APHI Resorts: A Distinctive New Hotel Brand for Rhodes and Crete

Wavemaker Hospitality's new collection debuts with three esteemed properties.

In 2027, Wavemaker Hospitality will unveil APHI Resorts, an exclusive new collection of Greek retreats. The name derives from the Greek word άφη, meaning “touch” or “feeling,” embodying the belief that true hospitality is sensed before it is seen. The resorts are designed to encourage guests to slow down and offer them a gateway to Greece through local cuisine and cultural experiences. Each of the three properties is inspired by the character of the surrounding landscape. On Crete, APHI KALLI will open in Chania as an adults-only resort. The 235 rooms are situated near the historic Venetian harbor, which for centuries served as a trading center and cultural crossroads. A botanical garden showcasing wild herbs reflects the island’s biodiversity and the botanical wisdom passed down through generations. Craft markets present handmade goods, leather bags, cosmetics, and Cretan herbs and products.
On Rhodes, APHI AURA is situated directly on the beach in the village of Kolymbia. The 204 rooms are designed to follow the sun’s path—from breakfast in the morning light to the first drink at sunset. Bright, open spaces, pools, and local feasts define the day, while sun salutations, yoga, and meditation are on the agenda at the beach.



Also on Rhodes, on the coast of Ixia between the Aegean Sea and the medieval old town, lies APHI MIRA (pictured above). The original hotel on the property was built in 1958 and served as a gathering place for royalty, cultural luminaries, and the international jet set. Today, the property features 198 renovated rooms and suites overlooking gardens that stretch all the way to the sea. Once a week, films shot on Rhodes are screened outdoors.

All three resorts share a profound connection to local culture: guests may partake in “Panigyri” festivals, art and cooking workshops, and guided tastings of regional products. The design likewise reflects each destination, featuring floors modeled after Rhodian pebble mosaics, Byzantine-inspired arches, and locally crafted ceramics and marble. At the ELISPA Wellness Retreat, local herbs and marine minerals are employed, while yoga, Pilates, and meditation sessions are held both indoors and al fresco. The brand is steered by Wavemaker Hospitality. The group operates more than 40 properties across the Mediterranean, including Atlantica Hotels & Resorts, Mare Resorts, Aphrodite Hills, and AMOH, a Luxury Collection Resort, Rhodes. Reservations for APHI Resorts are now open through the website and global distribution systems; detailed information on each property will be released in the coming weeks.