Salvatore Ferragamo Jr. and Chef Andrea Campani share how Il Borro's vertically integrated operations—spanning vineyards, gardens, kitchens, and accommodations—create the consistency and authenticity that modern guests expect, and how hospitality leaders can translate this model into competitive advantage.
The Non-Negotiable Elements of Guest Experience
What operational standards must remain consistent as Il Borro expands internationally?
For us, it's about preserving the integrity and the authenticity of what Il Borro stands for. As we expand, the priority is not to adapt to trends, but to remain consistent with our identity.
That means staying true to our Tuscan roots, to a certain way of doing things, from the ingredients we choose to the atmosphere we create. It's a balance between evolution and coherence, but the foundation doesn't change.
Il Borro is not just a place, it's a legacy. And wherever we go, that sense of authenticity and continuity has to remain intact.
How do you translate luxury hospitality principles into tangible, daily operations?
At Ferragamo, luxury has always been about quality, craftsmanship, and a very clear sense of identity. At Il Borro, we work with those same principles, just expressed through land, wine, and hospitality.
All moves in the same direction, focusing on the experience we create for those who drink our wine or stay at our Relais: it has to create a long lasting memory.
Operational Innovation: Blending Heritage with Modern Practice
How do you implement innovation without disrupting the core guest experience?
We look at tradition and innovation not as opposites but together. If anything, innovation should empower tradition, not replace it.
At Il Borro, tradition is the framework, how we grow, how we produce, how we host, the ingredients. Innovation comes in as a tool for precision, to refine and enhance what already exists.
For example, in the vineyard, in line with our sustainability approach, we follow old practices like a natural technique called sexual confusion to protect the vines, with small pheromone diffusers that disrupt the mating cycle of insects, reducing the need for intervention. It's a method with roots going back decades used in France, but now has been improved through a more precise application of technology.
So the balance comes from respecting what's there, but not treating it as untouchable. It has to stay alive, and that means evolving it with intention.
Sustainability as an Operational and Guest Experience Driver
How does sustainability impact the guest experience and property operations?
In hospitality, the impact is broad. It changes how you think about sourcing, about seasonality, about the relationship between the land and the guest experience. It creates a stronger sense of place, which is something people are increasingly looking for.
On a global level, I think it will become less of a differentiator and more of an expectation. The real challenge is to approach it seriously — not as a statement, but as a long-term commitment that must be consistent across everything you do.
How do you measure and communicate environmental performance to guests?
Sustainability, to be credible, must be measurable. And measuring well takes time and method.
What we can say with certainty today is that our renewable energy production grows every year: we have gone from the first eight photovoltaic systems in 2013 to eighteen today. In 2024, we produced 2.4 GWh of renewable energy, avoiding 669 Tonnes of CO₂; in 2025, we pushed this even further, reaching 2.7 GWh.
On the emissions side, in 2024 we conducted our first comprehensive Scope 3 assessment, mapping indirect emissions across our entire value chain, and this year we are refining it further. Then there is a chapter still being written: the carbon absorbed by our forests. Il Borro spans 1,200 hectares, of which around 520 are pristine woodland. These forests breathe, sequester CO₂, and shelter around 50 protected species. We believe that once the full picture is measured, it will tell a very compelling story.
But we will not say it until the numbers support it because sustainability does not tolerate inconsistencies. That is the difference between those who tell the story and those who build it. We belong to the latter.
How do you make sustainability tangible for guests during their visit?
We don't approach it as something to communicate first — or it would be a marketing tool. It has to be something you experience.
At Il Borro, sustainability is part of what you eat, is in the landscape, in how the estate is run. It's about making it visible in a concrete way.
I think people today are quite perceptive. They can tell the difference between something constructed and what is simply there. So the focus is on being consistent and transparent, rather than trying to frame it.
From Farm to Table: Operational Control and Menu Innovation
How does vertical integration—controlling vineyards to vegetable gardens—improve menu consistency and guest satisfaction?
Chef Andrea Campani: That direct connection to the land is at the heart of our philosophy. It allows us to work closely with what is being produced in real time, from our own estate and trusted local partners. As a result, our Farm-To-Table menu is constantly renewed, only evolving with the seasons and the availability of the freshest ingredients. This approach ensures that each dish reflects the authenticity of Tuscany and highlights the quality of seasonal products at their peak.
Having full control over the supply chain from the vineyards to the vegetable garden completely changes our approach to cuisine and the way we work. We don't start from what we want to put on the menu but from what nature offers us at that specific moment. This allows us to be more creative, but it also requires a great ability to adapt because sometimes a product can change or become unavailable at the last minute. The technique is essential to transform every available ingredient into a dish capable of creating emotion.
What does menu control mean for pricing and guest communication?
From a pricing strategy point of view, a short supply chain does not necessarily mean lower costs. Working with small producers, sustainable farms, and non-intensive agriculture often involves higher costs compared to industrial or large-scale systems. This is inevitably reflected in the final price, but guests recognize the value of making an ethical, safe, and healthy choice. Knowing exactly where every ingredient comes from and being able to personally guarantee its origin creates a very strong relationship of trust with the guest.
Finally, there is also a very important human and cultural aspect. Direct contact with farmers, breeders, and producers allows us to better understand the rhythms of nature, the work in the fields, respect for animals, and the true seasonality of products. All of this enriches our awareness and is reflected in the experience we offer our guests.
How does the dining program evolve while maintaining authenticity across international locations?
Chef Andrea Campani: At Il Borro Tuscan Bistro, the evolution of the dining and beverage program has been about refining that identity rather than adapting it. The goal is not to change the message, but to make it legible. When the experience is genuine, from the glass to the plate, it naturally connects with guests from different cultures.
Building Beverage and Wine Programs for Modern Guests
How is Il Borro's wine portfolio shaping the beverage program for different guest audiences?
We are building a more complete and coherent identity.
Petruna, for example, is about going deeper into expression, using amphora is returning to an older tradition that still has a lot to say today.
The move into Brunello is a long-term investment that strengthens the overall profile of Il Borro, but has its own identity, as a wine globally recognized. But at the same time, Pinino is one of the founding estates of the denomination, dating back to the early years of Brunello di Montalcino DOCG, so once again, there is a strong connection to history.
The logic is always the same: each project has to bring something unique. Not just more wines, but a clearer, stronger identity built over time.
Meeting the Next Generation of Hospitality Guests
What are modern travelers and diners really seeking—and how do property operators deliver it?
In a world where almost anything can be accessed instantly the true luxury lies in simple and genuine things. What people begin to crave instead is authenticity: something real, unfiltered, and deeply human. So, for the next generation of travelers and diners, luxury is defined by the quality of experience and is something intimate, meaningful, and sustainable. It invites us to slow down, to reconnect with our senses, and to appreciate the essence of things.
