Let’s start with the basics: the term C-level refers to the top executives within a company’s hierarchy (“C” stands for “chief,” as in CEO – Chief Executive Officer). And if there’s one place packed with high-level leaders from the world of luxury hospitality, it’s ITHIC – Italian Hospitality Investment Conference, which just took place in Rome.

There, I had the chance to interview ten of these C-levels: Paolo Barletta, CEO of Arsenale Group; Luca Boccato, CEO of HNH Hospitality; Stefano Brunetti, President of Futura Group; Sara Digiesi, CEO of Best Western Hotels Italy and South East Europe; Samuele Annibali, CEO of Campus X; Domenico Montano, General Manager of Human Company; Fabio Massimo Ragusa, COO of Valtur Nicolaus Club; Arnaldo Aiolfi, CEO of Club Med Italy; Andrea Galardi, CEO of SoGes Group; and Graziano Debellini, President of TH Resorts.

Only one woman out of ten — yet another reminder that hospitality, like the tourism industry as a whole, remains largely patriarchal. Four out of ten are top managers entrusted by shareholders to lead their companies, proving once again that when an owner finds the right executive, they can confidently take a step back (I’ve written about this in relation to the fashion industry). The other six hold CEO or President titles but also own their companies — often as founders. A clear reflection of the Italian business landscape, where most enterprises, including in hospitality, remain family-run, even when publicly listed or partially owned by external investors or funds. Interestingly, only two of these six hospitality companies have reached the second generation of leadership — the others still have time.

So, what did I learn from speaking with this parterre de rois? That what makes them truly special are four key values they all share:

1. Passion

Their eyes light up when they talk about their companies. It’s not about work or money — it’s passion that drives them, sometimes even consumes them. When Paolo Barletta describes in detail the trains of La Dolce Vita Orient Express, or when Luca Boccato talks about the five new openings that will keep him busy in 2026, you can feel it. Only genuine, wholehearted passion can make designing a train or an hotel feel less like work and more like fulfilling a dream.

2. Commitment

Running a hotel group is demanding: endless meetings, overflowing agendas, constant travel. It’s not just about duty — it’s about true dedication to the cause. Sara Digiesi accepts the challenge of leading Southern Europe for Best Western, even knowing she has a husband and two daughters waiting at home. Fabio Massimo Ragusa speaks of a deep sense of gratitude toward the Pagliara brothers, with whom he shares Brindisi roots, for what they’ve built over the past twenty years. Arnaldo Aiolfi proudly recalls having devoted 33 years — his entire professional life — to Club Med, turning down his family’s well-established industrial business in Parma.

3. Pride

Building a company from the ground up is among the most creative and rewarding human endeavors. Doing it successfully naturally breeds pride. Andrea Galardi radiates pride when he recalls having started almost from scratch again in 2018. Domenico Montano takes pride in diversifying Human Company’s operations and successfully launching Florence’s Mercato Centrale. Stefano Brunetti shows pride in having navigated a challenging generational transition and bringing his company onto the right course.

4. Vision

Entrepreneurs must always look ahead — because even tourism is filled with once-great businesses that declined after losing touch with reality. Detecting weak signals, seizing opportunities, sensing new business trends — that’s what vision is all about. Samuele Annibali shows this vision, having moved from luxury hotels to innovative student housing, and now developing hospitality projects for senior living. Graziano Debellini embodies it too, having always placed people at the center and even founding the Italian School of Hospitality in partnership with Ca’ Foscari University to train future professionals.

Of course, passion, commitment, pride, and vision alone don’t automatically make a great leader.
But without them, becoming the Chief of anything is simply impossible.

Written by Roberto Gentile. Originally published on TTG Italia