She took charge of her family business at just 19 and never looked back. Today, Ludovica leads R Collection Hotels, turning every challenge into unforgettable experiences for guests.
Can you tell us what your role as Brand Director at R Collection Hotels involves?
As Brand Director, I am responsible for defining and protecting the overarching brand vision and values of R Collection Hotels. I also oversee brand consistency across our portfolio, making sure each property expresses our DNA in a way that feels natural. A large part of my role is cross-functional – I collaborate closely with operations, marketing and design to align decisions with our long-term strategy, so that the brand continues to evolve.
What inspired you to choose a career in hospitality?
I grew up surrounded by hotels and from a very young age I saw the emotional impact they can have and that fascinated me. Hospitality is about creating moments that stay with people long after they leave, and that motivated me to pursue it professionally. I’ve always enjoyed welcoming others and curating experiences, and hospitality uniquely combines creativity, human connection and business strategy. That mix made it a natural fit for my aspirations.
How did your studies in London and Switzerland help shape your career path?
Studying in London and Switzerland exposed me to international hospitality standards at a formative stage. What I gained most was a global mindset, understanding how different markets operate, how guests’ expectations vary, and how to adapt accordingly. It shaped the way I approach leadership and brand-building today.
Which experiences from working at international hotels were most useful when you came back to R Collection?
Working within renowned international luxury brands was invaluable. I learned how strong operational systems underpin great guest experiences and how the world’s best hotels maintain consistency across different countries and teams. Beyond the technical aspects, working outside the family business helped me develop confidence, independence and a professional identity of my own, which became essential when returning to R Collection.
What was it like taking on the Brand Director role in your family’s hotel group?
It was a great responsibility. Joining a family business brings a level of emotional attachment so I had to learn to balance that emotion with objective decision-making to protect the company’s long-term health. My aim was never to replace what existed, but to bring fresh ideas and a modern perspective while respecting our heritage. Carrying forward the vision of previous generations while shaping the next chapter has been one of the most meaningful parts of the journey.
How do you make sure each hotel has its own character while keeping the overall brand consistent?
We focus on defining brand values rather than enforcing strict rules. If values are clear, they naturally guide decisions without limiting individuality. Each property is encouraged to reflect its own location, history and architecture. While the aesthetics, stories and atmospheres can vary, guests still recognise the R Collection experience through our service philosophy, our attention to detail and the level of quality we uphold across the portfolio.
What are the biggest challenges of managing several luxury hotels, and how do you deal with them?
One of the biggest challenges is maintaining consistent standards across different locations, especially when teams have varied backgrounds. Aligning everyone behind the same brand vision takes time, communication and shared purpose. In the luxury segment, guest expectations are extremely high and constantly evolving, so we need to be agile while never compromising on quality. The way we address this is through constant dialogue with our teams, continuous training, clear procedures and a strong focus on the small details that collectively shape the guest experience.
How do you keep high standards across hotels in places like Lake Como and Portofino?
We rely on strong, empowered leadership teams on property who understand luxury service. Clear service expectations and regular quality checks ensure consistency, while training remains continuous and feedback is shared in both directions. Above all, we prioritise intuitive, personalised service over formality – this mindset is what defines our standards, wherever the property may be.
Can you share any new ideas or strategies that have improved the guest experience?
We have enhanced personalisation through more thoughtful pre-arrival and in-stay communication, with a focus on curated, authentic experiences that connect guests with the local culture, something increasingly valued by today’s luxury traveller. Internally, we are empowering our staff, giving them the tools and confidence to make independent decisions that elevate the guest experience. On the design side, we have strengthened our storytelling, using architecture, interiors and small guest touches to make every stay feel more meaningful. We have also focused our efforts on improving the emotional layer of the experience, particularly those elements that are felt before they are consciously noticed – such as the bespoke scents created for each location and the music, lighting and textures that curate a sensory landscape quietly reinforcing the identity of each property.
How do you see luxury hospitality in Italy changing in the next few years?
Luxury travellers are looking for greater authenticity, as well as more sustainable and responsible ways to travel. They seek emotional connection rather than just impressive amenities. I believe boutique and family-owned brands will continue to gain influence, as they are often more agile and driven by a long-term vision rather than short-term performance. Italy, in particular, is a natural setting for this evolution. Its rich cultural heritage, craftsmanship and deep sense of place allow independent brands to create personalised, culturally rich experiences that feel genuinely distinctive and emotionally resonant.
What advice would you give to someone just starting out in hotel management?
Gain hands-on experience in different departments – it’s the best way to understand how a hotel functions. Be curious, humble and open to learning from everyone around you. If you have the chance, travel and work abroad, as exposure to different cultures and markets is incredibly valuable. Always remember that hotels are about people, the way you treat guests and colleagues will shape your reputation and your career.
Looking back, which achievements at R Collection Hotels are you most proud of?
I’m proud of building strong, motivated teams who believe in our vision and genuinely care about our guests. I also value how we’ve managed to blend tradition with a more contemporary approach, elevating the guest experience without losing our authenticity. Introducing a more emotional interpretation of luxury, one centred on storytelling and individuality has been especially meaningful. It reflects who we are as a family and as a brand.
