Greece-based Mitsis Group has launched a new hospitality brand, Canvas by Mitsis, expanding its presence in the four-star segment as it seeks to diversify its offerings within the country’s tourism market.

The new brand comprises six four-star properties located across key Greek destinations: Alexander the Great in Chalkidiki; Belvedere and Messonghi in Corfu; Cretan Village in Crete; Family Village in Kos; and Petit Palais in Rhodes.

Canvas by Mitsis is positioned as an all-inclusive holiday brand, with a focus on guest comfort, accessibility and streamlined operations. According to the company, the concept is designed to deliver consistent service standards across all properties, while maintaining the quality benchmarks associated with the wider Mitsis portfolio.

Mitsis Group said the launch forms part of a broader long-term strategy to strengthen portfolio differentiation and support sustainable growth within the Greek hospitality sector. Guests and partners engaging with the new brand can expect operational consistency and adherence to established group practices.

“Canvas by Mitsis represents a strategic milestone in the evolution of our corporate identity,” said Stavros Mitsis, managing director of Mitsis Group. “It further enhances the group’s portfolio differentiation and addresses the expectations of a new generation of travellers seeking authentic, simple yet meaningful experiences.”

He added that the brand combines simplicity with the warmth of Greek hospitality, while remaining rooted in the core values of quality, care and consistency that have defined the group for decades.

Mitsis Group has operated in the Greek hospitality market for more than 50 years and currently manages 24 city, beach and resort hotels, alongside 14 spa and thalassotherapy centres. Its portfolio spans destinations including Athens, Piraeus, Santorini, Kamena Vourla, Kos and Rhodes, reinforcing its position as one of Greece’s most established hotel operators.