more luxury events such as ultimate product launches (jewellery), events such as ”Concorso d’Eleganza”.live at dining venues luxury hotels or new dedicated entertainment venues at hotels (ex Rooftop, Penthouse etc).greater focus on updating Rome as a vibrant, young destination – beyond just the cultural attractiveness.location will be even more important – almost microscopic ! views will become a differentiating factor and will neighbourhoods.improve service standards – improve consistency in service service must be perceived of being of world class standards, identical to Paris, London or New York.all new luxury hotels should consider a vital ”sense of place” to achieve genuine authenticity (both in product and offerings – dining, wellness, Spas etc).Rome’s relevance and desirability must be significantly improved to cater and response to the needs of a broader profile of luxury travellers.

The record number of new luxury hotel openings in Rome (2023 – 2025), most of the affiliated to prestigious international luxury hotel chains – will primarily depend on how Rome evolves as a luxury destination Many hotels currently charging under 500 euros, may cut prices by 50% and most of those charging 700 euros (except newly renovated or newly opened) will decrease prices by 30%. Nevertheless, it is unclear whether Rome will be able to maintain rates of above 1,000 euros for more than 1,500 rooms.

Rome has always been regarded as more of a cultural destination and explosion of low cost airlines has made travelling to Rome extremely affordable.Īs with any other major destination, Rome needs to be reposition itself to increase its desirability and luxury aura, thus maintaining high rates. Internationally, Rome is the only capital city which will see the addition of 13 luxury hotels in the next two years. Similarly to the differences between Madrid and Barcelona, Rome has always been behind Milan in terms of the positioning of the luxury markets – rates, number of high calibre luxury hotel properties etc.

The palace of the lost city rooms