Though he grew up on Kerkyra , Manos Ziniatis’ big idea hit him while in Glasgow , Scotland. The concept of linking small Ionian hotels into a network occurred to him while studying Hotel Management at the University of Strathclyde . He’s spent the last two years enlisting 45 hotels into his Ionian Hotels and Resorts network .

Included are hotel/rental establishments on Ionian islands and the mainland coast, from Cephalonia to Preveza . Made up primarily of small family-run businesses, the network starts functioning in January 2004.

Ionian Hotels and Resorts founder received his first “taste” of the hotel business through his father, a chef. Then came Glasgow studies, a Hilton management training programme and experience heading Kerkyra’s Euro Info Centre (sponsored by the European Commission and the Prefecture of Kerkyra .

Elaborating on his concept, Ziniatis says that the hospitality and natural beauty of the region constitute an “unbeatable product”. Yet the network’s general manager knows that “tourism has changed” and Greek businesses “ have to change to respond to the market.” Throughout Europe, small hotels have reacted to new demands by joining forces. For Greece, the network is a first, Ziniatis says, noting, “The Ionian Hotels and Resorts constitutes a business network providing each member all the competitive business advantages of the multinational or the national hotels chains.” Or as the network’s website puts it, “Being united, we survive.”

Reaching out for the market
A “Young Entrepreneurship” start-up grant from the Ministry of Development’s Organization of Small- and Medium-Sized Enterprises and Handicrafts (EOMMEX) helped the 32-year-old businessman get the Kerkyra-based business off the ground.

For an annual fee, hotels join and benefit from the network’s marketing, management expertise and common purchasing system. Ionian Hotels and Resorts will have a centralized reservation system, toll-free hotline and online bookings, not to mention regular guest perks and common quality/safety standards. While rates will vary, Ionian Hotels and Resorts will encourage members to keep prices reasonable. The network will also help hotels/rented properties find trained staff while trying to keep a high profile through publicised events, such as an “Ambassador of the Ionian” award and a scholarship programme.

In a time of decreased international tourism and the ever-mounting power of tour operators in Ionian Islands (pushing tourism prices lower to the chagrin of hotel-owners), the network seeks an international presence. “It’s important for all of us to maintain a direct link of communication with the market in order to have win-win results,” Ziniatis says.

To this end, Ionian Hotels and Resorts attended the World Travel Market in London and will be at the International Tourism Exchange of Berlin. Even more significantly, the Ionian organisation is linking into larger European tourism networks. Ziniatis says they will apply for membership in the Hotel Partners Europe group next year.

Meanwhile, he’s been collaborating with German hotel consortium Ringhotels since IHR’s inception. Ringhotels is interested in expanding their geographic range, Ziniatis points out, while Ionian Hotels stands to benefit from Ringhotels customer loyalty. And though the network’s success remains to be seen, entrepreneur Ziniatis is already envisioning an Aegean Hotels network.