Swedish investment group Qarlbo AB has unveiled its latest venture, Miramis, a luxury hospitality brand designed for travellers seeking unique and authentic experiences. Miramis represents a bold step forward for Qarlbo, blending high-end design and personalised service with a deep respect for local communities and sustainability.
The brand’s initial portfolio builds on properties developed by Erqole, the Italian hospitality company owned by Qarlbo, whose ethos of authenticity and quality aligns seamlessly with Miramis’ vision. Guests can look forward to unforgettable stays at stunning locations in Southern Tuscany, just over an hour from Rome.
The debut collection includes the Hotel La Roqga and Isolotto Beach Club in Porto Ercole-both launched in 2023-alongside the historic Hotel Torre di Cala Piccola in Porto Santo Stefano and Fattoria La Capitana in Magliano, which will undergo extensive renovations. A new hotel is also planned as part of an urban regeneration project at the former Cirio factory in Porto Ercole. Together, these properties will offer distinct but complementary experiences, from coastal luxury to countryside tranquillity.
Miramis’ mission goes beyond offering five-star stays. It aims to enhance local heritage, hiring local staff, sourcing regional materials, and supporting the communities it serves. The brand also prioritises sustainability, environmental stewardship, and holistic well-being, all while embracing the latest trends in luxury tourism.
Leadership and Vision
At the helm of Miramis is Flavio Bucciarelli, CEO of Qarlbo Hospitality, and Stefano Cuoco, CEO of Erqole. Together, they lead a team of over 200 Erqole employees, described as “storytellers” who form the backbone of the operation. To foster a strong sense of community and work-life balance, the group has invested in dedicated staff housing and training programmes in Italy.
Speaking about the launch, Bucciarelli said: “With Miramis, we’re creating a brand that celebrates unique destinations and authentic, memorable experiences. Erqole provides a strong foundation, enabling us to set new standards in luxury hospitality. We are deeply committed to enriching the regions we operate in, while exploring new and untapped destinations.”
Cuoco added: “Miramis marks a significant milestone for us. With a carefully curated portfolio and a robust operational base, we’re poised to deliver hospitality that exceeds expectations. Guided by core values and innovation, Miramis strengthens our position in the sector, fostering sustainable growth and meaningful impact.”
A Commitment to the Future
Miramis’ dedication to sustainability and authenticity reflects Qarlbo’s broader vision of redefining luxury hospitality. By revitalising properties and investing in emerging destinations, the brand aims to create lasting memories for guests while leaving a positive imprint on the communities it touches.
As Miramis begins its journey, the industry will be watching closely as the brand carves out its place in the world of luxury travel, offering not just accommodation but a deeper connection to the extraordinary locations it calls home.
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