Eliana Athanasiou is the Global Head of Brand at St Giles Hotels, where she is dedicated to redefining the guest experience through a meaningful connection with local communities and social enterprises. Working closely with CEO and owner Abigail Tan, Eliana is leading the launch of a new brand identity, crafting a journey that not only elevates the guest experience but also reflects the hotel group’s deep-rooted commitment to community impact. St Giles Hotels is transforming into a brand where hospitality meets purpose—where every stay supports and uplifts the people and places around it.

Recently recognised as a finalist for the Brit List Awards 2024 in the ‘Hotelier of the Year’ category, Eliana is seen as a leader to watch in the hospitality industry. Her recent projects emphasise collaborations with local artisans and socially responsible businesses. A key pillar of her work is fostering relationships with social enterprises, ensuring that St Giles Hotels actively contribute to the well-being of the communities in which they operate.

Throughout her career, Eliana has consistently championed community-focused initiatives. Her time at Montcalm Collection Hotel Group was marked by a deep commitment to embedding social values into the fabric of the brand. Even in her leadership there, Eliana was known for integrating partnerships with local creatives, small businesses, and social enterprises, ensuring that each hotel property reflected its surrounding community. This approach allowed her to shape guest experiences that were not only luxurious but also socially conscious, leaving a positive legacy beyond the hotel walls.

Her passion for social enterprise partnerships continues to shine through her work at St Giles Hotels. Eliana has collaborated with organisations like Self Space, the world's first on-demand mental health service and is working on a heartfelt project which will address loneliness in hotel stays and offer support and guidance for the St Giles Hotels team, based in London. Eliana is a strong advocate for championing companies who are a force for good like Social Supermarket, a one-stop shop of brands who tackle human and environmental issues and connects St Giles Hotels’ values with them to offer positive services for a unique guest experience. By weaving these integral partnerships into the St Giles Hotels story, she is redefining what it means to be a modern hotel brand—one that not only offers comfort and luxury but also gives back to the communities it touches.

As St Giles Hotels prepares for significant growth, with two major UK openings on the horizon, Eliana’s focus remains on creating a brand that values people above profit. Her vision is to ensure that every guest interaction, from the design of the rooms to the local products featured, is an opportunity to support local communities and create a lasting, positive impact.

Outside of work, Eliana finds inspiration through travel, dining, and exploring new ways to connect her personal passions with her professional mission, continually seeking out experiences that deepen her commitment to social impact. One of Eliana’s greatest achievements is being a mum to her little girl and providing a happy and strong environment for her to grow in. Eliana is an advocate for empowering women within the hospitality sector and takes pride in being part of a female led hotel group at St Giles Hotels.