The many different realities that we find at everywhere in Italy, seem tailor-made to accommodate the latest trends of luxury hospitality: the offer of unique experiences related to the peculiarities of the territory.
1 . The evolution of luxury
Italy , with its lifestyle , its excellence seems to fully respond to the latest trends in luxury hospitality, particularly as far as business meeting . The brand ” Italy ” adds value and is a great resource for stakeholders.
Worldwide hospitality paradigms are rapidly evolving. according. Priorities have changed in the research of a destination. You do not choose a certain hotel or the resort for its luxurious furnishings or because it offers a certain menu, but rather on the base of what it can offer the destination in general. Almost everywhere there are 5 or more stars hotel of excellent quality. And, incidentally, they all promote “what” you can explore and do in that location.
This evolution , quite across the different levels of hospitality , it is more evident in the luxury market where customers , always demanding , asks to explore new paths and out of the ordinary. The high-level customer, which by definition always want something more, today aspires to live a quality experience linked to the territory, since he wants to give answer to a question almost philosophical: “why I came here?” It is not enough for an hotel having a beautiful swimming pool or SPA to attract high level tourism. Even the size of the suite or the sumptuousness of the bathroom. Hospitality standards have risen a lot and almost anywhere there are facilities that offer excellent comfort of any kind.
2 . Exclusivity and experience
The luxury hospitality is searching new ways, so you can find two elements, one old and one new. The first is nothing more than exclusivity , an essential characteristic of luxury, indeed , the very essence of luxury: something that is for the few. The other is a trend that belongs to the contemporary world and which is also found in many other areas: the desire to experience. Combining these two elements you create the new offer of luxury hospitality: an exclusive experience, a privilege of the highest quality. The trend in recent years is that we perceive hotels, resorts and structures of various sorts , more and more become promoters of the experiences that you can do on the spot to enhance their destination and make themselves more attractive. In this dynamic ” the Italian luxury ” plays a decisive role for the many, excellent, exclusive experiences they can offer. The added value of the brand ” Italy” operates both on a practical and a symbolic level.
3 . The uniqueness of the brand Italy
What really qualifies the brand ” Italy” in the world , and what are the factors that make it unique?
First of all the food, no doubt. But how do you build a unique experience that is not just about food gourmet? The most required initiatives are of course visits to the timeless classic wine cellars, but also small mills which are excellent for tasting oils gran cru, practically out of production.
They are also much in demand visits to producers of limoncello, of course craft , and other niche specialty. A new entry are the cheese factories. We propose such visits to certain dairies, especially those that produce different types of mozzarella cheese quality, to appreciate the differences and typicality. We seek to ensure the presence of an owner, to make the visit more personalized.
In Tuscany, this trend has been a pioneer and had a great success with top-notch facilities that offer the chance to experience the Italian experience to their guests. As a result many mills, dairies and farms are organized to receive a high level customer.
Another area is fashion, and even here the operators of luxury tourism nourish the request of experiences related to the Italian brand. But not the classic shopping with shopping assistant , which is almost a mass activity. But a visit to the most famous fashion houses to get to know personally owning families who have created a name famous throughout the world. The same can be said for companies that produce design objects, and even for designers.
A hotel that manages to create such special occasions is very competitive in the luxury market today, thanks to the brand “Italy”.
4 . A tailor-made “Dolce Vita“
There is also a very rich vein connected to the “Italian life” and its symbolic representation. Today, it is much appreciated the chance to drive a Ferrari, or a vintage FIAT 500 , or the legendary Vespa of “Roman Holiday“. And of course Rome is an inexhaustible source of opportunities , from places of Fellini’s La Dolce Vita , to the Vatican the mysteries of the novels of Dan Brown, and more.
But because these experiences can be used in the luxury market should be proposed as an opportunity “ad personam” and dispel any suspicion of standardization.
Some examples? The Truffle Hunt which is personalized with expert and dogs. Private visits to museums, for example.
The Vasari Corridor , the excavations of the Vatican, where the guide and guests come alone to visit places usually very crowded . Private events in museum spaces or private location closed to the public. Private concerts on the terrace of the Duomo in Milan. Bocelli or Ramazzotti exclusively for the customer. Exclusive tours in historic places where famous movies were filmed in Sicily es.la the Godfather with reception given by the Baron in person.
5 . The business meeting Luxury
For the business meetings luxury organizer, which almost always gather a limited number of people, Italy is now an opportunity to exploit more than ever, because it gives many possibilities to offer unique, exclusive and authentic experiences. Just what the luxury customer wants today, and that makes an event an unforgettable experience of life.