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Italy: Hotel group Gruppo UNA has rebranded as UNA Italian Hospitality to reflect the group’s renewed focus on its Italian heritage.
With a portfolio of more than 50 hotels across Italy, UNA Italian Hospitality features two collections: UNA Esperienze (upscale hotels and resorts) and UNA HOTELS (urban and leisure hotels).
The company said the rebrand is designed to enhance brand recognition, attract a growing international audience, and unify the group’s offering.
Chief executive officer of UNA Italian Hospitality, Giorgio Marchegiani said: “The group’s strong growth in the past three years, alongside the increase in competing foreign brands in Italy, have led us to reflect on the factors that distinguish our brand. After listening to what our guests, clients and partners have to say and studying the market, we have identified “Italianness” as the key salient element.
“Today, around two-thirds of group revenues come from international guest stays, and the figure is destined to grow. This type of clientele chooses Italy because they are attracted by our country’s unique features and the values that distinguish it. It is against this backdrop that we naturally want to emphasise what belongs to us and makes us who we are.
“Many guests from Italy are also looking for distinctive qualities, whether it is aesthetics, such as design and location, or aspects of service and hospitality, such as catering, that reflect the specific characteristics of each local area. Our goal is to always welcome every guest, from Italy or overseas, with warmth, professionalism, and personalised attention to detail, providing the model of hospitality that represents the best of Italy worldwide,” he added.
To support the transformation, UNA Italian Hospitality has launched a redesigned website, developed in partnership with Unipol’s digital experience team.
The new platform features a new booking engine and layout, as well as improved functionality for both leisure and business travellers. As part of the redesign, key functions were added such as virtual hotel tours, video content and tailored offers to provide a more personalised online experience.
