Bettoja remodels but preserves its venerable style

ROME -- Family-run Bettoja Hotels launched a modernization program to bring its properties in Rome and Florence in line with todays expectations, but not at the expense of distinguishing itself from the major chains.

Rooms at its Rome hotels -- the four-star Mediterraneo, Atlantico and Massimo DAzeglio and the three-star Nord -- are being renovated and/or consolidated, while guest facilities, such as on-site restaurants, gyms and business centers, are being updated or added.

Meanwhile, Bettojas sole countryside property, the four-star Relais Certosa just outside the Florence city line, took the wraps off an elegant new pool and outdoor bar complex.

In addition, Bettoja, despite a recent inventory shrinkage after allowing its longtime management contract at the San Giorgio Hotel in Rome to expire, is considering an expansion through at least one acquisition in Rome, said Maurizio Bettoja, part-owner of the hotel group and son of group President Angelo Bettoja.

We do have some ideas, but nothing quite definite yet, he said. We are thinking about expansion, and within Rome more so than other places across Italy.

In the meantime, renovation of Bettojas hotels in central Rome continues apace.

History in the remaking

Rooms at the Massimo DAzeglio -- the chains first hotel, with origins in 1875 -- and the art deco Atlantico and Mediterraneo, just across the Via Cavour, are undergoing methodical renovation as time, funding and booking cycles allow.

We cant do it all at once, which would mean closing the hotels, said Bettoja. So we do a certain number of rooms each year during the winter season.

The renovation process is adhering as closely as possible to original materials and design, with a late 19th-century style the rule of thumb at the Massima DAzeglio and early 20th century art deco at the Mediterraneo and Atlantico.

A recent site inspection of a renovated double at the Mediterraneo revealed shining hardwood floors and pale green and ivory drapes and linens.

Hallways at the Atlantico -- where guest-room rehabilitation is nearly complete -- are also set to undergo an overhaul.

In addition, some of the single-occupancy rooms -- popular when the properties were built decades ago -- at each hotel in the Italian capital are being consolidated into doubles.

We started merging the singles two years ago, and the result is very large guest units with big bathrooms, dressing rooms and entrances, said Bettoja.

The conversion of singles and the overall modernization process has been slowed at the Massimo DAzeglio due to structural challenges posed by its 19th-century architecture.

Single and popular

Its complicated, [but] quite worth it, to try to preserve the unique character of each of our hotels, he said.

Installation of wiring and ductwork for air conditioning is complicated by the desire to preserve original decoration, design and ceiling heights, while some floor plans simply rule out the conjoining of single rooms.

At last count, the Hotel Massimo DAzeglio had 80 single and 116 double rooms, down from 108 singles and 96 doubles over a year ago.

Despite the drop in demand for singles rooms, a small but loyal customer base, mainly business travelers, still ask for them.

We considered turning some of our tiniest singles at the Atlantico, for example, into storage rooms and closets, but a few guests have asked us to keep them just as they are -- and theyre among the most requested rooms in the entire hotel, Bettoja said.

Meanwhile, the chains flagship Hotel Mediterraneo (see Room Key, at right) -- one of Romes few major landmarks from the art deco era -- will be replanned.

A new fitness room with massage area will open in a temporary location by Nov. 1. The restaurant/breakfast room may be moved, another conference room will be added and the rooftop terrace bar will be renovated.

The gym, with a room for treatments by an on-staff masseur, will move to permanent quarters later. In the meantime, guests may use the new gym at the Hotel Nord two blocks away. The Hotel Nord also houses the hotel groups largest business center.

Implementation of many of the changes depends on official planning permission.

We have lots of ideas, but were not sure whether and how well be able to implement them, said Bettoja.

The Mediterraneo is considered one of the few major art deco buildings in Rome and one of the few to retain its original furnishings, he added. Its fairly unchanged, and thats rather rare nowadays.

U.S. the largest market

Meanwhile, guests at the Relais Certosa -- housed in the 16th-century guesthouse of the older-still hilltop monastery towering above -- have been able to sun and fun themselves by a chic, new swimming pool and outdoor bar area as of this summer.

The verdant, quiet, 64-room property, a 15-minute drive from crowded Florence by courtesy shuttle, may replace two of its tennis courts with a small soccer field, as the sport is popular with groups of Italian guests.

That said, the U.S. remains Bettoja Hotels largest market, accounting for more than 20% of reservations, despite a falling dollar and higher gas prices.

The U.S. is the kind of market thats very welcome because they come back, which is flattering and good business, said Bettoja. Americans are more choosy. They know what they want and where to go to get it.

And what do Americans want and get at Bettoja Hotels?

While major hotel chains have the great advantage of offering a very recognizable, cookie-cutter product that people can find anywhere, were a more traditional type of family-run property, he said.

All in the family

Our hotels each have their own unique identities, with our personal family touch, and perhaps theyre for the slightly more sophisticated traveler.

Beyond that, all four Rome properties have what could be described as ideal locations, just a block or so from the central Roma Termini rail station and subway stop.

Occupancy, down in the years since 9/11, is on the rise at Bettoja Hotels. The average occupancy rate doubled this August, according to Bettoja, who added that bookings are rising enormously.

For more information, call (800) 783-6904, (212) 860-5445 or (011) 39-06 488-3288. Or visit www.bettojahotels.it.

To contact Destinations editor Kenneth Kiesnoski, send e-mail to [email protected].