Al Castello Relais: The Journey from Dream to Reality
I was born in a small town in southeastern Italy, Vieste—often called the pearl of Gargano. As a child, I dreamed of owning a hotel and bringing local owners together to create a strategy to boost tourism. This led me to study hospitality management in Switzerland.
In 2018, part of that dream became reality when my parents and I renovated a historic building, creating two beautiful suites and a duplex apartment. By 2020, we finished another apartment, and Al Castello Relais was officially live. Though we had only 13 beds, our goal was to offer a five-star experience.
Building the Experience
Our first steps were selecting bed and bath linens and toiletries and ensuring that each room had a Nespresso machine with complimentary coffee. Surprisingly, we’d stayed in five-star hotels where the coffee wasn’t free—and we definitely didn’t want to disappoint our guests!
Next, I focused on digital marketing—creating the website, registering on OTAs (Online Travel Agencies), and setting up our social media. I even enrolled in a course with the DMI (Digital Marketing Institute) to improve my knowledge and learned from books and online resources about managing a B&B in the digital era and choosing the right PMS (Property Management System).
Choosing a PMS and Channel Manager
A PMS is your friend, but the Channel Manager is your best friend. Managing your property efficiently without worrying about overbooking or payments is crucial. I found a cloud-based software that worked as a PMS, channel manager, payment system, and website builder—all in one. It was perfect for staying on budget.
We chose these OTAs:
Booking.com: The biggest OTA in Europe and globally.
Airbnb: Primarily for Europe, known for cheaper accommodations and apartment rentals.
VRBO: Catering mainly to US users.
Expedia: A competitor to Booking.com, though not as effective.
Tripadvisor: Initially integrated booking options.
Over time, we closed accounts with VRBO, Tripadvisor, and recently Expedia, as they didn’t generate enough reservations.
A word of advice: While I don’t usually speak negatively, I must say our experience with Expedia was frustrating. We lost a significant amount of money working with them, which ultimately led to closing our account.
The PMS Switch: A Funny Story
Although our PMS was functional, we were on an old contract that didn’t offer AI integration. We had two options: upgrade and pay more or find a new, more affordable PMS. Since we’d already switched to an independent website, paying three times the price for a small feature—price dynamics—wasn’t worth it. We had been adjusting prices manually, which was time-consuming.
Making the Switch in Two Weeks
I don’t live in Vieste, and working remotely with my parents isn’t always easy. To simplify things, I decided we needed a new PMS, but with our contract renewal only two weeks away, I had less than that time to find, test, and implement a new system.
What to Look for in a PMS
Here are the basics you need from a PMS:
Cloud-based: Access from anywhere.
Flexible pricing and tariffs: Make adjustments as needed.
OTA integration: Connect with multiple platforms and share availability and pricing.
Dynamic pricing: Set rules, and the system adjusts prices automatically.
Additional features you might want: automatic quotations, centralized messaging, and integration with Google Hotels.
Guest Feedback
In the digital era, guest feedback is critical for any business. Since most of our bookings come from Booking.com, we know guests receive automatic requests for feedback through the platform. However, these reviews only remain on Booking’s site. To address this, we implemented a strategy last year where we send guests a WhatsApp message post-checkout, wishing them a safe journey and asking for a review on Google. To make it easy, we include a direct link for them to click.
My advice: Don’t be shy—asking for feedback never hurts!
Challenges Faced
As mentioned earlier, Al Castello Relais is in a historic building—parts of which were built in the 1500s! Maintenance is our biggest challenge. Despite a major renovation, we had to close the suites temporarily a couple of years ago due to plumbing issues. The damage wasn’t extensive, and we were lucky it happened during the low season. We offered the affected guest a free upgrade to a larger apartment, but one in particular saw it as a downgrade. This experience taught me that not every guest views upgrades positively.
This also made me realize the importance of trusting employees. Since 2023, we decided to hire a receptionist, as I don’t live in Vieste, and my parents wanted more freedom. However, finding the right fit wasn’t easy. The first receptionist was competent but dishonest, while the second performed so poorly that I ended up working the rest of the summer myself.
Choosing the right employee is an art.
Future Plans
There’s always room for improvement. This year, we plan to change our bed linens to make things easier for us and the housekeeping staff. We’re also planning to offer a full breakfast, included in the price, at a new location nearby. Additionally, we’ll test the centralized messaging feature offered by our PMS to see if it suits our needs moving forward.
Conclusion
In summary, Al Castello Relais has been a remarkable journey—from renovating a historic building to managing it digitally from afar. We’ve faced challenges like switching PMS systems and managing guest feedback, but through it all, we’ve remained focused on providing a five-star experience.
Although I love what we’ve built, it’s time for me to step back and explore other opportunities. Al Castello Relais has taught me invaluable lessons, and I look forward to applying those skills elsewhere while still supporting my family when needed.
And with this chapter almost closed, I’m excited to see What’s Next on the journey.
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Whether you’re managing a B&B or building your own business, I can help you streamline operations, improve guest experiences, and grow your brand. Let’s chat about how I can support you on your journey!
