Luxury meets hospitality: Glion hosts panel in Milan on brand-driven guest experiences

“In the world of luxury hospitality, basic technical skills, such as using reservation management software or understanding check-in procedures, are fundamental, but can be easily taught. What truly sets a good professional in the sector apart is the ability to understand and interpret the customer’s needs. It’s not just about knowing how to serve, but about recognizing the kind of experience each guest is looking for, often without them expressing it openly. This ability develops with experience, but some are born with a natural sensitivity. For this reason, in our courses, we don’t just teach the theory; our students must deal with real situations, visit luxury facilities, analyze customer behavior and put into practice what they learn. Soft skills, such as empathy, listening ability and reading customer behavior, are essential, but a psychological approach to the relationship with the guest is also crucial, constantly refining these skills through practical experience.”

“In our hotel group, linked to the Ferragamo family, hospitality is at the center of everything, based on the authenticity and warmth of Italian hospitality. Our goal is not just aesthetic, but to create intimate and profound experiences for every guest, with an offering that goes beyond the hotel, integrating dining, shopping and culture in harmony with the territory. When communicating a luxury property, it is essential to balance traditional channels with social media, which today are fundamental for establishing direct contact with the public. It’s not just about promoting services, but about telling stories, involving people in authentic experiences and creating lasting connections. Instagram, in particular, is crucial to showcasing the brand experience, while cultural events such as art exhibitions allow us to broaden our audience. Luxury communication today is made up of experiences that go beyond selling, building deeper relationships based on values, culture and emotions.”

Many fashion brands are attracted to hospitality because the high-level experience has always been an integral part of this world. It’s nothing new: for some time now, the most exclusive maisons have offered their clients privileged moments, such as private lounges or reserved cafés. Today, however, the hospitality sector allows these experiences to become more accessible, offering light and informal formats that also allow new generations to get in touch with the world of luxury. The concept of exclusivity is indeed evolving, becoming less formal and more open, in a true process of democratization. It’s no longer just about ostentation, but about a more natural and fluid approach to a world once perceived as distant. These experiences help strengthen brand awareness and customer loyalty, because direct interaction becomes an integral part of the brand’s culture. Even if it is not always easy to precisely measure the effectiveness of these approaches, their impact on awareness and engagement is evident.