STRATEGY OVERVIEW

Our strategy in order to grow and build brand equity for the Bulgari Hotels & Resorts brand is to open three new hotels in the specific locations of St. Moritz, Capri, and St. Barths. We have chosen these places to expand the resort side of our luxury hotels collection because of each location’s ability to aid us in servicing the future trends of luxury travel. Each resort offers the opportunity for us to meet the future traveler’s needs of engaging in luxury lifestyle travel and partaking in authentic culture and experiences. Ultimately, these resort locations will also bring us consumers from our competitors - stemming from our strong positive brand associations.

St. Moritz Bulgari Hotels & Resorts will benefit positively from opening a hotel in St. Moritz in 2024 because of the strong history that this resort has with the brand. The founder of Bulgari, Sotirios Boulgari, spent his summers in the elegant and chic mountain resort to attract upscale travelers. He ultimately achieved a resounding success that he decided to open a permanent location in the resort in 1906. The Swiss resort represents a milestone for the brand’s international expansion during its early years. Returning to this location for the opening of a hotel is a romantic story that the brand can showcase to the consumer in order to build brand equity. St. Moritz has also become one of the most expensive ski resorts in the world and has the leading luxury hospitality collection in the world. We want to be among the top locations as well.

Capri The island of Capri is nothing short of luxurious. Capri is said to be an escape from the mundane as one basks in the blazing sun, swims in the Blue Grotto, shops the opulent La Piazzetta, or strolls amongst the gardens and lemon trees. Capri has villas that are dripped with wisteria and bougainvillea, steep and majestic cliffs that overlook the blue sea - Capri is stated to be the most scenic place in the world. With the Italian culture, art, and heritage interwoven into the Italian island - travelers come here as a destination to enjoy a real and authentic experience. Capri is known for being a preserve for celebrities and the super rich. A Bulgari resort would do well here do to its roots in Italian heritage while catering its business to the clientele that steps off the boat to visit this beautiful island.

St. Barths St. Barths has been voted the top destination for Caribbean travel. The small island has stunning terrain with pristine beaches and the chicness and glamour that comes when traveling in south France. St. Barths has become the desired winter vacation for the rich and famous - offering French-inspired cuisine, high-end shopping, water activities, and yachting. Home to some of the most gorgeous hotels and villas, Bulgari Hotel and Resorts will offer one of a kind experiences for guests while maintaining the strongly rooted traditions of Rome. Nevertheless, St. Barths has become a top choice for European travelers - making the location a bridge to the west for Bulgari Hotels & Resorts.