GLOBAL UPDATE : PROFILE
Lungarno Collection CEO Valeriano Antonioli
Hotel Lungarno Florence lobby
Handcrafted hotelkeeping
The Ferragamo family ’ s collection has a new CEO with a bolder vision . By Jeff Weinstein , editor in chief
Since 1995 , Leonardo Ferragamo , the youngest son of legendary shoe designer Salvatore Ferragamo , has been fashioning contemporary hotels with famed Italian architect Michele Bönan . Now , with more aggressive development planned , the Florence , Italybased Lungarno Collection of hotels has named a new CEO in 30-year industry veteran Valeriano Antonioli to take the boutique brand to the next level .
Antonioli , whose resumé is global — from the Diana Majestic in Milan to the Grand Hotel Europe in St . Petersburg and the W hotel in Los Angeles — was promoted from COO in August 2011 , and says the short-term goal is to add three hotels by the end of 2013 . “ We are also working on some international projects with a long-term goal to increase the number of hotels to 20 by 2020 ,” he adds .
In 2011 , Antonioli says the Collection — which includes five hotels and residences in Florence , a property in Rome , as well as a private villa in Tuscany , a yacht club and residence on the Tuscan Coast and luxury Swan Yacht experiences in the Mediterranean and Caribbean — increased its revenue by 15 % and GOP by 16 %. “ Most of our guests are from North America . In 2011 , we recorded a double-digit increase of the room nights from North America and also recorded a double-digit increase from BRIC countries ,” he says .
For 2012 , the forecast is conservatively optimistic because of an improved distribution and sales network and what Antonioli sees as the rebirth of Florence as a vibrant art and cultural destination .
Indeed , sales is where Antonioli is placing most of his focus . “ We have intensified our presence in all our key markets in direct sales , PR and web initiatives aiming to find the specific niche of discerning travelers whose travel plans are not significantly impacted by the financial distress ,” he says .
Antonioli also plans to further redefine the business process and reposition the brand . He says a new membership in the Global Hotel Alliance and the Star Alliance Network ( a Lungarno exclusive in Italy ) has allowed the Collection to offer new guest services , benefits and loyalty programs .
The company has upgraded its technology and changed its corporate
logo to the Florentine Iris . Furthermore , Antonioli is consolidating back-of-thehouse services to improve financial performance without compromising the customer experience .
Even with the Collection ’ s refined style , Antonioli believes in the power of social media and sees the importance of managing a Facebook page for the brand . “ If you do this the right way , it will generate bookings , continue the conversation with past guests and influence future guests ,” he says . “ By the end of April 2012 , we will activate an internal social network platform for all hotel guests ( web- and mobile-based ) to communicate with each other and with our virtual concierge .”
Also coming this year are a new spa at the Continentale ; expansion of the Swan Yacht fleet to include five luxury sailing boats in the Mediterranean and Caribbean Sea ; and a “ Breakfast Around ” program in Florence , where guests can choose to have breakfast on either side of the Arno River .
In addition , a new international sales and PR team is publicizing the company ’ s news and ongoing developments .
20 HOTELS March 2012 www . hotelsmag . com