In this exclusive interview, Alexander Chetchikov, President of the World Luxury Chamber of Commerce, sits down with Tiago Restani, a leading entrepreneur and CEO of Fully, to discuss the art of strategic partnerships in luxury hospitality. With a career spanning over two decades, Restani has worked with some of the world’s most prestigious brands, orchestrating high-profile sponsorships and collaborations that redefine market influence. From navigating government alliances to securing top industry rankings, Restani shares his insights on what it takes to position luxury brands at the pinnacle of global recognition.

Alexander Chetchikov: Tiago, with your vast experience in luxury hospitality consultancy, how do you approach building strategic partnerships and sponsorships that drive growth for luxury brands in such a competitive market?

Tiago Restani: In the world of luxury hospitality, true partnerships transcend mere transactions—they become symbiotic alliances that elevate prestige, influence, and desirability. At Fully, we orchestrate strategic collaborations that seamlessly intertwine legacy, innovation, and exclusivity, ensuring our clients align with partners who amplify their narrative and cultural relevance. By curating bespoke sponsorships and high-touch brand synergies, we craft immersive experiences that captivate the world’s most discerning audiences. Through our unrivaled network and insider acumen, we position luxury brands at the epicenter of influence—where recognition is not just achieved, but redefined.

AC: You’ve worked with various global brands and governments. Can you share an example of how you’ve successfully navigated a complex partnership that significantly impacted the business’s brand recognition or market position?

TR: One of the most impactful partnerships I orchestrated was between a prestigious luxury hospitality brand and a government tourism authority aiming to position its destination as the next global epicenter of fine dining and cultural sophistication. This collaboration required a masterful blend of strategic diplomacy, high-profile alliances, and curated storytelling to align the brand with the destination’s narrative. By leveraging my network within The World’s 50 Best, Michelin, and elite luxury circles, we developed an immersive global campaign—including exclusive chef collaborations, high-net-worth experiential activations, and a multi-platform media strategy that captured the attention of the world’s most discerning audiences. The result was not just heightened brand recognition, but a paradigm shift in the market’s perception, solidifying both the brand and the destination as icons of global luxury and culinary excellence.

AC: With your extensive background in the gastronomy business, what do you believe are the key factors that contribute to a restaurant or hotel earning prestigious industry rankings, and how do you help your clients achieve that level of recognition?

TR: Earning a place among the world’s most prestigious industry rankings—be it Michelin, The World’s 50 Best, Best Chefs Awards, James Beard Awards, or La Liste—demands far more than just exceptional cuisine or impeccable service. It is an alchemy of excellence, where storytelling, guest experience, and strategic visibility coalesce into a compelling narrative of desirability. At Fully, we curate bespoke strategies that elevate our clients beyond competition, ensuring they not only meet but exceed the evolving criteria of elite recognition platforms. Through insider intelligence, tailored voter engagement, and the orchestration of unforgettable culinary moments, we transform restaurants and hotels into global icons of luxury—where every detail, from ambiance to artistry, resonates at the highest echelon of hospitality.

AC: How do you define success when it comes to global sponsorships in the luxury industry?

TR: Success in global luxury sponsorships is defined by the seamless fusion of exclusivity, influence, and long-term brand elevation. It’s not just about visibility—it’s about aligning with the right cultural moments, forging deep emotional connections with high-net-worth audiences, and creating experiences that transcend the transactional. True success is when a sponsorship doesn’t just sponsor—it shapes perception, redefines prestige, and cements a brand’s status as an icon of luxury.

AC: How do you stay ahead of trends in the ever-evolving luxury market?

TR: Staying ahead in the luxury market requires a rare blend of intuition, insider intelligence, and strategic foresight. I immerse myself in the world’s most exclusive hospitality and cultural circles and engage with industry visionaries, elite clientele, and global tastemakers. Through my work with The World’s 50 Best, Walpole, and luxury brand ecosystems, I stay at the pulse of emerging consumer behaviors, ensuring my clients are not just keeping up with trends—but setting them.

AC: What’s one piece of advice you’d give to entrepreneurs starting out in the hospitality industry?

TR: Master the art of experience and storytelling—luxury hospitality is no longer just about service; it’s about creating unforgettable moments that evoke emotion and exclusivity. From day one, focus on crafting a distinct identity, cultivating deep industry relationships, and understanding the psychology of your clientele.

Thank you, Tiago!

Tiago makes one thing clear—luxury is about more than just service; it’s about influence, strategy, and unforgettable experiences. His approach to partnerships and branding has reshaped the industry, proving that success comes from being ahead of the curve.

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