Biancane Natural Park is a journey to the centre of the Earth in Tuscany. The park, which is near Monterotondo Marittimo in Tuscany, is an unusual and extraordinary area with numerous geothermal phenomena.

To explore this enchanted place there are guided tours organized by HMO Viaggi, and The Sense Experience Resort, which has placed the power of nature at the centre of its philosophy, is nearby the park. 

Craters and old wash houses

You can take a 30-minute tour to explore the park, starting from the centre of Monterotondo Marittimo. After about a hundred metres, you will find yourself in front of the Lagone Cerchiaio, a crater fed by thermal waters which are between 100 ° C and 150 ° C. You can see the old wash houses they built using characteristic octagonal bricks made in the furnaces of Vecchienne and dating back to the 1930s.

A longer tour lasting three hours

Crossing the path, you can admire limestone crystallizations and a terrace where water from the Chiorba spring flows. The walk then continues between walls that puff smoke and you will feel the overwhelming strength and energy of nature on your skin. There is also a longer tour from Biancane or Sasso Pisano which is 7.5 kilometres long and takes on average about three hours. Not to be missed is the well with boiling water, a magical and evocative place that, depending on the day, looks like a mouth from which a large amount of steam and water emerges at boiling temperatures. For these visits contact the HMO Viaggi agency.

Themed suites and two restaurants

The Sense Experience Resort has beautiful rooms and suites and is an ideal place to stay for holidays dedicated to well-being, peace and relaxation. The resort consists of five buildings with 112 comfort, deluxe and superior rooms and themed suites, as well as two-bedroom suites with sea views and outdoor Jacuzzis. The two restaurants are helmed by Executive Chef Franco Manfredi who uses local products to create traditional Tuscan dishes. 

The new-look Terme di Frasassi Hotel, which has been under the management of Hotel Terme for about 12 months, has had a positive year says manager Alberto Genovese.

“The first year went beyond our expectations, we worked hard on online channels, especially on social media, and we were careful with rate management. But perhaps the most important contribution came from the staff, who gave their all and embraced the project.”

 

Aiming to open 10-months a year

For the future, the goal is to try to extend the opening period up to ten months a year. Among the projects in the pipeline there is the relaunching of the thermal pool as well as "offering a higher level of service and making sure our guests get to sample our local specialties”, adds Genovese.

“Meeting the demands of travel agencies”

The clientele is both Italian and European. "We diversify groups in the low season and individuals from June to September. Of course, we also allocate some rooms to spa tourism. Many agencies book directly with us, and we promote trade offers and packages in our newsletters. I believe that our ability to meet the demands and needs of travel agencies serves us well."

Farmstays are a thriving industry in Italy according to recent figures showing that since 2010 the number of operational agritourism farms has increased by almost 5,000 (+25%), rising from 19,973 to a total of 25,060 in 2020. 

Farm holidays increased during the pandemic 

This very promising trend seems to have survived and indeed thrived during the pandemic with data suggesting a 2% increase in the two-year period 2019/2020, thanks to the desire for tourism geared to outdoor living and social isolation. According to the current report on Italian food and wine tourism edited by Roberta Garibaldi, the growth in turnover (-48.9 percent, for a total of €802 million) was disrupted by the forced closures and the contraction of international travel.

Longer stays on farms 

People choosing a farm holiday will spend more time there. Between 2010 and 2020, the average stay was over four days, which is significantly longer than in hotels which post an average three days. So the length of stay in farmhouses grew from 3.7 nights in 2019 to 4.2 nights in 2020, compared to 3.2 nights in hotels during the epidemic year. It will be interesting to see if this trend persists in coming years, or if it was a one-time occurrence due to the uncertain circumstances.

The boom of educational farms

Educational farms have grown more than other types in the last decade. From 752 in 2010, there are now 1,911 (+154%) educational farms with the majority in Piedmont, Lombardy, and Veneto. A true surge, indicating a growing interest in recreational and educational stays in contact with nature, animals and agricultural techniques. The pandemic has not slowed this trend, as growth was 11% in the two-year period 2019/2020.

The focus is on experiences

The popularity of farmstays is largely due to the growing number of experiences they provide. Those offering food and wine tastings grew at above-average rates, driven by an increasing desire to discover and experience unique products. 

An alternative to mass tourism

Agritourism has risen in popularity both among Italians and foreign visitors. Between 2010 and 2019 arrivals and overnight stays climbed by 78% and 48%, respectively: notably higher than other types of lodging including hotels. This expansion demonstrates travellers' desire to discover small villages and minor towns in the Italian countryside as an alternative to better-known and congested tourist spots.

Sleeping in castles from Umbria to the Po river was once a privilege reserved for the nobility but today anyone can haughtily toss off "I'm going to retire to my rooms," knowing that behind the door is a room fit for a king.

Tabiano Castle

Tabiano Castle in the province of Parma

A superb renovation has transformed the little village on the slopes of Tabiano Castle, in the hills in the province of Parma, into a charming Relais de Charme with the utmost respect for history and environmental sustainability. The ancient rooms once used by peasants and artisans have been transformed into guest rooms and apartments with all modern conveniences. Gardens with roses, lemons, and pomegranates, two swimming pools, a wellness centre in a natural cave as well as a popular restaurant in the former dairy complete the amenities for visitors. https://www.castelloditabiano.com

Relais Borgo Campello - Credit Francesca Bocchia

Relais Borgo Campello

Campello Alto is a small mediaeval village on a hill near Spoleto in Umbria. Visitors can stay in the rooms that belonged to aristocratic families and in monks' cells, which have been given a touch of minimalist design. Those seeking well-being will find an intimate refuge in the private spa which is the perfect place to regenerate and relax. And it is possible to have massages outdoors overlooking the valley. https://www.borgocampello.com/it/

Castel Maurn credits Francesca Bocchia

Castel Maurn, a mix of old and contemporary

Castel Maurn in San Lorenzo di Sebato, between the Val Pusteria and Val Badia valleys in the province of Bolzano in northern Italy has managed to retain its roots, in an intriguing mix of retro details and contemporary grafts. The suites combine an enchanted atmosphere with modern spaces and attention to detail, and have authentic frescoes and paintings. Breakfast is served in the suites, and a personal chef can be hired for exclusive dining. https://www.maurn.it

Antica Corte Pallavicina Foto Infraordinario

Gastro-fluvial cuisine near Parma

The Antica Corte Pallavicina di Polesine Parmense (PR), on the site of a 14th-century castle built on the Po's floodplain is the brainchild of Luciano and Massimo Spigaroli. The courtyard of the property has eleven charming rooms that harmoniously combine antique furnishings with design features and rustic elements, with original terracotta floors, ceilings with exposed beams, and bedroom bathtubs. The restaurant, which is above the world's oldest ageing cellars, is helmed by starred chef Massimo Spigaroli, the creator of gastro-fluvial cuisine. http://www.anticacortepallavicinarelais.it/

Hnh Hospitality has a record turnover in sight, at €70 million. Ending the first half of the fiscal year Hnh Hospitality has the wind in its sails, closing November 2021-April 2022 with revenues of over €18 million. 

This is significantly higher than the €3 million recorded in the same period 12 months earlier.

On the upswing

At the same time occupancy rates reached 49.6% (17.4% the previous year and 45.1% the forecast), while average rates were €103.48 (vs. €68.8 in the first half of 2020-21). Hnh Hospitality had already closed 2021 positively, a year in which it recorded a total direct management turnover of €34.8 million. Compared to the previous year (21.4 million), the group's turnover increased by 62.3%. Consolidated ebitda as at 31 October 2021 was then €3.5 million, while profit was €1.4 million.

An average occupancy rate close to 65%

“The first half of fiscal year 2022 closed on a decidedly positive note, even exceeding forecasts, and in addition to increased bookings we are also recording a strong recovery in the conference segment – said CEO Luca Boccato. - We believe the second half of the year will also exceed forecasts allowing us to close the fiscal year with an average occupancy rate close to 65% and a total turnover in excess of €70 million: a result never achieved before (even higher than the €60 million indicated at the time of the approval of the financial statements last April. Ed).

Looking at new opportunities in Sardinia and Milan

Revenue performance will also be boosted by the company’s expansion and the opening of two new properties: the Voco Milan-Fiere Hotel in Milan in September 2021 and the Almar Giardino di Costanza Resort in Mazara del Vallo, Sicily in May. The company is considering further opportunities in Sardinia and Milan.

True Italian Experience is a b2b video showcase promoting Italy to inbound travel specialists. An integrated digital ecosystem for the development of the Italian tourism system, it uses storytelling to showcase Italy’s attractions and experiences.

ItaliAbsolutely asked CEO Maurizio Rota about the project's objectives and growth prospects.

How did it all start?

True Italian Experience started in 2019, the result of a private investment and the expertise acquired in 35 years by the communications and marketing group Assist Group S.r.l. After three years of study, research, testing and analysis we are finally here today.

 

The word experience is often overused in the world of tourism. On this portal the claim is Experience Italy minute by minute and it has thousands of videos, one for every minute of the day, promoting Italy's attractions in visual storytelling. Where did the idea come from?

Italy is an evergreen, but the tools and the ways of communicating it need updating. To capture the attention of today's tourists we inspire them with videos: hundreds of hours of images that we produce ourselves and that are available on our portal.

 

This month the portal opens a b2b section with access to all affiliates. Why is this important?

We are focusing a lot on the b2b segment. We want everyone to participate in the project - institutions, regions, distribution, the transport and hospitality sectors. Our objective is to aggregate the entire supply chain.

 

Ita Airways is a partner and was very much involved in the launch of the portal. What role does it play?

Ita Airways is a strategic partner for us and will be the only participating airline. 

 

Will the True Italian Experience offers also be available as ancillary services that can be booked online when buying an ITA ticket?

Yes, that is already the case. And the aim is to open this up to other transport components to enhance and sell this quality Italian product.

 

Gattinoni is also a partner: will you be operating through its agency network?

Gattinoni is a technical and administrative partner through which we operate. But it is just one of the b2b networks: we are addressing the entire agency system.

 

Who can propose experiences to be included in your offer? Does it have to be an already digitized product? Is there an entry selection?

Absolutely yes, the experiences are selected and identified through a value matrix. There are parameters that the offer must respect, and the experience must already be online. Though in some cases we can intervene to make it digitizable. We try to give everyone an equal chance of entry.

 

How can someone propose their experience to True Italian Experience?

We are already in the process of collecting new proposals, starting with large international groups. So if there is anyone who wants to make a proposal, just send us an email. 

Tapestry by Hilton debuts in Rome with the Cosmopolita Hotel, a brand-new star on the city's hotel scene, marking the multinational chain's entry into Italy.

The 76-room hotel, which is owned by G&W Invest, has attractively appointed rooms that allow guests to immerse themselves in Rome's stunning architecture. It also has a rooftop patio with views of the city which is perfect for breakfast. The property is in the heart of Rome, in an ideal location for exploring the Eternal City, and has a recently renovated gym and areas for informal business meetings.

“Taking our hospitality to new heights with Hilton” 

"We are committed to offering an authentic and independent stay and experience. Over the years we have operated as an independent hotel, welcoming tens of thousands of guests. Now, with the strength of the Hilton brand, we will take our professionalism and our style of hospitality to new heights,” said Walter Pecoraro the owner and CEO of G&W Invest.

Close to ancient Roman monuments

The building, the Palazzo Capranica del Grillo, is one of the oldest in the city, and is situated in the core of Rome's historic district. It is just two blocks from Piazza Venezia and surrounded by ancient Roman monuments and top-notch dining options, as well as wonderful museums, with the Trevi Fountain, the Spanish Steps, and the Coliseum just a short walk away.   

Tapestry is growing across Europe

According to David Kelly, Senior Vice President Operations, Continental Europe “Tapestry Collection by Hilton, the second brand we launched in Italy this year, is fast growing across Europe with debuts in Portugal, Spain, France, and the United Kingdom. 

76 rooms in an historic building

“The current composition of the Cosmopolitan Hotel - explains André Straja, founder and creative director of GaS Studio - is the result of changes that took place in different periods on an historic building, thus giving life to a hotel that can boast 76 rooms. The design team focused on historical features like vaults and arches and on light colors, maximizing the use of natural light.”

Four Seasons. First Venice then acquisitions in Rome, as rumours continue to swirl about the Four Seasons group’s development plans in Italy.

After the recent confirmation of the rumours concerning the Danieli in Venice, to be managed by the Canadian company from 2025, rumours are now circulating about it opening two hotels in Rome. At present it is not clear whether they are both possible, or whether one excludes the other. Co-star of the two events, the Italian daily Corriere della Sera tells us, is the Puerto Rican investment company Fort Partners founded by Nadim Ashi, who has collaborated with Four Seasons in the past.

Close to the Vatican and to the Trevi Fountain

The Puerto Rican company was provisionally awarded the tender for Palazzo della Rovere, a stone's throw from St. Peter's, almost at the same time they seem also to have signed a preliminary contract, for €165 million for Palazzo Marini in Piazza San Silvestro which is just across the road from the Trevi Fountain. Fort Partners are said to have paid a deposit of €20 million, effectively locking the operation. And a management contract with Four Seasons would seem to be already on the table.

Apparently the Pope is not happy with the proposal

For now neither company has confirmed the rumours. But it is known that the eventual transformation of Palazzo della Rovere into a 5-star hotel has sparked controversy, because Pope Francis does not like the idea of ​​a super-luxury structure so close to St. Peter's. With regard to Palazzo Marini, an ad hoc investment structure has already been set up to find the necessary resources to cover the renovation costs estimated at an additional €100 million. Luxembourg-based Marini International Sicav is in charge of raising capital for Marini Asset (the Italian corporate vehicle that seemingly signed the preliminary agreement) and for the closed-end real estate fund reserved for Millennium Luxury. 

For the sixth consecutive year Italy has topped the prestigious Times Awards 2022, as Best Destination Country, while the Grand Hotel a Villa Feltrinelli on Lake Garda has carried off the Best Hotel Award.  

The voters of the awards, that celebrate the very best in travel, were the demanding, high-spending readers of The Times newspaper, and this year, having put Italy first they voted the UK second and Greece third.  Roberta Garibaldi, CEO of the Italian Tourist Agency ENIT, says Italy’s supremacy is thanks to “locations that make people dream and give them exclusive experiences.”

And, we add, thanks to people in the industry who are some of the hardest working, most creative and hospitable you can find. Because beyond Italy’s natural beauty, magnetic appeal, unparalleled food and wines and enviable climate, Italians do it better!  

Pamela McCourt Francescone
Executive Editor