An international event of great interest, the one organized by Teamwork and its passionate CEO, Mauro Santinato: the Luxury Hospitality Conference, in Milan with the major players in Luxury Hospitality to outline trends of a growing market with great potential.

The numbers say it.

Matteo Bruno Lunelli, President of Fondazione Altagamma, since January 2020, submitted a sector study, which identified that “2 percent of high-end tourism weighs 25 percent of the global tourism supply chain”. Luxury Hospitality can represent for the economy an enormous possibility of growth and a topic lever for territory enhancement, provided it offers ‘disruptive’ and personalized Experiences. Italy is one of the most internationally desirable countries for the richness of its territory, artistic heritage and diversified quality food and wine offerings, but not the most visited yet – as the economist and entrepreneur points out. What is needed are growth strategies, especially in the area of services (visas, transportation, durable design…) to be developed in agreement with local governments.

This is said by the Report 2024 on the census of the 5-star segment in Italy presented by Giorgio Ribaudo, Managing Director of Thrends, which recorded a positive revenue trend of 5-star Hotels (5% of rooms generate 26% of turnover throughout Italy) for a presence of 710 Hotels, with a growth of 25 Hotels for each year, 35% of which are owners, with a presence of foreign tourists that stands at a proportion of 3 out of 5, among the first the Americans, according to the estimates analyzed for the year 2023.

A market, therefore, in excellent health but questioning how to keep the level of supply high and more responsive to the current reality and the increasingly conscious demands of the contemporary tourist and traveler, who is ‘younger’ and sensitive to environmental and wellbeing issues.

So what makes a luxury hotel unique? How has its management and the concept of ‘luxury’ itself changed in the not always easy balance between tradition and innovation, standard practice and originality?

The speeches of incisive personalities in the field – both Italian and international – agreed that a key factor is the ability to create a VALUE for the Guest, to make them live personalized Experiences, in close connection with the culture of the territory and its peculiarities.

High-quality products and attention to details have always been hallmarks of Luxury Hospitality, but they are no longer enough: a more authentic, almost ‘artisanal’ concept of ‘luxury‘ is emerging; one that knows how to respect the environment, its community and culture. In a word ‘experiential,’ a learning source for people visiting new territories.

This is as far as the client is concerned.

The internal management of the hotel, on the other hand, is increasingly based on the team’s professionalism. Forsighted was the contribution of Markus Venzin, Chief Executive Officer of EHL Group, a company aiming to maintain a high level of excellence in International Hospitality through education with campuses in Switzerland and Asia, advisory and innovation services thanks to its Innovation Hub.

What brings value is undoubtedly the investment in ‘talents’ and therefore it is essential to invest in lifelong training also at the managerial level. Without a culture of development, constant motivation, goal sharing with one’s employees and a focus on the sustainability of all hospitality activities, an upgrade in this area is difficult.

But let us come to the real actors of ‘luxury experencies’.

Aldo Melpignano, Founder and CEO of Egnazia Ospitalità italiana, who boasts multiple properties in Puglia and distinguished in 2023 by the highest turnover, is also vice-president with responsibility for hospitality at Altagamma. He promotes a type of tourism combining territoriality  – and therefore collaboration with local companies to increase their competitiveness – with innovative technologies in proceedings. Luxury, he says, is “the ability to interpret the desires of each guest and offer a Wellness experience, which due to the natural conformation of the Italian territory can be enjoyed all year-round‘’. The keyword is ‘how I make you feel.

“We want to work with those who offer an experience that cannot be had elsewhere, or with those who intend to achieve this goal, by promoting or discovering places in our Italy, even the lesser-known ones, but precisely for this reason rich in potential to be developed according to our model , which is made of respect and enhancement of places, territories and the people who live there”.

Borgo Egnazia

Not far away is the concept of luxury of Deniz Omurgonulsen, Vice President, Membership per The Leading Hotels of the World, who is responsible for quality certification and performance of the hotels in the portfolio-more than 400 independent, innovatively designed hotels present in 80 countries. Authentic Hospitality, bent on winning over a younger generation for whom well-being and values are central: this is the mission for the future of LHW.

Knowing – on the other hand – how to create cozy environments with a strong aesthetic identity and maintain a ‘human’ relationship with customers is the hallmark of Vertu Hotels and Resorts, a chain of Boutique Hotels born from the creativity of Gérald Lampaert, who has an international experience in different sectors of the luxury service and hospitality industry.

A very careful selection is already behind the work of the Relais & Châteaux group, an association of luxury hotels and restaurants, whose president since 2023, Laurent Gardinier, outlines its future, in which sustainability becomes crucial at all levels: from the preservation of the biodiversity of territories, to the reduction of carbon footprint and plastic, to responsible gastronomy.

Very incisive was the speech by Maud Bailly, CEO of Sofitel Legend, Sofitel, MGallery & Emblems of the Accor Group, a French style. ’60 years of sincere encounters,’ the incipit of their website, and for Maud ‘a protected promise’ with standards to be met as the founding values, including ecological certifications but also a set of processes that ensure quality without stifling the spontaneity and authenticity of service. ‘Luxury is an attitude’, she says, and it is based on consistency, culture, professionalism. Being different.

There were many voices during the Conference – all of great value – but following Vegan Suite‘s intent we are struck by an increasingly attentive and conscious Luxury Hospitality. Richard Hyde, CEO of
the Small Luxury Hotels of the World, represents a community of independent-minded Hotels selected for their uniqueness and integrity. They call themselves ‘Pioneers in Boutique Luxury’ and have created a ‘Considerate Collection,’ within which they group together a selection of properties that have achieved the highest levels of sustainability standards by obtaining a certification recognized by GSTC (Global Sustainable Tourism Council) , of which SLH is a member, in three main areas: community, culture and environment.

A very important step towards a new sensibility related to Luxury.

Lastly, an all-Italian example, has been presented by Piero Magrino, Borgo Pignano Florence, an Eco Resort in Tuscany – Green Globe and Beyond Green certified – which includes 8 luxury villas and 10 Maisonettes, a Michelin Green Star restaurant led by Chef Stefano Cavallini and an ecological farm. Renewable energy, solar panels, organic products and conscious design are the main pillars of a more sustainable tourism in a land, Tuscany, rich in beauty to be preserved.

Luxury Hospitality has an identity with essential traits but which evolve over time: management changes, the team develops, and the Guests have new needs. The challenge is to ‘measure’ and ‘monitor’ the change and make processes, structures and services increasingly flexible while respecting people and territories where these oases of Beauty and Relaxation arise.

This we hope more and more.

Vegan Suite