Soulful Crete Stays: How the Sbokou Sisters Are Redefining Hospitality on the Greek Island

TNT: Sustainability and authenticity are becoming increasingly important in luxury travel. How do PHĀEA hotels integrate these values into the guest experience? 

We view sustainability as something that must be embedded, not added on. At PHĀEA, it's not a strategy, it's a state of being, woven into our supply chains, our community relationships, our design choices, and the daily life of each hotel. 

Through initiatives like the PHĀEA Farmers Program, we empower both our team members and local farmers to cultivate organic produce for our kitchens. This hyper-local model not only reduces our footprint, it creates a direct line between land, community, and guest experience. It’s food with a story, served with purpose.

We’ve also developed PHĀEA Plan Bee, a biodiversity program producing honey from our own hives, while nurturing the local ecosystem. Sustainability extends to our architecture, with natural insulation methods, solar panels, composting systems, and the use of local materials that are durable, tactile, and low impact. Our collaboration with artisans, from ceramicists and weavers to botanists and cheesemakers, is another way we uphold authenticity and embrace community. Guests feel the living culture of Crete, and often, they take a piece of it with them—whether that’s a a handmade ceramic from our boutique, or a conversation that stays with them.

Both PHĀEA Cretan Malia and PHĀEA Blue have distinct identities. What sets these two hotels apart, and what type of traveller is each best suited for? 

Each of our hotels is a different expression of our shared philosophy—crafted with care, shaped by their setting, and designed to invite guests into a particular rhythm of Crete. 

PHĀEA Cretan Malia is where authenticity meets effortless style. It’s a sun-drenched escape with a cool, eco-conscious vibe, perfect for travellers who value both laid-back luxury and thoughtful living. It’s ideal for young families, mindful couples, and curious adventurers looking for connection without complication. The pace is easy. The atmosphere is open. Whether you’re foraging in our gardens, biking through coastal paths, or joining a cooking session at Mouries, everything encourages a slower, more soulful way of travel. Sustainability here isn’t a concept, it’s a lived experience. From green roofs and edible landscapes to our zero-waste ethos and partnerships with local artisans, every detail is designed with purpose. The hotel invites guests to engage deeply with nature, embrace seasonal food, and connect with Crete in ways that are real, joyful, and lasting. 

PHĀEA Blue, by contrast, is quietly luxurious; an elegant retreat where refinement, culture, and intimacy come together in a setting that feels like a private Cretan estate. It’s the only luxury boutique hotel situated directly on the beach in Crete, offering uninterrupted views of Aegean Sea and the Mirabello Bay and a sense of calm, curated stillness. Here, luxury isn’t loud, it’s subtle, poetic, and deeply personal. The spaces are layered with art, ceramics, books, and objects with history. Meals are shared beside the sea or in our restored fisherman’s house at Blue Door, where every dish tells a story. From the curation of our lobby with the Benaki Museum, to the ceramics by Greek artists and textiles from our family home, every detail is chosen to evoke a sense of place and presence. 

Phāea Blue is for the traveller who appreciates nuance and depth—the solo writer, the creative couple, the culture seeker. It’s for those who want to unplug not just from their schedule, but from the noise of the world, and reconnect with a quieter, truer Greece. 

TNT: Crete is known for its rich culture, history, and breathtaking landscapes. How do your hotels connect guests with the essence of the island? 

We believe that to truly know Crete, you have to feel it. You have to taste its stories, hear its rhythms, walk its land, and look its people in the eye. At PHĀEA, we don’t separate our hotels from the island. We see them as gateways into its living culture. Every experience we design, from village walks and traditional bread-making, to stargazing by the sea or sailing on a caique, invites guests to step into the emotional atmosphere of the island. Deeply human encounters, often led by local musicians, farmers, ceramicists, and cooks who share their craft with a quiet generosity. 

Our itineraries guide guests off the beaten path. A morning in Archanes, with its maze-like streets and wine-scented air, can turn into a conversation with a fourth-generation weaver, or a tasting under the olive trees at Lyrarakis Winery, where ancient grape varieties still grow. In Kritsa, visitors are invited into the workshop of the women’s cooperative to sample lychnarakia and see how embroidery becomes a form of storytelling. Nearby in Thrapsano, clay meets fire as master potters shape earth into timeless terracotta vessels. 

Even within our properties, we recreate the spirit of place with intention. At PHĀEA Cretan Malia, guests dine under mulberry trees at Mouries, where the scent of wood smoke mingles with wild greens and local goat cheese. At Phāea Blue, design elements—from the kurasani walls to handmade ceramics—evoke the textures and rhythms of Crete’s coastlines. And beyond the shoreline, places like Kolokytha Beach or the haunting island of Spinalonga remind us that history and nature are intertwined here in powerful, poetic ways. Crete is layered. Mythical and modern. Rugged and refined. We don’t try to define it, we simply create space for our guests to feel its presence. Because once you’ve felt Crete, you carry it with you. 

What role does gastronomy play at PHĀEA? Can you tell us about your approach to local cuisine and how it’s reflected in the dining experience? 

At PHĀEA, gastronomy is one of our most powerful forms of storytelling. It’s not just about flavour; it’s about memory, emotion, and connection to place. The way we cook, share, and gather around food reflects everything we believe hospitality should be: grounded, generous, and deeply human. A perfect example of this is the PHĀEA Farmers Feast, one of our most meaningful guest experiences. Guests are invited to step into our gardens, harvest what’s in season with one of our Phāea Farmers and our Executive Chef, and then cook together, over open fire, with herbs still warm from the sun. The feast takes place under olive trees or starlit skies—an evening of storytelling, laughter, and that joyful sense of togetherness that defines life in Crete. 

At Mouries at PHĀEA Cretan Malia, the experience continues. The restaurant is inspired by Cretan courtyard kitchens—simple, warm, and communal. Here, fire is at the heart of the menu. Ingredients are grilled, baked, or slow-cooked using traditional methods, and dishes honour recipes passed down through generations, elevated with restraint and respect. You might taste wild greens picked that morning, sourdough bread from our wood oven, or handmade cheese from a nearby village. It feels rustic yet refined; true to the spirit of the island. 

And then there’s Blue Door at PHĀEA Blue, a place that holds a special kind of magic. It’s set in a restored fisherman’s house, right on the sea, its doors painted that iconic Aegean blue, a nod to the women of the islands who once painted their homes this colour to protect their families and guide their husbands safely back from the sea. Dining here feels intimate and emotional. The menu reflects a love for local seafood and traditional island cooking, with dishes like grilled octopus, sea urchin with olive oil and lemon, or a simple dakos salad done perfectly. It’s nostalgic and honest, yet elegant in its simplicity. 

In all our dining spaces, the food is not just what you taste, it’s what you feel. It’s a reflection of the land, the season, and the people who shaped it. And that, for us, is the true meaning of gastronomy. We see food not just as nourishment, but as a way to connect people. Every bite tells a story.

TNT: How do you divide responsibilities within the company? Who handles which aspects of the business? 

Like our hotels, our partnership is built on balance. We each bring our own strengths to the table, but what  unites us is a shared vision—a deep-rooted belief in what hospitality can be when it’s thoughtful,  purposeful, and kind. Agapi leads strategy, sustainability, commercial, guest experience, and the development of our brand and  values. Her focus is on how we grow, how we host, and how we make decisions that are as conscious as  they are creative. Costantza, as an architect, leads the design direction of all our spaces, ensuring every room, texture, and  visual element reflects our philosophy of emotive minimalism and contextual beauty. From material  sourcing to storytelling through spatial flow, she shapes how guests feel in our hotels, often without  needing words. 

Our working relationship is intuitive and fluid. Sometimes it’s a conversation. Sometimes it’s just a look.  Being sisters gives us a kind of shorthand—one that’s built on trust, respect, and emotional alignment. 

Which target group is most important for PHĀEA? Where do you see the biggest market potential in the  near future? 

We don’t think in terms of rigid demographics; we think in terms of mindset and intention. Our guests are  explorers of feeling. They care about where things come from, how they’re made, and who they support.  They’re seeking travel that reflects their values: thoughtful design, regenerative food, real culture, and  connection to nature. 

We’ve seen strong resonance with travellers from Europe and America, especially those who are well travelled and now looking for something slower, more meaningful, more sensory. But more than  geography, we’re tuned into a new kind of luxury guest—one who is curious, conscious, and open to being  changed by place. This shift is where the potential lies. In a world that’s increasingly digital and detached, we offer something  tactile, local, and alive.

TNT: As a Greek hospitality brand, how do you see the future of tourism in Greece evolving? What trends do  you think will shape the next decade of luxury travel? 

We believe the future of Greek tourism lies in depth, not scale; in experiences that are emotionally rich,  environmentally responsible, and culturally grounded. As travellers shift from passive sightseeing to  purposeful connection, Greece is perfectly positioned to lead this next chapter of luxury travel. In 2025, we’re seeing a rise in “quiet luxury”, a preference for spaces that are understated, beautifully  made, and rich with meaning. Our guests aren’t looking for flash. They’re looking for soul. They’re drawn to  natural materials, timeless craftsmanship, and the feeling of being cared for in a way that is personal and  intuitive. That’s why every room, every meal, and every encounter at PHĀEA is designed to feel honest,  human, and emotionally engaging. 

New behavioral shifts like “noctourism”—where guests explore experiences under the stars, during full  moons, or by the sea at night—resonate deeply with how we already host. From caique journeys, to slow  dinners under the olive trees, we believe some of the most powerful moments happen after dark. Finally, as technology becomes more integral, we’ll continue to embrace innovation that enhances the  guest experience without compromising warmth and human connection. Looking ahead, the most meaningful kind of growth will be intentional, not exponential. And Greece has  the power to become not just a destination, but a model for regenerative, soulful, next-generation travel.

TNT: Could you share a little about yourselves? Where do you live, what are your hobbies?

We are both mothers and co-creators of a vision that’s deeply personal to us. We live between Athens and Crete, constantly moving between the stillness of island life and the rhythm of the city. Our families keep us grounded. Our work keeps us inspired. We find joy in the quiet rituals of daily life; walking through a garden at sunrise, cooking for friends, discovering a new artist or object with a story. When we travel, we gravitate to places that feel real and resonant. But Crete, always, is home. 

What’s next for PHĀEA? Do you have plans for expansion or new projects in the near future? 

Yes, we’re entering a new phase of thoughtful expansion. Over the next five years, we will grow into new destinations, always with the same foundation: kinder hospitality, deep cultural immersion, and regenerative design. 

Each new opening will be crafted around its unique place, people, and potential. Whether it's the wild coastlines of southern Crete or a quiet island in the Cyclades, our focus is never on scale; it’s on creating emotional impact, preserving authenticity, and inviting guests into something intimate and unforgettable. We’re also deepening our collaborations with Greek artists, cultural institutions like the Benaki Museum, local growers, and emerging creatives to ensure that PHĀEA continues to evolve as a living cultural platform, not just a hotel group. The future is not just about where we go next. It’s about how we continue to make hospitality a force for beauty, care, and connection.

For tailor-made trip planning and personal recommendations, get in touch with our team — we’re here to craft your perfect journey: hello@niche-traveller.com