At the heart of the Dolomitic Alps lies the picturesque town of Cortina d’Ampezzo. Known for its beautiful scenery, sprawling ski-ranges, and bustling apres-ski scene, the Cortina d’Ampezzo is also famous for its luxurious accommodations, frequented by exclusive personalities and European aristocracy alike. The Cristallo Hotel Spa & Golf in particular stands out from the rest, boasting rustic Italian architecture coupled with unparalleled luxury, permeating its guests with an ambience of sophistication and exclusivity; a modern-day paradise in the Northern Italian slopes. With its five-star service and décor, it comes as little surprise that this internationally sought-after resort has been showered with international recognition, boasting a collection of awards such as Italy’s Best Ski Hotel 2013 by the World Ski Awards, and a host of World Travel Awards.
Whether it is golfing in the summer breeze or skiing in the thrilling winter slopes, it is easy to get lost in the tantalizing recreation that Cristallo offers. However, there is much more to this alpine paradise than meets the eye; underneath the intricate designs and lavish halls lies a fascinating history of family ownership. In many ways, the Cristallo Hotel is a grand embodiment of the excellence that family businesses bring to the hospitality sector.
The Palace Hotel Cristallo was opened in 1901 by Emilia of Rovereto and her husband, Giuseppe Menardi, a member of one of the oldest Cortina d’Ampezzo families. Its architect, the maestro Gustavo Ghiretti, was inspired by the Art Nouveau style and used it to honor Viennese aristocratic traditions. Its he combination of its refined elegance and the dedicated commitment of the Menardi couple soon made it into one of the most sought-after international destinations, and was also an essential aspect for Cortina d’Ampezzo’s tourist development and growth. However, as a result of the two World Wars, the Cristallo suffered numerous setbacks as the hotel was turned into a military hospital, bringing an end to the stream of high-end tourism. During the post war period, the Cristallo was placed under the management of second generation Leo Menardi and his wife, Ofelia Zardini, who restored the hotel to its old grandeur, playing a prominent role in hospitality for the 1956 Cortina Winter Olympics, as well as playing host to numerous film shoots such as The Pink Panther.
However, the Cristallo’s post war glory days were not to last. In 1978, third generation member Rinaldo Menardi sold the Palace Hotel Cristallo to the ‘Compagnia Italiana Grandi Alberghi’ (CIGA), belonging to Karim Aga Khan, which looked after it for the next ten years. This change from a family-run business to a large hotel group only did it damage and one of the most famous hotels in the world sank into oblivion.
In 1995, the Palace Hotel Cristallo, closed at this point for many years, still held its memories of a sparkling past and maintained the fascination of that paradise. The imagination of the entrepreneur Paolo Gualandi, from Bologna, was deeply impressed and he decided to pick up the thread of its magical story, which had too abruptly come to a grinding halt. In July 2001, the Gualandi family reopened the Cristallo Hotel Spa & Golf, bringing to Cortina new ideas and innovation, together with the debonair, elegant and dynamic luxury that recalls the joyous feeling of its happiest years. The Cristallo, the only Luxury 5 star hotel in the Dolomites, now continues to offer hospitality to the international élite, and serves as a reminder that, when it comes to hospitality, family businesses do it better.
Interview with Paola Gualandi
Which family generation is managing the hotel now? How many family members are involved and what do they do?
My family’s main business is related to personal care products where all the family members are involved, each one with his or her own responsibilities. Since 2001, when the Cristallo Hotel reopened, I have been in charge of the marketing and communication department with the help of my brother Michele, who is in charge of finances. Our personal care products family business, which was started in 1961, we are the second generation but we are all the first generation of the Cristallo Hotel.
What were the challenges your family encountered when you took over this great project?
The first and biggest challenge we faced when we took over was the realisation of a renovation project that would give back the Hotel Cristallo the splendor and importance that Cortina and the hotel itself deserved. To get the governing bodies of the city to agree and support us a long time and it took us several years before we could put the first stone in place. Three years of major works started and when we opened we had a total 10 years of closure on our shoulders that we had to make people forget. It was 2001, and the world changed. What did we do? We put the same enthusiasm and heart we put into everything we do! Passion, commitment, enjoyment, good teamwork are the ingredients that have led to this becoming a success.
Why do you think are the particular characteristics of your family that have made it so successful in the hospitality sector?
Passion, love for what we do, flexibility to face the market trends, and ability to take advantage of the international partnerships built during the 50 years in business of our parent company: those are the factors that characterise and drive our daily work.
Also, being part of the AIDAF (Association of the Italian Family Businesses) is great added value for us. It allows us to share with family business peers our experiences, by networking and learning from each other.
Why do you believe there are so many family businesses in hospitality?
Probably because the hospitality business is very family-oriented, in the sense that it involves many aspects in which a family can express its uniqueness and facilitate personal and family goals.
We live in a time where technological developments, market liberalisation and globalisation, which tend to create homogenous products, open up new opportunities for small and medium sized businesses. Especially in niche markets, which often go unnoticed by global players but offer growth chances for family businesses.
Finally, one aspect is also the flexibility of family members in terms of their work arrangements and working hours, adopting their lifestyle to the needs of the business. This is particularly true for hospitality industry where work flexibility is very important.
What are your future plans for the Cristallo Hotel?
We have big projects ready for the future of the hotel in the next years to come. The first is the realization of 22 new suites, which will increase the offer of options for our guests, letting the Hotel reach a size that can be more profitable in the future.
Next, the realization of a new and big Spa pavillon that will enhance the offer for our guests with up-to-date services for their wellness and relaxation.
