In 2022, VRetreats had a reported turnover of over €33mn, with 80% of its business generated by foreign customers. Credit: Suttipong Sutiratanachai via Getty Images.

VRetreats, a luxury hotel company, has added five new hotels to its portfolio in Italy, which aims to showcase hotels devoted to the country’s art, history and culture.

Opening the acquisitions was Hotel Roma, a historic hotel on the island of Ortigia, located in the centre of Siracusa. Hotel Roma is housed in a late 19th century palace and a project plans to renovate the hotel’s common areas and rooms.

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Another property in the south of Italy entering the collection is Palazzo Sant’Anna, located in Lecce. Conceived as a small hotel, the three original blocks have been renovated, two from the 18th century and one from the 14th century.

VRetreat’s property in north-eastern Sardinia is Cala Cuncheddi, a contemporary-style resort next to a private beach and olive tree park. It provides excursions, wine tastings and spa services for guests.

Due to open this autumn, the Cervino hotel will play a central role in the positioning of the brand, which until now has been oriented towards city hotels and luxury seaside resorts. This five-star hotel is located on the Italian-Swiss border and although officially opened in October 2021, has undergone a full renovation which made use of natural eco-friendly elements such as wood and glass.

The latest addition to the group is Il Tornabuoni in Florence, a 13th-century building located near Ponte Vecchio, Piazza della Signoria, Piazza della Repubblica and the Santa Maria del Fiore Cathedral.

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VRetreats is part of Alpitour World’s hôtellerie division. In 2022 it had a reported turnover of over €33mn, with 80% of its business generated by foreign customers. The business is aiming at a target turnover of €180m by the end of 2023.

GlobalData’s travel and tourism intelligence finds that Italy’s leading source markets include Germany, France, the UK, Austria and the US.

Alpitour World’s CEO Gabriele Burgio commented: “In 2024 we expect the brand to make a further leap forward both in terms of revenue and EBITDA [earnings before interest, taxes, depreciation and amortisation] and in terms of facilities.”