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Why is there so much talk of a return to simplicity? High-end hospitality according to R Collection Hotels

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R Collection Hotels is a significant reality in Italy. The beating heart of the hotel group, driven by the Rocchi family for three generations now, is Lake Como, where we find the Grand Hotel Victoria, the Hotel Royal Victoria and Hotel Villa Cipressi. From Lake Como, R Collection Hotels’ journey continues on the Ligurian coast, where the Grand Hotel Bristol is located. Finally, comfort arrives in the city, specifically in the capital of Italian business: Milan. In the spaces of the Hotel Mentana, the City Life Poliziano and the Hotel King, travelling workers and visitors will find the same characteristics of any other structure signed by R Collection Hotels. We talk about a specific narration, both of the place and of the structure, a territory, expressed both in design and in the cuisine offered, and a tailor-made hospitality. Ludovica Rocchi, Brand Representative of R Collection Hotels, told us about the vision of the group, opening glimpses also on the themes of high-end and new market trends. The watchword? Back to simplicity.

Villa Cipressi, Varenna, Italy, R Collection Hotels <br />Image copyright: @TizianoFoto
Villa Cipressi, Varenna, Italy, R Collection Hotels
Image copyright: @TizianoFoto
Grand Hotel Victoria, Menaggio, Italy, R Collection Hotels <br />Image copyright: @Giacomo Albo
Grand Hotel Victoria, Menaggio, Italy, R Collection Hotels
Image copyright: @Giacomo Albo

R Collection Hotels' structures are a syntheis of innovation and tradition. What defines innovation and what tradition? 

The seven structures of the R Collection group are all located in strategic locations, such as Lake Como, Liguria and Milan. These are historic buildings dating back to the late eighteenth century, which, despite the recovery works, have never been modified, but rather filled and integrated with elements of technology and innovation. Starting from basic comfort elements, such as managing the lighting from an Ipad on the bedside table or the possibility of a musical background in the room, up to more complex technological systems, we have infused tradition and historicity with contemporary.

Can you tell us what are the most characterizing elements of R Collection Hotels?

Besides the intermingling of historicity and present, another central element of our vision is the service we offer to the guests. Although there are predefined packages, our will is always to respond with a customized service to every request that is made to us. One more element of strong characterization is the location, always corresponding to places of value of the Italian territory. When we look for new structures in which to settle, the starting point is the destination. Not only the place but also the structure must have a story to tell, a past on which to form the experience of the hotel.

Today there is more and more talk of a return to simplicity. How does this return translates in the hotel sector, both from the point of view of design and experience?

Lately I found myself saying “less is less”. Nowadays, the most popular request is for a simple and clean design. Beyond the basic primary elements, such as a comfortable bed and a large bathroom, no frills are required. People are increasingly looking for minimalism and tradition. This is also reflected in the cuisine, which in our case is genuine and integrated into the territory. Our clientele is mainly American and sees in this typical and not artifact gastronomy our strong suit. Finally, at the level of experience and well-being, our spas are designed to further encourage this feeling of 360° psychophysical well-being.

What definition would you give of well-being in high-end hospitality?

Although not all of our hotels are equipped with spa facilities, wellbeing remains a key element. Our desire is that the guests may experience a comfort that goes beyond the structure itself, that when they leave they feel better than when they arrived: this is the definition I would give of wellbeing. This definition applies to every level, from the bed mattress, whose choice is fundamental, to food. Guests must sleep well, eat well and relax. We also offer various outdoor activities, so that the destination is 100% experienced.

Grand Hotel Bristol, Rapallo, Italy, R Collection Hotels <br />Image copyright: @R Collection Hotels
Grand Hotel Bristol, Rapallo, Italy, R Collection Hotels
Image copyright: @R Collection Hotels
Grand Hotel Victoria, Menaggio, Italy, R Collection Hotels <br />Image copyright: @Giacomo Albo
Grand Hotel Victoria, Menaggio, Italy, R Collection Hotels
Image copyright: @Giacomo Albo

What are the prerogatives that a high-end hotel must satisfy to be defined as such?

A concept that I often underline is that we give the guests time. When they decide to travel to a certain destination and book at our property, our task is to give them the right amount of time. Going beyond the theme of the services, what makes the difference is how the passion for work is transmitted through a form of dedication. Make the individual understand that he is not one among a thousand guests of the week – in a word, customization – is our prerogative. Creating every single experience for every single guest is the prerequisite of a hotel that can be defined as high-end.

Based on your experience, what are the major travel trends that have characterized 2023?

A trend that emerged clearly in the post-pandemic period is the predilection for outdoor spaces and activities. As for the indoor spaces, it is essential to bring to life the common areas, such as the saloon, the restaurant and the lobby. People spend less and less time inside the room and, to meet this trend, as hoteliers we must ensure that the guest feels equally welcomed in the other areas. As for customers, the percentage of Americans – which today is our main target both on Lake Como and in Liguria – has increased. In terms of city destinations such as Milan, domestic and business travel have gone up. The main trend, however, remains that of varied but increasingly personalized requests. To give an example, there is less demand for a classic visit to the museum, replaced by a more specific event in an exclusive location. Those who now have the opportunity to travel with important economic capacity are willing to pay just as much in return for a unique experience.

And what are the prospects for next year?

I believe we will continue along this path. We all hope so. When travelling, visitors are increasingly eager to discover unexpected places, unexplored corners. In this, Italy boasts the title of top destination. With regard to the international market, I believe that we will increasingly move towards the aforementioned simplicity. It is not an easy character to interpret for us hoteliers, because what can be defined as such for some does not apply to others. In any case, what is certain is that the direction we are taking is that of a more exclusive taste.

Do you have any new projects that you wish to share with us?

The next important project is the opening of a hotel in the mountains, for which we are waiting for some responses. The other project – this one is already defined – is the opening of Hotel Regina Olga, on Lake Como, which will be inaugurated in 2025. We are originally from this destination, it is our beating heart and we believe in its present and in its potential. Another novelty is the Grand Hotel Victoria in Menaggio, with which we won a twenty-year notice for the Beach Club. Here we want to create a new service for our guests, so that they can fully experience the lake. Therefore, not only a hotel, but at a distance of a five minutes’ walk there will be a restaurant, two swimming pools and access to the lake directly from the beach. Then we are also doing evaluations to open a facility abroad, between the UK and France, but we are still in a research phase

Ludovica Rocchi <br/> Brand Representative of R Collection Hotels
Ludovica Rocchi
Brand Representative of R Collection Hotels
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