IN BREVE
- Italy confirms itself as Europe’s leading luxury hospitality hub, with 60% of investors expecting growth in the sector.
- The ‘Luxury Hospitality Reloaded’ event brought together experts to discuss repositioning and sustainability in the luxury segment.
- Deloitte finds that food & beverage represents a key factor in attracting clientele, with over 70% of investors planning to invest in this area.
- Hotel repositioning requires ESG investments, with over 21% of expenditures allocated to sustainability initiatives.
- The focus is shifting toward guests seeking unique experiences with positive impacts for local communities.
Italy confirms itself as Europe’s leading luxury hospitality hub. This is indicated by 60% of investors surveyed by Deloitte, who believe the country will continue to represent the sector’s main attraction and development hub over the next three years.
The data will be at the center of the event “Luxury Hospitality Reloaded: Repositioning and Balancing Sustainability,” promoted by Deloitte and scheduled for this afternoon at the Deloitte Gallery in Milan, with participation from hotel groups, investors, and banking sector representatives.
Opening the proceedings will be Angela D’Amico, partner and real estate sector leader at Deloitte, and Fabio Giuffrida, director of Deloitte Climate & Sustainability. This will be followed by an interview with Lorenzo Vianello, head of real estate industry at UniCredit Italy. A roundtable discussion on hotel repositioning in the luxury segment is also planned, featuring Marcello Mangia of Mangia’s Resorts, Mario Ferraro of Smeralda Holding, and Massimo Baldo of Palace Resorts.
GROWING INVESTMENTS IN LUXURY
According to Deloitte, growing demand for high-end hospitality and higher returns compared to other hospitality segments are driving investors and operators toward repositioning assets in the luxury sector.
“As our study shows, Italy remains Europe’s most attractive market for luxury tourism, thanks to unparalleled cultural and landscape heritage and its established reputation as a destination of excellence. Among the industry operators we surveyed, approximately six out of 10 identify our country as Europe’s main attraction and development hub for luxury hospitality over the next three years,” comments Angela D’Amico.
According to Deloitte, growth prospects extend beyond cities like Rome, Milan, Venice, and Florence to include regenerated villages, mountain areas, and emerging destinations.
FOOD & BEVERAGE AS A STRATEGIC LEVER
Among the main competitive factors is the role of food & beverage. Over 70% of investors and operators plan investments in this area.
“In this context, the role of food & beverage as a key factor in differentiation and attractiveness for luxury clientele is growing increasingly important,” observes Benedetto Puglisi, director of real estate & hospitality at Deloitte. “The richness and variety of Italian cuisine, a UNESCO heritage, represents a competitive lever for strengthening the positioning of properties in the luxury segment, including through dedicated investments in spaces and partnerships with leading chefs and brands.”
Other drivers identified by the study include location attractiveness, capital availability, and brand strength. Investor interest is focused primarily on existing hotel properties and historic buildings for conversion, despite the architectural and conservation constraints that often characterize these properties.
SUSTAINABILITY AND ESG AT THE HEART OF REPOSITIONING
For Deloitte, hotel repositioning in the luxury segment increasingly involves ESG investments and environmental sustainability. “In a global context where attention to environmental and social aspects is growing, ESG factors are no longer an ethical choice but a strategic imperative that affects the competitiveness, reputation, and economic sustainability of hospitality properties,” explains Franco Amelio, partner at Deloitte Climate & Sustainability.
According to Deloitte, over 21% of total CapEx in luxury repositioning strategies is allocated to sustainability-related initiatives. Between 2024 and 2025, the number of properties with ESG certifications grew by 22%, while 73% of travelers would like their tourism spending to produce direct benefits for local communities.
Responsible management of natural resources represents another key element. Reducing energy consumption, renewable sources, water conservation, and circular waste management are considered useful tools for increasing competitiveness and property value.
“We are witnessing a significant change in the type of guests choosing to stay at these properties,” comments Fabio Giuffrida. “These are guests seeking a unique, tailor-made experience that is also capable of generating positive effects.”
