Principe Di Salina.
Principe di Salina: A Family’s Vision Brought to Life
Tucked away in the heart of the Aeolian Islands, Italy, the Principe di Salina is more than just a boutique hotel, it’s a passion project, a family affair, and a love letter to Salina. Built with dedication and an unwavering commitment to hospitality, Principe di Salina offers guests a home away from home, immersed in the island’s breathtaking beauty.
Whilst the the interview explains that marketing is a reflection of the authentic experience at the hotel, they have done an amazing job at making sure it speaks to the whole experience and all the destination can offer. What Principe has managed to do in bringing the soul of the brand into its marketing, is no easy feature, even if they make it look so and with even bigger aspirations ahead, the key has been the groundwork.
We had the opportunity to speak with the owner about the journey of transforming this property into a must visit destination, the role of marketing in shaping its identity, and what the future holds for Principe di Salina.
From Old Life to New Beginnings: A Family Affair
How did this family venture come to life? What inspired its creation, and how did everyone get involved?
“It all began with an idea from my parents, who decided to stop working and invest in a property on the island. What started as a rational financial decision for the family soon became much more.
I loved the idea of living in Salina and building something from the ground up. So, I proposed taking some time off to join the project. Initially, I thought I’d simply help out, but I quickly became more and more involved until I found myself leading the vision for this endeavor.
My mum supported the project by managing the kitchen, while my dad handled the financials and back-office operations. Later, in 2020, my husband Filippo joined us, further strengthening our efforts.”
The Heart of Principe: A Family-Driven Experience
You have a unique approach to running the hotel, with family involved across various functions. How has this shaped your vision and elevated the guest experience?
“Working with family is a unique experience, with its own set of pros and cons. On the one hand, they are the best business partners you can have because you can trust them completely. On the other hand, drama is almost inevitable since you know each other so well, and it’s challenging to separate business from personal matters.
I choose to see this dynamic as a strength. Together, we form a whole, and we’ve always shared the same vision: to make Principe better.”
A Tribute to Salina
How does the hotel reflect the local culture of the Aeolian Islands?
“Principe was born with a clear purpose: to welcome like-minded people from all over the world to Salina, give them a home, and help them experience the island’s stunning beauty. It is a celebration of Salina—a tribute to its serenity and charm. Principe seeks to pamper visitors, offering them comfort as they explore all the island has to offer.
Without Salina, there is no Principe. Though we are not originally from here, we have come to love this island deeply and wholeheartedly.”
Building an Online Presence with Purpose
How did you craft the online brand and identity of Principe? What was important to you when developing it?
“I built Principe around one simple principle: care and the guest experience. Having worked many years in customer marketing, I understand how crucial it is to center everything around your end customers.
When we bought the hotel, I spent 10 days straight on the premises, from 8 a.m. to 8 p.m., simply observing and experiencing what guests were doing under the previous owners. This helped me start imagining what I would want and need to feel happy and relaxed as a guest.
Once you have a clear understanding of your target audience, it becomes easier to make decisions that align with their needs. Before making any major choice, I always try to put myself in the guest’s shoes. Caring about what people coming to Principe need to feel happy and at ease—that’s what matters most to me.”
Getting Noticed: The Power of Marketing
How did marketing help you gain visibility, and what were your initial areas of focus?
“Marketing is at the core of everything we do, even if we don’t always approach it under that label. For me, it’s less about rigid strategies and more about genuinely caring. However, having a clear message and defined positioning is essential. It helps us convey who we are and what we offer in a unique way, ensuring we attract the right audience.”
Have you worked with influencers or collaborations to promote Principe? What have been some key takeaways?
“I believe that the best influencers are our guests—those who genuinely love Principe and share their experiences by posting, recommending, and talking about the location with like-minded friends. That kind of authentic word-of-mouth is invaluable.
That said, I also recognize the value of working with professional influencers from time to time. They can be useful for creating high-quality photos and videos that showcase the property beautifully and help us reach a wider audience.”
Defining the Content Strategy
With so many possibilities, how do you approach your content strategy?
“This has been a challenge because our growth has been steady and slow—but it’s been real. I believe that it’s not about the number of followers; even 10 followers are enough if they meet your business needs.
I communicate about the hotel, our family, and Salina in a spontaneous and genuine way. While experts often have different strategies and ideas—many of which may be valid—I love the authenticity of my approach. It feels aligned with both me and the spirit of the hotel.
Could I be more organized? Probably. But I’m just one person, and I don’t feel ready to outsource this communication. It’s personal, and that’s what makes it meaningful.”
Lessons, Dreams & The Road Ahead
If you had more time, what would you improve?
“I would love to have a production team within Principe to capture all the behind-the-scenes moments. The inner workings of a hotel and the rhythm of a season are so dynamic and full of stories—they truly deserve their own Netflix show.”
A Vision for the Future
What’s your long-term vision for Principe’s marketing, and what advice would you give to others embarking on a similar journey?
“Let me start with the last question: if you want to pursue this career, I highly recommend working in a hotel first. I started with no prior experience, and in hindsight, I would have appreciated knowing more upfront. Hospitality is a complex field, involving so many areas of expertise—from housekeeping to logistics to compliance. It’s not just about smiling and welcoming guests. To make everything run like a well-oiled machine, there’s a whole orchestra of departments working together behind the scenes. Every single day, we put on a show, and it has to be perfect every time.
As for the future, my dream is to grow the Principe brand even further. I’d love to create a book, and I dream of launching a signature perfume. It would mean so much to have Principe be a part of people’s lives, even when the hotel is closed—a small item or token that reminds them of the good times they had here. Something that brings a smile to their faces, even while they’re back at home, immersed in their busy lives.”
We encourage you to check out Principe Di Salina on Instagram and consider paying them a visit!