The new map of Italian luxury puts the emphasis squarely on new locations and premium services.

Shifting towards destinations not in the guide books

A new hotel overlooking the town rather than the sea is about to open in Noto, within the sand-coloured walls of its UNESCO-listed Baroque centre. It exemplifies how, in 2026, hotel investments have shifted towards destinations largely absent from guidebooks until recently, reflecting a trend towards new locations and premium services,.

Noto: Baroque becomes a Rocco Forte address

Palazzo Castelluccio, a 5,000 sqm neoclassical residence built in 1782 is set to open in 2026 as Rocco Forte’s third Sicilian property, following Verdura Resort in Sciacca and Villa Igiea in Palermo. With 31 rooms, a restaurant, spa, gym and garden the opening is part of four new properties planned by the group over three years, including projects in Milan, Sardinia and Naples.

Lake Maggiore: investment shifts towards the lakes

The Boutique Hotel Stresa, a Preferred Hotels & Resorts, has opened following the restoration of Villa Ostini, an 18th-century residence. Its 28 suites, four Private Spa Suites by Hofer Group, LeBolle restaurant led by chef Luca Gulino, Perlage rooftop terrace with panoramic pool and contemporary art collection make it the lake’s first new five-star hotel in 40 years.  In Baveno Russian entrepreneur Mikhail Kusnirovich, founder of Bosco Group, is preparing to open Bosco Palace Hotel. With 93 rooms, expandable to 117, it will feature a Riva-designed beach club. Mandarin Oriental Villa Poss and Adler Monterosso are also expected within two years, confirming Lake Maggiore’s growing appeal to international hotel investors.

Basilicata: the South forges a luxury identity

In Maratea, Arsenale Paolo Barletta and Nicola Bulgari habe joined the Melpignano family of Borgo Egnazia, to redesign the historic Santavenere. Opened in 1953 it was for decades the only five-star hotel south of Naples, and remains seasonal. Opening from mid-April to mid-October it has a private beach, panoramic pool and several restaurants. Inland, San Barbato Resort Spa & Golf in Lavello has 27 rooms in a six-hectare park, Don Alfonso 1890 restaurant, the world’s only Terrazza Bellavista Franciacorta and Vitas Spa by Clarins. In Rotonda in the Pollino National Park, Il Borgo Ospitale combines historic residences in the medieval centre with the Eufrasia spa and A’ Rimissa trattoria, serving Lucanian cuisine. This scattered-hotel model encourages guests to experience village life alongside the local community, and the Pollino’s exceptionally dark skies offer untapped potential for stargazing tourism.

Lake Orta: luxury without the crowds

While Lake Como dominates headlines, Lake Orta retains its intimate character. Villa Crespi, Antonino Cannavacciuolo’s restaurant-hotel, has introduced sustainability with beehives and electric charging points. Casa Fantini in Pella has just 11 rooms overlooking San Giulio Island, while LAQUA by the Lake reopens in spring with the same Michelin-starred chef.

The Year of the Horse?

A Virtuoso report identifies riding as a leading high-end travel trend for 2026. Near Merano, Quellenhof Luxury Resort Passeier has an indoor riding arena, training facilities, stables for guests’ horses and 20 trained animals, including Icelandic horses, half-breeds and Haflingers. Riding along the River Passirio complements more than 10,000 sqm of spa facilities. Further south, in the Maremma, horses remain integral to local culture. The butteri, Italian cowboys of Etruscan origin, still manage livestock on horseback, preserving a tradition unmatched elsewhere in Europe.  

Longevity, luxury measured in years

The Altagamma Observatory identifies longevity as one of luxury’s five key drivers over the next five years. Near Parrano in Umbria, L’Eremito occupies a restored 14th-century monastery with 18 monastic cells, no Wi-Fi or television, vegetarian cuisine and B Corp certification as Italy’s first eco-resort. An hour from Rome Palazzo Fiuggi draws on thermal waters celebrated since the Renaissance, combining epigenetic testing, gut microbiota analysis and a nutritional programme devised by three-Michelin-starred chef Heinz Beck. In Merano, Villa Eden offers a more intimate approach, with just 25 suites dedicated to wellbeing.