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Aman signs new hotel in Italy

Aman has signed a deal with family-run Rosa Alpina, which will see it join the portfolio and become a fullly fledged Aman property in a couple of years. 

Rosa Alpina will become part of the Aman family
Rosa Alpina will become part of the Aman family

The 52-room hotel is in San Cassiano in the Dolomiti mountains and has been under the ownership of the Pizzinini family for three generations.


Under the terms of the agreement, Aman will integrate marketing services and sales, as well as operations on the ground in an initial phase spanning the coming 18 months.


After “significant investment”, the long-term partnership will then see Rosa Alpina become a fully branded Aman property in December 2022 in time to welcome guests for that winter season.

Aman said the hotel was in line with its own philosophy of offering “subtle glamour, exceptional service and expansive spaces providing a sanctuary for guests in breathtaking surroundings”.

“Aman has always prided itself on offering unique experiences in remarkable settings, and our partnership with Rosa Alpina will deliver just this,” said Vladislav Doronin, chairman and CEO of Aman. “We are fortunate to have the opportunity to work with the Pizzinini family, in particular Hugo and Ursula, and we look forward to maintaining and celebrating the history of the property, all while uniting it with Aman’s philosophy. We will unveil Rosa Alpina as Aman Rosa Alpina in 2022 in what will be our 14th Unesco site.”

This year, Rosa Alpina will open for the winter season on 11 December through to 5 April 2021 with access to 1,200km of ski slopes within the Dolomiti Superski region; there are also plenty of spring and summer activity and adventure options.


The hotel boasts a three-star Michelin restaurant, St. Hubertus, with the hotel’s executive chef Norbert Niederkofler having also acted as a consultant at Aman Venice. The group added that Rosa Alpina’s “garden-level spa, indoor pool, gym and hammam provide a place of peace, synonymous with that of an Aman”.


“Having long followed Aman’s pioneering approach to hospitality, we are proud to be partnering with a brand whose family ethos aligns so well with ours. We look forward to embarking on this new chapter for Rosa Alpina, with Aman as the trusted guardians of our legacy,” said Rosa Alpina’s managing director Hugo Pizzinini.


It is rare for the group to take over an existing hotel, usually developing and launching a property from scratch. The portfolio includes 33 hotels and resorts in 20 destinations, with a further eight under construction, with Aman New York the next to open. Janu, a completely new hotel brand, was launched this year with projects on the drawing board including Montenegro and Tokyo in 2022.


Here in the UK, GP Associates will continue to represent the hotel from a sales perspective, working closely with Aman’s regional director of sales UK & Scandinavia, Barbara Shelbourne.

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