While road cycling is experiencing its key spring season, dedicated to the great Northern classics, the Giro d'Italia is fast approaching , representing a major organizational undertaking. We're used to watching the live commentary and the finish lines, but behind it lies a complex machine, moving several hundred people day after day, and this also involves significant logistical work . But what does hosting the Giro mean for a hotel, and what impact does it have on the following weeks and months?
However, talking about simple hotels may seem reductive, because to manage such a complex operation you need to rely on a well-established structure . Last year, RCS Sport reached an agreement with the Best Western chain , one of the largest in the world, and speaking with Rosa Giglio , Head of Brand Marketing and Communication of BWH Hotels Italy & South-East Europe, it is possible to get a precise idea of what remains after the storm of the great stage race and the unrestrained media attention.
How important is the presence of teams, staff, and facilities related to the Giro d'Italia for a hotel?
The presence of the Giro is a natural accelerator: the hotel ceases to be a mere transit point and becomes a focal point for the entire region. The teams, the staff, the vehicles, the fans: everything contributes to creating an energy that translates into immediate visibility and a lasting positioning. Hosting the Giro means entering a narrative circuit that speaks to the world of international sports tourism. It clearly means generating a huge advertising response, a real asset to manage.
How can we quantify the impact a hotel has on its image, and how does this translate into the weeks and months following the Giro d'Italia?
The return is a long wave that rewards widespread presence: each hotel along the route becomes a visual and logistical landmark in the collective imagination. Images of the hotels, landscapes, and cities enter the homes of millions of people, creating a spontaneous association between that place and the idea of reliable hospitality, and it is on that association that we must work . In the following months, curiosity undoubtedly grows and the reputation strengthens, transforming passing visibility into a positive sales boost.
In your opinion, is the appeal of the Giro still as strong as it was in the last century?
Absolutely, but today it has a different power: if once the Giro was an event experienced primarily on road trips or via radio, it is now a global lifestyle phenomenon that brings our roads and hotels to screens around the world. It is no longer just a sporting challenge, but the greatest showcase of "Made in Italy" , a huge form of promotion of the region and consequently of those who put their professionalism into it. Its allure is not only intact, but amplified: each stage is an invitation to travel, especially for foreign markets that see the Giro as another reason to discover the country.
Does the offer a hotel offers to professional teams differ much from the standard offer for cycle tourists?
It's clear that the needs are profoundly different, yet they run parallel. For professionals, the hotel must transform into an almost invisible yet perfect "base of operations": extremely balanced menus, flexible hours, and spaces dedicated to technical maintenance and physical recovery. For cyclists, however, we seek a balance between comfort and discovery: secure storage and a workshop, yes, but also suggested routes, energy-giving breakfasts with local products , and wellness areas to recharge. Professional teams need the support of a structure that already operates independently. Cyclists, on the other hand, demand a comprehensive service that must meet their expectations. Two different needs, one goal: to make them feel right at home.
Is there enough uniformity between North and South in the welcome towards cyclists, at any level?
We're working hard on this: historically, the North has had a stronger vocation thanks to its geographical morphology and a more deeply rooted cycling culture. However, the South is rapidly catching up, investing in quality cycle paths and infrastructure, and can count on unforgettable landscapes for cyclists . As BWH, our goal is to ensure a consistent standard of hospitality, because cyclists, whether professional or amateur, should find the same quality wherever they choose to stop.
How do you assess your experience alongside the Giro d'Italia in 2025?
2025 was a special year. Being alongside the Giro allowed us to experience the regions even more deeply and experiment with dynamic hospitality solutions that worked very well . Our widespread presence was a strength: at every key stage, we managed to offer teams and staff not just rooms, but a familiar, professional, and recognizable environment. For us, sport is an extraordinary driver of tourism and community. For this reason, we will continue to support the Corsa Rosa : it's an investment that restores value to everyone, from hotels to the regions.
