Summary: Icon Collection revenue consolidated at 20 million euros in 2025, a 5% year-on-year rise. The group is sharpening its five-star luxury focus while investing in technology, sustainability and experiential offerings.

Icon Collection closed 2025 with total revenue of 20 million euros, representing a 5% increase compared with the prior year. The Group described 2025 as a year of consolidation, concentrating on higher-end positioning and improvements in operational and experiential standards.

Results and strategic focus

Management framed the performance as evidence that the group’s move into the upper-upscale and luxury segments is working. The company said its 2025 investments targeted quality upgrades, organisational processes and high-value guest experiences across its portfolio.

2025 revenue consolidated at 20 million euros, with a 5% group-wide growth concentrated on our luxury-targeted properties, confirming that we are on the right path toward excellence, the development of new high-level products, and the refinement of our standards. 2025 was a year of consolidating standards, operational procedures, and organizational systems. We focused on quality, from our internal teams to our guests, and from the company to the people who live it every day.

Repositioning properties and pipeline

The Sense Experience Resort was moved into the five-star luxury category during 2025, and Park Hotel Marinetta is also classified at that level. Both properties, the group says, draw a sizable international clientele: more than 45% of guests come from the DACH market. Icon Collection is advancing a broader rebranding across the Group while repurposing other assets toward high-end resort offerings.

  • 2025 revenue: 20 million euros (5% year-on-year growth)
  • Over 45% of guests at key properties originate from the DACH region
  • Sense Experience Resort upgrade lifted ADR by 10% in 2025; projected >40% growth by project completion
Guests relaxing at a luxury Icon Collection resort terrace, illustrating the group's experiential focus
Icon Collection is repositioning properties like The Sense Experience Resort toward five-star luxury to attract international guests.

Antico Podere San Francesco and development roadmap

One of the Group’s key projects is transforming Antico Podere San Francesco from a residence into a high-end resort. The initial phase will add 13 new living units — suite apartments and rooms — designed to prioritise privacy, comfort and stronger connections with outdoor spaces. This work forms part of a four-year development plan stretching through 2029 and will include further units plus wellness and meeting facilities.

The heart of this renewal will be the creation of 13 new living units (Suite Apartments and rooms) designed to offer comfort, privacy, and a strong connection with the outdoors,

Technology, revenue management and service innovation

Icon Collection attributes part of the uplift to advanced revenue management and dynamic pricing tools. The Group has worked with IDEAS since 2024 and introduced an AI-based Vocal Bot in 2025 to support round-the-clock front desk operations. Planned 2026 rollouts include a CRM for marketing automation and AI-enabled WhatsApp messaging to speed up quoting and help booking office productivity.

The adoption of advanced revenue management and dynamic pricing systems has allowed us to significantly improve performance, making growth solid and replicable,

Management also says digital tools are intended to personalise guest relationships from the earliest contact through pre-stay communications, supporting higher conversion rates and bespoke service.

This approach aims to create an increasingly personalized, tailor-made relationship with our guests, starting from the prospect and pre-stay phases,

Sustainability and people-centred investment

Sustainability and workforce development remain core to the strategy. Icon Collection will continue environmental initiatives such as WePlant, maintain social responsibility programmes and progress along a GSTC certification path begun in 2025. The Group is also launching a corporate intranet app for training and community engagement and will run targeted commercial and managerial education programmes.

These activities arise from a genuine commitment to the community, people, and the environment, while also facilitating access to new market segments increasingly sensitive to these issues,

Icon Collection has signalled a selective expansion appetite, evaluating opportunities in Italian cities such as Turin and Bologna that align with its experiential luxury focus.

Looking ahead: The Group expects further commercial consolidation in 2026 driven by product upgrades, new revenue tools and repositioned assets in the five-star luxury space.

Why this matters: For travellers and industry observers, Icon Collection’s results underline a broader trend in Europe’s hospitality market — targeted moves upmarket, digital and revenue-management investments, and sustainability credentials are becoming essential to attract premium guests and lift room yields. For travellers, this should translate into more curated, higher-quality stays in the Group’s properties; for hoteliers and investors, Icon Collection’s approach provides a replicable model for value-led luxury growth.