ROMA (ITALPRESS) – Xenia Hotellerie Solution Spa, listed on the stock exchange, has completed about 80% of its industrial plan presented to the market in 2025, ahead of schedule. This was explained by CEO Ercolino Ranieri in an interview with Claudio Brachino for Italpress Economy.
The group operates on two fronts: the supply side, through the hotel brand Phi Hotels, which currently has 19 properties in Italy, and the demand side, with two tour operating divisions dedicated to the corporate and leisure segments. “We cover both the demand and supply areas: on one side, we sell rooms, while on the other, we assist those who need to purchase them,” Ranieri stated.
Growth has focused on so-called “Tier 2” destinations, which have high potential that is yet to be fully realized, as well as acquiring verticals in the travel experiences sector. Having established the planned industrial platform, the company is now entering a phase of consolidation and brand repositioning, tasked with distinguishing its hotel offerings—centered on relational rather than mass hospitality—from those associated with experiences.
To support this transition, Xenia has engaged two advisors.
On the strategic front, OC&C was chosen: “We need to reorganize our array of activities by building the synergies that our scale currently allows,” emphasized Ranieri. On the financial side, the role has been assigned to RNS, which is tasked with constructing the economic-financial pathway for the new configuration: for a listed company, Ranieri explained, it’s essential to convey not only the goals but also the tools for achieving them to the market.
The CEO also addressed the topic of technology, noting that “the tourism sector has already undergone profound digital transformations, from online booking platforms to review systems, and even search metatags.” Artificial intelligence, in his view, now represents “a leap in quality, especially for back-office activities,” which have only been mechanized up to this point, with the possibility of deeply analyzing trends and guest preferences, thereby making information truly “informative.”
Looking ahead, the CEO anticipates two challenging years, with the aim of continuing to grow through hotel acquisitions and strengthening the two pillars of tour operating, while placing greater focus on building recognizable brands that can communicate a promise consistent with the company’s claim “Hospitality company.” This also includes streamlining hotel brands, distinguishing between urban and seaside properties, and developing the Explore brand, focused on experiences.
Regarding the untapped potential of Italian tourism, Ranieri believes that flows remain concentrated in a limited area of the national territory, “while the demand is growing for travelers who wish to experience regions rather than merely pass through them,” offering development opportunities for the numerous economic and agri-food excellences of Italy’s provinces.
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