As others have said the apartments are well thought out, spotlessly clean and well equipped. Lovely pool and sitting area, and a nice beach across the road. Sitia in October is fairly quiet and relaxed with mainly Greek visitors, and with absolutely no hassle from restaurant owners etc.
What makes this place so special is the way in which Paul, his family, and their staff look after their guests. Without being at all intrusive they ensure that you get the most from your holiday, with recommendations for restaurants, local dishes, beaches which are nearly deserted etc. The apartments are cleaned each day and Paul's wife leaves a delicious home made cake or savoury in each apartment every day. I have had much worse service than this in 5 star hotels. Can't recommend highly enough.

My second visit in this hotel proved once more that it is a really exceptional place in Crete with fantastic, friendly ( even family) atmosphere.
The Hotel is perfectly built with paying attention to the details and quality unlikely to other places in Greece . The rooms are very well equipped and very clean. The pool and the garden is simply perfect . The free wifi, free bath towels, unbeatable cleanness, home made breakfasts and great hospitality ( You can always rely on the owners help) makes this place absolutely unique.

Clean, modern rooms with well-equipped kitchenettes, good bathrooms, comfortable beds, ample storage and free internet. An extremely clean, eco-friendly pool with massage jets, and a lovely roof deck also help make the Sitia Bay an excellent choice that we would recommend to others and revisit ourselves without hesitation.

Paul and Eric were extremely helpful and informative about restaurants, beaches and locations to visit (they even arranged our rental car). The in-room breakfast (placed in your fridge the day before) was more than generous; the delicious fresh pastries left daily were another warm, welcoming touch.

The hotel is right across the narrow road from Sitia Bay's town beach, a soft, sandy beach with beautiful calm water. For those who prefer their beaches in a more natural/ wild setting, drive to Vai or Itanos (the latter is much less tourist-y if that's a concern).

Many restaurant options nearby (also a large grocery store for self-caterers); the hotel is on the edge of the town center, so noise from traffic or the bars is never an issue. Walking to the central square and harbor takes maybe 5-7 minutes.

Many tourists don't make it as far as Sitia; preferring to experience Eastern Crete via Elounda or Agios Nikolaos. I'm glad we chose Sitia, because it seemed more authentically Greek and not crowded at all. The drive from the latter to Sitia (about 90 minutes by bus) is spectacular and should not be missed. Astounding views and vistas.

Thank you Sitia Bay Hotel for a perfect ending to a wonderful vacation in Crete.

No need to waste time reading yet more superlatives. This really place is everything you've been reading. Not the cheapest, but far exceeds usual expectations of Greek hotels. Four-star standard and equipped to high quality, with thoughtful touches everywhere. Superb at the price.