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Miramis, a new luxury hospitality brand launched by Swedish holding company Qarlbo AB

Miramis

Qarlbo AB launches Miramis, a new luxury hospitality brand in Southern Tuscany, emphasizing sustainable and authentic travel experiences with plans for expanding into emerging destinations.

Qarlbo AB, the Swedish investment group renowned for nurturing brands with a forward-looking approach, introduce Miramis, a new luxury hospitality brand crafted for discerning travelers seeking memorable and authentic experiences. With its launch, Miramis represents Qarlbo’s commitment to develop iconic properties in emerging destinations.

The launch portfolio for Miramis features the iconic properties situated in some of Italy’s most enchanting locations, all within a short distance of one another in Southern Tuscany, just over an hour from Rome: LA ROQQA and Isolotto Beach Club in Porto Ercole, both launched in 2023, together with Hotel Torre di Cala Piccola in Porto Santo Stefano and Fattoria La Capitana in Magliano in Tuscany, which will both undergo extensive renovations. Additionally, as part of urban regeneration projects, a new hotel is planned at the site of the former Cirio factory in Porto Ercole. Each property will offer distinct and complementary experiences, whether seaside or countryside.

Miramis builds its identity on the values of social and environmental sustainability, respect for communities, and innovation, reaffirming its commitment to authentic personalized hospitality that generates lasting meaningful experiences. This commitment is reflected in its choice to hire local staff, source materials regionally, and embrace a farm-to-table philosophy supported by its own gardens that connect food to guests’ well-being. Strengthening the economy in the communities where the brand operates expresses Miramis’ goal of enhancing local heritage, aligning with the latest luxury tourism trends that emphasize personalized service, environmental stewardship, and holistic well-being. With a foundation built on strong values, Miramis seeks to establish itself as a reliable and forward-thinking operator within the luxury hospitality sector.

Flavio Bucciarelli, CEO of Qarlbo Hospitality, commented: “With Miramis, we celebrate a new brand born from a desire to explore unique tourist destinations and create authentic memorable experiences. Erqole, with its expertise, values, and teams, forms the ideal foundation for Miramis, allowing us to set new standards in the luxury hospitality sector. With Miramis, we maintain our unwavering commitment to enhance the regions where we invest and operate in, with a broader and forward-thinking vision that looks towards new destinations, both in gateway cities and in further untapped, authentic locations”.

Stefano Cuoco, CEO of Erqole, added: “The birth of Miramis marks a significant milestone for our company. With a carefully curated portfolio and a strong operational foundation, Erqole is ready to begin this exciting journey. Our goal is to consistently deliver a level of hospitality worthy of the trust that thousands of visitors have already placed in us. Guided by its core values and driven by an innovative, forward-thinking vision, Miramis lays its solid foundations in the portfolio properties and upcoming development projects, enabling us to strengthen our position in the hospitality sector, fostering sustainable growth with a positive lasting impact.”

Under the leadership of Flavio Bucciarelli, CEO of Qarlbo Hospitality and Stefano Cuoco, CEO of Erqole, Miramis relies on a close-knit team of over 200 Erqole employees. The Storytellers are the cornerstone of the group: as an example, an entire staff house has been dedicated to them in Italy, along with training programs to promote both a better work-life balance and a strong sense of community.

Tatiana Rokou
News Editor - TravelDailyNews Media Network | + Posts

Tatiana is the news coordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her role includes monitoring the hundreds of news sources of TravelDailyNews Media Network and skimming the most important according to our strategy.

She holds a Bachelor's degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.

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