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Mangia's new brand strategies. Accessible luxury and development

Friday, 02 September 2022 10:00
Mangia's Costanza Resort Mangia's Costanza Resort

Mangia's new brand strategies focus on accessible luxury and future developments. Aiming to create a continuum between indoor and outdoor areas, the management plans to dialogue with nature and local concerns.

Unveiling early details of the strategies it intends pursuing in light of the resources available under the new joint venture signed in December with Blackstone's European subsidiary Hotel Investment Partners (Hip), €85 million euro will be allocated to the renovation of six of the Sicilian brand's 13 resorts.

These include the Costanza near the Selinunte archaeological park, which has just reopened following a €3.8 million renovation, the first completed investment of the plan announced with the US financial company.

mini Un momento della presentazione Mangia s

Looking at new markets

The new Costanza Resort highlights Mangia’s entrepreneurial philosophy aimed at consolidating its position in the premium hospitality segment, and aiming at international development with particular attention not just to arrivals from Italy but also from France and Northern Europe. In the pre-Covid era the hotel was in fact marketed exclusively by Alpitour and Tui for France, but the pandemic has forced the Group to rethink its distribution strategies, which are now being extended to other operators and to include all available channels.

“We will redevelop four of our six resorts by 2023”

"We are proud to present the new Costanza Resort, which has a major symbolic value for our company and testifies to the solidity of the partnership in place with Hip," said Marcello Mangia, president of the Aeroviaggi Group, to which the hotel brand belongs. "This is a first important step. By 2023 as part of the joint venture we plan to complete the redevelopment of four of the six resorts under the partnership agreement.”

Marcello Mangia with the mayor of Sciacca, Fabio TermineMarcello Mangia with the mayor of Sciacca, Fabio Termine

Looking at the adults-only market

Mangia also plans to gradually create a new product segmentation with a clear market positioning in the accessible luxury sector: "We have the idea of subdividing into clubs and 5-star resorts more suited to families, as well as properties for the adults-only market, which is what we are launching with the Costanza Resort,” said chief innovation officer Ugo Parodi Giusino. 

Harmonizing outdoor and indoor areas

The aim is also to enhance links with the territory, which in the case of the newly reopened Costanza Resort means collaborating with the municipalities of Castelvetrano and Sciacca, as well as with the Selinunte archaeological park. There are also plans to harmonize outdoor and indoor areas, while future development plans, according to an insider, seem to be directed mainly towards Apulia.

The aim is to boost arrivals to Selinunte

"Something is changing. We are beginning to create a system and, above all, serious entrepreneurs are starting to appear, though there is still much to be done,- said Enzo Alfano, mayor of Castelvetrano which includes Selinunte. -In the pre-Covid era Selinunte’s archaeological park recorded around 340 thousand visitors annually against Siracusa's eight million. But here too things are improving. We will soon be able to count on a calendar of theatrical and cultural events that will contribute to increasing the destination's appeal, and it will be published in time for tour operators to include it in their programmes.” 

mini Ivano Ferrazzoli gm Costanza con a sx il vicedirettore Gianluca Interrante Mangia sIvano Ferrazzoli gm Costanza Resort with left deputy director Gianluca Interrante (Mangia's brand)

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