In Italy, where heritage beats as the heart of luxury travel, high-end hospitality sails through changing waters. On Isola delle Rose—a private island in the Venetian Lagoon—Alessandro Carosio, Marketing & Communication Director at JW Marriott Venice Resort & Spa, is redefining what it means to deliver local luxury with global standards.
Like a gondolier navigating the city’s labyrinthine canals, Alessandro Carosio charts a course through Italy’s storied past with sharp precision, steering the international luxury resort toward a future where tradition and innovation flow as one.
His time at Officine Panerai, leading global digital campaigns, taught him to master the art of timing and harness the power of Europe’s legacy. With over two decades in luxury hospitality, high-end consumer goods, and digital innovation—sharpened at Accenture and Cheil Communications for Samsung Electronics—he channels Italy’s timeless allure into meaningful guest experiences. Fluent in Italian, English, French, and German, this cross-cultural navigator crafts narratives that resonate across borders.
As JW Marriott Venice celebrates its 10th anniversary in 2025, what better time for Florine Eppe Beauloye, founder of Worthbury, to discuss with Alessandro Carosio Italy’s distinctive approach to luxury hospitality.
Worthbury: Italy is synonymous with luxury—be it fashion, cuisine, or iconic destinations like Venice. What unique opportunities and challenges does this reputation create for the luxury travel market in Italy?
Alessandro Carosio: Italy’s global reputation for luxury is both a tremendous asset and a nuanced responsibility, where expectations are incredibly high, but so is the need for thoughtful, sustainable growth.
On one hand, this legacy of excellence in fashion, food, art, and design naturally attracts discerning travelers seeking authenticity and sophistication. It gives us the unique opportunity to create experiences that go beyond the conventional idea of luxury—rooted not only in comfort and aesthetics, but in culture, emotion, and storytelling. The bar is set very high, and guests arrive with refined tastes and global benchmarks.
Italy’s reputation is an invitation—but it’s up to each of us in the industry to meet that invitation with authenticity, creativity, and a long-term vision.
In cities like Venice, there’s also the delicate balance of preserving cultural integrity while embracing modernity. Luxury today is no longer about excess—it’s about meaning, connection, and impact. That means we must innovate without overwhelming, personalize without overpromising, and offer exclusivity without losing accessibility. Ultimately, Italy’s reputation is an invitation—but it’s up to each of us in the industry to meet that invitation with authenticity, creativity, and a long-term vision.
Worthbury: Global luxury brands must strike a careful balance between upholding international standards and embracing local nuances. As a Milan native, how do you adapt Marriott’s global values to reflect Italy’s rich cultural identity so that JW Marriott Venice feels both authentically Venetian and unmistakably Marriott? What specific Italian elements do you weave into the experience to craft meaningful and luxurious stays for global travelers?
Alessandro Carosio: Striking the right balance between global consistency and local authenticity is both a responsibility and an opportunity—especially in culturally rich destinations like Venice and Milan. As a Milanese, I understand how deeply Italian identity is tied to heritage, craftsmanship, and a sense of place.
Marriott provides a solid framework of values—like excellence and innovation—but it’s the local dimension that brings a property to life.
True luxury means helping guests feel a sense of connection—not just to the resort, but to the culture surrounding it.
By partnering with artisans, using regional ingredients, and tailoring experiences to the local environment, we create something that feels unmistakably Italian while meeting international expectations. True luxury, for us, means helping guests feel a sense of connection—not just to the resort, but to the culture surrounding it.
Worthbury: Sustainability is top of mind for today’s luxury travelers. What specific initiatives is JW Marriott Venice implementing to address local environmental challenges, and how do you align these with the expectations of discerning guests?
Alessandro Carosio: For years now, we’ve embraced sustainability through initiatives like our on-site organic garden, zero-mile dining, solar energy use, and plastic-free operations.
We also collaborate with local artisans and environmental groups to protect the lagoon’s delicate ecosystem. These efforts align with our guests’ values, offering authentic luxury rooted in responsibility, local culture, and conscious travel.
Worthbury: With overtourism posing a serious threat to Venice, how can luxury hospitality strike a balance between offering authentic cultural experiences and supporting local efforts to preserve this heritage? What role does the industry play in promoting responsible tourism?
Alessandro Carosio: Overtourism challenges cities like Venice by straining infrastructure, displacing local communities, and contributing to a housing shortage that makes everyday life increasingly difficult for residents.
Responsible tourism isn’t just about sustainability—it’s about creating a symbiotic relationship where both guests and locals benefit.
Luxury hospitality has both a responsibility and an opportunity to lead by example. By focusing on quality over quantity, the industry can promote slower, more meaningful travel that respects the rhythms of local life. This means curating authentic cultural experiences while educating guests about the social and environmental impact of their visit.
Responsible tourism isn’t just about sustainability—it’s about creating a symbiotic relationship where both guests and locals benefit. Through thoughtful design, limited capacities, and community-first initiatives, luxury hospitality can help preserve heritage while still delivering exceptional experiences.
Worthbury: From AI-driven personalization to platforms like Marriott Bonvoy, technology is reshaping luxury hospitality. In a country like Italy, where tradition runs deep, how do you integrate innovation while preserving the human touch that defines the luxury experience?
Alessandro Carosio: AI has the potential to elevate service in tourism by enabling unprecedented levels of personalization, efficiency, and anticipation of guest needs—freeing up human talent to focus on empathy, creativity, and genuine connection.
The real challenge is cultural: bridging the gap between tradition and progress requires not only investment in tools but also in mindset.
However, in many traditionally driven cultures, not only in Italy I would say, the reluctance to embrace technology often stems from a lack of understanding rather than a true rejection of innovation. This resistance can hold the industry back. The real challenge is cultural: bridging the gap between tradition and progress requires not only investment in tools but also in mindset.
When used with purpose, AI doesn’t replace the human touch—it enhances it, allowing hospitality professionals to deliver even more meaningful, tailored experiences.
On the other hand, progress runs quickly, if you don’t embrace it you will never be able to anticipate your customers’ needs.
Worthbury: Heritage travel is surging among younger travelers seeking immersive cultural experiences and deeper connections to their roots. How are luxury hotels tapping into this trend—especially in a place as culturally rich as Venice—to create meaningful, history-driven experiences?
Alessandro Carosio: Luxury hotels are embracing the heritage travel trend by curating experiences that go beyond traditional sightseeing, with the Concierge as the key driver of a luxurious journey. This involves partnering with artisans, historians, and cultural institutions to provide immersive activities—like private tours, hands-on workshops, or storytelling sessions—that allow travelers to engage with a destination’s legacy in a personal way.
By blending local authenticity with refined service, luxury hospitality is turning cultural discovery into a core element of the guest journey.
For younger guests especially, it’s about feeling part of the narrative rather than just observing it. By blending local authenticity with refined service, luxury hospitality is turning cultural discovery into a core element of the guest journey.
Worthbury: How are you designing guest experiences around wellness, mindful luxury, and immersive travel—and what role do these initiatives play in shaping the future of luxury hospitality in Italy?
Alessandro Carosio: Designing meaningful guest experiences today means embracing wellness, mindful luxury, and immersive travel as essentials—not extras. These elements reflect a deeper shift in what modern travelers seek: authenticity, emotional connection, and a sense of balance.
With the fantastic support of a cohesive team, we focus on creating narratives that are both personal and purposeful: our goal is to make guests feel seen, inspired, and restored.
This approach isn’t just a trend—it’s shaping the very future of luxury hospitality in Italy, where excellence now includes empathy, intention, and meaningful connection. Smile, welcome and anticipate.
Worthbury: Your time at Officine Panerai gave you unique insights into Italian luxury and craftsmanship. What key lessons have you brought into hospitality? And how do cross-sector partnerships, such as those with fashion or art, enhance guest experiences?
Alessandro Carosio: I developed a profound appreciation for Italian luxury and Swiss craftsmanship, where attention to detail, heritage, and timeless design were at the core of everything.
This deep respect for quality and precision is something I bring into hospitality, where every guest touchpoint is treated with the same level of care and dedication.
The watchmaking industry taught me that luxury is not just about opulence; it’s about creating something lasting that resonates emotionally with people, much like a well-crafted timepiece. Small details but fundamental elements.
As the luxury sector evolves, the long-term vision that guided many brands sometimes seems to be fading. In hospitality, I believe in upholding that timeless vision—crafting experiences that leave a lasting imprint.
Cross-sector partnerships with fashion, art, and design amplify this ethos, offering guests a richer, multidimensional experience that merges culture, craftsmanship, and creativity, creating memories that endure far beyond their stay.
But still, a brand should be coherent with its own heritage and history, this might be the recipe for a successful co-marketing activity.
Worthbury: Looking ahead, what do you see as the next frontier in luxury hospitality—particularly in destinations with deep heritage like Italy?
Alessandro Carosio: The next frontier in luxury and hospitality, lies in elevating the offer through a delicate balance of scarcity and innovation.
Italy’s cultural heritage is its greatest asset, and the challenge is to weave innovation into this rich tapestry without losing authenticity.
As travelers seek deeper, more meaningful experiences, the focus must shift from mass-market approaches to offering exclusive, unforgettable moments that are truly irreplaceable. Italy’s cultural heritage is its greatest asset, and the challenge is to weave innovation into this rich tapestry without losing authenticity.
By rethinking the mass market’s influence—characterized by fast trends and disposable experiences—luxury can offer bespoke, culturally immersive stays that resonate on a personal level. This means creating unique timeless experiences that draw on the depth of Italian history, craftsmanship, and storytelling, while incorporating forward-thinking, sustainable practices that speak to the future of luxury without compromising the past.
Worth sharing
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