What can we learn from the ethos behind this unique kind of hospitality?

Are albergo diffuso the most sustainable kind of hotel? Where did this model originate from? What can we learn from the ethos behind this unique kind of hospitality?

Giancarlo Dall’Ara first came up with the albergo diffuso concept in the 1980’s. It was a creative and innovative solution born from a tragic disaster, after an earthquake devasted dozens of towns in the northwestern region of Friuli-Venezia-Giulia.

Professor Dall’Ara, a young hospitality marketing consultant at the time, was tasked with finding a way to revive tourism in the area. Rather than constructing new lodgings to accommodate visitors, Dall’Ara proposed the idea of using the existing houses. Why stay in a hotel when you can stay within the village itself?

The model was born to drive tourism to Italy’s smaller destinations, so that albergo diffuos exist exclusively in small villages where homes are located within a very short distance of one another.  “An Albergo Diffuso is like a hotel that is not built as such. It has simply been given a new life.” Explains Dall’Ara.

“This type of hotel allows visitors to experience the most authentic, if elusive, side of Italy: Daily life in small towns.” Describes Dall’Ara. “It encourages the exchange between travellers who want to learn about an area, and locals who open their doors to share their heritage and tradition.”

thanks to Katie Wilson

GDA Giancarlo Dall'Ara Consulenze e progetti di marketing
Palazzo Maffei - 47866 Sant'Agata Feltria (RN)
tel. 0541 929777, fax 0541 929744 e-mail: giancarlo.dallara@gmail.com
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