Icon srl was founded in January 2019 and, together with Antico Podere San Francesco, Borgo Verde, Park Hotel Marinetta, The Sense Experience Resort and Hotel Botticelli (acquired in May 2022), is the sixth company in the Ficcanterri family's group. Currently undergoing a generational transition, three out of five of the younger generation are now working in the company in various operational management roles. The current general manager, Ciro Verrocchi, was appointed in 2023.

“The Icon Collection project was launched before the pandemic which turned out to be a very complex and difficult period for everyone”, says Icon’s president Federico Ficcanterri.  “During those months I worked closely with my collaborators to ensure the continuity of our course, to try to foresee developments and to act accordingly. Fortunately for us, our core business is in seaside resorts, so the pandemic shock had a less traumatic effect on us than it did on those colleagues of ours who run city properties.”

The reorganization and promotion of the Group’s four properties is going full steam ahead.  After opening The Sense in 2020 the focus is now on the Antico Podere San Francesco, which will be repositioned in the relais segment with additional rooms, a swimming pool for adults, a SPA and a restaurant. Then there is the rebranding, in terms of both positioning and architecture, of the Hotel Botticelli, with the aim of making it a benchmark hotel in the 5-star luxury boutique segment in Florence. And, last but not least, the Park Hotel Marinetta’s renovation and rebranding will involve an initial stage of expansion and restyling of the rooms, followed by a complete redefinition of the restaurant, swimming pools, SPA and park. The new positioning will be 5-star, while the property will still be oriented towards families.

"We believe that the best way to meet the demand is to carefully study the purchasing habits of our potential guests and the reviews guests leave us. This way we can constantly optimize our tourist offer on the one hand, and our product on the other. The guest is at the centre of everything. Listening to our guests is primary in our product optimization strategies, as it allows us to tailor the travel experience specifically for them, to anticipate their needs, and to impress them with “special effects.” 

The Icon Group has identified a series of actions to promote responsible tourism, including purchasing local products or producing them locally, water-saving systems, the use of compostable products such as crockery and cutlery for composting food waste from the kitchen and other F&B departments, the enhancement of local services and activities, and attention to recycling. In 2023 the We Plant project was launched for the protection of the environment. in compliance with point 15 of the UN's Goal 2030.

“In the pine forest in Marina di Bibbona, in cooperation with the municipality and the Tuscany Region, in-house guests planted more than 30 trees and shrubs.”  

The entrepreneurial idea behind the Sense Experience Resort was to create a 4-star full-service resort that would replicate the business and organizational model of the already consolidated Park Hotel Marinetta in Marina di Bibbona, a medium to high-level family product.

“But then we decided it was appropriate to integrate the initial strategic approach with some additional factors aimed at the luxury segment, the development of the Maremma as a tourist destination, and the possibility of cannibalization between the Group's properties.” 

The Sense Experience Resort and the Park Hotel Marinetta both work with the high-end MICE segment and the main markets are Germany, Switzerland and Italy as well as Asian markets and Australia. The Sense joined Preferred Hotels & Resort, an important partner to consolidate its presence mainly on the US market.

Eatè fine dining Restaurant - The Sense Experience Resort

“Catering mainly to the luxury segment, the philosophy of the Sense Resort is based on experiencing nature with all five senses and providing personalized experiential stays that reflect and interact with the territory.” 

At The Sense Experience Resort guest takes a sensory journey, a totally immersive experience, that can provide unforgettable sensations.

“One of our unique features is our helichrysum essence, which grows wild in our park, and is offered to all our guests upon arrival as a welcome gift. We are constantly working on the in-room experience, to allow guests to choose and customize their comfort, and clearly the food and wine experience is central. We call our concierges Experience Specialists, which means they are personalized consultants of emotions who know all about our area, and they tell our guests all about it together with details of our Experience Collection, which includes more than 60 experiences for unique stays.”

 

Down the years the Group has selected and worked with over 50 experience providers to create the Experience Collection, which includes a wide variety of activities from biking, trekking and boating to kite surfing, wind surfing and stand-up paddle, golf and Wine & Dine as well as cultural activities and experiences.

“The boat and the bike experiences are among the most popular with our guests.”

Federico Ficcanterri says the greatest value a company dedicated to hospitality can have is its human capital, and that it is only through the enhancement of this capital that great results can be achieved.

“The passion we put into our work is not only conveyed to our guests, but also to our employees whom we call “in-house guests.” Today we are reaping the first fruits of our hard work over the last eight to ten years.  Clearly we are always looking to the future, and we are constantly on the lookout for new properties to expand our portfolio. We would like to invest in Milan.”

Terrazza Flores: the best of Argentine flair with striking views of some of Rome’s most iconic monuments.

A classy Roman rooftop terrace with striking views

Terrazza Flores is a classy new downtown rooftop terrace with spectacular views over some of the most famous monuments in the heart of Rome. From the Dorrego Group, which has El Porteno restaurants from Rome to Milan and from Madrid to Miami. Terrazza Flores, which is just a block from the world-famous Trevi Fountain, is the newest rooftop concept in Rome’s historical center and a is must for clients who appreciate Argentina’s renowned gastronomy. 

An exclusive highlight on tours of Rome’s nightlife 

Located on the sixth floor of the building that houses the luxury Hotel Umiltà36 and the El Porteño Gourmet restaurant, Terrazza Flores is a must for a full immersion in authentic Argentine cuisine, and a privileged dive into the culture of the city of Buenos Aires, which is the home of the tango. Open for lunch and dinner with delicious cocktail and dining options and unforgettable late-night experiences, this addition to Rome’s exclusive sky lounges is an exclusive highlight on tours of Rome’s nightlife.  

Iconic Buenos Aires dishes with a fusion twist, and exciting cocktails 

Terrazza Flores’ menu is inspired by many iconic dishes reimagined with a fusion twist, from tacos to Argentina’s fabled empanadas, and from burgers to Caesar salads,  and there is an exciting and well-stocked cocktail list that showcases the flair of the dexterous mixologists. This extensive rooftop area, with comfortable sofas and table seating offers wonderful views over some of the Eternal City's most iconic monuments. Guests at Terrazza Flores will be intrigued to discover many recognizable and characteristic roofs in the heart of the Eternal City: from the presidential Quirinale Palace, to the Altar of Peace, and from nearby Piazza Venezia Square to the magnificent dome of St. Peter’s Basilica. 

Beyond Italy's iconic landmarks and majestic art-infused cities lies a world of adventure waiting to be explored. From the snow-capped peaks of the Alps to the azure waters of the Mediterranean, Italy is a chequerboard of pulse-pounding activities for adrenaline junkies and outdoor enthusiasts alike.

In a recent survey from Holidu it emerged that, when it comes to adrenaline-fueled escapades Italy’s two largest islands, Sicily and Sardinia, take the biscuit. Sicily in fact leads the list of Italy’s 20 regions with an impressive 203 adventure-packed activities, while Sardinia comes in second, trailing at 77 and closely followed by Tuscany at 76. 

At the top of Sicily's adventure list are its 150 off-road and mountain bike trails on scenic and rugged pathways, where adventurous cyclists navigate challenging terrain and breathtaking landscapes on off-road and mountain trails. Parachuting comes in second with 21 sites that offer thrill-seekers the chance to leap from soaring heights and freefall through the sky, and the island also has 15 opportunities for rafting and tubing. 

Sardinia and Tuscany then chip in with additional thrills such as kayaking and tree-climbing, rounding out Italy’s high-octane adventure experiences with paddling through rivers, lakes and the ocean, or making gruelling ascensions into forest canopies to overcome the challenges of rope climbing and free climbing. www.holidu.it/casa-vacanze/italia#regioni-avventurose.

Pamela McCourt Francescone
Executive Editor

The little town of Pienza, perched on a hill in the Val d’Orcia valley, shows Tuscany’s charm, art and nature at its best. 

For a day trip or a longer stay 

Blending perfectly with the surrounding landscape and creating that unique mix for which Tuscany is known the world over, Pienza is well worth a day trip from Siena or Florence (an hour, and an hour and a half respectively), as a stop on a tour of the Val d’Orcia, or to stay overnight to delight in its tranquil setting and UNESCO historic centre.   

Ancient city walls with views over the countryside

Pienza can be enjoyed on foot, starting from the Cathedral of Santa Maria Assunta on the main square which is one of the Italian Renaissance’s most important buildings.  To the left along a narrow pedestrian street overlooking the ancient city walls, from designated viewpoints that coincide with the ancient towers, there are splendid views over the Tuscan countryside. 

Renaissance architecture and delicious Pecorino cheese  

Visitors will be amazed by the Palazzo Piccolomini. Built in 1459 according to the Humanist project of the Ideal City, as a summer home for Pope Pius II, it is the first example of Renaissance architecture.  The first floor is open to the public, displays period furnishings and tells the history of Pienza and of its close links to the Piccolomini family. The town is also famous for its Pecorino di Pienza cheese that is found in such local dishes as Pici (handrolled thick spaghetti), is also served on brushetta with Tuscan cold cuts, or grilled. 

The set of The Gladiator is nearby

Film buffs will want to visit nearby Corsignano where the final scene of The Gladiator was filmed. Of course there are more great views over the Val d'Orcia, but for Russell Crowe fans this is a visit not to be missed.  Pienza is a perfect stop on a tour of discovery of the Val d'Orcia, and the other small nearby towns well worth visiting include Montalcino, which is famous for its Brunello red wine, and Bagno Vignoni which is famous for its thermal waters which are right in the town. The boutique Hotel Le Terme Bagno Vignoni is a historic 4-star with direct access to the thermal springs. Another town well worth a visit is Arezzo, which is less than an hour’s drive away. This is the city of the great artist Piero della Francesca, and really should be on every Tuscan itinerary. For information: www.pienza.org, www.discovertuscany.com/arezzo

Important news for the Anantara Convento di Amalfi Grand Hotel, which joins the Virtuoso network. 

“We have a tailored service approach”

Joining Virtuso is an opportunity to create new sales and marketing opportunities, explains Estelle Vassallo, general manager of the hotel in the town of Amalfi in the Campania region. "The Virtuoso evaluation process is incredibly selective. Becoming a partner is therefore a real honour. The reputation for exceptional customer dedication enjoyed by the network's member agencies fits perfectly with our tailored service approach."

Historic charm blend with contemporary elegance 

The Virtuoso network comprises more than 2,300 selected properties in 100 countries. The network's agencies have an average annual turnover of $28-32 billion worldwide. The Anantara Convento di Amalfi Grand Hotel is a 13th-century monastery building that blends historic charm with contemporary elegance. Overlooking the Tyrrhenian Sea and its rugged coastline, it offers a range of dining experiences and treatments at the Anantara Spa.

Italy experienced a record-breaking year in 2023 for air traffic, surpassing pre-Covid levels with over 197 million passengers. 

 A 20% growth compared to 2022

According to the latest report from ENAC the Italian civilian aviation authority, this was a 2% increase over 2019 and a remarkable 20% growth compared to 2022. Pierluigi Di Palma, president of ENAC, commented, “The increase in passenger numbers and the recovery of air traffic in 2023, continuing into the first months of this year, underscores the importance of air transport for Italy. It aligns with the trend of growth and technological innovation and epitomizes the present and future of air transport.” 

Rome Fiumicino-New York JFK had nearly one million passengers

Rome Fiumicino airport retained its position as Italy’s leading hub for passenger traffic, with some 40.3 million passengers.  The growth, aided by the expansion of ITA Airways, propelled Leonardo da Vinci Airport back to the top spot for intercontinental routes. The Fiumicino-New York JFK route reclaimed its lead with nearly one million passengers carried in both directions (981,030), surpassing Malpensa-JFK (833,000 passengers), which held the top spot in 2022 Domestic traffic grew 6% over 2022, with 68.6 million passengers, while international traffic saw even greater growth, with 128.5 million passengers, a 28% increase from 2022.

Ryanair carried over 37 million passengers to and from Italy

Low-cost carriers carried the majority of passengers, accounting for 56% or 110.2 million passengers. Ryanair led the international front, with over 37 million passengers between Italy and Europe, North Africa, and the Middle East, and capturing a third of the total market segment. Wizz Air (13.18 million) and easyJet (12.31 million) followed, with ITA Airways (6.18 million) increasing its presence ,while the Spanish low-cost Vueling, a Spanish owned by IAG, carried just under 5 million passengers. Traditional carriers accounted for 44% of total passengers, with 86.8 million passengers, representing a 10% increase from the previous year.

ITA airways is focusing on quality with the introduction of the new long-hauk Comfort Economy to meet the needs of all passengers.

New seats, airport lounges and in-flight menus

So here come the Comfort Economy seats on the Airbus A330-900 and A350-900 aircraft, the Poltrona Top and Poltrona Anteriore seats for a more comfortable journey, airport lounges in Rome Fiumicino, Milan Linate and Catania Fontanarossa, Wi-fi connectivity on board long-haul flights and a new in-flight menu from Michelin-starred chef Giancarlo Morelli.

Priority boarding in Comfort Economy Class

Passengers in Comfort Economy class on the Airbus A330-900 and A350-900 long-haul aircraft can enjoy more comfortable and personalized travel. In addition to the more comfortable seats, there is also a range of services such as priority boarding and disembarkation, reserved hat racks for hand luggage, and more legroom. In addition to this, it is also possible to choose to travel in the Top Seat located at the emergency exits guaranteeing greater comfort, and in the Front Seat located immediately behind the Business/Superior class which allows passengers to disembark even faster from the aircraft. 

Comfort Economy has 30 minutes of free Wifi

In Comfort Economy on all these long-haul aircraft it is also possible to access the Wi-fi accessible through the ITA Airways portal, with 30 free minutes available for all passengers, and they can also purchase the package that best suits their needs.

Five airport lounges in Rome, Milan and Catania  

ITA has five lounges: the Hangar Lounge at Rome Fiumicino for passengers departing to domestic and international destinations in the Schengen area, and the Piazza di Spagna lounge located in boarding area for business/superior class passengers, Volare Executive and Premium members and Elite Plus Skyteam members, as well as the Fantasia Lounge for unaccompanied minors. At Milan Linate there is the Piazza della Scala lounge located on the first floor of the Schengen boarding area, while at Catania airport the Piazza Bellini lounge was inaugurated last December.

Menus from a Michelin-starred chef

The carrier has launched a new business class menu on intercontinental flights out of Italy designed by chef Giancarlo Morelli, who can boast of having numerous awards in world haute cuisine, including a Michelin star. The protagonists of the menus created by Morelli, who hails from the northern Lombardy region, are seasonality, freshness and the delicate colours of spring vegetables, and are designed to take customers on a journey through the scents, flavours and colours of Italy's excellence, bringing Italian tastes around the world.

Driverso, Europe's first digital platform for luxury car rental, was presented to companies, experts, stakeholders and enthusiasts from all over Europe at the Maxxi Museum in Rome. 

A global meeting focusing on the luxury lifestyle

The 2nd Driverso global meeting revealed scenarios and trends of a branch that blends luxury, lifestyle, digital economy and the ever-changing habits of travellers. The speakers at Driverso’s Maxxi event included Ryan Sarver, partner Redpoints Ventures and former director of Twitter, Massimiliano Archiapatti, CEO of Hertz Italy, Jasmine Boni-Ball of Tuscany Now and More, Ferruccio Rossi, general manager of Sanlorenzo Yacht and Maurizio Iperti, CEO of LoJack. Driverso provides hundreds of vehicles of all the most prestigious brands in ten European countries including Italy. With a turnover of €169 million in 2023, 192 active companies and a car fleet of 3,456 units, Driverso's Analysis Lab indicates an average cost per premium rental of €2,916 for a total of 58,074 transactions in the year.

“Customers seek immersive and customized experiences”

"High-end car rental plays a key role in the Italian and international tourism offer, enriching the entire travel experience," said Pierluigi Galassetti, co-founder of Driverso. -This mobility proposal is appreciated by both domestic and international visitors with customers seeking not just comfort and exclusivity, but also immersive and customized experiences for every part of their stay, from the cuisine to the accommodation, ro the car journeys which complete the range of services.”

Driverso represents 40 luxury car hire companies 

Some 40 companies, representing the best of luxury car hire and complying with predefined quality standards, currently operate on Driverso, and it is estimated that the sector will grow by over 20% per year in the next 3-5 years. "Driverso," concluded Galassetti, "capitalizes on this trend by making its exclusive services available through a fully digital and fully integrated platform on which anyone can book their driving experiences in Europe." 

The Starhotels group closed 2023 by exceeding a €300 million euro turnover for the first time.

A further 15% increase is expected this year

The €304 million turnover was 25% more than 2023, and 28 % higher than the pre-Covid 2019. Gross operating margins grew, rising to €105 million, an increase of 31% over 2022 and 67% compared to 2019, while the growth trend is predicted to continue this year.  President and CEO Elisabetta Fabri told Il Sole 24 Ore that she expected a further 15% increase in 2024.

Starhotels has 30 properties, of which 28 are owned

As already announced, Starhotel’s expansion plans continue, now aiming to go beyond direct acquisitions to also explore asset-light strategies, including franchising affiliations. The company currently operates a total of 30 properties, of which 28 are owned. Elisabetta Fabri would like to add a dozen more hotels to the portfolio in the next couple of years. The group is chiefly interested in leisure destinations, in particular Forte dei Marmi and Capri, as well as Sicily and Puglia. Mountainous locations are not excluded either, with an eye on Cortina, home of the next Winter Olympics.

The Michelangelo in New York will be repositioned after renovations

For the present there are no further developments in the pipeline abroad, but The Michelangelo in New York will be repositioned after renovations, while further investments are expected for the Castille Paris. Fabrizio Gaggio has joined Starhotels as co-CEO of the group alongside Elisabetta Fabri.