Kinship: The New Family Travel Concept from Greece’s Empiria Group

Empiria Group invites families to travel not simply together, but deeply — with intention, curiosity, and cultural immersion. By launching its own take on the family club concept—Kinship—this forward-thinking hotel group is going beyond the typical “kids club” and instead encourages meaningful hands-on, cultural experiences that cater to the whole family, reimagined through the lens of Greek heritage, creativity and connection.

Both Vedema, a Luxury Collection Resort in Santorini and Parīlio, a Member of Design Hotels in Paros introduce an immersive family programming that invites kids and parents to engage in experiences together – not apart, with the goal to encourage deeper connection through shared discovery and screen-free moments that matter.

At Vedema, family travel unfolds within the stone walls of a 400-year-old wine estate — a setting that calls for slowing down and tuning in. Here, days are shaped by shared discovery: from music and mythology to cooking, language, wellness, and the land itself.

• Music and Mythology Workshops: Partnering with the island’s Symposion Cultural Center, a hidden gem just steps from the resort, families can dive in mythology workshops and intimate live performances that revive the ancient Greek tradition of the symposium — combining music, storytelling, and the art of play. Children can even learn to craft musical instruments from natural materials, offering a tactile, unplugged experience that sparks creativity.
• Cooking Classes: Vedema’s chefs invite guests into the kitchen for hands-on cooking classes where they can experiment with local ingredients, age-old recipes and culinary techniques.
• Greek Lessons and History: Daily Greek language lessons are available, in addition to guided visits to the nearby Atlantis Museum that spark imagination. Here, kids and adults can learn about the Minoan history of Santorini, the myth of Atlantis or view Plato come to life in an animated hologram.
• Introduction to Self-Care: At the resort’s serene Elios Spa, kids and teens aged 6 to 14 can indulge in mighty mini bliss treatments, with specially designed hand, foot and scalp massages or facials, as a gentle introduction to the rituals of self-care.
• Hiking Trails: For those with energy to spare, guided hikes across Santorini’s lesser-known villages at higher heights such as Imerovigli, Skaros and Pyrgos reveal the island’s volcanic terrain and cliffside vistas.
• Farm Visit: A visit to the island’s Nomikos Farm offers a window into traditional agricultural practices, inviting families to engage and bond with the land and each other, through seasonal harvesting and farm tastings.

• Local Tomato Workshops: Additionally, the former Nomikos tomato paste factory, the Tomato Industrial Museum in Vlychada, is transforming family visits into hands‑on journeys through Santorini’s agricultural heritage. Multilingual audio guides, interactive digital displays, family cooking demos and workshops invite all ages to smell, touch, taste, and explore the museum’s rich industrial past and learn everything about the local cherry tomato variety - a Protected Designation of Origin (PDO) product since 2006 - one of the most famous and traditional products of Santorini.

• Horseback Riding: Finally, families can experience an unforgettable adventure along Santorini’s southern coast. A journey through the charming village of Megalochori, where stables nestle among the island’s famed vineyards, all along the scenic trails that lead to the dramatic Eros beach towards a hilltop where riders of all ages are in for a treat.

Just across the Aegean, on the understated, design-forward island of Paros, Parīlio offers its own approach to family immersion and meaningful joyful connection. Here, Cycladic calm meets authentic local interaction.

• Loom Weaving: At the home of Marigoula, a traditional artisan in the picturesque village of Marpissa, families are welcomed into the world of loom weaving or argaleios in Greek— a near-forgotten craft dating back to 1858.
• Parian cuisine & Cooking Classes: Led by Parīlio’s culinary team, cooking classes spotlight the flavors of Parian cuisine, highlighting seasonal produce and simple techniques. Additionally, an immersive and memorable evening filled with music, and authentic local traditional cooking, families can visit the picturesque village of Lefkes and enjoy a hands-on experience at the renowned Agnadio Restaurant.

• Greek Lessons: In-house Greek language lessons offer an approachable way to connect with the local culture.

• Wellness & Movement: Here too, children can indulge in tailored youth spa treatments at the newly expanded Elios Spa, before heading out for activities like cycling, horseback riding, or water sports — ensuring days are filled with both motion and meaning.
• Cultural Exploration: Guided cultural treks through the ancient marble quarries of Marathi, where the Parian marble was once curved, families can reconnect with the island’s history — culminating in a visit to Emmanuel Fokianos’ contemporary marble workshop.
• Environmental & Sustainable Visits: A visit to Petra Farm, an organic, family-run oasis, offers a taste of Paros through heirloom produce and traditional harvesting. Meanwhile, Paros Park — an 800-acre peninsula of wild trails, historic caves, and amphitheater performances, connects nature with cultural heritage, all maintained by a pioneering volunteer network.

Through these curated experiences, Empiria Group’s vision comes to life: where children are not simply accommodated, but welcomed as fellow explorers. Kinship is about intention, responding to a growing trend in travel for modern families that seek to bond, grow and explore - together. It becomes a place where family time is redefined not by itinerary, but by shared discovery, rooted in place, culture, and connection.

For more information on Parīlio, please visit:  www.pariliohotelparos.com and follow on Instagram @pariliohotel. Rates start from €380 and vary based on seasonality.

You can view the hotel’s activity guide here.

For more information on Vedema, please visit www.vedema.gr and follow on Instragram @vedema_resort Rates start from €331 and vary based on seasonality. You can view the resort’s activity guide here.