Hotel Il San Pietro di Positano: Strengthening an Extraordinary Independent Brand

Abstract

It was mid-June 2022 and Vito and Carlo Cinque, two brothers at the helm of the world-renowned Italian 5-star hotel Il San Pietro (ISP) since 1996, had reasons to rejoice. Located in Positano on the Amalfi Coast, south of Naples, their 56-room iconic property was enjoying its best year, as unprecedented numbers of pandemic-exhausted travelers were flocking again to Positano. Charging an average rate of €1,882 each night for a room, the hotel boasted a 99.9% occupancy rate1 and was fully booked until mid-October. This was in stark contrast with the preceding two years during the Covid-19 pandemic, when ISP struggled to keep staff onboard and attract guests as Italy endured a catastrophic drop in tourism.