ON PROPERTY
An interior staircase within César Ritz’ s original creation.
Lumen, a cocktail bar and dining experience.
THE ITALIAN ART OF LIVING While part of a global brand, The St. Regis Rome maintains distinctly Italian characteristics. De Martino brings a native understanding of Italian hospitality to the property, including what he“ inhaled” every day as a child running loose on the Amalfi coast with the children of luxury hoteliers in the area.
At the heart of the hotel’ s performance lies“ L’ Arte di Vivere” or the art of living. This operational philosophy strives to transform routine interactions into memorable experiences, ultimately in the interest of commanding premium rates and increasing guest lifetime value.“ Brand leadership is not simply about selling more,” said De Martino.“ It’ s about inspiring more, creating loyalty beyond reason and driving premiums through unforgettable experiences.”
The hotel’ s partnership with Galleria Continua, one of the world’ s most prominent contemporary art galleries, demonstrates innovative revenue thinking. Since 2018, this collaboration has transformed the hotel into a living gallery, extending reach beyond traditional hospitality boundaries while creating additional revenue streams through events and cultural programming.
This approach was first manifested in an art installation designed to be visible from the street and thus draw curious local residents and passing tourists into the hotel, a local market penetration strategy that has been increasing F & B revenue and local event bookings. The 2020 establishment of Galleria Continua Roma within the hotel’ s Sala Diocleziano wing creates ongoing programming that drives higher-yielding event business.
FUTURE PERFORMANCE De Martino sees the hotel’ s role as creating transformative experiences that provide genuine cultural insights while maintaining premium service standards. As global hospitality emerges into a new era of traveler expectations, The St. Regis Rome demonstrates how heritage properties can leverage history while embracing innovation to drive superior financial performance. In the“ Eternal City,” this 131-yearold property continues to be at the epicenter of what luxury hospitality means today.
62 hotelsmag. com Sept / Oct 2025