Our payoff "Italia nel Cuore” (Italy in the heart) tells of the great responsibility that shapes our corporate identity: the promise of being ambassadors of the Italian Great Beauty and of representing this authenticity in the best way. We are also the reference point abroad for those who love “Made in Italy” and this translates into the choice of furnishing our hotels with a typically Italian style, which is also expressed in the art of receiving. Staying in Starhotels means living an experience that reflects the characteristics of the Italian way of living: Italian design, attention to detail, kindness, good food and wine. Whether on a business or leisure trip, those who choose our hotels always have the guarantee of feeling in a comfortable Italian home.

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Q: Starhotels is a luxury chain with 4 and 5 star hotels, do you find it more difficult to communicate the value of authenticity compared to smaller companies in the same sector?

We do not really feel like a chain: while being very careful to maintain uniform quality standards in the Group's hotels, for each property we have created a specific project inspired by the peculiarities of the city and the territory and providing each hotel with a peculiar soul and an original personality. Uniqueness is a crucial value for us: we think of our hotels exactly as a craftsman thinks about his product and this is why each hotel is different from the other. A personalized approach and attention to detail ensure that everyone has their own distinct identity, which fits into a large and varied collection of hotels like stones in a mosaic.

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Q: In this period of world crisis, luxury and tourism have been particularly affected, what are the plans for an effective revival? Do you believe that values can be the competitive advantage that will make the difference?

In such a profound and generalized moment of crisis, it is more necessary than ever to invest in the Italian beauty which is a source of great pride for us and which the whole world admires. It is necessary to work strategically to outline effective actions for a concerted and long-term promotion of Italian tourism, enhancing our country and position it as a destination of excellence and focusing on sustainable flows and quality tourism. The recovery will depend a lot on our choices: I believe that it is essential to give a signal of support to companies also through individual initiatives. In our case, for example, we have decided put the focus, even more than before, on the founding value of “Italianness”, changing our purchasing policy in favor of exclusively Made in Italy products.

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Q: What advice would you give to someone who has in mind to launch an "authentic" brand?

I would recommend earning and maintaining consumer confidence by strongly transmitting the brand values, always focusing on high quality, on deep roots, on the link with the culture of the area and on craftsmanship. I also believe that it is essential to pay close attention to the environmental impact and be engaged in social issues. Sustainability, today more than ever, is an essential value for those who do business.