The latest additions to VRetreats' portfolio include five new properties, collectively offering a total of 570 rooms.

Five new VRetreats properties

They are the Roma Hotel in Ortigia, Siracusa; Palazzo Sant'Anna in the heart of Lecce; Cala Cuncheddi in Olbia; the Cervino in the Alps; and the Tornabuoni in Florence. The Roma Hotel, situated in Ortigia, is a historic building dating back to the late 1900s with 40 rooms and suites, a restaurant and a bar. Currently there are plans to renovate the public areas and rooms.

18th-century and contemporary charm

Moving to Southern Italy, Palazzo Sant'Anna in Lecce is a charming hotel with courtyards, gardens, and panoramic terraces. The property, which consists of three original units (two 18th century and one 14th century) has undergone an extensive makeover and now has 16 rooms and suites. In the northeast of Sardinia we find Cala Cuncheddi, a contemporary-style resort with 85 rooms and suites. A seaside retreat  located just a stone's throw away from the beach and with an infinity pool.

VRetreats’ first mountain property

The VRetreats Cervino marks a significant expansion for the brand, which previously focused on city hotels and luxury beach resorts. Situated on the Italian-Swiss border in the Alps, this 5-star opened in October 2021. Boasting 70 rooms and suites, a restaurant serving authentic Aosta Valley cuisine, a versatile event space capable of accommodating up to 300 people, it also has a Wellness by Adara spa.

The Tornabuoni in Florence also joins VRetreats 

The most recent of the five VRetreats to join the collection is the Tornabuoni in Florence. With 62 rooms and suites it has hosted such famous figures as Henry James, the Agnelli family, John Steinbeck, Fredric March, Lord Spencer, and Barbara Bush, among others. Guests can enjoy the terrace with its breath-taking city views, and the property is conveniently close to popular attractions like the Ponte Vecchio, Piazza della Signoria, Piazza della Repubblica, and the Santa Maria del Fiore cathedral. The Tornabuoni also has two restaurants—one serving eclectic Italian cuisine and the other international favourites, and there is also a café and a wine cellar.

The number of luxury hotels in Italy continues to grow, so much so that there are already worries of an excessive availability. Especially in Rome, where no fewer than 19 new high-end entries will open over the next three years. Yet customers are willing to spend, and even with a sluggish demand room prices continue to rise. A real paradox for the industry, given that rates normally rise as occupancy levels rise, and not vice versa. 

According to data from the Boston Consulting Group, in 2022 the average rate per night in Milan’s five top hotels (Mandarin, Bulgari, Armani, Four Seasons and Hyatt) was €1,210, which is almost €500 higher than the €750 of the pre-Covid 2019 year. And this is with a room occupancy of just 59%, compared to 71% four years ago. Moreover, this trend reaches further than Milan as in Florence, Venice and Rome too rates are now 30%-50% higher than in 2019, and again with occupancy rates far from pre-Covid levels. In four years, the average Revpar (revenue per available room) has therefore risen by 40% in Rome, which tops the list and by 20%-25% in the other cities.

This phenomenon, which also touches secondary destinations such as Taormina, Capri, Portofino and Genoa, is such that it cannot simply be explained by the recent boom in inflation.  What is more likely is that there is now a growing number of consumers with a relatively low sensitivity to the price of experiences. According to A pulse check of the luxury consumer, the latest report by Bcg and Highsnobiety, the Millennials and Gen Z generation in particular are pushing consumption towards exclusive experiences, at the expense of mere possession and ostentation. They contributed 41% of the spending in 2019, and are set to reach 75% in 2026.

Massimiliano Sarti
Journalist

The boom in investments in luxury hotels in Rome may not be supported by a corresponding increase in high-end demand. This is the fear that emerged from a recent analysis by the Rome-based consultancy Thrends. While the study points out that forecasts for 2023 are very good, in all likelihood the growth rate of  the city’s luxury rooms will be higher than the growth in arrivals. 

Even taking the most generous estimate (arrivals at +25% in 2023 and +5.5% on average in the following period), from 2025 to 2026 the occupancy rate in luxury hotels could in fact grind to a halt at around 59% - 60%, i.e. almost 20% lower than the pre-Covid 77%.

By 2026 some 1,800 new luxury rooms are expected in Rome, excluding rebranded rooms that were already operational in 2022, the total going from 4,490 to around 6,500 in three years. But despite the upturn in high-end room nights, as they were only 1.73 million in 2022, compared to 2.42 million in 2019 the expected significant increase in supply could mean unprecedented levels of competition in the Eternal City.

The big hotel chains are playing a leading role, so much so that no fewer than 16 of the 19 new entries in the pipeline over the next three years will be global brands. The group with most hotels in its portfolio right now is Marriott International with The Pantheon Iconic Rome, The St. Regis, The Westin Excelsior, Elizabeth Unique and W Rome. And, with the Bulgari Hotel and the Edition Rome due to open this year, they will have a total of seven properties in Rome.

Massimiliano Sarti
Journalist

The Place of Charme brand has two new Tuscan properties: the Park Hotel Chianti in Tavarnelle and the Podere Mezzastrada.

Two properties with leisure and business vocations

The SoGes group's two most recent additions are the 4-star Park Hotel Chianti with 43 rooms and a swimming pool. With a leisure and business vocation it focuses on Chianti experiences, while the Podere Mezzastrada in Fiano, which is half an hour south of Florence, is a luxury estate with 20 apartments that focuses on leisure curated through a series of experiences in the Tuscan countryside.

Specialized in the management of four-star hotels

“The Mezzaterra will be part of our proprietary Place of Charme brand, which today includes seven of the eight properties in the portfolio, all of which are in Tuscany,” says Andrea Galardi, the group's founder and CEO. “Through its Place of Charme brand SoGes specializes in the management of four-star hotels with fewer than 100 rooms, a segment that is underserved by international chains. We have developed this business model that is easily scalable and adaptable to other properties, so we are not ruling out the possibility of adding larger hotels in the future.” 

“Our Chianti-oriented experiences are very popular” 

 “Over the long Easter weekend American visitors nearly doubled compared to last year, particularly in Florence, and we anticipate a sold-out summer, thanks to our promotional strategies which are primarily online. Our campaigns target Northern Europe and America, as well as the entire EMEA region, from which the majority of our guests arrive. The emphasis will be on our Chianti-oriented experiences which are very popular.”

The plans for Perugia’s new stadium include a new hotel which should be managed by the NH Group. 

A 120-room hotel with 18 suites

The plan for €70 million complex includes the construction of the 120-room hotel, with 18 suites, overlooking the stadium. The project will increase the capacity of the stadium by 18,000 seats. In addition to the hotel, a restaurant, meeting rooms, 26 Sky boxes, offices, commercial spaces, and a gym will also be added.

Stadium hotels are increasingly popular in Europe

In the event of approval proceedings will continue with a tender to verify any other companies interested in the proposals, in addition to Arena Curi. If everything goes as planned, work should start in October this year. The stadium and hotel combination, already widespread in Europe, is becoming commonplace in Italy too, as happened in Cagliari where the restyling of the city stadium was recently announced and is expected to include a Mövenpick (Accor group) branded property, managed by Amapa.

The German Dsr Hotel Holding has acquired 75% of the Mira Group, following the Mexican acquisition of 75% of the Baglioni group by Palace Resorts last November. 

Future developments in Italy include its art cities

Dsr Hotel Holding purchased the Italian Group with the intention of expanding its A-Rosa, aja, and Enri Hotels brands in Italy, as well as the brands of its joint venture with Der Touristik. Future developments will primarily focus on Lake Garda, the Adriatic coast, Tuscany, the Alps, and Italy’s major cities.

“With the launch in Italy we strengthen our growth strategies by expanding beyond our traditional markets in Germany, Austria, and Switzerland,- says Karl Pojer, CEO of DSR Hotel Holding, - our guests are very interested in the Italian market.” 

Four 4-star superior and 5-star hotels and resorts

According to Mira's founders and managing directors, Daniela Righi and Alessandro Vadagnini the operation “will allow us to grow faster, thanks to the presence of a strong financial partner.” 

Righi and Vadagnini, who retain 25% of the company, will lead the business in Italy, with Vadagnini in charge of development projects. Mira currently manages four 4-star superior and 5-star hotels and resorts: Alagna Mountain Resort & Spa in Piedmont, Riva Toscana Golf Resort & Spa in Follonica, Acaya Golf Resort & Spa in Lecce in Puglia, and Borgo di Luce i Monasteri Golf Resort & Spa in Sicily.

CdsHotels is off to a good start in 2023, with sharply increasing booking trends for summer.

Foreign markets are up by 35%

Bolstered by an increase in turnover that topped 30% in the Easter period compared to last year, the Apulian company closed 2022 with a +39% increase over the previous year.  Bookings in April were up 35% over the same period in 2022, with foreign markets performing well at +35% for groups and individuals.

The Terrasini-Città del Mare has 800 rooms and is on the sea

With events picking up, the Sicilian CdsHotels Terrasini - Città del Mare stands out.

“This is a historic hotel just a few minutes from Palermo airport, popular with Italian and foreign customers who appreciate its position overlooking the sea and the high quality and variety of services offered,” says Ada Miraglia, the company's commercial director. “The hotel, which has over 800 rooms, records high occupancy, so much so that, as of last month, it was forecasting a + 30% turnover and a 52% increase from foreign markets over 2022.”

 

The first MGallery by the Accor Group has opened in Cagliari in Sardinia. 

With 85 rooms and two swimming pools

The Accor Group’s new five-star MGallery Palazzo Tirso boutique hotel has 85 rooms and suites, two restaurants (one gourmet, and one on the rooftop with views over the city), and two bars. It also has a 300 sqm l'Occitane spa with a solarium, a sauna and two swimming pools - an infinity pool on the rooftop and a heated hydro-massage pool. There are also a gym and three meeting rooms on a total 180 sqm for up to 90 delegates. The MGallery Palazzo Tirso is right opposite the city's marina, just a few steps from central Via Roma.

The building is a fine example of neoclassical architecture

The MGallery Palazzo Tirso was converted from a building designed by Cagliari architect Flavio Scano in the mid-1920s. It stands out for its unique style and was one of the first examples of neoclassical architecture in Sardinia. The building belongs to the Puddu Costruzioni group, which led the restoration and renovation work for the new Accor property, entrusting the interior design project to the Marco Piva studio.

The Sircle Collection’s 72 serviced apartments in Milan’s Torre Velasca tower include six duplexes.

The Sircle Collection, a creative Dutch hospitality operator, brainchild of hotelier Liran Wizman, has arrived in Milan with 72 serviced apartments in the Torre Velasca tower. They include living spaces ranging in size from 80 to 130 sqm and will be located between the 19th and 24th floors. On the 25th and 26th floors of Torre Velasca there will by six duplexes ranging in size from 180 to 280 sqm, with a large terrace overlooking the historic streets of central Milan.

The apartments, ready in 2025, have been 50% reserved

The Dutch operator has signed an agreement with Hinesè, the owner of the historic Milanese building acquired by Unipol in 2020, for a total investment estimated, by the daily newspaper Il Corriere della Sera, at €220 million including renovations. The apartments, which will be available for short and medium-term rentals, have already been up to 50% reserved, and will be available in 2025. On the 17th floor of the Torre Velasca tower, Sircle will launch The Cover, a members’ club for business, relaxation, and networking, while there will be a spa and a public coffee bar on the ground floor.

“Milan is a centre of culture, fashion, food, and history”

“We are especially proud of the Torre Velasca’s monument status, its inclusion in the city's modern heritage and its approach to sustainable design,” says Wizman. “Milan has long been an important part of our expansion strategy as a centre of culture, fashion, food, and history.”

In 2016 the group purchased a property in Corso di Porta Romana, close to the Torre Velasca, that will be converted into a 5-star luxury lifestyle hotel under the Edition brand, with an opening date planned for 2025.