Travel Trends with Dan Christian
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Travel Trends with Dan Christian
Special Hospitality Series: Crafting Five-Star Luxury in Tuscany
Step into Tuscan luxury with Episode 6 of our Special Hospitality Series in collaboration with Forbes Travel Guide. This week, our "Leaders Behind the Stars" spotlight falls on Roberto Protezione, General Manager of Castelfalfi, a 2,700-acre estate between Florence and Pisa. Under Roberto’s leadership, Castelfalfi transformed from a €250-per-night property into a €1,000+ ultra-luxury destination, earning a Forbes Travel Guide Five-Star rating on its first application.
With nearly two decades of experience in hospitality across Italy and the Middle East, Roberto has redefined Castelfalfi as a premier global luxury destination. The estate features a medieval castle, Tuscany’s largest golf course, an organic winery, a serene wellness spa, and villas amidst rolling historic hills. Recent upgrades include a penthouse suite designed by Stefano Ricci and a new event space for 400 guests.
At the core of Roberto’s vision is a people-first approach to hospitality. “Hospitality is really about caring for others,” he shares, emphasizing passion over technical skills.
Don’t miss this inspiring conversation with a leader redefining luxury in Tuscany.
We will be releasing new episodes every Thursday—don’t miss this exceptional 10-part series featuring hospitality leaders from Beverly Hills to the Seychelles.
Season 5 Launched Jan 15th. New Episodes Every Weds! Check out our first 4 Seasons.
https://www.traveltrendspodcast.com/
What advice would you give to the new boarders? Generally, I say to my team in our trainings, especially at the beginning of new boarding, is to look at themselves and see if there is the passion for taking care of the people, because at the end of hospitality it's really caring about the others. When you either welcome someone in the restaurant or taking care of his room or welcoming on the lobby on the arrival, it's just caring about them. So if you strive to do that for your friends, your family, even the people that you don't know, probably you have something inside that is good for the hospitality.
Speaker 2:Hello everyone and welcome back to our special hospitality series, season 2, in partnership with our friends at Forbes Travel Guide. As you heard in the first episodes, we are focused on highlighting the leaders behind the stars, and we started in London, we went to Beverly Hills and then to New York, and in this episode, we are going back to Europe and specifically, the heart of Tuscany. I'm really looking forward to bringing this conversation to you, because I had the privilege to meet the GM, roberto Protizzioni, at the event and we had a drink the night before and I got to learn more about his family and his background and working in luxury hospitality, and it's really remarkable. He spent the first 10 years working at Starwood Hotels. He moved to Abu Dhabi from Italy. He started working with Marriott while he was there and then he moved back to Italy about eight years ago to Tuscany and then, two years ago, started with Castle Falfi and has now been able to chart their course to become the newest Forbes travel guide five-star property. So you're going to get to learn about his leadership.
Speaker 2:But I also want to highlight this extraordinary property and encourage those of you listening to this to multitask and pull up their website, which is CastleFalficom. That's C-A-S-T-E-L-F-A-L-F-I CastleFalficom. You can also just Google that, but what you'll see when you check out their website is that this extraordinary property is spread out over 2,700 acres. It's right between Florence and Pisa. It's a medieval castle that has an ancient Borgo nearby, which is a small medieval town with stone buildings and Borgo's where the center of agricultural and artisanal activity. This property dates all the way back in the area to Roman times. But not only does it have this remarkable history and culture. It is also the site of Tuscany's largest golf club. They have their own winery and agricultural estate for growing organic foods. They have a relaxing wellness spa, of course, and they have many tranquil Tuscan villas to choose from. So, between Roberto's extraordinary leadership and this magnificent property, you'll see why this is now a Forbes Travel Guide five-star ranked property, and I had the privilege to speak to Roberto the night before we were recording, since we got introduced to each other and we were at the Museum of Oceanography, which is extraordinary, and if you're going to Monaco, it is absolutely a must visit.
Speaker 2:It was actually founded by Prince Albert I way back in 1910.
Speaker 2:He was a sea explorer and a scientist, and Albert II, who is his great-great-grandson, who we had the privilege to be in the presence of, and to meet at, the Forbes Travel Guide at the summit in Monaco. He welcomed us there that night and we had a chance to walk around and be able to see this extraordinary aquarium and this beautiful building, and it was a perfect place for a luxury hospitality event, and so I had a chance to speak to Roberto that evening, to get to know him better before we sat down for this conversation. Now, when we recorded, we also recorded video, so we have highlights that I definitely encourage you to check out on our social channels, which you can find at both at Forbes Travel Guide as well as at Travel Trends Podcast, which you can find us on LinkedIn, youtube and Instagram, and definitely check out Forbes Travel Guide on Instagram as well, so that you can see highlights from these conversations. Now let's welcome Roberto Protizioni to this conversation. It's great to have you on Travel Trends. Thanks so much for joining us.
Speaker 1:Thank you, Dan, for having me here. It's a great pleasure to stay with you in Monaco. It's a really beautiful place.
Speaker 2:Indeed, and we had such a spectacular night last night at the aquarium and obviously getting a chance to know each other, and it certainly made me that much more looking forward to our conversation today, because I got a better understanding of your background, your family, and so I want our audience to get all of that same appreciation. So, roberto, let's start with that. I think people heard from the introduction your impressive background. I told everyone they have to go visit CastleFalficom as part of this interview because it is such an extraordinary property. But let's start with a bit of your background and how you ended up here at the Forbes Travel Guide Conference. So tell us, roberto, your background in the hospitality industry. Yes, thank you.
Speaker 1:I've been in hospitality for the last almost 20 years now. I've been a GM in different properties in the last 10 years and before I used to start my career in hospitality and revenue management for properties in different locations. Then, after that, which I actually love to work there I moved to the operation in the back side of the moon and I've been for five years in Belmont as a GM here in Tuscany and then after that, the last three years I joined this incredible project of Castelfalfi of the renovation, and the season that is going to start will be my third season there.
Speaker 2:Congratulations. It's amazing, it's a remarkable story. I mean certainly from you know you're growing up in Italy and then having the opportunity to work in the Middle East and then coming back to Italy, and I know you've lived in several places within Italy, but clearly now Tuscany is home and has been for a number of years, and you live really in the heart of it. You know, between Florence and Pisa, this extraordinary property. So tell us a little bit about Castle Falfi and that renovation, because I didn't get into that in the introduction and I'm sure our listeners will be keen to know as they're looking at the website how did this incredible property come to be and now, of course, get recognized as a Forbes Travel Guide five-star property. But yeah, tell us a little bit about Castle Falfi and that renovation.
Speaker 1:Yeah, actually Castle Falfi has been. It's a piece of Tuscany, literally, because it's in a state of 1,100 hectares, in the heart of Tuscany, between Florence, pisa and Siena, as you said, close to San Gimignano, and has been for many, many centuries a strategic place between the two cities, florence and Pisa, and has been for centuries a farm, actually, with a castle, a proper castle, with a medieval borgo, a huge estate that more than 20 years ago, became organic, full organic, and in the last years it has been part of a huge renovation and owned by the previous owner, which used to be TUI, the German tour operator. That has been the vision of this property to become a luxury property. Then, three years ago, the actual owner, which is Mr Loya, decided to fall in love with this beautiful piece of land and decided to buy the entire estate, which are more than 150 rooms and suites, plus the villa, the spa, which is brand new, the restaurants and the entire hotel, which, at the moment, we completed.
Speaker 1:And we just last year we just got, as you said, the five stars for Forbes, which has been a great recognition for our team. Honestly, because I'm very proud of them, and getting the five stars at the first year of application. It's quite unique, honestly. After that, we are going to complete the last piece of Castafaf, which is the new event, space Colaria, that will be ready at the beginning of the season and will be a great addition for our events in Castelfalfi.
Speaker 2:That's great. Congratulations again on the Ford Travel Guide five-star rating. That's obviously a huge accomplishment, as you well know, and certainly the theme for this series is leaders behind the stars, and you're certainly one of them, and your team is as well, because, as you highlighted, this is actually in a year you've been able to achieve this status and it's very difficult to attain. It's very difficult to to maintain that. So I just wanted to start off on that note, because what does it mean to you and the team to have achieved this status? Tell us a little bit about the process to get that recognition and then ultimately now what that means for yourself, the team and the property.
Speaker 1:It has been a long journey, honestly, over the last two years because, as you can imagine, moving from a property that used to sell 250 euros as an average rate to over 1,000 that we are at the moment.
Speaker 1:That means not only renovate the entire property in terms of the assets but, most importantly, elevate the service accordingly, and this has been the journey that we did in the last two years, in the last two seasons, with our team.
Speaker 1:We increased the number of people, train and retrain a lot to the team in order to make the all the standards for us normal and working on the role plays in order to really elevate the service at the standard we applied last year for Forbes, honestly getting to see what we still have to do, but luckily our service level that, I have to be honest, in the last season has been a great recognition from our guests in terms of guest satisfaction. We knew that it was already a good point, but I we always want to raise the bar and so we're expecting something to do even better, but still we got the five stars. In December, when I got the call from Forbes still under the handbag, I was very, very happy for my team because, as you can imagine, after three years of hard work, training, retraining session meetings to try to do the things well, getting this recognition has been a great achievement, especially for my team, honestly.
Speaker 2:Yeah, no, that's amazing and I'm thrilled for you, and I just wanted to understand a bit more about what that actually means now that you've achieved this status, and certainly from what I've come to understand a bit more about what that actually means now that you've achieved this status, and certainly from what I've come to understand, roberto, achieving those service levels just in and of themselves is a reason for guests to come back and visit again and again, but clearly, once you've achieved that status, there is recognition that will likely lead to more customers discovering Castle Felfi. So tell us about some of the initial benefits maybe you've seen from achieving the five-star status and what are some of the things you're expecting to see over the next year as a result of achieving that, and then, obviously, the full intention to maintain that for many years to come.
Speaker 1:I can tell you that in the last two weeks, since the list has been launched in the middle of February, we saw already some increase of reservation because the people have seen Castelfarfi in many, many articles and posts on Instagram, on different social media.
Speaker 1:So we saw that there is more attention to Castelfaffi because, of course, the fact that we are the only new Italian five-star property put us in a special stage in terms of visibility, and we are benefiting of this in terms of sales. What does it mean for us in the next season and for the next years? It's just to be even better in terms of service, because now the expectations are, of course, higher from our guests, because they will see the five stars on our entrance and they will expect this kind of service, and we have to reconfirm what we already did of good in the last season. But, most importantly, we don't want to stop here. We want to retain the five stars for the next years, of course, and continue to be one of the best hotels in Italy and Europe that we have been in the last year.
Speaker 2:Yeah, most definitely. I'm sure that will continue, and one of the other things that I'm also keen to understand is that this is your opportunity as well to attend the summit in Monaco, where we are together. And just remind me, roberto, is this your first Forbes Travel Guide to Summit event?
Speaker 1:Yes, it's my first time in Forbes Summit and Monaco. It's a beautiful location for that. I've never been in the previous property in the previous events. But to say that this location, in this event, it's looking very, very interesting, even for the panels.
Speaker 2:Yeah, no, I totally agree. I mean it's a perfect place for it, certainly for the height of luxury hospitality. Thankfully for you, you don't have to travel too far, but there's a big difference between tuscany and monaco and there's so many beautiful places within europe. But you now get to have the chance to be here for a few days and rub shoulders with the other top gms from around the world and many people within the forbes travel guide network. So I keen, given it is your first time here at the summit it was my first year, last year in Las Vegas and this year for me it's a larger conference, it's much more international. I mean, last year was fantastic, but this is really next level I'm keen to get your first impressions of being at the Forbes Travel Guide Summit. What are some of the benefits you've realized so far from being here over the last couple of days?
Speaker 1:One of the most interesting things is having in one place most of the best atelier in the world, which is very interesting even to share some opinions about the service, about our industry, which is, in my opinion, the best industry to work with, and also to learn some news, some new approach about AI, about the service, about the people that are doing our industry so interesting. So it's a great, I think, inspiring for us as Atelier to be here.
Speaker 2:Yeah, no for sure. I mean. Obviously, you highlighted the networking and then the learning opportunities. I've been able to attend a few of the sessions as well. There's been some fantastic speakers and some really interesting breakouts, one of them on luxury travel trends that I found really interesting.
Speaker 2:And for you, when it comes to actually making these connections, you've been in the industry, as you mentioned, for 20 years. When it comes to actually making these connections, you've been in the industry, as you mentioned, for 20 years. Do you have quite a few industry colleagues here that you already know, or is this really kind of a new audience and network for you, because clearly a lot of people that are here have been coming back, been a part of the network for many years? Although Forbes Travel Guide is expanding globally and the fact that it's in Europe and international for the first time, they're certainly drawing a wider audience globally, and the fact that it's in Europe and international for the first time, this is certainly drawing a wider audience. But, yeah, when you look around here at the sessions, how many people are known to you and how many people are new?
Speaker 1:Actually, let's say half and half, because there are many, many friends that I know since I started to work and are now friends or GMs or other leaders in the industry that I used to know the last 20 years, and some others are new and are very interesting to know. I know people in Europe, of course, in the US and the other parts, so this is a good opportunity for me to expand my networking in other parts of the world that I didn't work with. So it's a good mix between old friends and new friends.
Speaker 2:Yeah, absolutely. You're in great company here, that's for sure.
Speaker 1:Yesterday we spent time together and knowing each other has been a great experience, a great example of what forbes summit could be yeah for sure.
Speaker 2:It was actually really interesting because roberto and I were supposed to record yesterday afternoon and there was a few complications with the timing because I was back to back and he was running a bit behind, and then we ended up having to reschedule for today and we literally uh, bumped into each other last night getting a drink, and I was talking to jeanette and were as well, and then we all of a sudden had the realization when you looked and were like wait a second, you're Dan from Travel Trends.
Speaker 2:I'm like, you're Roberto.
Speaker 2:I was supposed to, and it was a really nice moment and we had, as you know, we spent a couple hours hanging out together, we got pictures at the top of the balcony, I got pictures for you, for your family, and you kindly took some for me as well, and certainly I instantly felt a camaraderie with you and I think it's a big component of being here, like the relationships you develop, and then, clearly, the opportunity to work with other properties and know other GMs and to get to know the travel agencies.
Speaker 2:That's another area that Forbes Travel Guide has expanded to. There's actually a whole group of travel agents that are here that are now Forbes Travel Guide rated and clearly they're looking to network with GMs like yourself to bring their guests to your property. So I appreciate you mentioning that, because it certainly has been my feeling I mean last year, but even more so this year. It's just such a dynamic community that exists around Forbes Travel Guide. So, yeah, tell us about some other opportune meetings that you might have had or other people that you've connected with that are new. That might lead to new opportunities for your business.
Speaker 1:I was mentioning the supplier side because he has some good supplier, some of them I used to know by name, some others are brand new for me and all of them they are giving me some opportunities to think about or rethink about my business in order to elevate the service or just introduce new features to my hotels. Introduction new feature to my hotels or, in some cases, change the existing supply with something which are better in terms of quality or in terms of cost, sometimes because the costs are important as well for our industry. So I think another part of Forbes Summit is the opportunity to get in contact with people that are in our industry but maybe are working in different continental nations or countries so are not directly connected to you daily by day, so are not direct connect to you daily by day. So even in this case, our opportunity of business, like with the travel agency that you mentioned or with our colleagues, because sometimes even the colleagues could be an important opportunity to increase the networking for maybe opportunity in the future to collaborate in Castafafi.
Speaker 2:Who knows will feature at the end, with companies like Mindstream and the wellness side that are focused on music and wellness. And there's some really fascinating partners suppliers, vendors however you want to refer to them, but within the Forbes Travel Guide network that clearly are looking to connect with someone like yourself to make recommendations for their linens, their card designs, like Mark Friedland, of course, which I've met him last year and saw him again earlier today, who is very keen to be on the podcast as well because they make the cards for the Academy Awards. And you know, as you know, as a hotel GM, one of the special things that you do is make a handwritten note for a guest as they come in, and that is something that is tactile and it is really meaningful in such a digital age that we're in today. But let's go back to Castle Falfi. I mean, after you leave here in Monaco, you're going back to this extraordinary property and you were starting to highlight what's coming next I would love for you to be able to share with our listeners, given that this series over the 10 episodes is launching kind of spring summer and many people are probably still making summer plans.
Speaker 2:I know we are as a family and italy's definitely on our list. Um, not that we're coming to castle felfi I'm definitely not advocating for that, roberto but I'd love to, uh, for you to be able to share you know what are some of the best times of the year to visit tuscany and what are some of the developments you have planned for castle felfi over the course of 2025 and into the future.
Speaker 1:Yes, the season is waiting for me and the opening, with a lot of business that, we, thanks God, we have on the books and is waiting for us for the opening. We just are completing the renovation, the last part of the hotel that we renovated one restaurant this winter. We are just going to open a new event space that I mentioned earlier, which is Haria di Castelfalfi, which is a huge, is the biggest event space for MICE events, for social events, for corporate events. It's up to 400 people that we are literally built in a part of Castelfalfi and we'll be ready for the opening and we'll be a great addition for Castelfalfi, especially for social and corporate events.
Speaker 1:And then, on top of that, we just opened, at the end of November last year, the new suite in the castle, completely designed by Stefano Ricci, which is a Florentine designer.
Speaker 1:He designed this new huge penthouse suite, two-bedroom suite that we have in our castle, which is really a unique experience that we can provide to our clients, with butler service included. And on top of that, there are many, many other activities that we planned in the last winter for our clients that they can have in our estate, from cooking class to pizza class, from truffle hunting to the new spa treatments that we have designed. Going back to, when is the best time to come to Castelfarfi? I think that from the end of April till, let's say, mid of October, the season is really perfect because it's not very hot, it's close to Florence but it's much cooler than Florence. So you can really enjoy the stay with us over the summer, when probably in the city it's hottest, and come back in the evening to enjoy the resort life in Caselfalfi with our spa, with our pools, with our tennis court, paddle court and all our activities that are ready for our clients.
Speaker 2:So it's really a perfect time to come and visit and one of the things that was running through my mind as I was preparing for our conversation, looking at the website, is how long someone should stay, given there's so much to do. I think you could spend a month there, but like what? What do you typically recommend? Is it a week? I mean, are some people coming for a long weekend? What is the uh, the typical duration of a stay and what would you recommend?
Speaker 1:yeah, because it's there are so many opportunities to do in the fashion that even the clients they stay with us one week at the end they said I didn't do that. I didn't do that, I have to come back because I have to do this. So that, because there are a lot of things, I think honestly that four or five days it's the right time to come, and for the stay, because you have the time to enjoy the resource life, like the spa, the golf, the sports or the food activities, and also visiting Tuscany, if it's the first time that you are in Tuscany, because there are many spots around us that are really close by and achievable within one hour or even less sometimes, like San Gimignano, volterra, monteriggioni, siena, pisa, florence and so many others. The seaside, with Fontenot Army, which is just one hour. So there are many things to do. And five days, I think it's a good time to spend with Castle Farfing and maybe come back next year.
Speaker 2:Who knows Exactly? Yeah, definitely. So, speaking of that and travel plans, I know you have a young daughter, so you've achieved this very important recognition and renovated this hotel, but obviously everyone needs a break, and especially when you've got a young family. Clearly, you live in one of the most beautiful places in the world, so it's probably you know you don't have to tear yourself away from it, but I'm sure it is inspirational to go and visit other extraordinary properties and have the opportunity to see other places and what. So I was genuinely curious, roberto what's on your list for 2025? What else do you want to go and visit? What stands out to you in terms of regions? What do you have planned with your family? If you don't mind me asking, it's a pleasure.
Speaker 1:I love to travel with my family and spend time with them, with my daughters and my wife, our dog Bianca, dog Bianca. So I'll say that we generally travel. Since we have Bianca, we generally travel in Italy for using my car, and my next probably my next trip will be Naples, which is a city that I love. I'm from the south of Italy and I love the south of Italy, the Sicily, the Amalfi Coast, naples as a city, the Puglia near the side, so the next one will be in Naples and probably the summer I will spend in Puglia, on this side, which I love. The fish, and probably that is one of the best fish in Italy.
Speaker 2:Yeah, no, naples. I mean I knew that you were from that region of Italy from our conversation last night and I think I'd mentioned to you that the Amalfi Coast we've never been and that's really high up on my list and to try and figure out when is best to go. And when I was doing some research on flights, I actually realized that there's direct flights from Nice to Naples. So I've been thinking about maybe we could do the south of France and southern Italy this summer as our family trip. But that's the one thing that's amazing about Europe is how close everything is, because most of our listeners are in the US, so when they're thinking about traveling to Europe and certainly one of the big takeaways for me being here in Europe again is just how extraordinary Europe is. I mean, it's just there's so much to offer with the culture and the cuisine and and clearly, if no one's been to Tuscany before, castle Falfi is the way. If you've been to Italy before, it just sounds like Castle Falfi is one of the best introductions you could have to to this beautiful country. But I appreciate you sharing where you're headed to next.
Speaker 2:I just had a couple last questions for you and one of them I'm always keen to get from an executive like yourself who's achieved such success, is for those people out there listening to this that are working their way up in the industry, especially in hospitality. I mean, certainly one of the biggest themes of our Travel Trends podcast when we started the show was trying to share what recommendations executives would have for people that are coming up. Advice, and clearly you say you've accomplished a lot. So I'd love to hear for those listeners out there that are looking at you, roberto, and many of the people that are going to like this on Instagram or on LinkedIn and I can see it's a lot of the people that work across the properties and so they're clearly trying to stay connected and to learn what they should do to rise up in their careers. So what advice would you have for them?
Speaker 1:then generally say to my team in in our trainings, especially at the beginning, onboarding is to look themselves and see if there is the passion for taking care of the people, because at the end, hospitality is really caring about the others.
Speaker 1:When you either welcome someone in the restaurant or taking care of his room or welcoming on the lobby at the arrival, it's just caring about them. So if you strive to do that for your friends, your family, your, even the people that you don't know, probably you have the something inside that is good for the hospitality, because all the standards I can teach to the, to my team, but the, the passion to taking care of the others, is something that either you have within you or you will not. I cannot teach to anyone else. So if you think that you have this and you stay well when the others are well, you are a good person for the hospitality and this industry is right for you. Then all the standards and all the tricks we can teach you and we are happy to teach you, but the passion is something that you have to find yourself.
Speaker 2:That's great advice, roberto, and I'm sure many people will be looking to connect with you after this and certainly learn more about Castle Felf. We've mentioned the website, of course, but where would you point them to either get in touch with you or to learn more about the property, because there's going to be travel advisors listening to this, hospitality executives and also travelers that are just genuinely interested. So, given that diverse audience, where would you recommend or point them towards, roberto?
Speaker 1:Well, of course, our website it's the first point of contact but also our social media accounts on Instagram, on Facebook and my personal account as well. I'm on Instagram as Roberto Protezione, or you can even email me on robertoprotezione at cassefalficom for for any getting contact for us, for any requests that you want to discuss with me or share with me. I am more than happy to get new friends to our contacts.
Speaker 2:Fantastic. I appreciate you sharing your email address. I'm sure you're going to hear from a few travel advisors we had last year in Las Vegas. As some of our listeners know, in season one we had this amazing entrepreneurial female executive, ellie, who created Ellie Wagner. She created Wagner Bespoke Travel and she was a former lawyer and she's got a remarkable story. She's got young kids and she's built a very successful travel agency business, and how she did that was connecting with hotel GMs like yourself and then being able to make the personal connection when her guests were coming to stay there, because she has a very high net worth clientele, and so I appreciate you extending that and I look forward to keeping in touch.
Speaker 1:Thank you, dan, and thank you everyone to listen to us and we're in Tuscany, so whenever you want, we're here.
Speaker 2:Thanks so much for joining us on our latest episode of Travel Trends and our special hospitality series in partnership with our friends at Forbes Travel Guide.
Speaker 2:As you've heard, in this series in season two has all been about the leaders behind the stars, and certainly Roberto Protizzioni, the GM of Castle Falfi in the heart of Tuscany, is a terrific example of that A beautiful property, an exceptional leader and clearly a great team. So congratulations to all of you again on that recognition and status and certainly wishing you all the best for the year ahead. Now, next week, we're going to continue our focus on hotel gms and we're going to the seychelles, and all of these conversations were recorded live, of course, at the summit in monaco, the forbes travel guide annual, but we are going to be profiling an extraordinary property in the Seychelles next week. So make sure you are subscribed on the streaming platform of your choice Apple or Spotify. And then, don't forget, we post clips and highlights on our social channels, both at Travel Trends Podcast as well as at Forbes Travel Guide, on Instagram, linkedin and YouTube. So be sure to check out clips and highlights there. And until next week, safe travels.
