For decades, Crete was viewed as a top destination for bargain hunting Brits seeking cheap package holidays””and no wonder. Crete, the most southernly of the Greek islands, boasts endless beaches, archaeological sites like the Palace of Knossos and no shortage of good, inexpensive tavernas serving specialties like fresh goat cheese, octopus and grilled fish drizzled with olive oil. Beyond the beaches, there's also the dramatic Samaria Gorge and plenty of ancient cities to explore.

But what Crete lacked was five star amenities which will appeal to international travelers. Luckily, in the past few years the profile of the island has been changing””for the better. While the island will always appeal to bargain hunters and backpackers in search of the perfect beach, Crete is starting to showcase its more sophisticated side.

The latest proof of the smartening up of the island is the new Crete Golf Club, just two years old and one of just a handful in all of Greece. Located on a mountain slope just south of Hersonissos, the 18-hole course was built in desert style and designed by PGA pro Bob Hunt. Many of the holes overlook the sparkling Aegean Sea, and the fairways are lined with olive trees. There's no fear of roasting in the baking sun either. The Mediterranean sun is dry so it never feels quite as hot as it really is, and its hilltop position guarantees a cooling breeze.

The Crete Golf Course has a partnership with a few local hotels, but without a doubt the most luxurious on the island is the Elounda Beach Hotel, a member of The Leading Hotels of the World.

Opened in 1971, the hotel is now owned by the Greek hotelier Pantelis Mantonanakis, who also owns the Lagonissi in Athens. Don't expect an over-the-top, glossy beach resort with acres of marble. Also, don't get it confused with other resorts bearing a similar name; Elounda is also the name of the fishing village where the hotel is located which can lead to confusion. The best way to describe the décor is simple elegance, and it will satisfy anyone's hankering for a classic Mediterranean holiday, with whitewashed walls, pergolas covered in grape leaves, and wooden doors painted the exact shade of the Aegean Sea. Even the landscaping seems to have come direct from central casting; stone paths are lined with terra cotta pots overflowing with bougainvillea, jasmine and geraniums, and there is also a cat or two strolling around the property.

The entire beach resort is designed to emulate a classic Greek village, complete with a taverna, a museum and a tiny Greek Orthodox church (services are performed there on Sundays, and it's a favorite spot to get married in). There's also a mini-shopping village, but unlike most Greek towns, this one houses a Chopard boutique and there's also a clothing store selling Armani and Valentino. Private viewings and shopping can be arranged in guest rooms. Elounda Beach must also be one of the few hotels in the world which has its own stone amphitheatre, where concerts and plays are routinely held. Despite having all these amenities, Elounda Beach doesn't feel too big. The scale is just right and guests can easily stroll everywhere they need to go (there's no need to take golf buggies everywhere, although they are available).

Where Elounda does manage to be over-the-top is with the service. One guest asked the hotel to organize donkey rides for his entire family, but insisted that the donkeys be washed in a special shampoo so they wouldn't smell bad. The hotel obliged. Another guest, a Saudi prince, requested a fireplace be built in his room and asked to go shopping in town after hours when all of the stores were closed. The hotel made it happen.

Guests can choose from 281 guest rooms, which are spread out among a main building and several villas. No two rooms are alike but many of them have spacious bathrooms, polished wooden floors and plenty of high tech amenities, like electronically controlled curtains and enormous televisions. The most luxurious places to stay are the villas, which are either hillside or beachside, and come with massive pools. The Palace Suite, which is composed of two villas, is one of the most expensive hotel rooms in the world, at roughly $20,000 a night, and is often rented for a month at a time.

When it comes to dining, there are no shortage of possibilities, with six restaurants and bars. The standouts include the casual Kafenion, modeled on an authentic cafe (complete with wooden taverna chairs) and serves simple Cretan specialties, like spinach pie, grilled octopus, and grilled sardines with olive oil and lemon sauce. For something lighter, there's also the Polynesian restaurant, which serves sushi. If you want even more options, guests can also stroll over the hotels' sister resort, the slightly less expensive Elounda Bay Hotel.

While many guests will be happy to lounge in their private pools or order a frappe (a Greek version of a Starbucks Frappucino) beach-side, there's plenty to do. The resort can organize a boat ride to the nearby Spinalonga Island, a former leper colony which also houses an ancient Venetia fort, or a trip to the Dikti caves. Or you can simply do nothing at all.

Rates start at 526 euros.

Elounda Beach Hotel & Villas
72053 Elounda
Crete, Greece
Phone: (+30) 28410 63-000