R O B E R T O P R O T E Z I O N I
Photographed by John Russo
Interview John Russo
Vineyards and olive groves unfold across the Tuscan hills, framing a medieval village whose latest chapter brings a decidedly contemporary sensibility to the pleasures of Italian country life. There is polish here, certainly, but the real seduction lies in the setting: the sweep of the countryside, the intimacy of the borgo, the invitation to settle in rather than simply pass through. For general manager Roberto Protezione, this is the backdrop to a compelling balancing act: delivering the sophistication an international traveler expects while preserving the character that makes a place worth traveling to. We sat down with him to discuss the spirit of Castelfalfi, the evolution of luxury, and the enduring appeal of a life well lived in Tuscany.
JR: Castelfalfi is one of the most unique places in the world and today considered a benchmark in hospitality. Can you unveil the secret that makes this place so unique?
RP: Castelfalfi rises quietly among the rolling hills of Tuscany, surrounded by a vast and timeless landscape. Its beauty is extraordinary, but what makes it truly special is the sense of place that comes from centuries of history, from the land itself, and from the people who have cared for it and continue to give it life.
Our secret is that we did not create its magic, we inherited it. Our role is to honour what we have inherited, to protect it with care, and to allow its true character to shine itself.
For me, Castelfalfi is about experiencing an authentic Tuscan rhythm. It is a place where you can slow down, breathe, feel and truly live, where a walk through the countryside, a meal made with local ingredients, a glass of wine from our vineyards or a conversation with someone from the community can become part of a lasting memory. It is a place that does not simply invite you to stay, but makes you feel that you belong.
We see our Borgo as the emotional, social and cultural heart , and we want it to remain a place that feels alive, not only for our guests, but also for the local community. This is why we continue to create opportunities for people to come together and connect with the territory, whether through agriculture and wine, gastronomy, outdoor activities, culture or the many small experiences that reveal the character of this land.
One of the first and most emotional milestones for all of us, and for the wider community, was the restoration and reopening of the Church of San Floriano. This millenary church had been closed and dormant for many years, and seeing it open its doors again was a very powerful moment. It reminded us that we are not simply looking after a beautiful place; we are part of a much bigger story, one that has been unfolding here for centuries.
For me, the privilege is to keep moving forward while protecting what makes this place authentic: its heritage, its natural beauty, its community and, above all, its soul.
JR: An ancient land that you have transformed into a truly unique and unforgettable destination in just a few years, enriching it more and more with each passing season.
RP: We are evolving Castelfalfi with a light touch, always guided by a deep sense of place.
The Borgo is becoming increasingly the living heart of the estate, bringing together guests, local people and the territory through a rich seasonal rhythm — from the Spring Festival to summer evenings under the stars, and finally our eagerly anticipated Winter at Castelfalfi.
The same philosophy shapes our culinary journey. Each restaurant has its own personality, yet all are rooted in the land, honouring the natural world and taking care of its fruits: from the warmth and flavours of Tuscany at Rosmarino to Olivina’s farm-to-table cuisine, the energy of Bar Ecrù and, most recently, UMMI, which brings the generosity and flavours of Lebanese cuisine to Tuscany.
Our organic agricultural estate is another expression of this connection, an ode to nature and to the harmony between nature and cultivation. Here, nature sets the rhythm, and we listen, producing elegant wines and olive oil while nurturing a landscape where our 60 bee families play a vital role in preserving biodiversity.
Well being, too, is deeply connected to nature. Through RAKxa, we are creating increasingly immersive experiences that encourage guests to slow down, reconnect and find their own rhythm, to step away from the pace of everyday life and rediscover the simple luxury of time.
Everything we do comes back to one idea: to care for the beauty we have inherited, and allow it to evolve naturally, preserving its authentic soul while revealing new layers of what makes this territory so unique.
JR: What do you think keeps guests coming back time and time again to experience Castelfalfi?
RP: What brings guests back to Castelfalfi is not a single element, but the unique combination of authenticity, landscape, and emotional connection. There is a true sense of place here: the Tuscan identity is deeply rooted and lived. Guests feel it in the Borgo in the rhythm of daily life, in the relationship with nature, and in the sincerity of every experience.
Castelfalfi exists as a Tuscan dream made tangible, a place set within a timeless environment where everyone can find their own dimension, share meaningful moments with those they care about, and at the same time experience wonder.
It is a place where time appears to slow down, where service is attentive yet discreet, and where each stay naturally unfolds into something more personal and meaningful. At the same time, it is a vibrant environment that continues to evolve every day, enriched by new events in the Borgo.
This balance between rooted authenticity and continuous evolution is what creates a lasting emotional resonance, and ultimately drives loyalty and return.
JR: Castelfalfi has become synonymous with exceptional luxury among the world’s elite travelers. How do you continue to operate at such a high level and maintain excellence?
RP: Excellence is never a matter of chance; it is a daily choice, revealed in the smallest gestures — in the quiet elegance of a welcome, in the sincerity of a smile. It is inseparable from truth.
At Castelfalfi, excellence lives above all in people, in the extraordinary care, warmth, and devotion with which they look after others. It is an expression of human connection, of attention that is deeply and genuinely felt. This is where true luxury begins: in a genuine culture of care — the respect, sensitivity, and thoughtful attention extended to every guest and to one another.
We do not see luxury as something added onto an experience, but as something that must permeate every layer of it: hospitality, service, the landscape, agriculture, wellbeing, and the careful stewardship of the land itself. It is, above all, a way of being rather than a way of doing.
This requires a continuous commitment to people, because the quality of Castelfalfi is ultimately the living reflection of those who bring it to life each day. It calls for presence, care, and a shared sense of purpose that quietly connects every part of the estate.
Above all, it requires fidelity to what we are. Not the pursuit of trends, but the honouring of identity. Excellence, for us, is found in coherence, in authenticity, and in the silent strength of doing things with love, consistently over time, and with a profound sense of responsibility towards all those who experience this place.
JR: What is your philosophy on luxury travel?
RP: Luxury, for us, is defined not by excess, but by meaning, authenticity, connection, and the gift of time, time to slow down, reconnect with oneself, and rediscover what truly matters.
True luxury is the ability to create environments where one can quietly reconnect and resonate, with oneself, with others, and with the essence of the place one inhabits. It is less about the abundance of offerings and more about the depth and quality of time experienced.
At Castelfalfi, this translates into a vision of luxury that is profoundly human and deliberately understated. It lives in the landscape and its silence, in the layers of history, in the natural rhythm of life, and in the way each experience is thoughtfully composed rather than performed. The intention is never to impress, but to move, to resonate in a more lasting and intimate way.
In this sense, the highest expression of luxury is not what is shown, but what is felt: when a place manages to be both exceptional in its beauty and profoundly personal in its relationship with those who experience it.
Book your next stay at Castelfalfi, a Preferred Legend Hotel, visit https://preferredhotels.com/book/hotel/76199
Vineyards and olive groves unfold across the Tuscan hills, framing a medieval village whose latest chapter brings a decidedly contemporary sensibility to the pleasures of Italian country life. There is polish here, certainly, but the real seduction lies in the setting: the sweep of the countryside, the intimacy of the borgo, the invitation to settle in rather than simply pass through. For general manager Roberto Protezione, this is the backdrop to a compelling balancing act: delivering the sophistication an international traveler expects while preserving the character that makes a place worth traveling to. We sat down with him to discuss the spirit of Castelfalfi, the evolution of luxury, and the enduring appeal of a life well lived in Tuscany.
Book your next stay at Castelfalfi, a Preferred Legend Hotel, visit https://preferredhotels.com/book/hotel/76199