UNA Italian Hospitality has put customer loyalty and Italian identity at the centre of its growth strategy, Il Sole 24 ORE reports.

The operator's plan rests on two pillars. The first is retention: deepening relationships with existing guests rather than chasing acquisition alone. The second is a deliberately Italian positioning, using the group's national character as a differentiator in a European market crowded with international chains.

Why loyalty now?

Loyalty programmes have become a competitive battleground for European hotel groups. Chains that lock in repeat guests reduce their dependence on third-party booking channels and the commissions attached to them. For an Italian-branded group, a strong direct-relationship strategy also protects rate integrity.

How does Italian identity function as a strategy?

UNA's national positioning is not just marketing. Italian identity signals design, food and service standards that international competitors cannot easily replicate. In inbound-heavy markets, where foreign travellers book through global platforms, a recognisably Italian brand can command a premium and drive direct bookings.

What does this mean for the group's expansion?

Growth built on identity requires consistency. Every new property added under the UNA banner must deliver the same Italian-standard experience, or the brand equity that underpins loyalty erodes. The strategy links expansion pace to service quality.

Il Sole 24 ORE frames the approach as a growth strategy, which implies portfolio development remains on the agenda alongside the retention focus.

What comes next?

Operators and investors should watch for concrete steps: new openings announced under the UNA flag, any restructuring of the group's loyalty programme, and disclosures on direct-booking share. The full Il Sole 24 ORE interview carries further detail on timing and targets.