As a young DJ-turned-hotelier, Claudio Meli sat down in front of a blank sheet of paper and asked himself a simple question: What do I dislike about hotels, and what would I love to find instead?
It was a start of journey that led him to open The Place in Florence two decades ago, and the answers to that question continue to shape the property today, where Meli has eliminated traditional check-ins, replaced standard procedures with guest-centered service, and introduced a philosophy he calls “sartorial hospitality.”
A Welcome, Not a Check-In
For Meli, the standard check-in process felt at odds with true hospitality.
If you are a guest of a five-star hotel, you shouldn’t have procedures. When you welcome someone at home, you don’t make them check in. You greet them, you take their coat, you sit them down. That’s what we do every day.
At The Place, guests ring a bell to enter. The door is opened, luggage is whisked away, and guests are offered a drink. Only later, once rapport has been established, are passports or credit cards requested.
This subtle shift—from transaction to relationship—sets the tone for every stay.
Sartorial Hospitality: Tailored Like a Florentine Suit
Situated in Florence, the birthplace of Gucci, Pucci, and Ferragamo, The Place draws inspiration from the city’s tradition of craftsmanship.
Meli likes to use the phrase “sartorial hospitality.” Like a custom suit, no two stays are alike. Guests choose their own fabrics, so to speak—the experiences, timings, and touches that fit their personal taste.
Every guest is unique. They have different expectations, different desires. Our job is to design something as individual as they are.
This deep personalization turns the hotel into more than a property. As Meli puts it: “The day The Place becomes a hotel, I won’t be here anymore. We are a lifestyle experience.”
Empowering the Right People
Delivering service like this depends on recruiting the right team.
Meli looks for people with curiosity and empathy — staff who can anticipate needs without leaning on standardized procedures. This open-mindedness allows his team to adapt fluidly, whether serving breakfast at noon or creating spontaneous local experiences for returning guests.
Finding the right people with the mentality that matches our philosophy is the most challenging thing.
Luxury as Simple Freedoms
While many luxury hotels showcase grand designs or signature architecture, Meli believes true luxury lies in simple freedoms.
A favorite example: breakfast. At The Place, there are no strict hours. Guests can wake late, choose their setting—from a sunlit terrace overlooking Santa Croce to a cozy fireside—and enjoy a leisurely meal.
“Why should guests have rules when they travel?” Meli asked. “Sometimes luxury is as simple as giving people time—time to rest, time to connect, time to be heard.”
The Value of Conversation
For Meli, the interaction between guest and host is key. In a city like Florence, rich with history and artisanship, conversations naturally evolve into connections. This has created a base of loyal repeat guests who return year after year.
By investing time to understand their tastes, the team curates unique discoveries—from hidden ateliers to off-the-beaten-path experiences—that deepen each visit.
Takeaways for Hoteliers
Claudio Meli’s philosophy offers several lessons for leaders in hospitality:
- Challenge traditions: Standard processes like check-in may feel efficient, but eliminating them can create deeper emotional connections.
- Local inspiration matters: Anchoring service in Florence’s artisanal heritage makes the hotel’s approach authentic and memorable.
- Luxury is personal: True five-star service isn’t about extravagance but about flexibility, simplicity, and respecting guests’ time.
- People over procedures: Recruiting empathetic, adaptable staff is the foundation of customized service.
Final Thought: In an era where hotel technology and efficiency often dominate conversations, Meli reminds us that hospitality begins and ends with people. “It’s all about humanity,” he said. And at The Place in Florence, that humanity is stitched together as finely as the suits from the city’s master tailors.
