A family-backed hotel investment in the heart of Brescia
On 29 October 2026, Savills announced that it had advised the Fasoli family on the search for and selection of an operator for a future five-star boutique hotel on Piazza della Loggia, one of the landmark squares in Brescia’s historic centre.
The project involves converting a historic building into an upscale property with approximately 45 rooms and suites.
Facilities will include an all-day dining restaurant, a private lounge offering panoramic views over the city, and spaces for meetings and events.
The development forms part of the transformation of Brescia’s hotel offering, as the Lombardy city’s tourism potential attracts growing interest from domestic and international operators.
Savills selects LHM as white-label operator
The advisory assignment was entrusted to Savills’ Hospitality & Leisure team, headed in Italy by Dario Leone.
Following a selection process that attracted interest from several Italian and international hotel operators, the Fasoli family chose LHM, an independent company specialising in hotel management, particularly in the upscale and upper-upscale segments.
The property will be operated by LHM and affiliated with Design Hotels, a brand within Marriott International’s portfolio.
This arrangement separates three functions: ownership and investment by the Fasoli family, hotel operations entrusted to LHM, and affiliation with an international brand.
The announcement does not specify the exact contractual terms of the agreement.
LHM strengthens its portfolio of internationally affiliated hotels
Led by Cristina Paini, LHM already has experience managing properties affiliated with several hotel groups.
Its portfolio includes:
- Palazzo Velabro in Rome, a member of Design Hotels;
- Crowne Plaza Milano Nolo;
- Italy’s first Staybridge Suites.
LHM is also developing another project in Rome, which is likewise expected to join Design Hotels.
The future Brescia property will therefore strengthen the operator’s presence in the upscale independent hotel segment, supported by international brand affiliation.
For Cristina Paini, the objective is to preserve the building’s architectural and cultural character while developing a contemporary hospitality offering.
The Fasoli family undertakes the largest investment in its history
The project also has a particular heritage dimension.
Massimo Fasoli, CEO of Gioielleria Fasoli, emphasises that this represents the largest investment undertaken in the family company’s 173-year history.
The development aims to create synergies between the family’s longstanding commercial activities, luxury hospitality and the architectural setting of Piazza della Loggia.
This diversification reflects the ambition to enhance the value of a landmark property by introducing a hospitality operation capable of strengthening its economic appeal.
Neither the investment amount nor the anticipated opening date has been disclosed.
Brescia attracts the attention of hotel operators
According to Dario Leone, Head of Hospitality & Leisure at Savills Italy, the selection process attracted interest from several domestic and international operators.
According to Savills, this response reflects growing attention towards Brescia, a destination experiencing increasing tourism flows and the modernisation of its accommodation offering.
The Fasoli family’s project illustrates this trend through the repositioning of a historic asset in the luxury segment.
LTH Analysis | Family ownership, independent operator and international brand
The Brescia development illustrates a hotel business model based on the separation of three complementary functions.
The investor retains ownership of the asset, a specialist operator manages day-to-day operations, and an international brand provides commercial positioning and distribution capabilities.
This structure can meet the expectations of owners seeking to preserve a property’s identity while benefiting from international visibility.
For LHM, the project represents another opportunity for development in the upscale segment without, based on the information disclosed, requiring ownership of the underlying real estate.
For Marriott International, affiliation with Design Hotels extends the presence of its portfolio into another Italian destination through a property that retains its own identity.
Savills’ involvement also highlights the growing importance of operator-selection advisory services in real estate conversion projects intended for hotel use.
In Brescia, the project’s strategic significance lies as much in the transformation of a historic building as in the structure combining family capital, independent operational expertise and an international brand.
The property’s commercial success will depend in particular on its pricing position, its ability to attract international guests and the balance between heritage-related investment and operating profitability.
At a Glance
Development: A historic building on Piazza della Loggia in Brescia will be converted into a five-star boutique hotel.
Capacity: Approximately 45 rooms and suites.
Owner and investor: The Fasoli family, behind Gioielleria Fasoli SpA.
Operator: LHM, led by CEO Cristina Paini, selected following an advisory process conducted by Savills.
Brand affiliation: Design Hotels, part of Marriott International’s portfolio.
Strategic significance: The project combines family ownership, independent white-label hotel management and international brand affiliation.
Source: Savills Italy, press release dated 29 October 2026.
