George, Aristea and Vasiliki Mamidaki on their roots in hospitality, the values guiding their family owned Greek hotel business, Bluegr, and why they are backing HSMAI Europe’s Connecting Future Leaders initiative in Greece.

by Gemma Greenwood

For George, Aristea and Vasiliki Mamidaki , hotels were part of everyday life from the moment they were born. Summers were spent at Minos Beach in Crete, a flagship property, not only for Bluegr, but in Greece. Here, in this iconic location, the unique rhythm of Greek tourism became the backdrop of their childhood.

Their mother, Gina Mamidaki, CEO of Bluegr Hotels & Resorts, still steers the company today, continuing the vision set by their grandparents, George and Aristea Mamidaki, who first established the business. Now, as the third generation steps forward, the three siblings are finding their own paths while remaining grounded in the family legacy.

“From a very young age, we were connected to hospitality,” recalls Aristea. “Being surrounded by the energy of the hotel and watching our mother’s tireless drive for excellence set the tone for how I view not just hospitality, but life in general: keep evolving, keep learning, and give your best to the people you serve.”

Vasiliki remembers those summers as a lesson in loyalty and teamwork. “We grew up alongside many of the same team members who have been with Bluegr for years, our ‘trueblues’. Watching them grow and take on new responsibilities showed me that hospitality is about progress, not only for guests but for the people who make it happen.”

For their brother George, even visits to the company’s Athens headquarters sparked curiosity. “I remember the sense of excitement just being in that environment. What has always stayed with me is how our mother carried herself in her work – with ambition, loyalty, and an unwavering commitment to progress. That shaped how I see my own path forward.”

Vasiliki Mamidaki

Business Development Officer

George Mamidaki

Finance & Strategy Officer

Aristea Mamidaki

People & Data Analytics Officer

Their upbringing instilled values, but it was their academic journeys that gave them the tools to shape their careers.

Aristea pursued a Master’s in People Data Analytics and AI, convinced that hospitality must embrace the future. “Even though hospitality is rooted in human connection, the world is increasingly data-driven. My studies shaped how I balance people and technology, using insights to create better experiences for our teams and our guests.”

Vasiliki studied at École Hôtelière de Lausanne and built her skills in some of the world’s top hotel brands. “Those years gave me discipline and perspective, showing me how every culture approaches hospitality differently. That diversity is what makes our industry so dynamic and inspiring.”

George graduated in Management at NYU’s Stern School of Business and later worked in finance and capital markets in the United States. “That exposure taught me how businesses grow, adapt, and compete at a global level, lessons I now bring back into hospitality, where strategic thinking is just as critical as guest experience.”

Today, each sibling has carved out a clear niche within the family company, while also taking a 360-degree view of operations to understand how every department connects.

Aristea leads on people and data analytics, integrating these into Bluegr’s revenue, people and culture, and automation functions. “No two days are the same,” she says. “One day I’m analysing data to identify trends, the next I’m working on how we can improve processes for our teams. It’s all about using insights to help both our people and our business grow.”

Vasiliki focuses on operations, sales, and finance, ensuring excellence on the ground while shaping long-term business development. “Every day brings something different, which is what makes hospitality so exciting. It’s about delivering for today while preparing for tomorrow.”

George takes the lead on strategy and finance, balancing financial planning with exploring new opportunities for diversification. “My role is about ensuring Bluegr remains financially strong and strategically positioned for the future.”

Already, each has left their mark.

Aristea is proud that Bluegr has been ranked among the top 10 Great Places to Work in Greece for three consecutive years, and among the top 10 Great Places to Work for Women. In Europe, the company was also included in Fortune’s list of 100 Best Workplaces twice and achieved a 5 Star EFQM certification, reflecting Bluegr’s commitment to excellence and continuous improvement.

She has also helped lead the development of the Management Company (MANCO), a milestone project for the next generation that builds on knowledge acquired over the years. MANCO represents a collective effort, creating career opportunities for employees and serving as a platform for the future of Bluegr – a project the next generation is especially proud of.

For Vasiliki, her proudest achievement has been developing Nao, Bluegr’s new Longevity Hub at Minos Palace Resort, Crete. “Being involved from the very beginning gave me a real sense of how a new concept is born. Seeing it in operation today, contributing to Greek hospitality and advancing research in longevity, is incredibly rewarding,” she says.

George points to completing his degree in just three years as proof of his discipline and resilience. “Looking back, I’m proud not just of the achievement itself, but of the consistency it required. Those values guide me every day at Bluegr,” he says.

Mentors have played a pivotal role in guiding the Mamidaki siblings throughout their career journey, and all three agree that their mother, Gina, has been the biggest inspiration.

“She instilled the core values that guide Bluegr: integrity, respect for people, and a constant drive for excellence,” says Aristea. Vasiliki agrees, adding: “I also find inspiration in the people around me, learning from the best traits of everyone I work with.”

For George, both parents shaped his approach: “From my mother I learned perseverance, from my father resilience. And during my time in the US, I was fortunate to have a mentor who showed me the importance of staying steady through challenges; lessons in ambition, consistency, and staying true to your values.”

At the core of Bluegr lies a people-first strategy, built on “ethos, magnanimity, accountability, and integrity.” “Our people are the beating heart of the company,” says Aristea. “These values act as a compass, shaping both our culture and our business decisions. For us, the new generation, it’s about adapting them to modern ways of serving and leading by example.”

Sustainability and authenticity are equally central. “We invest in renewable energy, minimise waste, and support local suppliers and communities. In fact, nearly 90% of our team members and suppliers are local,” explains Vasiliki. “Authenticity is about staying true to Greek culture and traditions while delivering meaningful experiences, and we take that responsibility seriously.”

This commitment extends into a robust CSR strategy, with initiatives ranging from blood donations and school programmes to an annual volunteer week. Soon, the new PHAROS Logistics Centre will offer housing and training, addressing one of the biggest challenges facing hospitality in Crete and reinforcing Bluegr’s focus on talent development.

The family’s vision also lives on through the G&A Mamidaki Foundation, which blends hospitality with art and community.

“The foundation shows how hospitality and contemporary art can come together to create unique, inspiring experiences,” says George. “It is a hub for the local community, offering educational programmes, artist residencies, and events that encourage young people to engage with creativity. It embodies the idea that business success should also have cultural and social impact.”

For the siblings, supporting HSMAI Europe’s Connecting Future Leaders (CFL) initiative, launching in Greece soon, is a natural extension of this ethos. “We were inspired to join HSMAI Europe because it offers a unique opportunity to connect with industry leaders, explore best practices, and gain insights into future trends,” says Vasiliki. “Greek hospitality is strong, and HSMAI Europe’s presence in Greece provides a valuable platform to exchange ideas, learn from international experiences, and stay aware of evolving trends in the industry.”

Launched in Oslo and London and now coming to Athens, Connecting Future Leaders has become known for its lively, informal events where young professionals share experiences and swap ideas across companies and brands. Aristea sees this as a vital complement to Greece’s generational tradition of tourism.

“Hospitality here is often passed down through families, but CFL introduces fresh voices and perspectives while still respecting that tradition.” The siblings are also keen to share advice with peers just starting out.

George stresses empathy and adaptability: “For young people entering hospitality, strong people skills, emotional intelligence, and empathy are essential. Embrace technology, but stay true to filoxenia, the Greek spirit of hospitality. Above all, passion and love are the key ingredients of success.” Aristea adds: “Always keep learning, keep evolving, and don’t be afraid of mistakes. They are part of growth.”

And for Vasiliki, openness is key: “Promoting unity and openness in the industry is something we’ve learnt from our mother. The next generation has the chance to lift each other up, not just compete.”

As they look to the future, the siblings share bold aspirations. Aristea hopes to drive innovation through technology while keeping people at the centre, ultimately seeing Bluegr recognised on a global stage.

Vasiliki envisions international expansion, sharing the essence of Greek hospitality abroad while keeping the family close and united. George sees a stronger, more diversified brand that trains and inspires the next generation, always guided by the values instilled by their parents and grandparents. For the Mamidaki siblings, joining HSMAI Europe and Connecting Future Leaders ties into these aspirations and more. It is about giving young hospitality professionals in Greece a platform to connect with global peers, gain exposure to international best practices, and feel inspired to shape the future of the industry.

As Aristea puts it: “Connecting Future Leaders is creating a new space where young people can learn, share, and build the skills they need to lead. For us, supporting it is another way to ensure the values that shaped our own journeys — family, perseverance, and integrity — continue to guide the future of hospitality in Greece.”

The hospitality industry will need many more people in the years ahead. To attract and retain talent, we must inspire young professionals and leaders to continue building their careers in our wonderful industry. HSMAI Europe Connecting Leaders is designed to foster collaboration across brands, countries, and sectors, helping emerging leaders address common challenges and discover new opportunities for growth while building a strong and supportive community.

CFL is a platform that brings together young leaders, talents, and others in the travel industry aged 35 and younger to share experiences, build networks, and exchange professional insights.

HSMAI – Hospitality Sales and Marketing Association International – is a global organisation founded in the US in 1927. HSMAI Region Europe is the European arm of the organisation. HSMAI Europe aims to be a key influencer, pioneer and the go-to industry resource for professional development, commercial strategies and sustainability in the hospitality industry. www.hsmai.eu