"Paphos has a unique atmosphere, it’s picturesque, laid-back, and rich in culture. The property that became Brown Paphos Hills had everything we looked for in a boutique destination," Leon Avigad, the founder of Brown Hotels says.
In a recent interview with IN Business magazine, Avigad talked about the recent opening of the chain's first property in Cyprus, Brown Paphos Hills and his experience of doing business in Cyprus.
Among other things, the founder of Brown Hotels, which currently includes 36 hotels across Greece, Israel, Cyprus, and Croatia, also talked about the personal journey that led him to enter the hospitality sector and reveals the chain's future plans for the island.
Brown Hotels is finally making its debut in Cyprus with the Paphos Hills project. What led to your decision to expand to the island and why did it take so long?
We’ve always had a strong appreciation for Cyprus. Its proximity to Greece not just geographically, but culturally as well makes it a natural extension for our brand. The reason we waited is simple: we were looking for the right moment, the right project, and the right partners.
After expanding into Greece around four years ago, our connection to the region deepened. From that point on, we were simply waiting for a property that would truly reflect the Brown Hotels identity. When the opportunity for Paphos Hills arose, everything aligned, the location, the scale, the vision. It finally made perfect sense.
Cyprus, despite global challenges, is experiencing one of its strongest years on record in terms of tourist arrivals. Did you anticipate this positive momentum?
The strong momentum in Cyprus certainly reinforced our confidence. We’ve always believed in the island’s potential, but it’s encouraging to see how well it has performed in recent years even in the face of global challenges.
Consistent demand from international travelers, combined with a robust local market, gave us a clear sense that it was the right moment to establish a presence on the island.
How would you describe your collaboration with Cyprus’s tourism authorities and the public sector?
From the very beginning and still to this day, it has been a truly constructive and positive experience. We experienced a sincere readiness to cooperate from local authorities and tourism organizations, who demonstrated a strong dedication to quality, sustainable development, and long-term value. Cyprus is clearly evolving as a destination, and we’re excited to be part of that journey.
There has been a noticeable increase in foreign investment in Cyprus’s tourism sector. Are you satisfied with the procedures in place for investors?
We found the investment environment to be encouraging and supportive for serious investors. There is a clear intent to support high-quality development within the tourism sector. Of course, every destination has its own procedures, but overall, we’re satisfied with how things progressed and with the spirit of cooperation we encountered throughout the process.
Why did you choose Paphos for Brown’s first hotel on the island?
Paphos has a unique atmosphere, it’s picturesque, laid-back, and rich in culture. The property that became Brown Paphos Hills had everything we looked for in a boutique destination. It’s not too large, it's perched at an elevation with stunning views, and it exudes a serene, almost poetic quality. The hotel was formerly known as Pafiana, and it has been reimagined as a contemporary boutique resort that feels both international and deeply local.
What new elements are you bringing to the Cypriot tourism offering?
We’re bringing the signature Brown Hotels approach to hospitality, warm, welcoming service, thoughtful design, and experiences that tell a story. The hotel features a beautiful spa, open not only to guests, but also to outside visitors who come specifically for wellness treatments. It also includes two kosher restaurants that highlight Mediterranean flavors and fresh, locally sourced ingredients. Our main restaurant, Rakia, offers creative cuisine with a personal touch from a talented chef we brought in especially for this project. With its terrace overlooking the hills and the sea, it also serves as the perfect setting for intimate, private events from weddings and celebrations to corporate gatherings. The atmosphere is elegant, natural, and truly memorable.
What does “boutique hospitality” mean to you?
For us, boutique hospitality is all about personality, attention to detail, and emotional connection. It’s about offering something curated and personal not standard or mass-produced. At Paphos Hills, this philosophy is reflected in the design, the food, the calming energy of the space, and the way we welcome our guests whether they’re couples or small families. The relaxed atmosphere is key. Every detail matters, from the rooms to the music, even the scent in the lobby. That’s what boutique means to us: a place to unwind, to reconnect, and to simply enjoy the view.
Which markets are you targeting, and what kind of travelers do you want to attract to Paphos Hills?
We’re primarily targeting travelers from Central and Northern Europe, as well as the growing number of Cypriots who are seeking high-quality short breaks on the island. The hotel is designed for guests who value comfort and tranquility, not mass tourism.
Is domestic tourism also among your targets?
Absolutely. We actively encourage a strong connection between our hotel and the people of Cyprus, for whom we want to become a favored destination. From the very beginning, we’ve seen significant interest from local visitors who are discovering it as the perfect spot for a quiet weekend, a special dinner, or a day at the spa. The response has been overwhelmingly positive. People love the views, the tranquility, the food, and the overall atmosphere. This local connection is very important to us, and we aim to strengthen it even further.
What are your next plans for Cyprus?
Our intention is clear: To continue growing dynamically, with substance and strategy. We are exploring new investment opportunities in key destinations such as Larnaca and Limassol, while also searching for other properties that align with Brown Hotels’ vision and values.
Our goal is to offer Cyprus a new kind of hospitality a boutique approach that is authentic, accessible, and brimming with personality. We want our guests to feel they are experiencing something special, without losing the sense of comfort and approachability. Cyprus has tremendous potential, and we want to be an active part of its evolution, bringing our own perspective to the island’s modern hospitality landscape.
The origin and philosophy of Brown Hotels
Please share with us the story of Brown Hotels’ origins. What inspired its creation?
The story of Brown Hotels began with a vision: to create a new form of hospitality that would go beyond simple accommodation—one that narrates unique experiences, highlights the culture of each location, and revitalize the neighborhoods where it operates. This vision came to life in 2010, when Brown Hotels was founded, embarking on a journey that I believe has reshaped the hospitality landscape.
What was your previous relationship with the hospitality industry?
Since I was a child, I had a passion for the hotel industry. My hobby was collecting hotel brochures. With studies in International Relations, an MBA from the University of Derby in the UK, and training at the historic Badrutt’s Palace in St. Moritz, I worked for major hotel chains before founding Brown Hotels. I believe that the combination of international experience, a deep understanding of people and strong business instinct helped me identify opportunities early on in areas others considered challenging.
We recently visited Brown Acropol in Athens and other Brown properties in the city. It seems that you've contributed to bringing tourists back to the city center, even to areas like Omonia, which aren't typically considered tourist destinations. Why did you focus on these areas?
Greece was a natural choice. Its history, culture, architecture, and, above all, the people with their authentic sense of hospitality inspired me to relocate permanently to Athens —I now proudly consider myself an Athenian citizen. I envisioned the revival of Omonia and I can say that I dared to invest in an area that had drifted away from the tourist map. Brown’s urban hotels in Omonia and downtown Athens have proven that hospitality can combine design, culture, and experience in areas full of potential, attracting not only tourists but also Athenians themselves.
Your TV and digital campaigns have been recognized as a global case study by Google. What do you believe has been the key to this success?
We place great emphasis on storytelling and emotional connection. Our TV and digital campaigns are built around the spirit of each destination, using powerful imagery and a tone that is both playful and bold. While some of our campaigns have been recognized by Google for their effectiveness, for us, the goal is always to connect with people. We don’t just promote rooms, we create curiosity, desire, and a sense of experience even before the visitor arrives.
To conclude, we would like to hear from you about the principles and unique elements that define the philosophy of Brown Hotels.
The philosophy of Brown is based on creating unique, experiential stories for each guest. Its development strategy focuses on reviving areas with potential, sustainability, innovation, and building trust with international investors. Brown guides investors from the initial concept to the full operation of the hotel, covering every stage from legal structure and branding to management, marketing, and international exposure. At the same time, through partnerships with major hotel brands such as Hilton and educational initiatives like the Brown Academy in collaboration with BCA College in Greece, our company also invests in the next generation of hospitality professionals.
The original version of this interview first appeared, in Greek, in the September edition of IN Business magazine. Click here to view it.
