Armani Milano
Where Fashion Meets Hospitality
This year, we had the pleasure of spending a few extra days in Milan before our familiarization trip—and chose none other than the effortlessly chic Armani Milano.
Often underrated, Milan remains one of my personal favorite Italian cities. It offers everything we love about Italy—art, culture, history, and gastronomy—infused with the buzz and elegance of a modern European capital. And no place captures that dynamic Milanese spirit quite like Armani Milano.
From the moment you arrive, it becomes clear: Armani is Milan, and Milan is Armani. This iconic fashion designer has distilled the soul of the city into a sleek, modern retreat that blends elements of Armani Casa, Armani Fiori, and, on the ground floor, Armani Emporio, Café Armani, and Armani/Privé.
Also located on the street level is Nobu Milano, the globally renowned restaurant brand—another draw for international travelers and locals alike.
What many do not realize is that staying at Armani Milano opens doors to exclusive experiences. Guests can enjoy private access to Armani/Privé, the made-to-measure atelier offering custom-designed suits, gowns, and shirts. You are also invited to visit Armani/Silos, the designer’s personal fashion museum showcasing decades of style evolution in a gallery-like space.
It is no surprise that you’re likely to rub shoulders with models, fashion insiders, or celebrities while staying here—we did on more than one occasion.
While Milan certainly offers a range of luxury hotels, Armani Milano stands apart. It’s more than a five-star stay—it’s a seamless blend of fashion, lifestyle, and Milanese sophistication that creates a true sense of place. For clients seeking something stylish, immersive, and unmistakably local, Armani Milano is the ultimate choice.
Villa d’Este
The Enduring Icon of Lake Como
Our first official day brought us to one of Italy’s most storied and prestigious properties—Villa d’Este on Lake Como. After the sleek, minimalist style of Milan, arriving at this grand, traditional palace was a refreshing shift. The rich colors, refined elegance, and warm atmosphere immediately felt comforting—like coming home. (Well, not my home, but surely that of some of Villa d’Este’s illustrious guests.)
Let’s address the elephant in the room: every now and then, someone will whisper that “Villa d’Este feels tired.” Let me be absolutely clear—this could not be further from the truth. I challenge anyone to find a scuffed wall, a worn carpet, or a faded cushion. Each winter, during the hotel’s seasonal closure, every room and detail is meticulously inspected, repaired, and refreshed before the next opening. The attention to maintenance and preservation is remarkable.
While the palace-style décor may not suit every modern aesthetic, mistaking classical grandeur for being “dated” is, frankly, a misjudgment. Taste is subjective, but excellence is unmistakable.
So, what makes Villa d’Este the premier hotel on Lake Como? Simply put, no other property rivals its scale, history, or setting. From the expansive lakeside grounds and private villas to the Queen’s Pavilion, Mosaic Gardens, and the grand Cardinal Building, this property is unrivaled. The floating pool sits directly on the lake (without the need to cross a road), and the indoor pool and spa are beautifully integrated into the natural landscape.
But for me, what truly elevates Villa d’Este is its service. The staff—seasoned, warm, and intuitive—carry a sense of ownership and pride in the hotel’s legacy. Each guest is treated not just with professionalism, but with genuine care.
Grand Hotel Principe di Peimonte, Viarregio
A Hidden Gem on the Tuscan Coast: Viareggio & Its Standout Hotel
Nestled on the Tuscan coast, Viareggio is a charming seaside town that remains largely undiscovered by American travelers. Just 1.5 hours south of Cinque Terre by car (or one hour by boat) and 20 minutes south of Forte dei Marmi, it’s an ideal home base for exploring the region.
With the relaxed spirit of a Mediterranean village and the amenities of a modern resort town, Viareggio offers dozens of beach clubs, bars, and restaurants set directly on the sand. It’s also perfectly positioned for day trips to Carrara (don’t miss the marble quarries), as well as the nearby cultural hubs of Pisa, Lucca, and even Florence, just an hour away.
Viareggio is also famous for its annual Carnival, one of Italy’s most celebrated. A visit to La Cittadella del Carnevale—home to a museum of musical instruments, an archaeological museum, and a fascinating display of miniature allegorical floats—is well worth your time.
But perhaps the most delightful surprise in Viareggio is its Leading Hotels of the World member property—a true gem in an unexpected place.
Fully renovated just prior to the pandemic, this hotel stands out for its culinary excellence, boasting a 2-star Michelin restaurant and what we can confidently call the most extensive breakfast buffet we’ve ever encountered.
Art lovers will be captivated by the private collection of the hotel’s owner, displayed throughout the lobby and corridors. The rotating exhibits of unique and often conversation-starting pieces add personality and depth to the hotel’s already stylish atmosphere.
The rooms and suites are spacious, blending contemporary and classical décor with standout bathrooms and a clear emphasis on quality in every detail—from linens and furnishings to in-room amenities.
A guest favorite? The rooftop swimming pool offers breathtaking views of the coastline. For those who prefer to skip the sand, this serene, elevated setting is the perfect alternative for enjoying the seafront experience.
Viareggio may not be on your clients’ radar yet, but that’s where you come in. This is a destination that requires a little education—but your clients will thank you for every moment you took to introduce them to this stylish, sun-drenched corner of Tuscany.
Palazzo Portinari Salviati, Florence
A Hidden Masterpiece in the Heart of the City
Each time we step off the bustling, narrow streets of Florence and into the serene grandeur of Palazzo Portinari Salviati, we’re reminded exactly why we fell in love with this property in the first place.
Often referred to as a “mini-Four Seasons Firenze,” I’d argue it’s more like a “mini-Uffizi Gallery”—with original 15th-century frescoes and artworks gracing its walls, this historic palazzo offers a deeply authentic and artistic Florentine experience. Once the home of Beatrice Portinari, the muse of Dante himself, the building’s layers of history are palpable in every corridor.
On this visit, we stopped in for lunch only, but it was more than worth the detour. Chef Vito Mollica, one of Italy’s most celebrated culinary talents, greeted us personally with his signature warmth and humility. His saffron risotto with asparagus was, without exaggeration, the best risotto I have ever tasted—elegantly simple, yet deeply flavorful.
After lunch, we toured several of the hotel’s 13 impeccably designed suites, each blending Renaissance charm with understated luxury. We also had the opportunity to see a few of the adjoining private apartments, discreetly accessible through a side entrance from the main lobby. These exclusive accommodations are among Florence’s best-kept secrets—ideal for longer stays or privacy-minded guests.
With its rich history, intimate setting, and world-class dining, Palazzo Portinari Salviati offers an unforgettable experience in the very heart of Florence. And with just a handful of suites and apartments, it’s wise to reach out early if you’d like to learn more or secure space for your clients.
Six Senses Rome
A Sanctuary of Wellness in the Heart of the Eternal City
I’ll admit, before my stay at Six Senses Rome, I, as many, questioned how would a brand so rooted in wellness and sustainability translate into the heart of one of the world’s most vibrant, chaotic cities? But within moments of stepping off the bustling Via del Corso and into the calm of this beautifully restored historic palazzo, my doubts vanished.
This hotel is truly an urban sanctuary. Though Rome is a city known for its energy and sensory overload, Six Senses offers a peaceful refuge without sacrificing its central location. In fact, you couldn’t place it more perfectly on the map—just a short walk to the Trevi Fountain, Spanish Steps, Pantheon, and Rome’s top shopping streets, Via del Corso and Via Condotti.
Often, palazzi-turned-hotels struggle to balance historic charm with modern comfort. But here, the restoration is masterful. The interiors merge authentic Roman architectural elements with the signature Six Senses design ethos, creating a space that feels both timeless and refreshingly contemporary. The atmosphere exudes serenity and a deep sense of place—something that’s hard to articulate, but impossible to miss once you’re there.
For me, the spa was a standout feature. Designed to resemble an ancient Roman bath, it’s the perfect place to unwind after a day of sightseeing. It truly feels like stepping back in time, in the most luxurious and restorative way.
Dining at the hotel was another highlight. The focus on locally sourced, seasonal ingredients brought a refreshing lightness to the menu—a welcome change from the heavier Roman staples (as much as we all love our pizza and carbonara). The culinary experience felt in harmony with the brand’s wellness philosophy while still honoring local flavor.
Don’t miss the rooftop terrace, especially at sunset. The atmosphere is relaxed yet sophisticated, and the views across Rome’s rooftops are spectacular—an unforgettable setting for cocktails or dinner under the stars.
Six Senses Rome is also a fantastic option for families, with flexible room configurations and a range of family-friendly experiences designed with both kids and parents in mind.
For clients seeking a truly unique stay in Rome—one that blends location, luxury, history, and wellbeing—Six Senses Rome is a standout. This isn’t just a hotel stay; it’s a reimagined Roman experience.
Privilege Italia
The DMC That Makes the Impossible Seamless
Our recent journey through Italy would not have been nearly as memorable—or logistically flawless—without the expert guidance and warm hospitality of our partners at Privilege Italia, one of the most beloved DMCs among travel advisors. From start to finish, they curated every detail to perfection, transforming our itinerary into a seamless, enriching experience.
Francesco Staiano, one of Privilege Italia’s co-owners, accompanied us throughout the trip, coordinating everything from our luxurious and spacious transportation to our exceptional guides and insider experiences.
We began our adventure with a private boat tour on Lake Como, stopping for a leisurely lunch near Bellagio as our captain pointed out iconic villas and historic estates dotting the shoreline. On day two, we enjoyed a VIP shopping experience at The Mall, including access to the exclusive VIP Apartment, where we were treated to refreshments, personalized service, and even had our bags shipped back so we could continue exploring hands-free—plus some fabulous discounts!
Day three was a standout: a Carrara marble tour like no other. We piled into a Range Rover Defender and ascended into the Carrara mountains to witness firsthand where the world’s most famous marble is quarried. It was thrilling, unique, and easily one of my all-time favorite experiences—though not for the faint of heart!
Later, we saw Rome from a completely unique perspective during a Vespa and sidecar tour of the city. Not only was it incredibly fun, but we covered so much ground in such an abbreviated time, all while riding in true Italian style.
Every aspect of our itinerary was meticulously organized, punctual, and perfectly paced, allowing us to make the most of our time in Italy without feeling rushed or overwhelmed.
Huge thanks to our friends at Privilege Italia for delivering unforgettable moments and flawless execution. Their dedication, creativity, and insider access make them an invaluable partner for any advisor looking to deliver truly exceptional Italian experiences to their clients.
