The CEO of Smeralda Holding Mario Ferraro in an interview in CS Journal: “Luxury tourism is proving to be more resilient. The future?
Mario Ferraro, CEO of Smeralda Holding; what is the future, in this complex period, for tourism in Sardinia and in the territory managed by the Costa Smeralda Consortium of which you are part?
“Sardinia is positioned well, thanks to the characteristics that render it unique. The range of services offered, the island’s natural beauty and the low tourist population density make our island, and in particular the Costa Smeralda, a privileged and sought-after destination. Our strategy aims on the one hand to preserve and valorise the aspects that have made the Costa Smeralda so special, and on the other to introduce complementary innovations to the range of tourist services available in order to make the destination even more attractive, for example to new market segments and new generations of consumers”.
Does the luxury segment have a higher capacity to attract?
“In all past recessions, luxury tourism has proved to be more resilient. This is particularly true for the Costa Smeralda which, even in times of difficulty, has always seen higher levels of tourist movement than destinations that concentrate on mass tourism. In the new normality, we are actually seeing an increase in this trend”.
What is the vision of the Costa Smeralda for the next ten years?
“We see the areas associated with the Costa Smeralda Consortium as a single uncontaminated natural oasis which, unlike the rest of the world, aims on the one hand on sustainable and intelligent development to preserve its characteristics, and on the other to innovate, adapting to changing times”.
Are you confirming all the investments planned?
“At the moment we are completing the renovations at the Cala di Volpe under the guidance of Bruno Moinard. While maintaining the quintessential essence of Jacques Couëlle’s original design, it will open for the 2021 season with a series of spectacular innovations. Between 2021 and 2023, we will also complete renovation works for the hotels Cervo, Romazzino and Pitrizza, as well as transforming the Cervo Tennis Club into a lifestyle hotel dedicated to Millennials and Gen Z guests”.
What will be the most significant aspects of your tourist offer?
“Diversification of the offer and the design of our hotels. Wellness, a wider and more contemporary range of restaurants, upgrades for our hotels, more sports activities for those with a more dynamic lifestyle and more offers for families are the cornerstones of Costa Smeralda 2.0”.
Is the Costa Smeralda being presented as the ideal destination for a safe and tranquil holiday for summer 2021?
“Despite this complicated moment, with the third wave of COVID threatening our sector, I am optimistic. Sardinia is still seen as a safe destination, and next summer will see a strong desire to travel and regain a certain level of stability. With the vaccinations being introduced, I forecast a rapid and widespread recovery”.
Are there any changes on the horizon for food & beverage services?
“The Cala di Volpe range of restaurants will all have a new design and, in a move to offer an even more exclusive and distinctive range, we will be inaugurating the Beef Bar, a luxury restaurant brand that was founded in Monte Carlo and which now has venues all over the world. The strategy for the updating of the F&B sector is completed with the purchase of part of the Giorgio Pinchiorri wine cellar, which will allow us to offer one of the most spectacular selections of fine wines in the world, a selection which will be presented in a spectacular open wine cave inside the Beef Bar restaurant”.