She'd been researching for six months.
Pinterest boards. Saved Instagram posts. Browser tabs that wouldn't close.
And then she said something I hear all the time:
"I just don't know where to start. And I'm terrified of getting it wrong."
So I asked her a question I ask every client:
Why are you going to Italy?
Not where. Why.
She paused. Thought about it. And then she said:
"I'm burned out. I just need to breathe."
That's when I knew exactly what to design for her.
I've been asking this question for 30 years. And lately, the answers are different.
It used to be about the destination. Rome. Florence. Venice. The Amalfi Coast.
People wanted to see the Colosseum, stand in front of the David, take a gondola ride. They had a list. They wanted to check it off.
And there's nothing wrong with that. Those places are iconic for a reason.
But something's shifting.
Now, when I ask why, people pause.
They think.
And then they say things like:
"I need to reconnect with myself."
"I want to feel like I've discovered something."
"I'm burned out. I just need to breathe."
"I want my kids to see what real beauty looks like."
"I want to remember what it feels like to be present."
This isn't just about Italy anymore. It's about what Italy can give them.
And I think that's a good thing.
We live in a world that's moving faster than ever. Technology everywhere. Notifications. Noise. AI blurring the line between what's real and what's not.
People are exhausted. Overstimulated. Disconnected.
And they're craving the real deal.
Not the Instagram version. Not the influencer itinerary. The version that engages all the senses. That slows you down. That reminds you what it feels like to just be.
Luxury is being redefined, too.
It's not just about five-star hotels anymore. It's about finding a place that becomes your safe space. A place where you can disconnect from your everyday life, recalibrate, and come back transformed.
A masseria in the olive groves where the only sound is the wind.
An agriturismo where dinner is served three nights a week and you don't get to choose what they bring to the table—because the earth decides.
A boutique hotel in a restored palazzo where the family still lives on the third floor and you feel like a guest, not a customer.
These are the places people are seeking now. Not because they're trendy. Because they're real.
Here's what I'm seeing.
Some people want rest:
I just designed a 12-day trip to Sicily for a client who was burned out. She needed slowness. Space. Permission to do nothing.
So I built in rest days. I chose accommodations where she could wake up to silence. I paced the trip so she was never rushed.
She didn't need to see everything. She needed to breathe.
Some people want connection:
I'm working with two friends right now who are traveling to Abruzzo and Campania to reconnect with their Italian heritage. Their grandparents came from those regions. They want to walk the same streets. Taste the same food. Feel the connection to their roots.
This isn't about sightseeing. It's about belonging.
Some people want immersion:
I designed a trip for a client who wanted deep cultural immersion—completely off the beaten path. Tuscany and Puglia. Family-run agriturismos. Artisan workshops. Cooking classes with Nonna. Markets where the vendors know the regulars by name.
She didn't want the tourist version. She wanted the real thing.
Some people want joy:
I just curated a trip for a family of seven. Three generations. A couple in their 50s, the wife's father in his 70s, and their three daughters—one married, one in college, one in high school.
They traveled from Rome to Lake Como. Rome, Florence, Lucca, Lake Como.
This wasn't just a vacation. It was a memory. A gift. A chance for the grandfather to experience Italy with his grandchildren. A chance for the family to be together, fully present, in one of the most beautiful places on earth.
They wanted joy. Beauty. Pleasure. And they got it.
This is what I mean when I say travel is changing.
People aren't just booking destinations anymore. They're booking transformations.
They're asking: What do I need right now? What am I seeking? What do I want to feel?
And then they're designing their trips around that.
If you're planning a trip to Italy this year, start with the why.
Not the checklist. Not the "must-sees." The feeling you're chasing. The transformation you're seeking.
Do you need rest? Connection? Immersion? Joy?
Do you want to slow down, or do you want to celebrate?
Do you want to reconnect with your roots, or do you want to discover something new?
Start there.
And if you're where she was six months ago—overwhelmed, second-guessing, not sure where to start—let's talk.
I'll ask you the same question I asked her. And together, we'll figure out what your Italy needs to be.
Let's talk about your trip here.
A presto,
P.S. Not sure what your "why" is yet? Hit reply and tell me what you're feeling. I read every email. Sometimes just naming it out loud is the first step.