Valeriano Antonioli:Plans for Lungarno

Valeriano Antonioli

　　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-based 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, who has worked globally – from the Diana Majestic in Milan, the Principe di Savoia in Milan, the Grand Hotel Europe in St. Petersburg and the W hotel in Los Angeles – was promoted from COO in August and says the short-term goal is to add three hotels by the end of 2013.

　　HOTELS recently spoke with Antonioli to find out more about his plans for Lungarno.

　　HOTELS: Tell me about concrete development plans for the Lungarno Collection? Also, what are the short-, medium- and long-term development goals for the brand?

　　Valeriano Antonioli: Italy is the primary market for Lungarno Collection, including cities such as Milan, Venice and Rome, as well as other upscale Italian resort destinations which are the main target locations. Lungarno Collection already includes five hotels and residences in Florence, a property in Rome, as well as an a private villa in Tuscany, a yacht club and residence on the Tuscan Coast and luxury Swan Yacht experiences in the Mediterranean and Caribbean. The short-term goal is to add three hotels into the collection by the end of 2013. We are also working on some international projects. The long-term goal is to increase the number of hotels to 20 by 2020.

　　HOTELS: How is the Collection performing over the past year to six months, and what is your forecast for 2012 performance?

　　Antonioli: In 2011, we increased our total revenue by 15% and the GOP by 16%. We build our budget for 2012 and the forecast for Q1/2012 with a conservative optimism based on the new renaissance that Florence is experiencing as a vibrant art and cultural destination and on our improved distribution and sales networks.

　　HOTELS: Many parts of Europe are under financial distress right now. How is that affecting your Collection?

　　Antonioli: We have intensified our presence in all our key markets both 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.

　　Most of our guests are from North America. In 2011, we recorded a double digit increase of the room nights from NAD. We also recorded a double digit increase from BRIC countries.

　　HOTELS: Where are you placing your initial focus as incoming CEO — both operationally and on the development side?

　　Antonioli: On the operation side, I aim to create a culture of continuous improvements and innovations, particularly in our sales and marketing arena, and to consolidate our handcrafted service module making it transferable. From the development side, I aim to grow as indicated above.

　　HOTELS: Can you provide as many details as possible on how you have redefined the business process and repositioned the brand?

　　Antonioli: In addition to the points that I mentioned earlier, there are a number of examples about how we’ve redefined Lungarno Collection’s business process and repositioned the brand. We have a new membership (exclusive for Italy) of the Global Hotel Alliance and the Star Alliance Network, which has allowed us to offer our guest services, benefits and loyalty programs that boutique hotels like ours, alone, could not offer. We have upgraded the technology (PMS, booking engine, re-launch of website, back-of-house software, etc.), which resulted in improvements of procedures. We have completely changed our corporate identity. Our new logo is of the Florentine Iris, in a contemporary style, which symbolizes timeless tradition and the cultural history of the Renaissance and also an expression of our style. We have a new international sales and PR team in the USA, Brazil, India, UK, Germany, France and Italy, of course.

　　HOTELS: What separates The Lungarno Collection from its competitors? In other words, what are the brands most unique characteristics?

　　Antonioli: Lungarno Collection is inspired by the vision and leading fashion designer, Salvatore Ferragamo, whose fashion tradition dates back almost 100 years with the principles and is known for the continuous innovation and unique style of Ferragamo which is found within all of the collection’s properties. The collection is different than a normal hotel company by virtue of its unusual portfolio — from luxury hotels to villas to Swan Yachts and more.

　　HOTELS: How is the Collection participating in new, online marketing opportunities? What about social media, is it effective for a luxury brand?

　　Antonioli: We receive a few bookings via Social Media channels and constantly monitor online for feedback on our properties. We recently launched the mobile version of the website, which is now available in Italian, English, French and German. It will soon be integrated by mini-websites in Russian, Japanese and Chinese.

　　I strongly believe in the power of social media and see the importance of managing and updating your Facebook page to create a voice for the brand. If you do this the right way, it will generate bookings, continue the conversation with past guests and influence future guests as well.

　　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.

　　HOTELS: What big operational changes will the Collection see in 2012 such as new F&B concepts, changes in service culture, etc.?

　　Antonioli: Among the most important news in 2012 we have a new "Spa" at Continentale that will debut and we will expand the Swan Yacht fleet to include five spectacular luxury sailing boats, over 100+ feet, located in the Mediterranean and Caribbean Sea. In Florence, we will offer the “Breakfast Around” program, where all Florentine guests can choose to have breakfast on either side of the Arno River, no matter which property they’re staying in. Borgo San Jacopo at Hotel Lungarno offers a classic breakfast with typical Tuscan dishes, while Fusion Bar & Restaurant at Gallery Hotel Art provides a very rich and healthy buffet with organic produce, homemade desserts and centrifuged and fruit juices in season.