Nowhere else than on the Lake of Como can there be found such a paradise of tranquil repose.
Mark Twain
The gentle luxury of Lake Como has the face of someone who knows how to truly listen. In one of the world’s most desired destinations, where landscapes speak louder than people, there is someone who has given voice back to the soul of the territory. On one of Lake Como’s branches lies IC Bellagio, now one of the most influential operators in luxury hospitality and personalized travel in Italy. At the heart of this vision, for 25 years, is Andrea Grisdale. With her British accent, quiet elegance, love for travel and her dogs, Andrea has become a benchmark for those seeking the true meaning of hospitality. A woman who perfectly embodies the gentle standing that inspires so many in our industry. Andrea doesn’t just help her guests discover Italy – she makes them feel a part of it. She guides them into stories, faces, flavors, and silences that go beyond any itinerary. This is the power of Gentle Luxury: creating emotions, not just experiences. In this edition of Hospitality is Colour, we explore the vision of someone who turned tourism into connection. Welcome, Andrea.
Andrea, you are a pioneer in tailor-made hospitality in Italy. When you started, did you already envision this authentic, local kind of luxury, or did it grow over time?
When I first started, I didn’t have a grand vision, a detailed business plan, or lofty goals guiding me. I was simply doing what I loved—crafting travel experiences in Italy that brought joy to people. Everything else unfolded along the way. I learned by doing, often through trial and error, and I made plenty of mistakes—every kind you can imagine. But what remained constant was my passion for brightening someone’s day and my deep belief in the transformative power of travel. I always tried to listen more than I spoke, and over time, I came to understand just how profoundly travel can impact lives—both for those who are exploring and for the communities they visit.
IC Bellagio has become synonymous with deeply rooted, local experiences. What’s the secret to making an international traveler fall in love with the soul of a place?
Quite simply, it all comes down to authenticity. The more genuine, local, and unfiltered the experience, the more meaningful it becomes. Simplicity is often where the magic lies. Travelers don’t journey halfway across the world to find what they already have at home—they come seeking something real, something that reflects the true essence of a place and its people. When we stay true to that, the connection happens naturally.
You’ve brought thousands of American guests to discover a different side of Italy. What role does active listening play in building emotional journeys?
Active listening is absolutely everything. It’s not just about hearing what’s being said—it’s about tuning into what’s left unsaid as well. Many of our guests come to us with little idea of what’s truly possible for their journey. They may have heard glowing reviews from a friend or colleague about a certain experience, but that doesn’t necessarily mean it will be right for them. That’s why truly listening—without assumptions—is so essential. One of my favorite questions to ask is:Why did you choose Italy this year for your vacation? The answers often reveal so much more than a list of preferences; they open the door to understanding emotions, expectations, and hidden dreams. I also love asking how would they feel about sharing a meal in the home of a local family. Their response to that one question can tell us so much about the kind of connection they’re truly seeking—and helps us shape a journey that goes far beyond the ordinary. From there, we can begin to craft an experience that, much like a well-written book, has flow, purpose, and a narrative that feels personal and cohesive from start to finish.
What does ‘gentle luxury’ mean to you? Can there be a form of luxury without ostentation, born from connection with people and place?
To me, gentle luxury is rooted in what’s local, genuine, and deeply authentic. It’s not about glitz or glamour—it’s about creating meaningful moments through true human connection. It’s knowing the people, the stories, and the soul of a place, and sharing that with our guests in a way that feels natural and unforced. It’s also about emotional comfort—understanding how people feel in certain situations, and ensuring they’re at ease every step of the way. Gentle luxury means taking the thinking out of their day. Our role is to anticipate their needs, often before they’re even aware of them, so they can fully relax, be present, and truly enjoy the experience. It’s quiet confidence, thoughtful care, and always being one step ahead—so they don’t have to worry, plan, or remember a thing. That, to me, is the truest kind of luxury
In a world where everything is bookable online, what is the value today of the personal touch of an expert travel advisor like you?
It’s all about people. You can’t VIP yourself—only people can make people feel truly special. While technology may offer convenience, it can never replicate the warmth, intuition, and care that come from genuine human connection. People crave that connection now more than ever. They want to feel seen, heard, and understood. A trusted advisor brings more than expertise—they bring empathy, insight, and the ability to transform logistics into lasting memories. There will never be a replacement for the way another person can make you feel—valued, cared for, and completely at ease. That’s the heart of what we do.
What is one of the most touching or transformative experiences you’ve created for a guest?
Some of the most powerful journeys we’ve ever had the privilege to create have come during the most difficult times—especially for guests who have recently lost a loved one. Designing a trip down memory lane in those moments isn’t just travel planning; it’s an honor, and one of the most meaningful roles we can play. It all begins in those early discovery conversations—digging deep, listening not just to respond but to truly hear. It’s often the smallest details that end up meaning the most. Whether it’s revisiting a place filled with memories or reconnecting a guest with someone who played a special role in a previous trip, it’s about tuning in to what will quietly but profoundly touch their heart. Sometimes it’s a surprise, sometimes it’s planned—sometimes it costs nothing at all. But when we can create something that makes someone feel seen, remembered, and special in that way… that’s when we know we’ve truly made a difference.
If you could take each guest to just one place on Lake Como to help them understand the real Italy, where would you take them? And who would you introduce them to?
Without a doubt, I’d take them to my mother-in-law’s home for an afternoon in the garden, making pizza in the wood-fired oven with the entire family. It would begin with learning the art of the dough—flour made right there on the property, with everyone talking over each other in true Italian fashion, eager to share their traditions and stories. We’d stroll through the garden with a glass of wine in hand, picking fresh vegetables under the warmth of the sun and the shimmering backdrop of Lake Como. Then comes washing, chopping, rolling the dough, making fresh tomato sauce from garden tomatoes, and adding just the right amount of cheese from the local dairy shop—zero kilometers away, of course. And always with the reminder: less is more, and absolutely no pineapple! There’d be laughter, a bit of chaos, and a lot of love as everyone gathers around the oven, learning how to use the pizza tools (shovel type thing – cant think of name) and time everything just right (again everyone will have their own opinion at the table on this one). Once the pizzas are ready, we’d all sit around a big wooden table—crafted from wood that has its own family story—sharing wine, conversation, and plenty of second helpings. To finish, a homemade tiramisu lovingly described by Mamma Laura herself, and perhaps a small glass of her homemade grappa to toast to the moment. Because this—this is Italy. Not a performance, not a tour—just people, stories, flavors, and joy. That’s the heart of it all.
How do you imagine the future of luxury travel? What do you think will be the essential skills for those working in this field?
I believe the future of luxury travel will be defined by human connection. The true luxury of tomorrow won’t be found in excess or extravagance, but in the care, thoughtfulness, and authenticity behind every experience. For those working in this field, the most essential skills will be the timeless ones: the ability to truly care, to listen deeply, and to understand what makes someone feel seen and valued. The more genuine and less staged an experience feels, the more impactful it becomes. It’s about creating moments that are meaningful, not just impressive—experiences rooted in real people, real places, and real emotion. That’s the future of luxury travel, and it’s already taking shape.
After so many years, what still moves and excites you about your work?
What continues to move and excite me, year after year, is the incredible opportunity to use who we are as a company—what we stand for and what we do—to genuinely improve the lives of others. Whether it’s bringing joy to a guest through a perfectly timed moment, supporting a local artisan by sharing their craft with the world, or giving back to communities that have given us so much, it’s this ripple effect that inspires me every single day. Travel has the power to connect, to heal, to uplift—and being part of that process is the greatest privilege of all.
Lastly, what message would you like to share with young people dreaming of working in this industry – and perhaps, founding their own vision of gentle luxury?
Say yes—and work it out as you go. Stay humble, stay curious, and never stop learning. Never stop traveling. Never stop believing in your vision. Remember, people are everything. Build real relationships, listen with your whole heart, and surround yourself with those who inspire and encourage you to dream big. Trust your instincts—they’ll guide you more than any rulebook ever could. And above all, know that where there’s a will, there’s always a way. If your vision is rooted in care, connection, and authenticity, there will always be a place for it in this world.
You recently became Vice Chair of World Travel and Tourism Council for the Together in Travel project, which has the goal of giving voice to SMEs in travel & tourism. Why, in your opinion, are SMEs so important in our industry and how will you play your important role?
It was a tremendous honor for me to be invited to take on this role. SMEs make up around 80% of the Travel and Tourism sector—so their importance can’t be overstated. We know the power of our industry, and how profoundly travel and tourism can impact lives. Supporting SMEs as they grow, innovate, and find their voice is essential—not just for their success, but for the strength and resilience of the industry as a whole. This initiative is about more than visibility. It’s about creating a true community where ideas, challenges, and experiences can be shared. It’s about giving SMEs the tools and the confidence to elevate what they do, while staying true to who they are. When that happens, it’s a win-win for everyone. In my role, I hope to bring my own experience, insights, and hard-won lessons to the table—openly and honestly. I want to support my fellow travel professionals as they carve out their own paths in what I believe is the greatest industry in the world. I often begin my speeches by saying: “I truly believe I have the best job in the world.” If I can help others feel the same—and help them create meaningful impact through their work—then I know we’re heading in the right direction.
Dietro ogni intervista, ogni storia raccontata con attenzione e ogni dettaglio curato con sensibilità, ci sono le ragazze della redazione di Lusso Gentile. Con garbo, passione e uno sguardo attento, sono loro a dare voce agli interpreti dell’ospitalità, ascoltando, approfondendo e restituendo racconti autentici.
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