A new era for sustainable luxury hospitality

We are proud to announce a new partnership that fully reflects our vision for the future of luxury hospitality: more responsible, more innovative, and deeply committed to reducing its environmental impact.

We are joining forces with Primal, an innovative Italian B Corp-certified brand, born from a Bocconi University project and recognized by the Financial Times at the World Economic Forum in Davos. This collaboration marks an important step in our ambition to evolve the standards of high-end hospitality.

A responsible alternative designed for hospitality

As part of this partnership, we are introducing Primal’s Fløps, a responsible alternative to traditional synthetic flip-flops.

Made in Portugal from bio-based materials, Fløps are designed to provide a concrete response to the environmental challenges associated with single-use or low-durability hospitality products.

Lightweight, comfortable, and carefully designed, they naturally accompany guests throughout their stay — from indoor relaxation to outdoor movement.

Where design, comfort, and responsibility meet

Primal embody a new generation of hospitality products: everyday essentials reimagined to combine user experience with environmental responsibility.

Every detail is designed to deliver optimal comfort, while reducing the impact of materials traditionally used in this type of product.

Redefining luxury hospitality standards

By integrating these solutions into our properties, we are among the first players in Europe to adopt a new generation of sustainable hospitality accessories.

This initiative is part of a broader transformation: moving away from a single-use model towards a more conscious approach based on durability, quality, and waste reduction.

Responsible luxury as the new standard

Today, luxury is no longer defined solely by comfort or aesthetics, but also by the impact it creates.

With this partnership, we affirm a strong belief: true luxury is the one that combines excellence, innovation, and environmental responsibility.

Discover the initiative : click here