running the marathon alongside him .
With two Portrait hotels delivering financial success , Antonioli is working hard to find the next property , which will be in Europe , and is considering cities most enjoyed by current guests in key feeder markets . He hopes to make an announcement by year-end . Location is everything and the property has to have “ a unique point of view of the city ,” he says . “ Guests have to be able to walk out from the hotel in heels .” He ’ s still on the job after eight years because the Ferragamo family is so supportive . “ They let me create Portrait where the renovations cost many millions , and they had the trust to let me do it ,” he says . Antonioli anticipates they will be equally supportive as he seeks to evolve the collection . He ’ d be happy if over time Portrait had two or three more locations and was recognized worldwide . “ That would be the tipping point ,” he says . “ Many doors would then open .” At that point , the group would decide if it wants to move more properties into the brand .
PURSUING THE FUTURE In all aspects of the business , Antonioli has a focus on future trends . “ Technology is very important , of course , but it must serve to make life better and more comfortable ,” he says . “ We ’ re more about the human touch , which I think is the most important trend . Technology needs to be about simplicity , not complicating the guest ’ s life — you don ’ t want it to be difficult to turn off the lights or close the curtains .”
Antonioli expects future trends to be generation-driven . “ There seems to be a new generation every day ,” he says , “ but I don ’ t think it is age that defines the generation — more the attitude of the guest .” He
“ IF YOU HAVE PASSION AND DO A LOT OF HARD WORK , THE FUTURE IS KIND IN UNEXPECTED WAYS .”
VALERIANO ANTONIOLI sees the likes of Instagram becoming ever more powerful .
Lungarno Collection is looking into travel trends over the next five years to determine changes in design and service . “ It ’ s all about the attitude of the guest ,” Antonioli says . “ My generation worked at a desk , so every hotel room needed one but today ’ s traveler doesn ’ t need it — they work on the floor , the bed , the couch …”
His advice to younger people coming up is the same as he gives lifestyle attendants . “ Do what you love . If you can follow the passion of your conscious and unconscious head , it is probably the best present you can have . I try to live that way every day .
“ Be really professional in the area you want to be in , learn where you want to go . Make a plan and pursue that plan .”
When he fell back on his own Plan B , to be an hotelier , “ I decided to be the GM of the best hotel in a city and made a plan of how I could get there ,” Antonioli recalls . In 2000 , he became the youngest Starwood general manager . “ If you have passion and do a lot of hard work ,” he says , “ the future is kind in unexpected ways .”
Ponte Vecchio Suite at Portrait Firenze
September 2018 hotelsmag . com 19