Ennismore has introduced an entirely new hospitality brand this August, launching Luura with its inaugural hotel on the Greek island of Paros. The adults-only, seafront property joins Morgans Originals, Ennismore’s collection of one-of-a-kind independent hotels, and marks the group’s first entry into Greece, a market it has clearly been eyeing as demand shifts toward quieter, more understated Cycladic destinations.
Luura in Greece: A Property Built Around a Sense of Place
Luura’s debut hotel features 39 spacious suites with extensive outdoor space, including 19 fitted with private pools. The property also includes a private chapel, two restaurants, an expansive wellness area and dedicated event space suited to weddings and exclusive buyouts. Ennismore describes the brand as rooted in culture, craftsmanship and a strong sense of place, with each future Luura property designed to respond directly to its own surroundings rather than following a standardised template.
Reflecting Paros’s Layered Character
The Paros opening draws specifically on the island’s artistic legacy and slower, more contemplative rhythm compared to nearby Mykonos and Santorini. Paros has increasingly attracted design-conscious travellers seeking a laid-back Cycladic escape without the crowds, and Luura’s positioning leans directly into that shift, offering a genuinely adult-focused retreat rather than a family resort.
Luura opens in Paros. Photo Courtesy – Ennismore
A New Chapter for Ennismore’s Mediterranean Ambitions
This launch marks the beginning of Luura’s Mediterranean expansion, with further properties already planned for Athens and beyond. For Ennismore, the brand adds meaningful depth to a portfolio that already spans Delano, Mondrian and 25hours, positioning the group to compete more directly in the quieter, design-led luxury segment long dominated by brands like Aman and COMO.
What This Means for Travellers
For guests, Luura offers a genuinely new option in a Greek luxury market that has often felt saturated with familiar names. The adults-only positioning and strong wellness focus should appeal particularly to couples and small groups seeking a quieter alternative to Mykonos, while the brand’s promise of future Athens and Mediterranean expansion gives frequent Greece visitors a name worth watching closely.
