What is UNA Italian Hospitality?
UNA Italian Hospitality is an Italian hotel group with a very clear objective: to offer genuinely Italian stays. It includes hotels, resorts and residences that reflect our culture, from design to food, to the way we welcome our guests. The aim is to offer high standards while maintaining a strong sense of place and personality, so that guests feel connected to Italy rather than staying somewhere generic.
How do you work with the UK travel sector?
The UK is our third most important market after Italy and the USA. We adopt an omnichannel approach working directly with UK tour operators, TMCs, MICE specialists, concierges and travel agencies, as well as Italian incoming partners. Our activities include WTM London, UK roadshows with Preferred Hotels & Resorts, digital campaigns, sales meetings, fam trips and collaborations with DMCs supporting leisure and MICE travel.
How big is the collection?
UNA Italian Hospitality is the largest Italian hotel chain, with over 6,000 rooms across 59 hotels, resorts and residences in 31 destinations. The Group operates through two brands, UNA Esperienze and UNA Hotels, serving the upper-upscale and upscale segments. With 30% Italian guests and the rest from global markets, we focus on combining Italian authenticity with international standards, focusing on quality, innovation and memorable hospitality experiences.
Maison Venezia | UNA Esperienze
How would you describe a typical UNA Italian Hospitality hotel?
It is difficult to describe one of our “typical” UNA hotels, as each property is distinctive and rooted in its local area. Common elements include contemporary Italian design that balances style and functionality, a strong regional food and beverage identity, and destination-led experiences. Service is always professional, attentive and warm. Our hotels are designed to offer relaxed, authentic stays that allow guests to discover the local culture while enjoying consistent, high-quality hospitality.
What's driving your growth in the UK market?
I can confirm that in 2025 we recorded growth of almost 20% compared to 2024 in terms of rooms booked. I believe that the moderate improvement in the UK’s macroeconomic conditions, together with the continued improvement of air connectivity to Italy, have played an important role. This is alongside the growing appeal of Italy as a leisure destination and, thanks to major events and trade fairs, as a business destination too.
How does UNA encapsulate the quintessential Italian holiday experience?
Across our 59 properties, we offer guests both iconic destinations and lesser-known locations. While 75% of tourism is concentrated in just 4% of Italy, there is strong potential in alternative, authentic locations. British travellers are drawn to Italy’s lifestyle, food, culture and landscapes which we reflect in every stay. Through locally rooted experiences, such as our “Rome by Romans” project, guests have the opportunity to explore destinations more deeply, engaging with both the place and its people.
UNA HOTELS Trastevere Roma
Which hotels hold particular appeal for British guests?
Sicily is particularly popular, with UNA Hotels Capotaormina and UNA Hotels Naxos Beach Sicilia offering an ideal sun-and-sea experience.
Our art city hotels are also strong choices, especially in Rome with Trastevere Roma | UNA Esperienze and Maison Roma Piazza di Spagna | UNA Esperienze, and in Venice with Maison Venezia | UNA Esperienze.
Food-and-wine destinations such as Relais Villa Grazianella in Tuscany and Grand Hotel di Parma – both part of the UNA Esperienze collection – are also highly appealing.
What are your plans for 2026?
This year, we will continue strengthening our UK trade relationships while consolidating key markets and expanding into new regions. We will attend major international events such as IBTM and IMEX, as well as MICE-focused forums. Our strategy also includes increased direct UK engagement and a new fam trip with YesMilano to enhance operators’ and buyers’ knowledge of our properties.
UNA Esperienze | Relais Villa Grazianella
British couples love Italy for a wedding – where would you recommend?
For British couples, I recommend Relais Villa Grazianella | UNA Esperienze in Tuscany and UNA Hotels Capotaormina in eastern Sicily for their ceremony. Italy remains a leading destination wedding country, supported by strong international interest. Recent data highlights that foreign weddings in Italy are growing in particular from the UK and the US. The strongest-performing regions are Tuscany, internationally recognised for its combination of landscapes, food and wine and cultural heritage, and Sicily, appreciated for its variety of settings ranging from the sea to the countryside, as well as villages and historic sites.
What's your best ‘secret’ tip for Italy?
To discover Italy’s hidden treasures, I recommend exploring less-visited destinations and travelling during shoulder seasons. The Aeolian Islands off Sicily's north coast are a volcanic archipelago with small corners of unspoilt beauty, and they are best experienced at L’Ariana Isole Eolie | UNA Esperienze.
I also suggest UNA Hotels Monterufoli Wine Country in Tuscany, which is ideal for guests seeking authentic food, wine and timeless Italian countryside. It is a perfect place for those who want to feel immersed in Italian culture and traditions, just a short distance from the famous lands of Bolgheri.
