How IC Bellagio redefined Italian luxury and what SMEs can learn from it

Travel isn’t just about where you go; it’s about the people you meet, the stories you take home, and the legacy you leave behind. For IC Bellagio, luxury travel is not only about five-star hotels or exclusive experiences, it is about crafting deeply personal, authentic, and transformative journeys that celebrate the essence of Italy. At the heart of this philosophy is a commitment to relationships, nurturing connections with travellers as well as local artisans, hoteliers, and service providers who bring Italy to life.

As a leader in bespoke luxury travel, IC Bellagio has built its reputation on an unwavering commitment to personalisation, transparency, and collaboration. But what makes this company truly remarkable is the impact it has on the people and businesses it works with, particularly small and medium enterprises (SMEs).

The power of personalisation

IC Bellagio’s approach is simple yet profound: the more you invest in relationships, learning, and creativity, the greater the return. From the beginning, the company has emphasised exceeding client expectations through genuine care and attention to detail.

“Success comes from always striving to do your best, learning from mistakes, and listening more than talking. Collaboration has been a cornerstone of our philosophy, enabling us to innovate and grow,” says Andrea Grisdale, CEO of IC Bellagio.

For SMEs, this offers a critical lesson: authenticity, investment in relationships, and a culture of continuous learning are the true keys to success in an ever-evolving sector.

A defining moment

A turning point in IC Bellagio’s journey came in February 2003, when the company was accepted into the prestigious Virtuoso Network, a milestone that elevated its standing in the luxury travel industry and reinforced its belief in the power of collaboration.

“Virtuoso has been more than just a network. It has been a source of inspiration, guidance, and growth. Through them, we connected with some of the most innovative minds in travel, and those relationships shaped our vision for what luxury travel should be,” reflects Andrea.

This moment exemplifies the impact of leadership and community in shaping a brand’s journey. It underscores the importance of mentorship, shared knowledge, and continuous evolution, the values that IC Bellagio has carried forward in its work with SMEs.

Collaboration: The secret to authentic luxury

For luxury travellers, authenticity is everything. They seek connection, culture, and exclusivity. And that’s precisely where IC Bellagio’s partnerships with local SMEs come into play.

“It’s all about the people. Travellers remember names and faces, not just places. Our local partners are the heartbeat of every journey we create,” says Andrea.

“Every conversation is an opportunity, as ‘everyone knows someone’ who could offer something extraordinary for our travellers. By staying open and engaged, we continuously discover ways to enrich our offerings and highlight the best of Italy’s culture and traditions,” adds Andrea,

By investing in these relationships, built on respect, transparency, and a mutual commitment to excellence, IC Bellagio ensures that every experience is both exclusive and deeply personal. The company’s philosophy is simple: “You get out of relationships what you put into them.”

Helping SMEs believe in their potential

One of the biggest challenges in working with SMEs is their mindset. Many small businesses hesitate to take the next step, whether it is elevating their offerings or adapting to industry shifts. “My role is often to inspire confidence. To help SMEs see their own potential, take that leap, and realise that they belong in the luxury space,” explains Andrea.

This philosophy extends to IC Bellagio’s partnerships, including its transformative collaboration with Luxury Slovenia. What started as a mentorship quickly became an equal exchange of knowledge, ideas, and growth. “I may have been their mentor on paper, but I’ve learned just as much from them. Our collaboration is a testament to the power of shared learning and mutual respect,” says Andrea.

Scaling with excellence

Growth is not just about expansion but about maintaining quality while scaling operations. For IC Bellagio, this balance is achieved through four core principles: trust, transparency, communication, and education.

“Our goal is to guide our SME partners in maintaining their authenticity while meeting the high expectations of luxury travellers. It’s about blending tradition with excellence,” says Andrea.

One of the ways IC Bellagio achieves this is through education, for both clients and partners. By sharing best practices, providing mentorship, and fostering open dialogue, the company ensures that SMEs can grow without losing their unique essence.

Technology with a human touch

In an industry built on personal connections, technology must serve as an enabler rather than a replacement for human interaction. IC Bellagio embraces technology to enhance its high-touch service. “Technology helps us automate the mundane, freeing up time for what truly matters, our clients and our relationships. It’s a balance of innovation and tradition,” explains Andrea.

This approach ensures that while operations become more efficient, the personal touch remains intact, allowing IC Bellagio and its partners to scale thoughtfully while preserving their cultural identity.

Beyond business

For IC Bellagio, luxury travel is about making a lasting impact on communities. Tourism, when done responsibly, has the power to uplift local economies, preserve traditions, and create opportunities that extend far beyond what meets the eye.

“I’m deeply passionate about raising awareness of tourism’s broader impact. It’s not just about the travellers. Our entire business relies on the incredible network of people such as local suppliers, hoteliers, artisans, and even behind-the-scenes professionals such as IT specialists, maintenance teams, lawyers, accountants, and insurers, who support us every day. These individuals and businesses form the backbone of our operations, and their contributions are invaluable,” says Andrea.

Through initiatives like the WTTC’s Together in Travel, IC Bellagio is championing this message on a larger scale, advocating for greater collaboration and recognition of travel’s role in community development.

A lasting legacy: Advice for SMEs

As IC Bellagio continues to shape the future of luxury travel, its message to SMEs is clear: growth and authenticity are not mutually exclusive.

Andrea shares six key principles for success:

1. Stay humble: Always remember where you started and the values that define your business.

2. Never stop learning: Embrace every opportunity to grow, adapt, and improve.

3. Be curious: Curiosity drives innovation and opens doors to new possibilities.

4. Share and help others: Collaboration and generosity create strong networks and build goodwill.

5. See challenges as opportunities: Every obstacle presents a chance to learn and grow stronger.

6. Be grateful: Gratitude keeps you grounded and reminds you of the people and experiences that contribute to your success.

By following these principles, SMEs can navigate the complexities of the luxury travel industry while staying true to their roots.

Luxury is not only about indulgence but also about intention. It’s about experiences that leave a mark, relationships that endure, and businesses that grow with purpose. IC Bellagio’s journey is a testament to this philosophy, proving that when you invest in people, authenticity, and collaboration, success follows naturally. And for SMEs looking to make their mark in the Travel sector, the most extraordinary journeys are those built on people.

‍