I was in the lodging business at one time and I can tell you that filling your rooms as few nights as they do in Athens is not necessarily a great business opportunity.
You'd be surprised, as I was, how many nights the hotels in Athens are sold out. There are so many conferences and other events going on at the university that there are many non-football and non-basketball weekends that the no vacancy signs are out, figuratively speaking. I discovered this not too long ago when I was trying to book about ten rooms for a group I belong to that was planning to have a meeting in Athens. As it turned out, none of the weekends when there was a block of ten rooms available -- in any of the city's hotels -- was a weekend when this group could meet.