GOSTELOW REPORT—”Our Loro Piana bedrooms simply show Italian style,” says Danilo Zucchetti, managing director of Villa d’Este, on Lake Como just north of Cernobbio, an hour’s drive from Milan, Italy.
Villa d’Este, which has 166 keys, is not only the main building but several smaller villas scattered throughout the gorgeous 26-acre grounds, right on the lakefront. The three-floor Villa Cima, built in 1815 on the water’s edge, was ripe for refurbishment. Zucchetti, who has long been a customer of the Loro Piana cashmere brand, which is expanding from fashion to home furnishings, thought such a partnership could be a natural fit.
“The advantages are numerous. Fashion followers are asking for these rooms, and LVMH, which owns 85% of Loro Piana, has signed to take a certain number of bookings to entertain their top clients.”
As it happens, Zucchetti picked a fashion brand that is getting a lot of attention. Pier Luigi Loro Piana captained the winning boat, his 130-foot My Song, in the St. Barth’s Bucket Regatta Class-A flight, which took place in St. Barth’s March 21-24 (it rained during the regatta so the 24 crew wore not one but two different Loro Piana outfits).
Such publicity for that fashion brand will also please the hotel’s own fashionista clients. “Our biggest market, at 45%, is from the USA. Average stay is four nights, partly because, unlike some other hotels in the Lake Como area, there is so much to do here”.
As well as the food, service and numerous facilities that are expected of an iconic European hotel, Villa d’Este has a unique history. The original villa was built 1568 by the cardinal of Como. In the early 19th century the property belonged to the estranged wife of England’s mad king, George III. Today, owned by a private family, the property is closed for four winter months, although the integral Sporting Club, with 280 outside members, operates year-round.
Zucchetti might be envied for an idyllic location, but throughout his March to November season he has to work flat out to make his annual budget. Without brand affiliation he must rely exclusively on his own website, Leading Hotels of the World and his 30% repeat factor to fill beds – the 2018 average occupancy ranged from 72% to, during the June-September high season, consistently over 95%.
Business is boosted by special events. May sees the Concourse d’Elegance car parade. September is the Ambrosetti philosophical think-tank. November is a significant wine-tasting, which last year was over-subscribed tenfold as it highlighted Domaine Romanée-Conti.
“These buyouts are very important for boosting the property,” said Zucchetti. “This year’s Concourse d’Elegance, May 25-26, is our 90th (it has been held every year since 1929). There will be 54 vintage cars paraded slowly along our terrace and judged by an international panel. The theme this year is The Symphony of Engines and marks will be given not only for the vehicles’ condition but for who owned them and anything that can be associated with a famous song or singer. The 12-strong jury is chaired by Lorenzo Ramacciotti, lead designer of Italy’s best-known car design-outfitter, Pininfarina.”
Such events boost the hotel’s standing in the locale.
They are also much appreciated by the 330 employees, over 200 of whom are housed (“this is one big family, and turnover is a mere 4.5%,” added the MD). To be honest, these hospitality professionals must relish not only the immaculately clean Lake Como air and the beautiful estate but the Villa d’Este product and its happenings. As one contented guest, former Vanity Fair and New Yorker editor Tina Brown, said, when she was there she coincided unexpectedly with George Clooney and, separately, Robert de Niro.