The up-and-coming Italian hotel brand currently manages a total of 19 four and five-star properties in Italy, Switzerland and Austria – including five golf-focused venues – and Roberts has been appointed to help raise JSH Hotels’ profile in key golf markets throughout Europe and beyond.
Roberts will bring more than 25 years’ experience to his new role having worked in a number of different positions in the golf tourism sector including the likes of the Costa del Sol Tourist Board and, most recently, Donnafugata Golf Resort & SPA in Sicily, and he is relishing the chance to develop and expand the group’s golf product across a range of platforms.
He said: “JSH is a young and energetic Italian hotel group with a portfolio of properties that comprises a good mix of city hotels, resorts and boutique hotels stretching across the whole of Italy, as well as into Austria and Switzerland.
“In the short time that I’ve been involved, it has become very apparent to me that the company firmly believes in applying a horizontal organisation, which I personally find very stimulating and gratifying.
“I am very much looking forward to this new challenge and working closely with the other members of the group’s golf specialist team in order to market and promote the five different golf-related products. I’ve been very impressed by what I’ve seen and am very confident that I can help to further increase the level of business coming from the golf segment.”
Raniero Amati, joint owner and chief sales and marketing officer for JSH Hotels Collection, said: “We’re delighted that Guy has joined us and we are confident that he will give great support to our growth, both in our main existing markets of German-speaking countries and Scandinavia, and potential new ones.
“Golf is a very important sector for us and offers a great way to promote Italy in a new, exciting way. We have an abundance of history, a wide variety of stunning landscapes and marvellous food, but we also have some great courses, and our attractive range of golf resorts can help golfers to enjoy their passion for the game.
“Italy has plenty of untapped golf potential and I believe our market will continue to grow during the forthcoming years. The 2022 Ryder Cup in Rome clearly provides us with an extremely interesting opportunity, but this very important event marks just one stage along the road to positioning Italy among the best golf destinations in the world.”
The JSH Hotels Collection features a wide and varied selection of first-class golf courses and destinations in Italy, Austria and Switzerland, each one different and set in a stunning location.
As well as including three fully-fledged golf resorts in its portfolio – Acaya Golf & SPA Resort in Puglia, Il Pìcciolo Etna Golf Resort & SPA near Mount Etna in Sicily and Galzignano Terme SPA & Golf Resort near Venice – the group offers visitors the chance to enjoy a ‘Golf & Beach’ break at either the Milano Marittima MarePineta Resort in Emilia Romagna or Golf Hotel Punta Ala in Tuscany.
An unforgettable ‘Golf and the Alps’ mountain experience is available at two of its newest hotels in Innsbruck, Austria, and St Moritz, Switzerland, while golfers seeking a more cosmopolitan experience can take advantage of JSH Hotels Collection’s ‘City Golf’ breaks, with top hotels and courses on offer in and around three of Italy’s most beautiful cities; Rome, Florence and Bologna. All of the group’s golf venues provide additional golf services including reduced green fee rates, tee-time booking, golf clinics and airport transfers while away from the fairways, guests can immerse themselves in a mixture of regional cultures with tastings in the finest wineries, excursions to ancient historical sites, boat trips, cycling and walking tours.