Spa facilities in Turin and Tuscany and specialised movement programmes in Sicily illustrate the diversification of Italy’s wellness hospitality sector
Italian hotel group UNA Italian Hospitality is promoting three different approaches to wellness travel for the autumn and winter season, highlighting spa facilities, relaxation experiences and specialised fitness programmes at properties in Turin, Tuscany and Sicily. The initiative reflects the growing importance of wellness services within the hospitality industry, particularly as hotels seek to attract guests outside traditional peak travel periods.
The three properties offer distinct concepts. Principi di Piemonte in Turin combines urban tourism with spa facilities, while Versilia Lido on the Tuscan coast focuses on relaxation and personalised wellbeing experiences. In Sicily, UNA Hotels One Catania places greater emphasis on physical activity, combining extensive spa infrastructure with specialised movement programmes.
Although the offerings do not include clinical treatments or medically supervised rehabilitation, they demonstrate how established hotel operators are expanding their wellness services beyond conventional massages and beauty treatments. The programmes address different traveller preferences, from short city breaks incorporating spa visits to longer stays combining exercise, relaxation and lifestyle activities. They also illustrate how wellness infrastructure can support tourism demand throughout the year.
Urban wellness and coastal relaxation
In Turin, the five-star Principi di Piemonte | UNA Esperienze offers wellness facilities within a historic hotel dating from the 1930s. Its Alkemy SPA includes a heated hydromassage pool, Turkish bath, Finnish sauna, sensory showers and relaxation areas.
Massages and beauty treatments are available separately, while day-spa packages allow visitors who are not staying at the hotel to use the facilities. This approach extends the potential customer base beyond overnight guests and connects wellness services with the city's established cultural and urban tourism market.
On the Tuscan coast, Versilia Lido | UNA Esperienze is promoting its recently renovated Versilia SPA as an attraction for visitors seeking quieter stays outside the summer season.
The facilities include a sauna, Turkish bath, ice waterfall, heated indoor pool and dedicated treatment rooms. The spa is also accessible to external visitors and can be booked for exclusive use.
According to the hotel group, individual programmes combining movement, nutrition and wellbeing complement the traditional spa offering. The company has not disclosed the investment associated with the renovation or provided a detailed schedule of the work.
The development illustrates how coastal hotels can use indoor wellness facilities to diversify their appeal beyond seasonal beach tourism.
Sicily combines spa services with movement programmes
A different concept is being developed at UNA Hotels One Catania, where the Urban SPA covers more than 1,700 square metres across indoor and outdoor areas.
The facilities include a thalassotherapy-style pool, several sauna and relaxation areas, a seasonal outdoor pool and spaces for massages and other wellness treatments. A fitness centre equipped with Technogym machines provides additional opportunities for physical activity.
The property also offers Spazio Corpo, a movement concept founded by former dancer and performer Lidia Carew. Its programmes include Reformer Pilates and Gyrotonic, with an emphasis on posture, strength, mobility and body awareness.
The services are intended for hotel guests, including longer-stay and business-leisure travellers, as well as local residents.
This combination of hospitality, spa infrastructure and specialised exercise reflects a broader distinction within the wellness market. Rather than concentrating exclusively on passive relaxation, some hotel operators are incorporating structured physical activities into their guest experiences.
However, the availability of such programmes should not be interpreted as evidence of specific medical benefits. The announcement does not identify clinical services or provide research demonstrating treatment outcomes associated with the activities offered.
UNA Italian Hospitality operates more than 6,000 rooms across 59 hotels, resorts and other properties in 30 Italian destinations and 14 regions. Its portfolio includes the upscale UNA Hotels brand and the upper-upscale UNA Esperienze collection.
The three properties demonstrate how wellness services can be adapted to different destinations and travel patterns, from metropolitan short breaks to coastal retreats and activity-oriented stays.
For Italy's wellness tourism sector, the significance lies in the continued diversification of hotel facilities and experiences. By making spa and fitness services available to both travellers and local customers, operators can broaden their markets while positioning wellness as a year-round component of hospitality rather than an exclusively seasonal holiday activity.
Image Credit: AI generated illustration
