A new kind of sustainable, customised luxury is appearing in the hotel industry, a sector that will be showcased at this year’s edition of HostMilano (13 to 17 October) in the Furnishing, Tableware and Technology pavilion, where some major new ideas will be presented.

“The aim is to find an eco-friendly product that consumes less. But one that is also recognisable and in harmony with its surroundings,” says Andrea Rovea, CEO of Parotex and Casarovea, a Lombardy-based company operating in the field of luxury textile products for hotels and restaurants.

“Fior us, innovation is all about the on-going search for the best yarns, industrial processes and the shift towards digitisation. We need to be sustainable and guarantee an excellent product that involves state-of-the-art digital designs, interacting more and more with the Metaverse and the world of Artificial Intelligence.”

The whole concept of luxury has changed: “There is an increasing demand for sustainability, safety, hygiene, comfort and technological development. And also for the speed and ingenuity that makes our Italian manufacturing so remarkable.” Among the solutions on show at HostMilano will be products made from organic cotton, or from yarn that combines recycled plastic with regenerated cotton, table linen ranges made from a yarn that makes possible a reduction in the energy needed for washing.

“The luxury hotel industry is moving more and more towards individuality and customisation in hospitality,” says Thomas Tschimben, who, with this brother Michl, co-runs PRIMA, a Bolzano-based company that will be at HostMilano for the first time. “In addition, there is an increasingly widespread sensibility towards the environment and a general attention to where things are manufactured: the guarantee that something is made in Italy is highly appreciated. Plus, our customers like it when a partner can point the way with the right inspirations and trends. Basically, we all want to be unique, and the only way to achieve that is by offering impeccable quality and individual design that pays attention to detail.”

Innovation is all about “researching new designs, innovative materials and new inspirations. We are looking for the most trendy, eco-friendly, elegant and artisanal solutions available on the market. We are making efforts to reduce the amount of plastic in packaging, analysing the circularity of the articles we distribute and having our cosmetic products certified by independent bodies.”

The new luxury is also about bringing into hotels the warmth and typical features of the home. “Luxury must not be cold and distant: guests want to feel that their needs and desires are being listened to, they want to be pampered by thoughtful little touches. Today, successful luxury is informal and flexible. It is an expression of human closeness. But luxury is also about knowing the origin of the products we use, of the foods we enjoy, of the materials that surround us when we are staying in a hotel.”

At HostMilano Prima will present the  new eco-friendly dispensers in its range of courtesy items, its new packaging made from a biodegradable material, cosmetics with natural, unique fragrances and certified formulations, “a selection of cutting-edge products and systems for the luxury hotels of tomorrow.”