Valia Kokkinou, CEO and founder of ThinkVilla, is one of the most dynamic and strategic personalities in the field of tourism marketing and short-term rentals in Greece.
With years of experience in creating inspiring tourism experiences and deep knowledge of the global and domestic tourism market, she has contributed significantly to the upgrading of Crete’s image as a premium destination. Through her work at ThinkVilla, she has highlighted the importance of authentic hospitality, quality storytelling and strategic communication for the success of tourism businesses. In her interview with BnB News, she speaks with realism and optimism about Crete’s potential to grow into a 12-month destination. She points out the elements that make up the island’s unique identity, but also the conditions required for this potential to be translated into a sustainable and holistic tourism product, beyond the limits of the summer season.
From new trends, to story telling and strategy
Do you think Crete can become a 12-month destination? What would need to be changed or enhanced in order to substantially lengthen the tourist season?
Yes, Crete has all the ingredients to become a 12-month destination.
Its mild climate, the richness of its history and culture, its gastronomic identity, its inexhaustible natural beauty – from the coast to the mountain villages – and above all, a local society that knows what hospitality means, make up a whole with exceptional potential.
The challenge is to translate this potential into an organised, sustainable and inspiring tourism product – not just for the summer, but for every season of the year.
We need first and foremost a strengthening of air and ferry connections and a common narrative – a storytelling that positions Crete as a year-round experience. At the same time, support is needed for professionals who invest in infrastructure and services all-year-round, as well as targeted marketing aimed at people with an interest in nature, remote work, culture and gastronomy.
How have the requirements of visitors changed in recent years?
Today’s visitors are looking for authenticity, privacy and experiences with identity. They are no longer satisfied with beautiful design or amenities – what they really care about is the overall experience, from the moment of booking to departure.
They are more informed and demanding travellers than ever before. They compare, evaluate and choose based on criteria of substance. They wait:
- direct and human communication,
- personalized solutions,
- sustainable practices
- and a strong sense of local authenticity.
This is precisely why modern hospitality cannot remain static.
It must constantly evolve – with consistency, empathy and a deep understanding of what is truly of value to today’s visitor.
What do you consider to be the “recipe” for your success? What are the key factors that have contributed to the establishment and growth of your business?
Our “recipe” was based on three elements: strategic thinking, consistency in quality and a deep belief in the luxury of experience – not just space.
From the very first moment, we treated hospitality not as a mere commercial activity, but as an act of responsibility. We were among the first to treat the villa not as accommodation for rent, but as a complete product with an identity, narrative and footprint.
We prioritized detail, human connection, and consistency of quality – both in design and customer service.
ThinkVilla was developed at a steady pace, with no discounts, no rush.
We invested in people with passion, in technology with purpose, and most importantly, in trusting relationships – with owners who trust us with their homes and with guests who trust us with their vacations.
That trust is – and remains – the most powerful foundation of our success.
The challenges
What are the biggest challenges you face in managing many properties, especially in a touristically developed but competitive market like Crete? What advice do you give to smaller property managers?
The biggest challenge is maintaining consistency in quality when the scale grows. Every villa, every guest, every partner deserves the same level of care & professionalism – and that requires excellent organisation, a well-trained team and daily commitment.
An equally important challenge is competitiveness in the field of online promotion. In today’s world, having a great property is not enough. You need to know how to strategically place it on the market, market it with the right tools, monitor its performance with data, and constantly evolve it to keep it relevant and attractive.
My advice to smaller managers is: “Don’t try to do everything. Do what you do, perfectly.” Invest in your reputation, human resources and technology.
What is your strategy for maintaining high standards and quality services throughout the tourist season, especially in times of increased costs and liquidity?
Our strategy has three strands:
- Dynamic price and channel management. There is no fixed price. We monitor the market in real time, analyse demand and adjust dynamically – aiming for maximum performance, not just occupancy.
- Diversification & Quality of experience. We invest in customer care, communication and after-stay relationship to build reputation and trust. We don’t rely on one market or channel. We treat each villa as a boutique brand, with a distinct strategy.
- Internal organization and specialization. We separated the service departments – reservations, concierge, sales – to ensure speed and accuracy. This allows us to respond flawlessly to even the most demanding periods.
At a time when costs are rising and liquidity is under pressure, the only thing that really protects the product is: consistency and quality of service. In times of high costs, true value emerges when you don’t cut back on quality, but find ways to make it smarter, more meaningful and more sustainable.
