Dolce Vita Hotels

Dolce Vita is a collection of four family-run active and wellness resorts in South Tyrol, Italy – ALPIANA, Preidlhof, Lindenhof and Feldhof, open in spring, summer and autumn seasons. With a range of family-friendly and adults-only hotels, Dolce Vita Resorts cater for both couples and families.

An oasis of wellbeing, Dolce Vita offers the largest spa and wellness facilities in South Tyrol, made up of 38 pools, 32 saunas and 5 SkySpas. Spread across the tranquil landscapes of Lana and Naturno, when you book one superior hotel, you benefit from the facilities and services of all four, free of charge. Through their exclusive hotel hopping concept, whether it’s enjoying the region’s culinary delights in a choice of 5 gourmet restaurants, or basking in multiple infinity pools set against the backdrop of stunning mountain vistas, all the properties are just a short walk or drive away.

Lemongrass Marketing, a B Corp-certified travel communications agency, established Dolce Vita Hotels, a collection of family-run wellness retreats in South Tyrol, in the UK market.

Coverage highlights: BBC, Condé Nast Traveller.

Despite a strong reputation in South Tyrol, Dolce Vita Hotels had no dedicated UK PR presence. The challenge was establishing the collection in the UK, introducing its hotel-hopping concept while building awareness of each property's distinct personality.

One brand story, five individual characters

We built a media strategy that balanced each property's individual character against a clear overarching brand narrative. Tailored press and content creator trips showcased individual hotels; emerging consumer trends carried the wider group story.

Multi-property brands usually fail one way or the other - either the group message flattens the individual hotels, or the individual hotels never add up to a brand. Holding both takes deliberate structure.

We got in front of the sauna trend

Sauna culture was gaining real momentum in the UK, and Dolce Vita's Aufguss offering was genuinely established rather than newly bolted on. By identifying the trend early, we positioned the group at the forefront of the conversation and used its expertise to secure high-profile coverage including the BBC and Condé Nast Traveller.

Getting there first is the entire advantage. Six months later, every wellness hotel in Europe was pitching the same thing.

53 pieces of coverage in 2025 reaching 77 million, with 50% of articles from sites with excellent domain authority - including coverage in the BBC and Condé Nast Traveller.

How do you build UK PR presence for a multi-property hotel group? By balancing individual property storytelling through tailored press trips with an overarching brand narrative carried by broader trend-led angles. Dolce Vita Hotels secured 53 pieces and 77M reach in its first UK programme.