Credit: Adobe StockScaling New Heights in European Hospitality
Maria Pia Intini on the rise of mountain resorts in Europe and how sustainability, technology, and local culture are driving the future of hospitality
February 26, 2026Real Estate
Written by:Rory Hickman
Key Takeaways
- Sustainable luxury is becoming essential in European hospitality, with a growing emphasis on local cultural integration and environmental responsibility.
- The European market is seeing increased interest in non-coastal destinations like the mountains, where tourism is expanding year-round due to changing consumer demands.
- Technology, including AI-driven customer service and CRM systems, is reshaping how hospitality providers engage with their guests, driving more personalised and efficient experiences.
In an exclusive interview with Diego Tavares, Partner and Managing Director at the GRI Institute, at the most recent edition of GRI Hospitality Europe forum in Rome, Maria Pia Intini, Managing Director at Almar Resorts & Spa, highlights how the concept of "sense of place" has become a key focus for European hospitality properties.
Almar, a high-end leisure brand backed by HNH Hospitality, exemplifies this approach by prioritising responsible luxury, local cultural integration, and holistic well-being. With plans to expand along the Italian coast and internationally, the brand is committed to maintaining operational sustainability while delivering exceptional guest experiences.
At the forefront of this shift, industry leaders are emphasising the importance of integrating local culture, natural beauty, and sustainability into the design and operation of new resorts.
This growing trend signals a broader shift in the European hospitality market, where more developers are looking to create properties that offer more than just comfort and opulence. There is now a demand for resorts and hotels that provide guests with meaningful connections to the region, its traditions, and the environment.
Maria notes that sustainability is no longer an optional luxury but an integral part of the guest experience. Hotels and resorts are now expected to integrate eco-friendly practices into every aspect of their operations, from renewable energy use to sourcing local products.
In fact, many leading European hospitality brands are now striving for high sustainability certifications, such as the GST certification, which specifically recognises environmentally responsible practices in the hospitality industry.
This demand for sustainability is not limited to guests' expectations; it also reflects broader industry trends where operators and developers are investing heavily in reducing their environmental footprint.
A growing number of resorts are opting for energy-efficient designs, and some are even building completely off-grid facilities, powered by renewable sources such as solar or wind.
Traditionally seen as winter-only destinations, the demand for year-round mountain resorts is growing. This is particularly relevant for regions like the Dolomites and the Alps, which are witnessing an uptick in visitors during the warmer months.
With this shift, hospitality operators are now developing properties that cater to a broader demographic, including wellness-focused retreats, spas, and nature-centric experiences that align with changing guest expectations.
The expansion of the mountain tourism market reflects a larger European trend of diversifying resort offerings to accommodate an increasingly varied clientele.
With tourism in coastal areas becoming saturated, mountain regions are being positioned as a desirable alternative for both domestic and international travellers.
One of the key innovations is the introduction of artificial intelligence (AI) to enhance customer service. In addition to improving the booking process, AI is also being integrated into CRM systems, allowing hospitality operators to create hyper-personalised marketing and service offerings.
By tracking guest preferences and behaviours, operators can offer tailored packages and recommendations that increase guest satisfaction and drive revenue.
Moreover, CRM systems are helping operators build stronger relationships with their customers by offering seamless, consistent communication throughout the entire guest journey. From pre-arrival to post-stay, these systems ensure that every guest interaction is personalised and efficient.
Maria believes that the future of European hospitality will be shaped by a combination of these factors as the sector enters an exciting phase of innovation and transformation.
By embracing sustainability, leveraging technology, and fostering deeper connections with local cultures, the industry is setting the stage for a new era of hospitality that goes beyond luxury to offer truly meaningful experiences for the modern traveller.
Watch the full interview with Maria Pia Intini here.
Almar, a high-end leisure brand backed by HNH Hospitality, exemplifies this approach by prioritising responsible luxury, local cultural integration, and holistic well-being. With plans to expand along the Italian coast and internationally, the brand is committed to maintaining operational sustainability while delivering exceptional guest experiences.
The Shift Toward Responsible Luxury in Hospitality
The hospitality real estate sector in Europe is increasingly pivoting towards a model of responsible luxury, driven by consumer demand for more sustainable and authentic experiences.At the forefront of this shift, industry leaders are emphasising the importance of integrating local culture, natural beauty, and sustainability into the design and operation of new resorts.
This growing trend signals a broader shift in the European hospitality market, where more developers are looking to create properties that offer more than just comfort and opulence. There is now a demand for resorts and hotels that provide guests with meaningful connections to the region, its traditions, and the environment.
The Importance of Sustainability in Hospitality
As the European hospitality industry increasingly prioritises sustainability, a focus on responsible luxury has emerged as a key trend.Maria notes that sustainability is no longer an optional luxury but an integral part of the guest experience. Hotels and resorts are now expected to integrate eco-friendly practices into every aspect of their operations, from renewable energy use to sourcing local products.
In fact, many leading European hospitality brands are now striving for high sustainability certifications, such as the GST certification, which specifically recognises environmentally responsible practices in the hospitality industry.
This demand for sustainability is not limited to guests' expectations; it also reflects broader industry trends where operators and developers are investing heavily in reducing their environmental footprint.
A growing number of resorts are opting for energy-efficient designs, and some are even building completely off-grid facilities, powered by renewable sources such as solar or wind.
Mountain Destinations on the Rise
One notable shift in the European hospitality real estate market is the rising popularity of mountain destinations, as changing travel habits and climate change reshape tourism trends.Traditionally seen as winter-only destinations, the demand for year-round mountain resorts is growing. This is particularly relevant for regions like the Dolomites and the Alps, which are witnessing an uptick in visitors during the warmer months.
With this shift, hospitality operators are now developing properties that cater to a broader demographic, including wellness-focused retreats, spas, and nature-centric experiences that align with changing guest expectations.
The expansion of the mountain tourism market reflects a larger European trend of diversifying resort offerings to accommodate an increasingly varied clientele.
With tourism in coastal areas becoming saturated, mountain regions are being positioned as a desirable alternative for both domestic and international travellers.
Almar Resorts’ Managing Director, Maria Pia Intini, shared her insights into the future of hospitality markets in Europe with the GRI Institute's Diego Tavares. (Credit: GRI Institute)
Technology: Enhancing the Guest Experience Through Innovation
The role of technology in hospitality has never been more critical, with AI and data analytics transforming guest interactions and operational efficiency.One of the key innovations is the introduction of artificial intelligence (AI) to enhance customer service. In addition to improving the booking process, AI is also being integrated into CRM systems, allowing hospitality operators to create hyper-personalised marketing and service offerings.
By tracking guest preferences and behaviours, operators can offer tailored packages and recommendations that increase guest satisfaction and drive revenue.
Moreover, CRM systems are helping operators build stronger relationships with their customers by offering seamless, consistent communication throughout the entire guest journey. From pre-arrival to post-stay, these systems ensure that every guest interaction is personalised and efficient.
Looking Forward: European Hospitality’s Evolving Landscape
As the European hospitality market continues to evolve, the emphasis on responsible luxury, sustainability, and technological innovation is reshaping the landscape. For operators and developers, the challenge lies in balancing these demands while maintaining the core values that make their properties unique.Maria believes that the future of European hospitality will be shaped by a combination of these factors as the sector enters an exciting phase of innovation and transformation.
By embracing sustainability, leveraging technology, and fostering deeper connections with local cultures, the industry is setting the stage for a new era of hospitality that goes beyond luxury to offer truly meaningful experiences for the modern traveller.
Watch the full interview with Maria Pia Intini here.