Lorenzo Giannuzzi, CEO, Palazzo Fiuggi and Forte Village
Lorenzo Giannuzzi was immersed in the hospitality industry from an early age, working as an intern and restaurant busboy. He attended the renowned École Hôtelière de Lausanne and after graduation, found himself in 1988 as area general manager for a hotel group which included a property known as Palazzo della Fonte.
Built in 1913, the iconic hotel was located in a park on the edge of Fiuggi, a thermal spring village 70km south east of Rome. The hotel had been a destination for European celebrities for many years, as well as serving as a hospital and a headquarters for the Allied Forces during World War II. At the time of his assignment, the hotel – then owned by Forte Group – was functioning with a business model catering for conventions and weekend leisure groups.
Eventually, Giannuzzi was promoted to be group director for the company’s Caribbean operations and moved out of the beautiful valley to pursue his career, eventually finding himself on the island of Sardinia, managing the iconic Forte Village.
Forte Village Originally opened in 1970 as a holiday club, Forte Village gained international status in the 80s and 90s with the addition of pools, a spa and thalassotherapy centre featuring six pools, making it innovative and ahead of the times.
Voted the world’s leading resort twenty years in a row by the World Travel Awards, the unique family-oriented Forte Village comprises eight hotels, 21 restaurants, the services of a number of Michelin-starred chefs, a shopping arcade with 33 shops and a wide array of activities oriented to sun and sea. An arena seating 5,000 people showcases performing artists, while stars from a wide range of sports are available to coach guests.
Most are health-conscious couples and families and tend to come once or twice a year, so although it’s only open for six months of each year, Forte Village generates a turnover of around €100m pa, with EBITDA of close to €40m. This has made the Village a hot property and it has been sold several times over the years as a result.
Purchase of Palazzo della Fonte With an eye on the future, Giannuzzi seized an opportunity to participate in the purchase, by the owners of the Forte Village, of Palazzo della Fonte in 2019, meaning this historic property became part of his remit once more, as he assumed the role of CEO of both Forte Village and the Palazzo.
With inspiration from his oversight of Forte Village and awareness of the demand for wellness, Giannuzzi envisioned Palazzo della Fonte being renamed Palazzo Fiuggi to reflect its thermal location and reimagined as a world-class medical spa – anticipating a demand for the restoration of health well before we’d ever even heard of COVID-19.
The lovely structure needed some refurbishment, but more importantly, a spa and wellness area had to be conceived and built that could create, according to Giannuzzi, “a total wow! effect”. Engaging GOCO Hospitality and consultant Thorsten Lipfert to guide the project, a 6,000sq m spa and wellness complex was added at a cost of €30m by completely reconstructing the lower level of the building.
The medical component includes the latest in technologies, such as MRI and infrared technologies for brain health, retinal scanning and diagnostic testing. An extensive hydrotherapy area includes thalassotherapy pools, Roman baths, private hammam suites and indoor and outdoor pools and lounges, while also incorporating the original outdoor pool – which at the time of its completion in 1936 was among the largest in Europe.
A 400sq m ballroom was refitted as a Movement Lab and offers the latest in equipment from Technogym, with Icarus for virtual fitness and Reaxing for balance and cognitive training – all with beautiful views of the countryside.
More than a spa But Palazzo Fiuggi is more than a beautiful property. Already on top 10 lists of European spas, the goal is that it be considered a true destination health resort. Toward that effort, Giannuzzi collaborated with professor David Della Morte, a specialist in senescence-related ailments and Heinz Beck, a three Michelin star chef renowned for his healthy cuisine.
There are four main wellness programmes on offer: Complete Life Rewind, Optimal Weight, Deep Detox and Immuno Boost. Each is designed to be undertaken over a minimum of seven days and incorporate elements from the medical, hydro, movement and holistic treatments sectors.
Chef Beck worked with a team of nutritionists to design light, healthy menus using biodynamic, natural ingredients following the Food as Medicine approach. These beautifully presented meals are automatically delivered to guests in the dining room by elegant waiting staff according to their wellness programme, meaning guests need not concern themselves with making the right food choices during their visit.
Palazzo Fiuggi was originally scheduled to open in November 2020, but of course COVID-19 slowed the process considerably. Very strict construction protocols were put in place in Italy, and the procurement and delivery of materials and equipment suffered incredible delays.
The resort was finally able to soft open in May of 2021 and as with Forte Village, all team members have been vaccinated, and COVID-19 tests can be administered at check-in for unvaccinated guests.
Pandemic impact How far back has the pandemic pushed their profitability targets? According to Giannuzzi, “We’re ready in the market with the most innovative, beautiful spa. Having this product ready at the end of COVID-19 will be a big plus – but we can recover what we lost within a year.”
It’s early days at this point, but so far clients are especially attracted to the Optimal Weight programme, while Russian and Eastern European clients seem especially keen on the concept of an “anti-COVID-19 check-up” – wanting to ensure their immune systems are fully functioning, and taking advantage of the therapies on offer for this, including IV infusions.
When asked about the EBITDA expectations of Palazzo Fiuggi in comparison to Forte Village, Giannuzzi explains the model will function differently. “We expect healthy occupancy, 75 per cent year-round and think we can perform very well.
“Margin in the spa is less than a normal resort, given the costs of equipment and medical personnel, but Palazzo Fiuggi will become an acorn of the health resort concept.” It is the intent that the resort will remain open year-round and attract a wide international following.
Does Giannuzzi believe many developers will be creating these kinds of properties? He says “Health tourism, prior to COVID-19, was increasing by double-digits every year and I’m sure this trend will continue –clients will pay more attention to prevention and remaining healthy.
“We don’t cure people,” he says, “The objective is to prevent them from getting sick – the Palazzo Fiuggi motto is, Longer Life, Better Lived.”
Lisa Starr is a contributing editor at Spa Business
| [email protected]
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2021 issue 3
Editor's letter: All about the people
With global staff shortages threatening to stall economic recovery, it’s time to reboot our commitment to driving improvements in pay and working conditions across the spa and wellness industry
Spa people: Dr Mark Hyman
Dr Mark Hyman MD believes functional medicine has the power to be life-changing in the health and wellbeing of patients.
New opening: Six Senses Shaharut
Six Senses has opened the doors to its new 60-key retreat in Israel’s southern Negev Desert, complete with a 1,900sq m, two-level spa and wellness sanctuary
New opening: QC NY
A 74,000sq ft Italian day spa has opened on New York’s Governors Island after a US$50m investment and seven years of planning, building and restoration.
Interview: Kenneth Ryan
We talk to the global head of spa at Marriott International about navigating the global lockdown, re-imagining the company's brand portfolio and what it will take to succeed post-COVID-19
Sponsored: Time out
Answering a growing demand
for non-invasive, anti-ageing skin
care, Comfort Zone is relaunching
its Sublime Skin line with a new
filler-like natural formula that
reverses cellular degeneration
Research: Total impact
Latest ISPA report considers the economic fallout of the pandemic and the spa industry's road to recovery
Sponsored: Gharieni Group
CEO Sammy Gharieni talks about his relentless drive
to deliver innovative products to underpin operators’ success
Analysis: Role model
What business models are showing the most potential in the wellness industry? Lyndsay Madden Nadeau shares her insights
Interview: Lorenzo Giannuzzi
The hospitality veteran dreamed of reinventing an historic Italian palazzo as a world-class medical spa. Lisa Starr went to find out more
Sponsored: TechnoAlpin
Snow rooms are creating a ‘wow’ factor for customers,
while reducing operating costs in the delivery of hot and cold
experiences
Interview: Gloria Caulfield
The executive director of Lake Nona wellness community talks about tapping into the latest tech to create healthy living environments
Software: Revenue management
How software suppliers have been supporting spas to get savvy with yield management since the pandemic began
Promotion: Iyashi Dôme
Iyashi Dôme’s touchless infrared tech is the perfect investment for the post-lockdown world, says Florent Cornelis
Lorenzo Giannuzzi, CEO, Palazzo Fiuggi and Forte Village
Lorenzo Giannuzzi was immersed in the hospitality industry from an early age, working as an intern and restaurant busboy. He attended the renowned École Hôtelière de Lausanne and after graduation, found himself in 1988 as area general manager for a hotel group which included a property known as Palazzo della Fonte.
Built in 1913, the iconic hotel was located in a park on the edge of Fiuggi, a thermal spring village 70km south east of Rome. The hotel had been a destination for European celebrities for many years, as well as serving as a hospital and a headquarters for the Allied Forces during World War II. At the time of his assignment, the hotel – then owned by Forte Group – was functioning with a business model catering for conventions and weekend leisure groups.
Eventually, Giannuzzi was promoted to be group director for the company’s Caribbean operations and moved out of the beautiful valley to pursue his career, eventually finding himself on the island of Sardinia, managing the iconic Forte Village.
Forte Village Originally opened in 1970 as a holiday club, Forte Village gained international status in the 80s and 90s with the addition of pools, a spa and thalassotherapy centre featuring six pools, making it innovative and ahead of the times.
Voted the world’s leading resort twenty years in a row by the World Travel Awards, the unique family-oriented Forte Village comprises eight hotels, 21 restaurants, the services of a number of Michelin-starred chefs, a shopping arcade with 33 shops and a wide array of activities oriented to sun and sea. An arena seating 5,000 people showcases performing artists, while stars from a wide range of sports are available to coach guests.
Most are health-conscious couples and families and tend to come once or twice a year, so although it’s only open for six months of each year, Forte Village generates a turnover of around €100m pa, with EBITDA of close to €40m. This has made the Village a hot property and it has been sold several times over the years as a result.
Purchase of Palazzo della Fonte With an eye on the future, Giannuzzi seized an opportunity to participate in the purchase, by the owners of the Forte Village, of Palazzo della Fonte in 2019, meaning this historic property became part of his remit once more, as he assumed the role of CEO of both Forte Village and the Palazzo.
With inspiration from his oversight of Forte Village and awareness of the demand for wellness, Giannuzzi envisioned Palazzo della Fonte being renamed Palazzo Fiuggi to reflect its thermal location and reimagined as a world-class medical spa – anticipating a demand for the restoration of health well before we’d ever even heard of COVID-19.
The lovely structure needed some refurbishment, but more importantly, a spa and wellness area had to be conceived and built that could create, according to Giannuzzi, “a total wow! effect”. Engaging GOCO Hospitality and consultant Thorsten Lipfert to guide the project, a 6,000sq m spa and wellness complex was added at a cost of €30m by completely reconstructing the lower level of the building.
The medical component includes the latest in technologies, such as MRI and infrared technologies for brain health, retinal scanning and diagnostic testing. An extensive hydrotherapy area includes thalassotherapy pools, Roman baths, private hammam suites and indoor and outdoor pools and lounges, while also incorporating the original outdoor pool – which at the time of its completion in 1936 was among the largest in Europe.
A 400sq m ballroom was refitted as a Movement Lab and offers the latest in equipment from Technogym, with Icarus for virtual fitness and Reaxing for balance and cognitive training – all with beautiful views of the countryside.
More than a spa But Palazzo Fiuggi is more than a beautiful property. Already on top 10 lists of European spas, the goal is that it be considered a true destination health resort. Toward that effort, Giannuzzi collaborated with professor David Della Morte, a specialist in senescence-related ailments and Heinz Beck, a three Michelin star chef renowned for his healthy cuisine.
There are four main wellness programmes on offer: Complete Life Rewind, Optimal Weight, Deep Detox and Immuno Boost. Each is designed to be undertaken over a minimum of seven days and incorporate elements from the medical, hydro, movement and holistic treatments sectors.
Chef Beck worked with a team of nutritionists to design light, healthy menus using biodynamic, natural ingredients following the Food as Medicine approach. These beautifully presented meals are automatically delivered to guests in the dining room by elegant waiting staff according to their wellness programme, meaning guests need not concern themselves with making the right food choices during their visit.
Palazzo Fiuggi was originally scheduled to open in November 2020, but of course COVID-19 slowed the process considerably. Very strict construction protocols were put in place in Italy, and the procurement and delivery of materials and equipment suffered incredible delays.
The resort was finally able to soft open in May of 2021 and as with Forte Village, all team members have been vaccinated, and COVID-19 tests can be administered at check-in for unvaccinated guests.
Pandemic impact How far back has the pandemic pushed their profitability targets? According to Giannuzzi, “We’re ready in the market with the most innovative, beautiful spa. Having this product ready at the end of COVID-19 will be a big plus – but we can recover what we lost within a year.”
It’s early days at this point, but so far clients are especially attracted to the Optimal Weight programme, while Russian and Eastern European clients seem especially keen on the concept of an “anti-COVID-19 check-up” – wanting to ensure their immune systems are fully functioning, and taking advantage of the therapies on offer for this, including IV infusions.
When asked about the EBITDA expectations of Palazzo Fiuggi in comparison to Forte Village, Giannuzzi explains the model will function differently. “We expect healthy occupancy, 75 per cent year-round and think we can perform very well.
“Margin in the spa is less than a normal resort, given the costs of equipment and medical personnel, but Palazzo Fiuggi will become an acorn of the health resort concept.” It is the intent that the resort will remain open year-round and attract a wide international following.
Does Giannuzzi believe many developers will be creating these kinds of properties? He says “Health tourism, prior to COVID-19, was increasing by double-digits every year and I’m sure this trend will continue –clients will pay more attention to prevention and remaining healthy.
“We don’t cure people,” he says, “The objective is to prevent them from getting sick – the Palazzo Fiuggi motto is, Longer Life, Better Lived.”
Lisa Starr is a contributing editor at Spa Business
| [email protected]
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2021 issue 3
Editor's letter: All about the people
With global staff shortages threatening to stall economic recovery, it’s time to reboot our commitment to driving improvements in pay and working conditions across the spa and wellness industry
Spa people: Dr Mark Hyman
Dr Mark Hyman MD believes functional medicine has the power to be life-changing in the health and wellbeing of patients.
New opening: Six Senses Shaharut
Six Senses has opened the doors to its new 60-key retreat in Israel’s southern Negev Desert, complete with a 1,900sq m, two-level spa and wellness sanctuary
New opening: QC NY
A 74,000sq ft Italian day spa has opened on New York’s Governors Island after a US$50m investment and seven years of planning, building and restoration.
Interview: Kenneth Ryan
We talk to the global head of spa at Marriott International about navigating the global lockdown, re-imagining the company's brand portfolio and what it will take to succeed post-COVID-19
Sponsored: Time out
Answering a growing demand
for non-invasive, anti-ageing skin
care, Comfort Zone is relaunching
its Sublime Skin line with a new
filler-like natural formula that
reverses cellular degeneration
Research: Total impact
Latest ISPA report considers the economic fallout of the pandemic and the spa industry's road to recovery
Sponsored: Gharieni Group
CEO Sammy Gharieni talks about his relentless drive
to deliver innovative products to underpin operators’ success
Analysis: Role model
What business models are showing the most potential in the wellness industry? Lyndsay Madden Nadeau shares her insights
Interview: Lorenzo Giannuzzi
The hospitality veteran dreamed of reinventing an historic Italian palazzo as a world-class medical spa. Lisa Starr went to find out more
Sponsored: TechnoAlpin
Snow rooms are creating a ‘wow’ factor for customers,
while reducing operating costs in the delivery of hot and cold
experiences
Interview: Gloria Caulfield
The executive director of Lake Nona wellness community talks about tapping into the latest tech to create healthy living environments
Software: Revenue management
How software suppliers have been supporting spas to get savvy with yield management since the pandemic began
Promotion: Iyashi Dôme
Iyashi Dôme’s touchless infrared tech is the perfect investment for the post-lockdown world, says Florent Cornelis
London Museum will open four new food and drink destinations when it launches its new home
at Smithfield on 28 November, making hospitality a central part of the visitor experience at one
of the capital's biggest cultural openings of the year.
OMA has completed a major transformation of New York's New Museum, creating a larger
cultural campus that combines expanded exhibition spaces with learning, performance,
hospitality and public programming.
A US$50 million (£44.2 million, €51.2 million) transformation of Chicago's historic McCormick
Mansion has created a new destination that combines live magic, immersive theatre, dining and
private membership under one roof.
The Montana Historical Society has officially celebrated the opening of its new Montana
Heritage
Center, a US$107 million (£79 million, €92 million) destination that combines immersive
storytelling with cutting-edge audiovisual technology to bring the sta
San Antonio Zoo has reported a US$283 million economic impact for 2025, following a decade-
long transformation programme that has seen almost US$200 million invested into the Texas
attraction.
Plans for the AU$180 million redevelopment of Reef HQ Aquarium in Townsville, Australia, are
progressing, with the project set to transform the attraction into a global centre for reef
education and conservation.
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the
continental European Center Parcs business.
Disney has reaffirmed its commitment to investing US$30 billion in its US parks and cruise
business by 2033, using new America250 celebrations to underline the role its attractions play
in supporting jobs, tourism and economic growth.
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers
confirming the six-million-square-metre site will become a Global Village after the event closes.
The owner of one of Australia's best-known waterparks has acquired a major competitor,
creating a new attractions business spanning two of the country's largest visitor destinations.
