AgriLuxury - The new luxury of 2026

As we approach the end of 2025, I find myself reflecting on a professional experience that was, in many ways, entirely new. After decades spent advising and shaping projects within the ultra-luxury segment of global hospitality, I entered this mandate with limited exposure to what is referred to as agriturismo. What unfolded over the past months, however, has proven to be one of the most intellectually stimulating and perspective-shifting chapters of my career.