Much has been said lately about the determination of high-end vacationers to travel no matter what. Be that as it may, upscale properties in Europe are taking steps to add value and, in some cases, trim rates on their priciest products.
In fact, Orient-Express Hotels Italy is taking a multipronged approach to the challenge, according to its new vice president, Maurizio Saccani, who acknowledges that the company has been affected by the reduced value of the U.S. dollar.
"We have a lot of regulars, and they are back, but some of them are not staying as long," Saccani said. The real slowdown has been with first-time visitors, he said, many of whom traditionally come during the all-important summer months.
While hoteliers have limited control over exchange rates, most are aware that clients will expect more services, improvements and overall bang for their buck in return, he said.
More Cipriani perks
The Hotel Cipriani in Venice, for example, which marked its 50th anniversary this year, completed the first phase of a three-year renovation project in April. The improvements are more than cosmetic, with 10 enlarged guestrooms (six doubles and four suites) located in the Redentore and San Giorgio wings.
The new rooms, all of which offer views of the Venetian Lagoon, now have bathrooms with large walk-in showers and double basins, fashioned from Carrara marble and traditional Byzantine-Venetian mosaics.
The rooms also feature improved soundproofing and air-conditioning systems. The new decor offers a lighter, fresher take on the hotel's Venetian roots, according to Saccani, with an eye to appealing to younger clients.
The new look is the work of Parisian designer Michel Jouannet, who used Venetian artwork, Murano glass, antique mirrors and fabrics by Fortuny and Rubelli in the overall decor.
And in a nod to its history, the hotel also brought in Franco Fogliata, the designer who decorated a number of Cipriani's suites in 1958, to create original stuccos following 17th century designs.
The next phase of the renovation begins this month and will continue until the property's seasonal reopening on April 2. State-of-the-art upgrades will include complimentary broadband Internet in every guestroom and high-definition satellite TV.
Also new is the 40-minute outdoor Gondola Massage spa treatment program at the Hotel Cipriani, which kicked off this summer. Not for the budget-minded, the Gondola Massage is priced at about $590, but its location in a gondola on the Venetian Lagoon is an example of Saccani's mandate about being creative.
The second approach to drawing visitors in tough times is an array of commissionable packages, some of which are in guaranteed dollar rates.
Saccani stressed that the special offers are available in a range of room categories, including suites.
Saccani estimated that shoulder season rates drop by as much as 10% across the board and noted that April, September and October are the best times to visit Italy anyway, thanks to fewer crowds and mild weather.
Agents are encouraged to visit the properties, he said, noting that the atmosphere of some of the more iconic hotels is virtually impossible to describe without first-hand experience.
As to service, Saccani credits the smaller size of the properties for enabling managers and owners to stay on top of quality control. "In small hotels you can react quicker and better, and you can be more creative," he said.
What's on tap
In addition to the Cipriani, the Orient-Express hotels in Italy are the Villa San Michele, the Hotel Splendido and the Hotel Caruso.
The 45-room Villa San Michele, one of Italy's National Trust monuments, is situated in the hillside town of Fiesole, overlooking Florence. Built in a former 15th century Franciscan monastery, the property's facade was designed by Michelangelo, and the grounds feature lavish gardens and parks.
The Hotel Splendido, also a former monastery, is situated on four acres of terraced gardens and olive groves overlooking Portofino Bay.
The clifftop Hotel Caruso in Ravello, overlooking the Amalfi Coast, features 54 guestrooms and 17th century gardens.
While packages for 2009 have not yet been finalized, sample packages for 2008 include a three-night Scent of Florence special at the Villa San Michele, priced at $6,000 for two.
The package includes a welcome cocktail and dinner at one of the property's restaurants; a four-hour outing with a personal shopper and a chauffeur; lunch at Cammillo restaurant; and an in-suite massage for two.
For more on Orient-Express Hotels Italy, visit www.hotelcipriani.com; www.villasanmichele.com; www.hotelsplendido.com; and www.hotelcaruso.com.