Hilton’s soft brand is about to make its Italian debut. The company has reached a management agreement with Agricola Merse Srl to bring its Curio - A Collection by Hilton to Tuscany. The 101-guestroom La Bagnaia Golf & Spa Resort Siena is set to join the collection in March 2017.
“With over 11 million tourists visiting Tuscany every year, there continues to be strong demand in the region for an upscale, full service hotel,” Patrick Fitzgibbon, SVP of development, EMEA for Hilton said in a statement.
“Our collaboration with Hilton will allow La Bagnaia to expand its customer base, attracting tourists from around the world,” Marisa Riffeser Monti, president of INFI, said, citing the resort’s spa and golf course as key attractions. “The hotel's strategic location allows visitors to explore some of the most important destinations of Italian cultural heritage, while modern facilities make it an ideal location for conferences at the highest level, as demonstrated by significant events previously hosted by the hotel.”
Monti said that her family would continue to invest in the region. “Other property improvements include the purchase of approximately 23,000 square meters worth of real estate including restored historic buildings such as a 15th-century castle, and new-build developments."
The announcement of the soft brand’s expansion to Italy comes on the heels of Curio’s Spanish debut. The Gran Hotel Montesol Ibiza, Curio Collection by Hilton, opened at the end of August as Hilton Worldwide's first property on the island of Ibiza.
Originally established in 1933, the Gran Hotel Montesol Ibiza was the first purpose-built hotel on the island and has been declared an asset of cultural interest by UNESCO. With its opening as part of the Curio collection, the property has been fully refurbished, but has maintained its neo-colonial facade.