Hotel La Palma Capri in Italy has named Giusy Guarracino as its new managing director. A native of Capri, she has been with the hotel since 2022, serving as the executive head of sales, reservations and revenue.
We caught up with Guarracino to find out what it’s like to head up the prestigious hotel, which joined Oetker Hotels in 2021 and underwent a major overhaul over the course of a year which took it from 80 rooms to 32 rooms and 18 suites. (Note: Each room or suite has its own private balcony or terrace.) The hotel is iconic on Capri, having first opened in 1882.
World of Luxury: Please tell us what it is like to be heading up this very iconic hotel in its new life as part of Oetker Hotels.
Giusy Guarracino: It is truly a dream come true. Hotel La Palma is part of the history of Capri — it’s a place where generations of travelers have felt at home — and seeing it come back to life with the Oetker Hotels fills me with pride. Every morning when I walk through the doors, I feel both the weight and the warmth of its legacy. It is a privilege to guide this next chapter, to protect its soul, and to make sure every guest feels the magic that has made La Palma beloved for more than 200 years.
World of Luxury: What have you learned in your past roles at the hotel that you will bring to this new role as managing director?
Giusy Guarracino: In my years working at Hotel La Palma, and more broadly throughout my career in hospitality on the island, I have learned that leadership in Capri requires a deep understanding not only of luxury service, but of the territory, the people, and the traditions that give this place its soul. My past roles taught me the importance of being present — truly present — with both guests and my team. Capri operates on emotion: guests return because of how we make them feel, the warmth we offer, and the sense of belonging we create. I’ve learned to listen closely, to anticipate needs before they are expressed, and to translate local authenticity into an elevated guest experience. I also bring with me a strong appreciation for teamwork. Nothing in hospitality is achieved alone. Over the years, I have grown alongside my colleagues, learning how to motivate, support, and empower them so that every interaction with a guest becomes meaningful.
Above all, my experience has taught me that a hotel is alive. It evolves through its people, its stories, and its daily rhythms. As managing director, I carry this awareness with me every day, ensuring that Hotel La Palma stays true to its heritage while embracing a new chapter with care, vision, and heart.
World of Luxury: Are there any consumer luxury trends that have influenced the redevelopment of the hotel and its offerings?
Giusy Guarracino: Yes, but we approached them in a very human way. More and more, guests are seeking warmth, authenticity, and experiences that feel meaningful — not just luxurious.
This guided us in creating spaces that are elegant but welcoming, refined but never distant. People want to feel a sense of place, to feel connected to Capri, to feel cared for. The redevelopment reflects this: calm, beauty, craft, and a strong sense of belonging. Luxury today is about how something makes you feel — and that is what we wanted to honor.
World of Luxury: Will you be looking at bringing in a new clientele for Hotel La Palma Capri? How important is the U.S. market to the hotel?
Giusy Guarracino: Our vision is to continue welcoming the wonderful guests who have always loved Capri, while also opening ourselves to new markets and new possibilities. Capri has an international appeal, and we see great potential in connecting with travelers who may be discovering the island — and Hotel La Palma — for the very first time. The U.S. market remains incredibly important to us. American guests bring an enthusiasm and appreciation that perfectly matches the spirit of the hotel, and their loyalty has always been meaningful. But at the same time, we are excited to broaden our reach, to introduce La Palma to emerging luxury markets, and to create experiences that resonate with a diverse global audience. Ultimately, our goal is simple: to make Hotel La Palma a place where guests from all over the world feel instantly at home, cared for, and inspired to return again and again.
World of Luxury: Do you have a favorite area of the hotel you like to visit for a quiet moment?
Giusy Guarracino: Surprisingly, my favorite place is the lobby — even with all its movement and natural liveliness. There is something deeply comforting about its energy: the sound of suitcases rolling in, guests greeting each other, the soft buzz of conversations, the team moving with purpose and warmth. For me, the lobby is the heart of the hotel. It’s where stories begin — arrivals, reunions, first impressions, little moments of excitement. And even though it’s not quiet in the traditional sense, it’s where I feel most connected to our guests and to the rhythm of La Palma.
Oetker Hotels' current portfolio includes Le Bristol Paris, Brenners Park-Hotel & Spa in Baden-Baden, Hotel du Cap-Eden-Roc in Antibes, Chateau Saint-Martin & Spa in Vence, The Lanesborough in London, L’Apogée Courchevel, Eden Rock - St Barths, Jumby Bay Island in Antigua, Palácio Tangará in São Paulo, Hotel La Palma in Capri, The Vineta Hotel in Palm Beach (debuting shortly) and a future hotel in St Tropez (2027), in addition to over 250 villas around the world.