Entrepreneurs Enza and Alberto Barba host Kyle at their spectacular, newly opened hotel called Petrea Lifestyle Suites in the hills of Positano, Italy. With a background in tourism and languages, this dynamic couple has created a 3-room oasis that lends new meaning to the terms “hospitality” and “room with a view.”
Overcoming multiple COVID-related challenges to open the property in May 2021, they explain the property’s unique positioning within the community, as well as some positive effects that the pandemic had on their daily routine.
A graduate of the tourism program at the Amalfi-based L’Istituto Tecnico per il Turismo, Enza has many years of hospitality related experience in Italy and elsewhere. She is fluent in English and Spanish in addition to her native Italian.
Alberto hails from Positano, completed his studies in Sorrento, and has a long-standing track record in the tourism and food & beverage industries.
Petrea Lifestyle Suites plans to accommodate guests throughout the year, including the winter.
00:43 – Episode Introduction
Kyle describes Positano’s claim to fame, as well as his connection to the episode’s guests.
03:30 – CAREER FOUNDATIONS: The Ascent of a Dealmaker
04:32 – Enza’s Background and Connection to the Amalfi Coast
Enza has worked for many years in tourism, having studied English and Spanish during her studies at “Turistico.” Upon graduation, she thought city life might hold more opportunity, causing her to complete an Erasmus program in Spain. However, she then returned to Positano where she met Alberto and never moved again.
06:09 – Impetus Behind Start of Petrea Lifestyle Suites
While the couple initially discussed moving to different locations throughout the world, Alberto convinced Enza to stay in Positano based on his love of the area and close family ties. Soon they started to entertain a sustainable lifestyle, which evolved into the desire to share this experience with others through the creation of a small hotel.
08:10 – Choice of Property Location
As Alberto and Enza live adjacent to Petrea Lifestyle Suites (“PLS”), they knew the neighborhood very well. When she first moved there, Enza spent many days falling in love with the mountains by walking throughout its many paths, including the famous Sentiero degli Dei. Surprisingly the landscape can change drastically within a very short distance!
10:14 – Management Responsibilities & Hospitality Experience
As two individuals who work and live together, they have successfully worked through this project by identifying strengths that complement each other. Earlier in her career, Enza worked as tour operator on Capri interfacing with over 50 hotels on the Amalfi Coast. As a result, she recognized a key area that was missing: “a place where you arrive as a guest and leave as part of the family.”
12:28 – PROPERTY PARTICULARS: Comments in a Hotel Guest Book
12:29 – Connection to Mythology
Aside from liking the sound of “Petrea,” Enza wanted to incorporate a reference to Neapolitan culture into the property. More specifically, she was drawn to the story of the three Sirens from Homer’s Odyssey. When they were unable to successfully lure in Odysseus, legend says they drowned themselves in the ocean and their bodies turned to stone – the rocks that now comprise the nearby Li Galli Islands.
15:48 – Guest Suite Naming
The names of the three Sirens are now associated with PLS’ guest suites: Parthenope (largest room with kitchen), Leucosia (meditative room with ladder-accessed yoga area), and Ligea (smallest room, but very ornate Pompeian style floor influenced by Casa del Fauno & nearby relaxation area underneath fig trees).
18:38 – Attraction of Neighborhood
PLS offers the ideal combination of sea and mountains in the neighborhood of Montepertuso, meaning “pierced rock” or the natural arch that frames Positano’s panorama. The local area is filled with gardens that enable residents to feed themselves without shopping at markets (except for certain specialty items).
20:38 – To Open or Not to Open?
Enza and Alberto struggled with the decision whether to open PLS during COVID, but ultimately forged ahead.
21:58 – Transportation to/from Montepertuso
Many guests enjoy the challenging walk comprising over 1,000 steps to the beach in Positano. It is only recommended during summer months in the early morning and evening due to the heat. Otherwise, guests usually arrive with a rental car or make use of a scooter to explore the Coast.
23:53 – MAKING THE MARKET: Tourism and Real Estate
23:54 – Local Economic Drivers
Tourism is the primary driver of the local economy. Although there are many gardens and farms, most of them are used to sustain local families – the produce is not sold for external consumption.
24:40 – Pre vs. Post-COVID Tourism Trends
Positano was extremely busy prior to the pandemic, with an estimated 80% of visitors coming from the USA. An increasing number of these individuals came for the day by boat, bus, and car, which led to a surge of 20,000 visitors per day. Even for those people who chose to spend the night in Positano, the average stay shortened compared to prior years. COVID has caused the town to attract an influx of European tourists to fill the void of American, Canadian, and Australian demand.
28:45 – Hotel Pricing and Guest Experience
Hotel rates in Positano generally range from 300 EUR to 1,500 EUR depending on the caliber of the property. The quality of service is a much greater determinant of rate than the specific location. As a result, PLS is focused on a comprehensive array of services and an “authentic stay.” When Enza travels, her ideal vacation is to know someone local, enter into his/her home, and experience the local culture together. Given that PLS only features three rooms, this is precisely what Enza and Alberto want to offer their guests.
31:52 – Desired Services
It is paramount that guests feel welcome and comfortable consulting with Enza about local travel itineraries. Whereas Italians and other Europeans generally wait until arrival to formulate a plan, Americans and Australians like to create a schedule beforehand. With this said, it is challenging to forecast the precise timing of ferries and boat tours due to the weather and sea state.
34:31 – Local Real Estate Ownership & Financing
Nearly all local hotels are owned by families or individuals as opposed to corporations or institutional investors. In many cases, ownership of the properties has passed from generation to generation.
38:48 – New Parking Garage
While construction of a new parking garage appears to have just started, the roots of it date back 20 years. As there is a section of town called Liparlati that is only accessible by steps, this garage will feature an elevator for better access, as well as parking for both locals and visitors.
40:34 – LESSONS FROM COVID: An Unforgettable Time in History
40:35 – Takeaways from Famiglia Barba
Although the past 15 months have been difficult, Alberto and Enza feel blessed to live in such a natural setting. Alberto, in particular, loved the additional time available to cultivate his garden and nurture trees/plants. Their two girls planted seeds at the onset of the pandemic that grew into vegetables – quite a captivating process for the little ones!
42:40 – Mask Wearing for Children
As their girls were used to human contact, the sudden requirement for social distancing and mask wearing caused quite a scare. The silver lining was that they spent a lot of time outside in nature.
43:30 – Benefits of COVID
While many police controls were implemented to restrict travel between regions as well as along the Amalfi Coast, Enza had never seen the beach so clean and pristine.
44:40 – Movement within Positano during COVID
At the height of the pandemic, it was forbidden to go outside of the home except for food or medicine. Police issued fines throughout the town, causing concern among locals. Fortunately, Enza and Alberto escaped occasionally into the mountains.
46:52 – Tenant / Landlord Relationship
Most shops and restaurants in Positano have a close relationship with the owners of their respective buildings. With this said, the Italian government provided support to businesses and landlords during COVID, though certainly not enough according to locals. Compared to other towns along the coast such as Sorrento, Positano has fared relatively well in terms of restaurant & shop bankruptcies, mainly due to the family connection between most tenants and landlords.
49:06 – ASSET DEEP DIVE: How It All Comes Together
49:08 – Influences During Construction
Alberto facetiously indicated that decisions were made by fighting with Enza. In turn, she states that she took a more soulful, emotional approach to this concept. Several guests have succumbed to the charm of her idea, as evidenced by one Spanish guest who wrote a poem about his magical stay.
52:02 – Project Marketing
Upon opening in May 2021, Enza and Alberto launched a website and listed on Booking.com to attract guests. Going forward, they intend to make a concerted effort to bolster their social media presence through platforms such as Instagram.
54:10 – Guest Room Rates
While PLS is not in the center of town, it provides a unique experience and offers attractive rates compared to other high-end Positano lodging. Alberto closely examines his competitors in determining the rate for each room, but currently the same rate applies throughout the year.
57:30 – Year-Round Positano Lodging
One of PLS’ competitive advantages is that it will be open year-round. As most hotels and villas close by November, PLS will be able to accommodate visitors who are eager to explore the Amalfi Coast in the winter months. Not only is the area pleasant from a temperature perspective (average 13C), but guests can also rid themselves of the stress associated with summer traffic.
1:00:12 – TOURIST IN YOUR OWN TOWN: How to Spend Three Perfect Days
1:00:24 – How to Spend 3 Days As a Tourist
Enza would meet a local who can advise on cultural norms and dining establishments. Additionally, she encourages visitors to explore as many neighborhoods / towns as possible, along with their shops/restaurants. Among others, Ravello stands out to her as a “go to” destination because of its beautiful gardens. Further, one can rent a scooter/Vespa or vintage car to drive the entire coast from Vietri sul Mare to Positano.
1:02:45 – Advice for First Time Visitor
Upon arrival in Naples, visitors should take private transportation to the Amalfi Coast as opposed to navigating the unpredictable public transportation system. Also, wear comfortable shoes based on the abundance of trails and steps in this region. Lastly, Enza advises tourists to avoid the rush hours by traveling during the early morning and “aperitivo time (around 6pm).”
Additional Links
Email: info@petreapositano.com
LinkedIn: https://www.linkedin.com/in/firuzsoyuer/
Petrea Lifestyle Suites Website: http://www.petreapositano.com/en/
Gallery of Images from PLS: http://www.petreapositano.com/en/gallery/
