Milan, 18 June 2020 – It all starts again, in that magical place that Roberto Polito (Founder and President of Baglioni Hotels) fell in love with nearly 50 years ago. Punta Ala, a vibrant corner of Tuscany aglow with the hues of the sun and sea, is where Roberto’s son, Guido, now Group Chief Executive, was born. This is a story of family, passion and heart. To step into the Baglioni Resort Cala del Porto and the nearby Baglioni Resort Alleluja is to enter the Politos’ home. Now more than ever, this is a place of sumptuous comfort and total safety, courtesy of our scrupulous certified hygiene, sanitisation and distancing protocols.
Fittingly, then, the first location in our all-Italian Collection to re-open will be the Baglioni Resort Cala del Porto, a member of The Leading Hotels of the World, where the summer season begins on Friday 3 July. Soon after, it is the turn of the Baglioni Hotel Luna in the heart of San Marco, Venice, which welcomes guests again from Friday 10 July. The Baglioni Hotel Regina in Rome follows on Thursday 16 July.
“The Covid-19 pandemic has certainly hit our budgets hard. But it has also heightened our awareness of certain limitations in the business and opened up numerous opportunities to improve. We know we have new avenues to explore; we can take decisions we had often deferred; and we can put in place some important changes that had been hampered by old habits while accelerating advances on which we had already embarked. We can exploit this moment to give our operation an inspiring shot in the arm”, commented Guido Polito, Group CEO since 2011.
“We are talking about a Kick-start Strategy”, continued Luca Di Persio, CMO, “a strategy that meets the immediate need to keep up in a market that will be something of a see-saw, a fitful, rather opaque and highly competitive arena, while shaping our organisation for the challenges of the years to come – to become more efficient, responsive and agile.”
This will be a digital-led revolution that bases every level of our commercial, marketing and revenue strategy on data and technology. With the B2B Dolce Vita programme, in particular, we shall be introducing an artificial-intelligence B2B Bot. Every participating travel agency will have 24/7 access to a dedicated intelligent Virtual Seller that can answer questions on our hygiene and sanitisation standards and our local Covid-free events and experiences. It can also create bespoke offers in real time along with tailored incentive plans for each of our commercial partners.
The aim is twofold. We want to leverage technology to make dealing with thousands of agencies worldwide a more scalable and efficient proposition. And we want to be more responsive, offering tailor-made solutions and growing trust and loyalty on every account while cutting operating costs by 50%.
John F. Kennedy once said, “The Chinese use two brush strokes to write the word ‘crisis’. One stands for danger; the other, for opportunity.” And we want to seize all the opportunities that this historic moment has to offer, to assure our guests an absolutely safe time with us – without neglecting those little details, genuine gestures and everyday attentions that make a holiday such a special and memorable experience that can really touch the heart.
Together, we can start again.
For more information:
Baglioni Hotels & Resorts Press Office
Tel.: +39 (0)2 773 33712