Episode 8: Andrea Filippi of Egnazia

[00:00:00] Hello and welcome to Journeys Profile. Today we're meeting Andrea from Egnazia. Andrea, welcome.

[00:00:06] Good day, Ewan, and thank you very much for inviting me to this podcast.

[00:00:10] So Andrea, would you tell us about yourself? What's your background please?

[00:00:13] With pleasure. So I have a rather fascinating long journey and everything I ever did in my life revolves around luxury hospitality.

[00:00:24] So long story short, one of my very first jobs or one of the most significant jobs at the beginning of my career was being part of the opening team of the very first Amman resort ever, Amman Puri in Phuket in Thailand.

[00:00:41] Then after a few years of experience in hotel operations I actually moved on to sales and marketing starting with a few years in Sardinia with the Costa Esmeralda hotels.

[00:00:51] I then joined Four Seasons to open their first property in Italy back then in Milano as their director of sales and marketing.

[00:01:00] And a few years later I took care of launching the Park Hyatt always in Milan which was the second Park Hyatt to open in Europe after the one in Paris.

[00:01:09] And actually my longest professional experience was with Belmond where I was corporate vice president in charge of sales for the entire company worldwide.

[00:01:21] And that specific journey lasted for almost two decades or nearly 20 years.

[00:01:27] I'm now chief commercial officer at Egnace Hospitalita Italiana which is headquartered in Puglia in Italy.

[00:01:36] Andrea, can I ask you, as a young man was hospitality in your blood? Was that where you were going?

[00:01:41] It was. So that's a bit of a longer story but my father was a very, rather successful lawyer I have to say.

[00:01:48] But he was also a gambler so casinos were inviting him around and one day you know he took the family to a casino in France

[00:01:59] and I was fascinated by the maître d' who spoke all sorts of languages and everything.

[00:02:06] And meeting that gentleman was for me a turning point and I decided that I wanted to have a career in hospitality.

[00:02:15] To my mother's disbelief I must add because she said, do you want to be a waiter?

[00:02:21] I said, I don't know. I just want to meet people and I want to travel the world.

[00:02:27] So how did you get your first job in travel then? Was that as you were explaining there?

[00:02:33] This is the days where you had to decide what kind of school education career you wanted to do

[00:02:39] and I insisted with my parents that I wanted to do hotel management school rather than economics or law or something boring or different.

[00:02:49] Wow, okay so that was really deliberate, a really deliberate choice.

[00:02:52] Wow, okay.

[00:02:54] Okay, tell us, give us an overview of the company then.

[00:02:56] So Iniesta is a company with a very strong Italian DNA

[00:03:00] and it's focused on the enhancement of the territories where we are,

[00:03:04] the preservation of local culture, the traditions and heritage.

[00:03:09] So basically we aim at providing our guests with unique and memorable experiences but centering around personal wellbeing

[00:03:17] and also inviting them to have immersive experiences in the beautiful territories where we are located.

[00:03:25] Actually we were not very well known as a brand, our hotels are maybe,

[00:03:30] but we currently operate eight properties ranging from upscale boutique hotels to four star plus resorts and ultra luxury iconic resorts.

[00:03:42] Most of our properties are actually located in the southern part of Italy,

[00:03:46] but we also have mountain resorts in the Dolomites and a cozy townhouse in the heart of Chelsea, London.

[00:03:53] Then to offer a complete range of experiences, we also own a stunning golf course.

[00:04:01] We have our own very own special niche DMC called the Indigenous

[00:04:07] and an amazing sailing yacht that is available for private charters called the Imagine

[00:04:13] and sailing around the world from Polynesia, Caribbean Mediterranean.

[00:04:17] So it's a fun company.

[00:04:20] Actually, 2025 will be a very, very exciting year for our company as we have three brand new hotels coming up,

[00:04:30] lined up for opening in the next 12 months after years of renovations.

[00:04:35] Two of them will actually be in the Dolomites, one in Cortina d'Ampezzo

[00:04:39] where the Winter Olympics are going to take place in a couple of years

[00:04:43] and the other one in Brunico.

[00:04:45] And then later next year, we will open a stunning ancient castle with its own village in the countryside south of Rome.

[00:04:54] That sounds really exciting there, Andre.

[00:04:56] Could you say a little bit more about those?

[00:04:58] The one in Cortina will be the first one to open

[00:05:00] and we're looking at a soft opening in May with a full opening, sorry, a soft opening in February.

[00:05:08] We are going to invite friends and staff, you know, to do trial runs and everything.

[00:05:14] We'll probably open in May.

[00:05:16] This is actually the oldest hotel in Cortina d'Ampezzo,

[00:05:21] originally opened in 1826,

[00:05:23] now closed for the last five years,

[00:05:26] completely reimagined

[00:05:28] and it's owned by an entrepreneur, very famous in the fashion world.

[00:05:34] So, you can expect something really extraordinary.

[00:05:38] And the second hotel in the Dolomites is also a former,

[00:05:42] it's a former monastery that sits on a rock with incredible panoramic views,

[00:05:47] just five minutes away from some of the most amazing ski slopes in the Dolomites.

[00:05:52] And this one will have an incredible spa.

[00:05:56] Probably the spa will be almost as big as the entire hotel.

[00:06:00] And the hotel is not going to be huge, maybe 30 rooms or so.

[00:06:05] And the third one in Rome,

[00:06:10] I'll just keep the excitement coming, you know,

[00:06:14] but I can say it sits in an amazing place.

[00:06:18] It has a castle, the old village which was inhabited until 40 years ago.

[00:06:26] The spa will be where the school used to be.

[00:06:29] The restaurant, one of the restaurants will be where the baker of the village used to be.

[00:06:37] The lounge will be where the horse stables used to be.

[00:06:42] And it's going to be something very, very expensive.

[00:06:45] Would you give us an idea then, given that overview of the properties you have and the ones coming,

[00:06:50] what's a typical client?

[00:06:52] Yes, I think we are very, very lucky because we have,

[00:06:57] so if you look at our client mix from a geographic standpoint,

[00:07:01] we have what I would define the perfect mix.

[00:07:05] So, 45% of our guests come from within Europe,

[00:07:10] with UK and Italy being respectively our second and third largest markets.

[00:07:16] And 30-35% of them are visiting from North America.

[00:07:22] And the remaining 20% actually travel a long distance to come and see us,

[00:07:26] and they come from Latin America, Australia and Asia.

[00:07:29] From a democratic perspective, I would say most of our guests are either baby boomers or Gen X,

[00:07:37] but we see a growing presence of millennials.

[00:07:40] So, the average age of our clients is getting a little younger.

[00:07:45] And our hotels actually cater to all needs,

[00:07:48] so we have a great balance of couples, romantic holidays, honeymoons,

[00:07:54] but we're also very family friendly, so we have lots of families with children,

[00:07:59] and an increasing number of the presence of the larger multi-gen,

[00:08:05] multi-generational small groups.

[00:08:08] By the way, I've heard quite a lot on our podcast,

[00:08:11] we've had quite a lot of conversation about multi-generational.

[00:08:14] Is that a growing trend that you're seeing, Andrea?

[00:08:16] It is by all means a growing trend.

[00:08:18] You know, we have families or groups of friends and everything, you know,

[00:08:24] they, you know, in modern days, you know, they live all over the world,

[00:08:29] and they're really, and we can see that, especially after pandemic,

[00:08:33] they want to reconnect and to spend time together, quality time together.

[00:08:38] Well, how does that lead into what kind of demand you're seeing?

[00:08:41] How are they using your services?

[00:08:43] What kind of trip lengths are you seeing, Ezra?

[00:08:46] I think, you know, with demand, they see that clients are becoming more and more conscious

[00:08:52] of the importance of, you know, spending quality time together, as I was saying before,

[00:08:58] but also finding a balance in their busy lives.

[00:09:02] So personal well-being is getting more central in their choices.

[00:09:07] This goes beyond the traditional concept of spa.

[00:09:11] And this is why at Vire, which is our own spa, and Vire, by the way, means true, authentic in the local dialect of the south of Italy.

[00:09:22] We really offer a wide range of treatments, but we just don't do spa.

[00:09:28] We offer bespoke experiences immersed in nature, where expert therapists really guide guests to cradle,

[00:09:37] to suit and to rebalance body and mind.

[00:09:39] And this is becoming increasingly, is taking an increasing share of the time the guests spend at our results.

[00:09:53] André, is that an indication of how you expect demand to change?

[00:09:58] How do you think that things will change over the next year or two?

[00:10:00] So this is certainly a trend and something we're looking very carefully at,

[00:10:06] and we're always trying to stay a little bit ahead of the curve.

[00:10:10] But there are two other very interesting trends I've been observing in the last couple of years especially.

[00:10:16] So the first one is that guests, they seem to take maybe fewer trips during the year,

[00:10:23] but the length of stay in each trip is growing.

[00:10:28] Right.

[00:10:29] This allows them for a more immersive experience and getting to know and understand the destination on a deeper level.

[00:10:38] And the second trend I've been looking at is that more and more clients,

[00:10:44] they now seem to privilege traveling during the shoulder season versus the traditional peak season months.

[00:10:52] Actually, this is a very smart thing to do because traveling off peak normally means lower airfares and lower hotel prices and less congested destinations.

[00:11:04] I have to say in Puglia we're lucky because we're not affected by over-tourism.

[00:11:10] We've got lots of space, but there are lots of destinations in Italy and in Europe where really are,

[00:11:17] where over-tourism is becoming a bit of an issue, right?

[00:11:20] And so when you combine lower airfares, lower prices, that also gives you an opportunity for extending the length of the holidays as I was saying before.

[00:11:32] A supplemental question if I may.

[00:11:34] How important are experiences now in what you're offering?

[00:11:38] Experiences are super, super important.

[00:11:41] Super, super important.

[00:11:43] Super, super important.

[00:11:43] Actually, our philosophy is that we love for our guests to make full use of the facilities, the extensive facilities we have,

[00:11:52] but we really invite them.

[00:11:54] We always push them outside the gates of the hotel.

[00:11:58] And this is why years ago we created our own DMC, destination management company, that actually provides incredible experiences that fit for all.

[00:12:10] You know, you can go for, you can go meet local artists, winemakers, olive oil makers.

[00:12:19] You can go hiking, trekking, you can discover places that you don't even find on the typical tourist guides or books.

[00:12:28] And that's, by all means, super important.

[00:12:32] You know, it's a growing trend and we are strong believers.

[00:12:35] As I said before, we really want to preserve and promote local heritage and local traditions.

[00:12:42] So, André, what's your message to buyers listening and maybe hoping to bring some customers to your hotels?

[00:12:49] Look, that's an easy one, relatively easy one.

[00:12:53] The tagline of our flagship resort and our company is actually two words.

[00:13:00] It's nowhere else.

[00:13:02] What does it mean?

[00:13:03] It means that we really try to do things a little bit differently.

[00:13:08] And I give you like a practical example.

[00:13:11] At Borgo Gnacea, we have amongst all, in addition to all the rooms and the facilities, we have 27 villas, which we call casa, by the way, because we try to limit the use of English names.

[00:13:27] So, casa means house.

[00:13:29] Every house has a dedicated butler service.

[00:13:34] But in our case, this service, the butler, is actually provided by a local caring Italian mama.

[00:13:42] So, it is not the formal butler as you would expect, maybe in a club in London, but she's a local mama.

[00:13:51] And she's the one who takes care of your comfort while you stay in the casa.

[00:13:55] She comes in the morning, she cooks breakfast for you, she bakes the bread in your own kitchen, she fills the fridge with your favorite fruits and veggies.

[00:14:07] She will be running after you if you're going to the beach club saying, hey, it's very hot today, don't forget your sunscreen.

[00:14:14] And she speaks, by the way, very little English, but she does talk to you with her hands and with her heart.

[00:14:22] And believe me, I've been seeing many, many guests crying of emotion on the day of departure when they have to say goodbye to their Italian mama.

[00:14:30] Absolutely fabulous.

[00:14:32] Fabulous, fabulous.

[00:14:33] So, for those buyers saying, wow, how do we find out more?

[00:14:38] What's the best way of engaging with you and the team, Andrea?

[00:14:41] Oh, that's a great question.

[00:14:42] Thank you.

[00:14:43] So, both myself and my entire team, we obviously love engaging and building personal relationships with travel advisors across the world.

[00:14:54] We would be in the wrong industry if it wasn't the case.

[00:14:58] But we travel extensively.

[00:14:59] We attend the most important industry events from global luxury trade shows.

[00:15:04] And also, what we enjoy is attending niche events such as Journeys Italy, which, by the way, is going to take place in the relatively unknown region of Marca in Italy in just a couple of weeks.

[00:15:17] So, my team will be there.

[00:15:20] And so, in closing, we're strong believers in the power of human connections.

[00:15:24] And whenever I hire someone in my team, I say, we don't work in the hospitality industry.

[00:15:30] We don't work in the travel industry.

[00:15:32] We work in the problem-solving industry.

[00:15:35] We must have a positive attitude.

[00:15:38] We must be those who provide solutions to maybe not problems but to questions.

[00:15:45] Now, Andrea, for all of our guests, we have four key questions we like to ask.

[00:15:51] Okay.

[00:15:51] So, I wonder if you'll play the game, please, Andrea.

[00:15:54] Let's try to play the game.

[00:15:55] Here we go.

[00:15:56] Here we go.

[00:15:56] So, the first question is, can you give us one of your undiscovered gems?

[00:16:01] Now, this can be a hotel, a destination, an experience.

[00:16:04] What's an undiscovered gem?

[00:16:06] That's an easy one, actually.

[00:16:08] There is a destination that I myself discovered in spite of my own career.

[00:16:14] I discovered just a couple of years ago.

[00:16:16] And it's called Maratea.

[00:16:20] Maratea is probably one of Italy's best-kept secrets, truly a hidden gem.

[00:16:25] In this place, Maratea is an incredibly charming and picturesque destination on the Tyrrhenian Sea,

[00:16:32] just about two hours south of the Amalfi Coast.

[00:16:36] In that location, we have a hotel called Santa Venere.

[00:16:42] And this place is 110% authentic.

[00:16:47] It's La Dolce Vita with no tourist filters, if you see what I mean.

[00:16:52] Yeah.

[00:16:52] So, not contaminated by large masses of tourism and everything.

[00:16:58] It's the perfect hideaway, the absolute perfect place, if you have an allergy to crowds of tourists.

[00:17:08] And Hotel Santa Venere, by the way, is a member of the leading hotels of the world.

[00:17:12] It's perched directly above the sea, surrounded by extensive landscaped gardens,

[00:17:18] with its own spa, beach club, and three restaurants.

[00:17:21] And the cost of life, the best piece of news there is the cost of life there is,

[00:17:27] you know, when I say cost of life, it's like hotel room restaurants and everything.

[00:17:32] Yes.

[00:17:32] Are just about a third, not even half, of what other famous and crowded destinations are charging these days.

[00:17:39] So, it's a tip and an advice I give to all listeners, you know.

[00:17:45] Santa Venere in Maratea, look it up on Google Maps.

[00:17:48] We'll link it in the show notes.

[00:17:51] Fabulous.

[00:17:51] Fabulous, Andrea.

[00:17:52] Right then.

[00:17:53] Thank you.

[00:17:53] Okay.

[00:17:54] So, second question then.

[00:17:56] Now, the question is, what's your favorite hotel?

[00:17:59] And I think we have to allow hoteliers a favorite from your group, if you like,

[00:18:03] and then a favorite non-group.

[00:18:06] Andrea, what would that be?

[00:18:08] Perfect.

[00:18:08] So, starting from our own group, I have to say my vote goes to Borgo Inece,

[00:18:15] which is our most iconic resort in Puglia,

[00:18:20] that has been awarded the Virtuoso Hotel of the Year a few years ago.

[00:18:26] It became famous because it's where Madonna celebrated a couple of birthdays,

[00:18:31] where Justin Stimberlake and many other celebrities got married.

[00:18:34] Well, most recently, it was the only hotel in history to host the G7 Summit.

[00:18:41] When I say the only hotel in history, the G7 Summit normally takes place in a destination,

[00:18:47] and all the heads of states are spread across different hotels for security reasons.

[00:18:53] Borgo Inece, we had the honor and the privilege of having all seven heads of states

[00:18:58] and the Pope staying under one roof.

[00:19:01] It was massive.

[00:19:02] And Borgo Inece actually becomes a destination.

[00:19:05] You know, more and more I hear people saying,

[00:19:08] we want to go to Borgo Inece.

[00:19:10] It's not, we want to go in Italy, we want to go in the south,

[00:19:14] what is the best hotel?

[00:19:16] They say, we want to go to Borgo Inece, which is a big state.

[00:19:20] And now, outside of the region, let me share with our listeners

[00:19:27] a hotel that is very close to my heart,

[00:19:30] which I bet they will not know.

[00:19:33] The hotel is called Il Boscareto, and it sits in Piedmont,

[00:19:39] so in the northwest part of Italy,

[00:19:42] in the heart of where the Barolo wine is produced.

[00:19:46] Barolo is known, we in Italy, we call it the king of wines

[00:19:52] and the wine of kings.

[00:19:54] And so, incredible location, very small property,

[00:20:00] not part of any consortia like Leading or Virtuoso, you name it,

[00:20:07] but a best-kept secret.

[00:20:09] And on top of it, they have a two Michelin star restaurant

[00:20:12] that is like worth the trip.

[00:20:15] Not worth the tour, worth the trip, really.

[00:20:19] Excellent. Thank you.

[00:20:20] Okay. Right, next one then, Andrea.

[00:20:22] What's your favourite city?

[00:20:24] My favourite city?

[00:20:25] I've been lucky because I've been travelling all over the world,

[00:20:30] but Milan is what I've been calling home for the last 30 years.

[00:20:36] Milan is probably the place where I'm, you know, talking about cities.

[00:20:42] It's the place where I feel myself at home.

[00:20:45] It's a city that is very, very Italian,

[00:20:48] with a very good sense of style.

[00:20:50] At the same time, it's the least Italian city in Italy.

[00:20:54] It's the most, or to better say,

[00:20:56] the most cosmopolitan city in Italy.

[00:20:58] We have fashion, there is finance,

[00:21:00] there is entertainment, advertising, design.

[00:21:02] So lots of interesting people live here in Milan.

[00:21:05] And also, it enjoys a great geographic location

[00:21:09] because within two hours or less sometimes,

[00:21:13] you can be on the ski slopes,

[00:21:15] you can be on the Italian Riviera,

[00:21:17] you can be in Florence, in the lakes, in Venice.

[00:21:20] So it's a really great location.

[00:21:22] Okay, then our final question for you is,

[00:21:25] what does a perfect vacation look like for you, Andrea?

[00:21:28] I would say it depends on the moment,

[00:21:31] but at least once a year, if not two,

[00:21:34] I really feel the need to have ocean, sun, sand,

[00:21:40] to be away from the crowds, to feel private,

[00:21:44] to have the possibility of exploring and discovering

[00:21:48] new countries and new cultures,

[00:21:52] and disconnecting, so limiting as much as possible

[00:21:55] for at least a week the use of my mobile and my laptop,

[00:21:59] maybe a couple of good books,

[00:22:01] great food would help,

[00:22:03] and cannot miss a great Negroni cocktail at sunset.

[00:22:07] So that's my perfect vacation.

[00:22:10] Andrea, thank you so much for taking the time.

[00:22:12] It was a pleasure, Júben.

[00:22:14] Thank you so much.

[00:22:15] And I really look forward to meeting as many guests

[00:22:20] and travel advisors as I possibly can,

[00:22:24] and looking forward to having Paola from my team

[00:22:28] attending Journeys Italy at the end of November.

[00:22:32] Fantastic.

[00:22:33] We'll see you there.

[00:22:34] Awesome.

[00:22:34] Thank you.

[00:22:35] Thank you.

[00:22:35] Thank you.

[00:22:35] Thank you.