Sleeping (in luxury) in the vineyards: Vinova launches the first “experiential hotel” of wine

An immersive experience in which the vineyard becomes a destination to be lived in, transforming into a luxury tourism asset without compromising its agricultural integrity: this is the innovative Vinova project (developed by the startup EFB2 Sr), which is redefining the concept of wine hospitality thanks to Europe’s first “experiential scattered hotel” dedicated to wine. The wine suites are small, poetic structures built from XLAM wood and designed with soft, enveloping shapes inspired by wine barrels, blending discreetly into the landscape as if they had always belonged to the land. Vinova’s goal is to have 300 wine suites fully operational by 2030, in partnership with premium wineries across Italy’s major wine regions. The debut took place in Piedmont in early 2026, at the historic Broglia winery in the Gavi DOCG region, where a “four-seasons” lodging experience immersed in the terroir was created.
Backed by a high-profile advisory board - which includes, among others, Enrico Viglierchio (former CEO of Banfi and current general manager of the ABFV Wine Group, who has managed assets and business volumes crucial to Italy’s wine exports) - Vinova operates within a global outdoor hospitality market worth over 30 billion euros, offering wineries an asset-light model to increase profitability and reduce seasonality in their offerings.
Vinova’s wine suites are characterized by a design that embodies the philosophy of understated luxury: natural woods, warm fabrics, soft lighting, and a color palette that harmonizes with the surrounding nature. The spaces are minimalist and refined: an intimate bedroom, an en suite bathroom with contemporary finishes, and large windows that frame the vineyard like a living painting. It is a complete sensory experience: the silence of the morning, the light filtering through at dawn, the scent of grapes in the sun, the wind rustling the leaves, and the sunset coloring the rows of vines. And on clear nights, the starry sky lulls you to sleep. These spaces are designed for a year-round stay. Thanks to natural insulation and modern climate control, every time of year is ideal for discovering the vineyard in a different light: the tranquility of winter, the buds of spring, the height of summer, and the magic of the grape harvest.
Starting in 2026, Vinova will begin expanding into Italy’s major wine-producing regions, creating a network of wine destinations where guests can experience nature up close and rediscover the rhythm of the local landscapes. The goal: 300 wine suites by 2030, to create the largest network of immersive wine-focused hospitality in Europe. A sustainable tourism project that originated in Italy and looks to the world.
The global outdoor hospitality market is projected to grow at an estimated annual rate of around 10%, and the glamping and experiential hospitality segment is showing even stronger growth. More than 60% of global travelers consider environmental impact a key factor when choosing accommodations. Wine suites meet this growing demand with a low-impact model. With over 240,000 wineries and thousands of wine cellars offering hospitality and wine-themed stays, Italy boasts an unparalleled regional heritage. Unlike outdoor accommodations located in isolated areas, wine suites are set up within mid- to high-end wine estates: this integration allows for the use of existing services - tastings, dining, outdoor activities, and cultural offerings - thereby increasing the average length of stay and profitability per property, without incurring additional operating costs for the wineries.
Italy thus reaffirms its status as the ideal place to set a new international standard in immersive hospitality, paving the way for the emergence of a truly structured market. “Vinova was born from the desire to give a new voice to Italy’s wine regions”, explains Elena Bisio, founder and CEO of Vinova, “places of extraordinary beauty that deserve to be experienced from the inside. “We want to offer an authentic, sustainable experience that is deeply rooted in the local areas”. “Wine suites represent a new approach to hospitality”, adds Filippo Boschero, co-founder and COO of Vinova. “Design, nature, and modularity come together in a format that showcases wineries and allows travelers to discover wine where it’s made, in every season of the year”.