Identifying Travel Trends: Part 6
The mini series continues with insights from two Italian resorts
In continuation of Jilux’s trend-centric mini series, today I’m sharing insight from two general managers at properties in Italy’s most appealing regions.
Marco Montagnani , general manager of Grand Hotel Victoria in Lake Como, Italy
Riccardo Bortolotti, general manager at Grand Hotel Bristol on the Portofino Coast
As both of these resorts are seasonal, they hold a unique position in the hospitality industry; given they’re open for the spring and summer months (usually March through October), they are able to review and adapt to trends in the off-season. This hypothetically allows for seamless integration of new programming, new menus, new technology and more. For example, last summer Grand Hotel Bistro debuted their Marina di Bardi Beach Club in response to guests seeking a private beach experience on the Portofino coast.
For seasonal resorts, the catch-22, of course, is less direct time with guests throughout the year so they have to be especially discerning of details or requests they hear in this limited time, as well as use other trend-watching methods. Montagnani and Bortolotti walk us through the process.
In case you missed it: I started a mini series that highlights the perpetual, often unspoken, effort required by industry leaders in hospitality. Here’s why:
As a travel journalist, I am consistently impressed with the detail and diligence that luxury hotels provide their guests. It’s something that I’m inherently aware of, yet, when I travel with friends or family who may not realize the sum of logistics that add up for a seamless stay, I can’t help but want to educate them (politely of course).
After a series of conversations with industry leaders, I decided to start this mini series to enlighten travelers about the significant BTS work that accounts for the details of a luxury trip. Being in the travel industry has redefined how I travel and where I spend my money; I’m taking this chance to extend that opportunity to you, too.
As this series winds down with only a couple insights left, I’d love to hear if this was useful or interesting to you. Or perhaps, it sparked more questions about the inner-workings of the hospitality industry and you want to know more! If that’s the case, I’d so appreciate a quick note about what’s valuable to you as I look toward curating my next mini series.
Grand Hotel Victoria, Lake Como, Italy
General manager Marco Montagnani discusses the role of technology in observing and identifying trends as well as the importance of recognizing a global trend rather than a localized, niche shift.
What is your process of following and identifying trends in the industry?
Our approach to identifying trends is a combination of data monitoring, direct guest feedback, and market research analysis. We also work closely with specialized networks and trade shows, where new interests often first emerge.
Technology plays a key role, helping us track shifts in booking habits and traveler behavior, which provide early indicators of potential trends.
At what point do you consider a new interest as something bigger that could perhaps turn into a trend?
An interest turns into a trend when we see it gaining traction on a global scale and not just within a niche market. When we notice multiple guests requesting the same service or activity, or when certain offerings receive consistent attention, we recognize that it may be evolving into a trend. We also analyze booking data to see if there’s an uptick in demand for specific services or destinations.
Once a trend is recognized, how quickly do you pivot to get ahead of the trend?
Acting quickly is the key. Once a trend is identified, we work to integrate it effectively into our offerings. This could mean adding new activities, customizing packages, or introducing exclusive services.
However, we always maintain a balance between innovation and quality: it’s important that new offerings align with our brand values and genuinely enhance the guest experience.
Any shifts or interests you’re currently watching develop?
Right now, we’re seeing growing interest in sustainable tourism and immersive experiences tied to local culture. Travelers, particularly from younger generations, are seeking ways to make a positive impact on the destinations they visit. As a result, we’re exploring collaborations with local producers and designing authentic experiences that reduce environmental impact while creating deeper connections to the region. Also, the Grand Hotel Victoria, as a relatively new property, is equipped with several technologies that help reduce environmental impact.
Grand Hotel Bristol, Portofino Coast, Italy
General manager Riccardo Bortolotti emphasizes the time old saying ‘trust your gut’ and the importance of discerning emotions from guest reactions.
What is your process of following and identifying trends in the industry?
For me, it's a deeply intuitive process, one that blends the art of observation with the science of data. I immerse myself in the conversations happening around me—whether that’s with guests, colleagues, or through industry events. Often, the first signs of a new trend come from the guests themselves, through subtle comments, requests, or simply the way they enjoy their time with us.
It’s about tuning into those small, personal moments that, collectively, reveal a larger shift in what people are seeking.
At what point do you consider a new interest as something bigger that could perhaps turn into a trend?
It becomes clear when an interest repeatedly strikes an emotional chord. When you see that spark in a guest’s eyes, hear the same request or experience being asked for over and over again—this is when I start to recognize that it’s not just a coincidence, but something truly resonating. When it stops being an individual preference and starts becoming part of the shared travel experience, that’s when I know it’s more than just a passing fancy—it’s something worth exploring further.
Once a trend is recognized, how quickly do you pivot to get ahead of the trend?
I’m a firm believer in being proactive. When I sense a trend taking hold, I don’t just sit back and observe—I lean into it. I want to bring it to life in a way that enhances the guest experience without disrupting the essence of our property. It’s about adding thoughtful touches—perhaps a new amenity, a tailored activity, or a special event—that feel organic and elevate what we already offer. It’s a delicate balance between anticipation and authenticity.
Any shifts or interests you’re currently watching develop?
One of the most exciting shifts I’m seeing is the move toward deeply personalized, intimate experiences.
Guests today want more than just luxury; they want to feel like the experience was crafted just for them. I’m watching this unfold and working on ways to bring even more bespoke, magical moments to our guests—whether it’s through personalized concierge services, curated experiences, or thoughtful surprises that make their stay unforgettable. It’s a beautiful evolution, and I’m excited to see where it takes us.
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XO,