I Planned a Dream Trip to Italy Around One Family-owned Hotel Brand—Here’s Why

My introduction to Sina Hotels began in Rome with a stay at the five-star Sina Bernini Bristol, where I met Francesco Salvo, grandson of the company's founder, Count Ernesto Bocca. "What distinguishes us is the way we bring traditional Italian family values and a genuine human touch to our concept of hospitality," Salvo, currently brand strategy manager for Sina Hotels, told me.

At Sina Bernini Bristol, perfectly set on the Piazza Barberini across from Bernini's Fontana del Tritone, I found the warm hospitality, traditional Italian style, and commitment to exceptional service Salvo described. A major renovation in 2022 combined contemporary design with the property's original art. The stunning lobby lounge, where I ended each day with a cocktail, features modern furnishings and plush fabrics in rich shades of teal and gold, contrasting with a huge vintage fresco.

"Our architects intentionally created a dialogue between classical and contemporary design," general manager Lorenzo Vivalda said, crediting the Baroque period and celebrated sculptor Gian Lorenzo Bernini for its inspiration. "These historical references are thoughtfully combined with contemporary materials, furnishings, and design elements, resulting in a style that feels both timeless and current."

From Rome, I traveled to Perugia, a charming hilltop city in Umbria, where I stayed at the Sina Brufani, the city's only five-star property. The 140-year old hotel, boasting a prime location overlooking a picturesque valley, is in the final stages of extensive renovations. Its general manager, Stefano Chiesa, told me their intention was to preserve the hotel's character and history, given its important role in Perugia.

"Our designers carried out extensive and exceptional research, studying the city's most important monuments and historic buildings, along with their materials and architectural details," Chiesa said. "They translated that research into the renovation project, incorporating elements that reflect the local heritage, including marble and the distinctive pink stone of Assisi."

In Florence, I stayed at the Sina Villa Medici, once a monastery and later a palazzo. Located in a quiet area a short walk from the Duomo, Ponte Vecchio, and outdoor markets, the hotel features a landscaped garden, outdoor pool, lounge chairs, and umbrellas for a pleasant place to spend an afternoon. Like the other Sina hotels, Sina Villa Medici has been updated while retaining its character.

"The designers preserved key classical elements, including proportions, materials, and decorative details, while introducing contemporary accents through textures, lighting, and bespoke furnishings. Rather than creating contrast, the goal was harmony," Fernando Pane, the hotel's general manager, said. "Modern elements were carefully chosen to feel timeless rather than trendy, to enhance the existing character rather than overpowering it."

The Sina Hotels brand began in 1960 when Count Ernesto Bocca, a world traveler and successful leather producer, purchased a 19th-century palazzo in Florence and opened it as Grand Hotel Villa Medici, the first in what would become the Sina portfolio of 11 distinctive hotels. In the following years, the family added properties throughout Italy, including their estate in the Turin countryside that has been converted into a relais to share with guests. All of the Sina Hotels are still owned and operated by the family, today under the guidance of Count Bocca's son, Bernabò Bocca.

You can plan a luxurious and varied Italian vacation—as I hope to do again—around Sina hotels. These are the cities where you'll find them.

Milan

Located between the Duomo, the La Scala Opera House, and Milan's iconic fashion district, Sina De La Ville offers a wellness and fitness center, elegant American Bar, and rooftop pool.

Opened in 2003, Sina The Gray is a design hotel that combines its Art Nouveau facade with the contemporary style of its 21 rooms and suites. This boutique property is located steps from the Duomo and Galleria Vittorio Emanuele.

Venice

Views of the Grand Canal led Bernabò Bocca and his sister Matilde to select the exclusive location for Sina Palazzo Sant'Angelo as their first addition to the Sina Hotels portfolio. This 26-room boutique, furnished in classic Venetian style, overlooks the Rialto Bridge, a few steps from St. Mark's Square and Le Fenice Theater.

The 19th-century Neo-Gothic Palazzo Genovese in the city's Dorsoduro district was transformed into Sina Centurion Palace after extensive renovations, opening in 2009. Eclectic contemporary furnishings, rich fabric shades, and stylish decor contrast with the hotel's exterior for an artful combination.

Turin

About 30 minutes from Turin, Sina Villa Matilde is set in an 18th-century palace that was formerly the summer country estate of the Bocca family. The hotel offers 43 rooms with original furnishings, antique books, a tennis court, a swimming pool, and a surrounding park.

Parma

Set in the historic center of the city best known as the birthplace of Parmigiano-Reggiano cheese and prosciutto di Parma, the Sina Maria Luigia is named for the wife of Napoleon I who loved the city and commissioned its opera house. Marble floors, classic furnishings, and art enhance the property.

Capri

In 2018, the Sina Hotels family celebrated their 60th anniversary and added Sina Flora , a 24-room luxury boutique hotel, to their portfolio. Set near Capri's historic Piazzetta square, the property began as a modest residence, later becoming Villa Flora Hotel, and then Sina Hotels' 11th property.

Viareggio

Once an Art Nouveau building, the recently renovated Sina Astor offers 76 spacious rooms and suites, all with views of the Tyrrhenian Sea. Featuring a heated indoor pool, wellness center, and seafood at La Conchiglia Restaurant, Sina Astor is a favorite of both Italians and international visitors.

Florence

The pet-friendly Sina Villa Medici offers 100 guestrooms and suites, including the Royal Suite with original antiques, fine art, and a private balcony overlooking the piazza. The Florence Suite features a hot tub and solarium with views of the city center. 

Rome

Baroque details and modern comforts create a welcoming ambiance at Sina Bernini Bristol , with 166 rooms and suites, including the Barberini Penthouse Suite overlooking the Piazza Barberini. Il Vizio Rooftop Restaurant and Bar offer panoramic city views.

Perugia

The historic Sina Brufani , originally opened in 1884, offers 94 rooms and suites. Overlooking Umbria's valleys, the historic property features an indoor pool with views of Etruscan ruins through windows in its floor.

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