Published on
October 12, 2025
There’s a new chapter in Villa d’Este Group’s illustrious history. As one of Italy’s leaders in luxury hospitality, Villa d’Este Group plans to expand and rebrand to have a more global reach. Known for their heritage and top-tier services, Villa d’Este Group has recently launched Villa d’Este La Collezione. This new strategy will aim to improve the Italian Group’s global reputation by consolidating the five star properties housed under the Villa d’Este luxury hospitality umbrellas. Villa d’Este La Collezione will also strengthen their position in global luxury tourism.
At the core of this transformation is a desire to further elevate the guest experience while staying true to its Italian roots, deeply rooted in history and elegance. According to CEO Davide Bertilaccio, the introduction of La Collezione is a way to showcase the full diversity of the group’s portfolio.
The Essence of La Collezione: A Tapestry of Italian Elegance
La Collezione currently includes four distinguished properties, Villa d’Este in Cernobbio, Villa La Massa in Florence, Palazzo Venezia in Como and Miralago Luxury Apartments in Cernobbio. Each property reflects a unique facet of Italian luxury while embodying a common theme of offering world-class service in a stunning location. The group’s expansion is set to further drive tourism, not only in Italy but across Europe, with new amenities and offerings that aim to attract visitors from all over the globe.
The Palazzo Venezia in Como, in particular, showcases the group’s new vision. After being rebranded from Vista Como, the historic building represents a key aspect of Villa d’Este’s strategic growth. This prestigious affiliation further strengthens Villa d’Este’s reputation as a leading brand in European luxury.
Reimagining the Luxury Lake Experience
The reimagining of the Hotel Miralago into Miralago Luxury Apartments marks another exciting development for the group. Acquired in 2024, the property will soon offer eight serviced luxury apartments. Guests can enjoy spacious one- or two-bedroom apartments with kitchens, allowing them to experience the region in a more intimate and personalized way. While traditional hotels continue to serve a significant role, Villa d’Este recognises the growing trend among affluent travelers for larger private spaces that provide the feel of home while still offering the indulgence of hotel amenities.
Expanding the Cernobbio Legacy
The group’s ambitious expansion also includes the restoration of Villa Belinzaghi, a historic property adjacent to Villa d’Este, once part of the estate. This property is being fully renovated and will soon feature luxurious suites measuring at least 60 square meters, designed to cater to the demands of modern luxury travelers. The addition of a new swimming pool and 8,000 square meters of parkland will extend the resort’s grounds, ensuring it becomes an even more appealing destination for those seeking tranquility and beauty in the heart of Italy.
Moreover, the redevelopment of Hotel Regina Olga is on the horizon, which will transform it into a boutique hotel with 50 to 60 rooms, offering advanced digital services. This expansion of the Villa d’Este Group will further enhance the appeal of Cernobbio as a destination, drawing more international tourists to the region.
Villa d’Este’s Vision: Turning Luxury into a Year-Round Experience
President Giuseppe Fontana shared the group’s broader vision to redefine the Villa d’Este experience, extending it beyond a lakeside retreat into a year-round destination. He emphasized the group’s efforts to make Villa d’Este a hub for discovering the surrounding region, from the picturesque mountains and vineyards to the rich cultural and artistic landmarks nearby.
The commitment to extending the operating season at Villa d’Este has already shown strong results, reflecting the growing demand for year-round luxury experiences, even in more traditional, seasonal destinations like Lake Como.
Supporting Local Tourism and Regional Growth
Villa d’Este’s ambitious plans not only aim to boost the global luxury tourism market but will also contribute significantly to the local and regional economy. Through the construction of new properties, renovations, and the expansion of existing facilities, the group is positioning itself as a key player in the growth of the tourism sector, benefiting both Italy and Europe as a whole. The presence of such high-end properties in Italy attracts affluent travelers and serves as an economic driver for local businesses, from restaurants to cultural attractions. Fontana stressed that the group remains open to further acquisitions to strengthen its portfolio.
A Bold New Chapter for Luxury Tourism
Under the new brand La Collezione by the Company Villa d’Este Group, they rebranded and expanded which greatly transformed the Italian tourism market. By expanding the services, the group gained global attention, which enhanced their reputation for offering privacy and sophisticated, true Italian experiences. This substantial shift will increase the flow of tourism not only in Italy, but in the whole of Europe, due to the more travelers chasing the unequaled luxury, service and history of Villa d’Este.
