabetoglou, Senior Director of People Experience at the Sani/Ikos Group, notes: “Tourism in Greece, although one of the most dynamic and outward-looking sectors of the economy, could have built a more favorable reputation as an attractive employer through targeted and strategic actions.”

In the post-COVID era, the staffing shortage intensified as many workers shifted to other professions or moved abroad, where working conditions were perceived as more favorable. The pandemic may have accelerated employees’ exit from the tourism industry, but the deeper causes lie in a model that, as Ms. Zabetoglou points out, “exhausted and ultimately drove people away. Today, the need for a new work narrative is more urgent than ever — not only to fill immediate gaps but to shape a sustainable and attractive work environment that can retain our talent in Greece and in the industry.”

In this context, the role of companies that systematically invest in their people is pivotal. The Sani/Ikos Group — one of the fastest-growing luxury hotel groups in the Mediterranean, with 12 award-winning resorts in Greece and Spain — is a prime example. One of the key factors behind the Group’s success over the years has been its people. For this reason, in recent years it has taken significant steps toward a corporate culture focused on employees and their priorities, enabling them to feel proud to work for Sani/Ikos and fostering motivation and loyalty. “Young people today have different needs and higher expectations from companies: they seek work-life balance, growth opportunities, an environment that empowers them, rewards them, and allows them to feel they make a meaningful contribution,” Ms. Zabetoglou emphasizes. “Workplace well-being is not just a modern trend — it’s a strategic necessity for the modernization of Greek tourism.”

Sani/Ikos Group Invests in a People-Centered Culture

For the Sani/Ikos Group, employees are the heart and driving force of its hotels. They are responsible for the authentic hospitality and the high-level experiences enjoyed by guests at Sani Resort and Ikos Resorts. These properties have received numerous international awards and certifications for the quality of their services as well as their commitment to promoting sustainable tourism.

“For years, we have understood that taking care of our people is a key priority for the Group. That’s why we work systematically and strategically to change our operating model and our culture,” notes the Group’s Senior Director of People Experience. “And what does culture mean? Culture is how things are done every day at work. We constantly strive to do them the right way.” As she characteristically says, the shift toward a people-centered model is no simple task. “We’re experiencing the ‘Frozen Middle’ phenomenon — where change messages take time to reach the front line. But we move forward with persistence and commitment — qualities that are essential when someone is trying to bring about fundamental cultural change within an organization.”

The Sani/Ikos Group’s “People First” philosophy spans the entire employee lifecycle — from onboarding to professional development and recognition. Competitive compensation is a given. The Group offers attractive salary packages, accommodation, meals, transportation, and additional benefits and perks, which are upgraded annually.Understanding how important it is for all employees to work in a positive environment governed by values such as respect, responsibility, creativity, excellence, passion, fairness, and equality, the Sani/Ikos Group aims to foster a culture where these values are part of everyday life and are naturally embedded in daily operations.

At the same time, the Group invests in innovative programs designed to train and empower its teams. These include pre-boarding and onboarding programs for new team members, an asynchronous e-learning platform, and Masterclasses & Workshops covering a wide range of specialties. As Lia Zabetoglou points out: “Investing in our people’s engagement and dedication is the only way to deliver the high-level experiences our brands promise. Only then does our growth have real meaning.”

Recognizing the importance of continuous development at all levels — from frontline employees to management teams — the Sani/Ikos Group collaborates with Cornell University, offering all its employees access to high-level international professional training programs across the full spectrum of the tourism industry. “Our collaboration with Cornell University is an example of our commitment to investing in our people’s professional growth, broadening their horizons — something that significantly contributes to their professional and personal well-being,” explains Ms. Zabetoglou. Additionally, specialized programs such as Feedback Giving Workshops and Leadership Essentials contribute to shaping a new generation of leaders, emphasizing empathy, transparency, and effective communication.

The creation of the pioneering Hospitality Forward educational program in 2023, in collaboration with AKMI Higher Institute of the ALPHABET EDUCATION Group, represents another innovative partnership focused on young professionals and supporting their entry and career development in the tourism sector. Through this program, the Group offers subsidized studies and guaranteed employment in its hotels from the very first semester of studies, effectively bridging the gap between education and employment.

For the Sani/Ikos Group, the need for change is imperative — and one of the most important factors shaping the organization’s new era is the voice of its own people. “The voice of our employees plays a vital role. Through regular satisfaction surveys, we evaluate ten key indicators — from sense of purpose and trust to mental well-being — and the results lead to targeted interventions. We’re not the only ones who talk about what’s going well. We ask, we evaluate, and we continuously improve,” says Lia Zabetoglou.

The professional development of each employee is supported through Individual Development Plans (IDPs), which include clear goals, evaluations, and continuous guidance. At the same time, Career Paths outline personalized development plans based on each person’s abilities, skills, and aspirations, so they can clearly see where they can go and how to get there.

Employee commitment and motivation are closely tied to the recognition and reward of their efforts. In recent years, the Sani/Ikos Group has implemented programs and initiatives precisely to ensure that its people feel valued and appreciated by the company they work for. Through “Recognition Days”, the Group cultivates an atmosphere of positive energy, pride, and motivation, while also bringing teams closer together, encouraging collaboration and unity toward common goals.

Among the Group’s priorities is the promotion of transparent and ongoing internal communication, aiming to strengthen employees’ sense of community, satisfaction, and engagement. “Caring for our people extends to their daily lives, their needs, and their concerns. That’s why we invest in partnerships with organizations such as the Hellenic Cancer Society, the Diotima Center, and WHEN, offering all our female employees access to preventive screenings and information programs on issues that truly matter to them — from gender-based violence to empowerment,” notes Ms. Zabetoglou. “It’s an investment in respect and genuine equality.”

As Ms. Zabetoglou acknowledges, cultural change doesn’t happen overnight: “It’s a slow and demanding process. But the awareness is there, and the commitment is strong — to build a new, more human-centered tourism sector, one that can inspire, develop, and, above all, retain its people.”

In an era when the hospitality industry is called upon to redefine its work model, the Sani/Ikos Group demonstrates that real change begins from within — from people, for people.