Federico Ficcanterri, CEO of Icon Collection, who leads the Group
alongside his cousin Riccardo under a governance model oriented towards medium-
and long-term growth, stated: “2025 revenue consolidated at 20 million
euros, with a 5% group-wide growth concentrated on our luxury-targeted
properties, confirming that we are on the right path toward excellence, the
development of new high-level products, and the refinement of our standards.
2025 was a year of consolidating standards, operational procedures, and
organizational systems. We focused on quality, from our internal teams to our
guests, and from the company to the people who live it every day.”
For 2026, the Group has outlined a structured development plan aimed at
strengthening its luxury positioning. The Sense Experience Resort has recently
been repositioned within the five-star luxury segment, alongside Park Hotel
Marinetta, both properties characterised by a strong international client base,
with over 45% of guests originating from the DACH region.
Federico Ficcanterri added: “2026 will be a year of consolidating the
commercial development of The Sense Experience Resort in the 5-star luxury
segment, both in terms of relationships with key market players and product
offerings,” noting that key projects include the creation of
the Aura Room, an experiential orangerie dedicated to private and corporate
events, designed to drive revenue particularly during shoulder seasons. A
Group-wide rebranding initiative is also underway to strengthen overall
identity.
The Group is also advancing the repositioning of Antico Podere San Francesco, which will evolve from a residence into a high-end resort. Federico Ficcanterri stated: “The heart of this renewal will be the creation of 13 new living units (Suite Apartments and rooms) designed to offer comfort, privacy, and a strong connection with the outdoors,” adding that the project forms part of a four-year development plan extending to 2029, including additional units, a spa, gym, conference hall and restaurant.
The repositioning of The Sense Experience Resort has
already generated measurable financial results. The five-star luxury upgrade
completed in 2025 delivered a 10% increase in ADR, with expected growth
exceeding 40% by the end of the project. According to the Group, these results
are considered structural and sustainable.
Federico Ficcanterri stated: “The
adoption of advanced revenue management and dynamic pricing systems has allowed
us to significantly improve performance, making growth solid and replicable,” noting
that since 2024 Icon Collection has collaborated with IDEAS for revenue
management and introduced an AI-based Vocal Bot in 2025 for 24/7 front desk
management.
In 2026, digitalisation will expand further with the
implementation of a CRM system for marketing automation and AI-powered WhatsApp
messaging with automatic quotation, designed to support booking office
productivity and conversion rates. Federico Ficcanterri added: “This
approach aims to create an increasingly personalized, tailor-made relationship
with our guests, starting from the prospect and pre-stay phases,”.
Investment in human capital remains central to the
Group’s strategy. In 2026, a new corporate intranet accessible via app will be
launched as a platform for training, e-learning and internal community
engagement, accompanied by commercial and managerial training programmes. The
Group continues its collaboration with philosopher and organisational expert
Alessandro Guidi to align organisational models and workplace language with evolving
generational expectations.
Sustainability remains integrated into Icon Collection’s economic objectives.
In 2026, environmental initiatives such as WePlant, social responsibility
projects and the GSTC certification pathway initiated in 2025 will continue.
Federico Ficcanterri stated: “These activities arise from a genuine commitment to the
community, people, and the environment, while also facilitating access to new
market segments increasingly sensitive to these issues,”.
In parallel, Icon Collection is evaluating new
development and acquisition opportunities in Italian cities including Turin and
Bologna, reflecting a selective expansion strategy aligned with its luxury and
experiential positioning.
Tags: Federico Ficcanterri, Icon Collection
