Where is the journey going – for the travel industry? Nobody wants to set their alarm clock to 6 a.m. on vacation anymore so that they can unroll their bath towel in the first row of loungers by the pool before everyone else. Nowadays, people who leave home to go on vacation no longer want to be fobbed off with a piece of chocolate on their hotel bed scarf. Privacy, individuality and luxurious comfort that feels lived-in and not like an interior design exhibition at a furniture fair are more in demand than ever.
Rossella Beaugié and her husband Huw recognized this desire back when Airbnb was just six letters strung together with no meaning. Twenty-three years ago, the couple embarked on an adventure with The Thinking Traveler, renting out carefully curated luxury villas in regions of Italy, Greece and Corsica. In this interview, Rossella tells us what makes good hospitality, what measures should be taken to combat overtourism and how to bring the Italian summer home to your table and music playlist.
FACES: Do you remember your very first vacation?
Rossella Beaugié: The first exciting vacation I remember as a child was a small cruise around the Aeolian Islands off the north coast of Sicily. I was so impressed by the sight of Stromboli, an active volcano that magically emerged from the cobalt blue sea and smoked regularly. I fell in love with the typical white Aeolian buildings that looked like doll’s houses and discovered my new favorite breakfast: almond and watermelon granita served in a warm brioche. As fate would have it, years later my husband and I stood on Stromboli and decided to change our lives, give up our careers in Paris and start The Thinking Traveler.
F: What makes a good host?
RB: Will Guidara explains it very well in his book “Unreasonable Hospitality”: A good host is someone who listens to their guests and makes them feel welcome, that they belong. It’s about putting your guests first.
F: The villas of The Thinking Traveler are described as places full of soul. What do properties need to do to live up to this?
RB: They have to be authentic, charming and have a deep connection to the region in which they are located. And they must reflect the character of the region or the era. Be it through the choice of materials, the use of local craftspeople, the retention of original architecture and artifacts, a modern design that reflects the land and nature, or strikingly curated views. The properties must be loved by their owners and staff, because guests can feel this warmth that is so hard to describe.
F: You also offer special experiences at the locations. Tell us about your favorites.
RB: I love the culinary retreats at one of our flagship villas, Rocca delle Tre Contrade, with resident chef Dora. You can’t get a more authentic and enriching Sicilian experience. For families with young children and teenagers, my favorites are the ones we originally perfected with our own children: A hike through the archaeological park of Selinunte with a swim and then spaghetti with lobster for lunch, or a hike up Mount Etna with a volcanologist who gives an entertaining lesson in chemistry, history, physics and mythology.
F: How have travelers’ wishes changed over the last 20 years?
RB: When we started, the standard of properties for rent in Europe was – with a few exceptions – quite basic. With the exponential growth of the villa rental market, even in the high-end segment, and the increase in prices, guests’ expectations have risen accordingly. Villas are no longer seen as an affordable alternative to hotels, but rather the first and preferred choice for people who value privacy while expecting a quality comparable to that of their own home.
F: How will these needs evolve over the next few years?
RB: I hope that people will raise their awareness of a more sustainable way of traveling by using rental villas and thus the opportunity to live like locals. This will reveal the uniqueness of each destination.
“Travel needs a reset, with a more thoughtful approach.”
F: In places like Venice, overtourism has become a major problem. What needs to be done to prevent this?
RB: I think that popular cities like Venice or Barcelona may have to introduce a cap on the number of daily visitors. On the other hand, travelers will hopefully follow the crowds less and develop more curiosity for less popular but equally beautiful places.
F: What are the biggest challenges facing the tourism industry in the coming years?
RB: Sustainable development, both environmentally and socially. Cheap flights, affordable accommodation and the desire to travel fueled by social media have brought tourism to a critical level, with negative effects that we are all experiencing. Travel needs a reset, with a more thoughtful approach.
F: Before you and your husband founded The Thinking Traveler, you worked as a cell biologist and he as an engineer. Are there aspects of your old jobs that have helped you in the new company? What challenges arose from this drastic job change?
RB: Our scientific background and the rigor with which we approach our work have been instrumental in the growth and success of The Thinking Traveller. The attention to detail, precision and sense of accountability have helped us gain the trust and respect of both villa owners and clients. The challenges were those associated with entrepreneurship and working together as a couple. Our work and family lives are completely intertwined, and it’s almost impossible to draw a line, even during our family vacations. But we wouldn’t have it any other way.
F: Renting out vacation accommodation has become hugely popular in recent years and is now as popular as booking a hotel. Do you feel this increase in competition?
RB: Yes, competition has increased. This makes it difficult for people to distinguish between reliable companies that know the regions and the properties they offer in detail, and the many portals where owners offer their properties with little or no vetting. This is why we have kept our portfolio relatively small, only accepting the absolute best villas and keeping our teams on the ground to pass on this knowledge and passion. In a way, this confusing market has led us to distinguish ourselves even more clearly as the first port of call for guests who don’t want to take any risks.
F: The Thinking Traveler began in Sicily. Over the years, properties in Puglia, Tuscany, Corsica and Greece followed. Are there any other expansion plans or regions that appeal to you?
RB: We will probably stay in the heart of the Mediterranean, where our expertise and passion lies. But we are also looking at other areas. Sardinia would be a logical extension for us and a destination that our customers have requested.
“No Google Maps, no wifi – that’s pretty inspiring!”
F: What place do you recommend when we long for peace and solitude?
RB: A small island like Alonissos in Greece. Or something in the Italian countryside with acres of land and wonderful views where you can only hear the birds. For example, our Casa Telaio in Sicily, La Verbena in Tuscany or the Trullo Pinnacolo in Apulia.
F: Where should we go when we’re looking for good food and great people?
RB: A beautiful property in places like Spetses, Hydra, Taormina and some stunning palazzi in Puglia. They’re perfect for going out, people watching or joining in the evening “passeggiata” and visiting the many restaurants and cafes. Two of my favorites: the Palazzo Bernardini de Pace and the Palazzo Napoli.
F: And where do you send us when we feel like ravishing nature?
RB: A villa in Corsica, surrounded by lush mountains and overlooking the endless coastline. Like the Casa di Macine, Casa Fortificata and Domaine Saint Jean.
F: What is your perfect Italian breakfast, lunch, dinner and late night drink?
RB: Breakfast is a good cappuccino, lots of fresh fruit, freshly baked bread with fresh ricotta, honey and nuts. Lunch: a plate of seafood with a view of the sea. Dinner: the typical dish of the city, in a cozy, authentic trattoria. We always ask what is fresh and opt for what is recommended. I love a wide selection of starters and then seasonal fish. After dinner, there’s nothing better for me than a tea with fresh herbs from the garden – mint, sage, rosemary – and a slice of fresh lemon. Unless there is a nice Malvasia from Salina.
F: What’s your soundtrack for the ultimate Italian summer?
RB: A mixture of old classics from my parents’ generation such as Mina or Battisti, Pino Daniele, Franco Battiato and some opera. “La Norma”, sung by Maria Callas, is one of my favorite pieces.
F: What luxury do most people not allow themselves when they are traveling?
RB: To completely isolate yourself from technology. Putting your iPhone in a safe and walking around with a camera, some cash and a city or country map. No Google Maps, no WiFi – that’s pretty inspiring! We tried it last year in Seoul and Japan with the kids. It was overwhelming for them to stop people on the street and ask for directions.
Q: What do you look forward to most when you come home after a long journey?
RB: My pillow, with a lavender-scented pillowcase.
ROSSELLA BEAUGIÉ
Woman of the mansion: Together with her husband Huw, Rossella Beaugié founded The Thinking Traveler in 2002. The company rents out luxury villas where travelers feel as if they are guests of the Borgias or in the hidden realm of a tech mogul. Whether Renaissance architecture or high-end design – local guides and tailor-made experiences turn the vacation into a personal home away from home. The Thinking Traveler currently offers 324 exclusive properties, with a focus on Italy, Greece and Corsica.
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