What motivated to set up your new company?
It’s not a new company actually, but a thorough rebranding of my pre-existing ones, now properly coordinated and thus better communicated to both trade and end users.
Which is the profile of the clients you are targeting?
Our four-star hotels target average tourists, whilst of course the five-star about to come up in Florence is designed for big spenders. Our tour operator services aim at the middle segment as well as at corporates and luxury. Bistrots are meant to be affordable to everyone albeit their offer including bubbles of the main Italian and French champagne maisons.
Tell us more about the services you are providing?
Our main characteristic, one of a kind in Italy, is the in-house providing of each and every service for the incoming. Which means: tour operator/DMC (all ground services anywhere in Italy), event organizing, hotel consultancy (not just revenue management), four- and five-star housing in our main cities (Rome and Florence, soon also Venice and Milan), gourmet bistrots at popular prices and – though this has nothing to do with the incoming – also luxury retreats for the elderly. To be noted that our luxury services are mostly offered at accessible prices.
In some of the sectors you are entering, you are already facing increased competition. What will be your competitive advantages?
Scale economies. In Italy there’s a big competition in the tourism field, but no one provides such a complete in-house offer as we do. Which means that for the same services our pricing will always have a better value for money. Unity is strength, and our five divisions are a wonderful and success-oriented team.
With AG Hotels, what is the hotel profile you are particularly seeking? Do you provide third-party management or franchising?
AG Hotels is an ownership chain and will always be. Our model is the comfort one, more focused on the range of services than on luxury (apart for the upcoming five-stars). No franchising is scheduled, and as for the third-party management we have a specializing company (AG Hotel Consulting) aimed at managing four- and five-star hotels all over Italy.
Branding, marketing and PR are proving to be increasingly challenging considering the complexity of social media and digital in general. What is your answer?
We’ve already proven to trust the power of branding, having just massively rebranded all our core businesses. We also trust marketing and PR: we’ve recently hired two specializing professionals. Even this interview shows that we deeply consider media relationships. As for the social media, we manage a few accounts, displaying the whole of our offer one picture at a time.
Do you also provide sales representation?
We have sales representatives in Europe, Brazil, Mexico, Canada and the US. The list will soon get longer.
Luxury retreats for the elderly seems to be a unique and interesting project. Tell us more.
Domus Nova – this is the brand’s name – is focused on well-being and entertainment as much as it is on housing. The demand for retreats for the elderly is growing, which is why we’ve turned our housing skills over to this segment too. We provide for the psycho-physical wellbeing of the guest through physiotherapy and, where possible, thermal activities. Our care-giver staff, professionally, guarantee high quality assistance as for their technical skills, listening skills and empathy.
For the complex and diverse services you are providing, what is the profile of your team.
We’ve five teams, each specializing in one of our core businesses. Specialists for success – this could be another of our mottos.
AG Group resulted from the merger between the companies RSI–Italy Boutique Journey -DMC, Italy Hotels Collection – Hotel Consulting & Revenue management, MAG Hotels – 4 Star Boutique Hotels in the city centre of Rome, Diana’s Place – A chain of gourmet Bistros each with their own particularly extensive wine cellars. Each company was founded and directed by Andrea Girolami, and today becomes known as The AG Group Brand, the founder’s initials. Completing the equation and no less prestigious is the novice collection of Luxury Retreats for the elderly.
Each brand has contributed and brought to life the first Tourist Group in Italy capable of providing all aspects of their very own in-house services. DMC, Tour Operator & Event Management, Hotel Consulting, Boutique Hotels, Restaurants and Retirement homes.
AG Group, whose significant claim is Your gateway to Italy, is from today on-line with the portal www.aggroupitaly.it , thus rebranding all the above business units.
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