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Beyond the Italy’s Market Façade – Voices from the Frontlines of Hospitality Design

INSIDERS

Keywords:

Interviews , International market , Investments , Italian Hospitality
Costa Irminia Retreat & SPA, Marina di Ragusa, Italy <br /> Image copyright: @Panoram Hotel Management
Costa Irminia Retreat & SPA, Marina di Ragusa, Italy
Image copyright: @Panoram Hotel Management

Italy has long been a crown jewel in global tourism, but over the past few years, its hospitality market has taken on a new strategic significance for foreign investors. In 2024 alone, hotel investments in Italy surged to €2.1 billion – a 30% increase from the year before. What’s even more remarkable is that over half of these transactions were led by international players, predominantly from Europe, the Middle East, and the U.S. From luxury segment dominance (representing 45% of investments) to strategic partnerships with local brands, foreign investors are not just buying into properties –they’re buying into the culture, heritage, and storytelling that define Italian hospitality. But capital is only part of the equation. Set against the timeless backdrop of Rome, the second Hospitality Club event of this year curated by Design Courier made abundantly clear, the true magic of hospitality lies in the experience. And experience, today more than ever, is crafted through design.

Gone are the days when aesthetics were enough. Today’s guests expect immersive environments that are both beautiful and deeply functional. Think: sustainable materials, tech-enhanced comfort, richly textured fabrics, and a color palette that evokes emotion. In 2025, the trends are clear – comfort-driven design, ecological responsibility, and bespoke interiors are leading the way. From incorporating AI and IoT into room functionality to sourcing local artisan pieces that reflect the spirit of place, today’s best hospitality spaces don’t just house travelers – they engage them, inspire them, and connect them with the local narrative.

Authenticity and personalization have become the gold standard. Guests expect more than stylish rooms – they want meaningful experiences. That’s driving demand for custom details, handcrafted elements, and design concepts rooted in local culture. This shift reflects a broader transformation in hospitality, where form, function, and narrative converge. To explore these ideas in depth, we spoke directly with designers, hoteliers, and thought leaders during the event. Their insights – captured in the following interviews – offer a firsthand look at how the future of hospitality is being designed, one story-rich space at a time.

Dior Capri Palace & Il Riccio, Thirtyone Design
Image copyright: @Kristen Pelou
Dior Capri Palace & Il Riccio, Thirtyone Design <br /> Image copyright: @Kristen Pelou

In conversation with Claudia Campone, Founder of Thirtyone Design + Management 

What makes Italy so appealing to international eyes when it comes to interior design?

Italy is incredibly diverse – geographically, culturally, stylistically – and that’s exactly what makes it so fascinating for a curious international audience. There’s a growing trend to go beyond the obvious and discover the hidden gems: the lesser-known regions, the untouched corners rich in craft and tradition. Of course, Italian design is globally celebrated – think of the iconic '50s style, Renaissance influence, and so on – but what really excites people today is the chance to uncover the artisanal excellence and local stories behind those less-explored places. That’s where design becomes a powerful tool for storytelling. 

In multi-functional hospitality spaces, how do you ensure a consistent style and thematic coherence?

It’s definitely a challenge – and one that has to be tackled hand in hand with the client. Sometimes the request is actually to create a sequence of spaces that feel distinct from one another, to keep the guest experience dynamic and engaging. That kind of approach requires a lot of behind-the-scenes work to find the right balance and create a smooth, harmonious transition between different atmospheres. In the end, if there’s a strong and clear design concept guiding the project from the beginning, you can experiment and diversify while still keeping everything connected and coherent.

Dior Capri Palace & Il Riccio, Thirtyone Design <br /> Image copyright: @Kristen Pelou
Dior Capri Palace & Il Riccio, Thirtyone Design
Image copyright: @Kristen Pelou
Dior Capri Palace & Il Riccio, Thirtyone Design <br /> Image copyright: @Kristen Pelou
Dior Capri Palace & Il Riccio, Thirtyone Design
Image copyright: @Kristen Pelou

In conversation with Enrico M. Turella, Founder of LuoghiCOMUNI

What new trends are emerging in interior design when it comes to destination projects?

One major shift is how much more informed and curious travelers have become – thanks to the internet, travel apps, and the growing culture of experiential travel. This puts pressure on us as designers to go deeper, to uncover and highlight local materials, crafts, and traditions that make a place truly unique. Especially in Italy, this means rediscovering artisanal skills and excellence that risk disappearing. Hospitality projects can play a vital role in reviving those values – bringing Italian craftsmanship back to the spotlight, but also blending it with influences from abroad, depending on where the project is based. When we manage to do that, the traveler isn’t just visiting a place – they’re living a tangible, meaningful experience. And often, it’s the smallest details that make it unforgettable.

How do you balance beauty and function in contemporary design?

For us, there’s no real distinction between the two – they go hand in hand. In fact, I believe that true beauty can’t exist without functionality. If something doesn’t work well, it simply can’t be beautiful. Our studio is called LuoghiComuni (“Common Places”) precisely because we wanted to challenge certain clichés around design. An object should fulfill its purpose in the most complete way, and when it does, it naturally becomes aesthetically pleasing. So, for us, perfect design is when maximum functionality meets excellent aesthetics.

In conversation with Maurizio Condoluci, Founder of Westway Architects

What are the advantages of collaborating with local brands in the design world?


As global as the design world has become, we’re actually moving toward more proximity-based relationships. Having close collaborations—especially in design, where you often need to test materials or prototypes – makes a real difference. Being able to physically experience materials speeds up the process and improves the outcome. For example, we recently worked on a lodge project in Ethiopia, on a lake inside a volcano at 3,000 meters altitude. We collaborated not only with local artisans for rugs and objects but also helped build small local supply chains. This kind of local integration adds a layer of sustainability and cultural richness that you just can’t replicate by sourcing everything online. Cutting down distances, both literal and metaphorical, makes the design process smoother, more meaningful, and often more innovative.

How can narrative design contribute to creating authenticity and identity in a space?

A thoughtful, emotional narrative – the kind that wraps you in a space rather than overwhelming you – is essential. It keeps a project from feeling abstract or generic. Sure, design objects can be replicated, but a space with a unique story has soul. When we tailor that story to the project, to the place, to the people who will live or visit it, we elevate the entire experience. It’s that storytelling layer that transforms a beautiful design into something truly memorable – something that feels like it belongs exactly where it is.

Villa, Noto, Italy, Westway Architect <br /> Image copyright: @Andrea Martiradonna
Villa, Noto, Italy, Westway Architect
Image copyright: @Andrea Martiradonna
Villa, Noto, Italy, Westway Architect <br /> Image copyright: @Andrea Martiradonna
Villa, Noto, Italy, Westway Architect
Image copyright: @Andrea Martiradonna

In conversation with Guillermo Pérez-Palacios, General Manager at Panoram Hotel Management

As a successful Spanish company entering the Italian market, what are you looking for – and what do you find?

First and foremost, internationalization. We wanted to bring our expertise and know-how into a new market – and Italy felt like the perfect fit. Coming from Spain, it was a natural step. We’re culturally close; Italians and Spaniards understand life and business in very similar ways. We connect with owners and guests on the same wavelength. So rather than tackling markets like Germany or France, Italy felt both exciting and accessible. It was the ideal opportunity for a Spanish hotel group to expand.

What are the biggest challenges in managing hospitality effectively in Italy?

Location is everything – but it’s also about what kind of experience you deliver once guests arrive. Today’s traveler wants more than just a nice room—they want to live something different from their daily life. They’re looking for a dream, for places that feel nothing like home. So we have to think beyond the physical space: it’s about creating unique environments, and just as importantly, it’s about the service. You need to be ready to deliver exactly what guests are craving, sometimes even before they ask. Italy, in this sense, is full of potential. There are many family-owned hotels in generational transition—they don’t want to sell, but they’re open to reimagining. And with Italy ranking among the top three global destinations, the timing couldn’t be better. It’s truly a place full of opportunity.

Palacio de Godoy Caceres, Curio Collection by Hilton, Spain <br /> Image copyright: @Panoram Hotel Management
Palacio de Godoy Caceres, Curio Collection by Hilton, Spain
Image copyright: @Panoram Hotel Management
Palacio de Godoy Caceres, Curio Collection by Hilton, Spain <br /> Image copyright: @Panoram Hotel Management
Palacio de Godoy Caceres, Curio Collection by Hilton, Spain
Image copyright: @Panoram Hotel Management

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