How luxury brands are redefining high-end hospitality through the integration of their aesthetic identity and core values was the topic of an expert panel discussion hosted by Glion Institute of Higher Education in Milan earlier this month.
Held at the Portrait Hotel, part of the Lungarno Collection – the hospitality division of Ferragamo – the 14th May event gathered key voices from the luxury, communication, and education sectors to examine the strategic convergence of luxury and hospitality.
Moderated by Massimiliano Sarti, Chief Editor of The Bulletin/Thrends and Italy correspondent for HospitalityInside.com, the panel brought together:
- Eleonora Cattaneo, Director of the Master in Luxury Management and Guest Experience, Glion Institute of Higher Education.
- Cristina Fogliatto, Vice President Branding & Communication, Lungarno Collection and Portrait Hotels.
- Margot Canfeur, Managing Director, L’Amour Extrême Agency Milano.
The speakers addressed a series of strategic and operational questions concerning the integration of brand identity into the guest experience. A key theme was the mutual value creation in partnerships between luxury fashion brands and hospitality operators.
Margot outlined the rationale behind this growing trend, highlighting that luxury brands are increasingly viewing hospitality as a natural extension of their world, a means of curating immersive, multi-sensory experiences that go beyond product and retail.
Cristina offered insight into how hoteliers interpret and operationalise the visual and cultural codes of fashion brands within their properties. She noted that authenticity and consistency across every guest touchpoint are essential, whilst also discussing the importance of strategic communications, combining traditional public relations with social media and influencer engagement to reach niche, high-value audiences.
From a talent perspective, Eleonora emphasised the growing need for hybrid profiles. She also underscored the demand for soft skills such as adaptability, emotional intelligence, and storytelling, alongside technical knowledge in brand strategy, customer experience and digital communication.
The panel concluded with a reflection on the growing opportunities for cross-sector careers and collaborations. All three speakers agreed that blending fashion and hospitality presents both creative and business potential, but demands a deep understanding of both worlds.
Eleonora Cattaneo, Director of the Master in Luxury Management and Guest Experience at Glion Institute of Higher Education, said: “In the world of luxury hospitality, basic technical skills, such as using reservation management software or understanding check-in procedures, are fundamental, but can be easily taught. What truly sets a good professional in the sector apart is the ability to understand and interpret the customer’s needs. It is not just about knowing how to serve, but about recognising the kind of experience each guest is looking for, often without them expressing it openly. This ability develops with experience, but some are born with a natural sensitivity. For this reason, in our courses, we don’t just teach the theory; our students must deal with real situations, visit luxury facilities, analyse customer behaviour and put into practice what they learn. Soft skills, such as empathy, listening ability and reading customer behaviour, are essential, but a psychological approach to the relationship with the guest is also crucial, constantly refining these skills through practical experience.”
Cristina Fogliatto, Vice President Branding & Communication, Lungarno Collection and Portrait Hotels, commented: “In our hotel group, linked to the Ferragamo family, hospitality is at the centre of everything, based on the authenticity and warmth of Italian hospitality. Our goal is not just aesthetic, but to create intimate and profound experiences for every guest, with an offering that goes beyond the hotel, integrating dining, shopping and culture in harmony with the territory. When communicating a luxury property, it is essential to balance traditional channels with social media, which today are fundamental for establishing direct contact with the public. It’s not just about promoting services, but about telling stories, involving people in authentic experiences and creating lasting connections. Instagram, in particular, is crucial to showcasing the brand experience, while cultural events such as art exhibitions allow us to broaden our audience. Luxury communication today is made up of experiences that go beyond selling, building deeper relationships based on values, culture and emotions.”
Margot Canfeur, Managing Director, L’Amour Extrême Agency Milano, added: “Many fashion brands are attracted to hospitality because the high-level experience has always been an integral part of this world. It’s nothing new: for some time now, the most exclusive maisons have offered their clients privileged moments, such as private lounges or reserved cafés. Today, however, the hospitality sector allows these experiences to become more accessible, offering light and informal formats that also allow new generations to get in touch with the world of luxury. The concept of exclusivity is indeed evolving, becoming less formal and more open, in a true process of democratisation. It’s no longer just about ostentation, but about a more natural and fluid approach to a world once perceived as distant. These experiences help strengthen brand awareness and customer loyalty, because direct interaction becomes an integral part of the brand’s culture. Even if it is not always easy to precisely measure the effectiveness of these approaches, their impact on awareness and engagement is evident.”
The roundtable was followed by a light lunch, providing further opportunities for networking and exchange among media representatives and industry professionals.
This initiative reflects Glion’s commitment to thought leadership at the intersection of luxury and hospitality, offering a platform for dialogue on evolving industry trends and the future of brand experience.
