Voices! Alina Deutsch on the vision behind Cape of Senses Hotel, Lake Garda
Three years after opening its doors above the shores of Italy’s Lake Garda, Cape of Senses has become one of Europe’s most celebrated new luxury retreats, earning a Michelin Key, joining Small Luxury Hotels of the World before its debut, and attracting travelers seeking a slower, more meaningful way to experience Italy. During my recent stay here, I had the chance to interview Alina Deutsch, the General Manager, who’s journey in the hospitality industry is simply fascinating and inspiring.
Behind this remarkable success of Cape of Senses is the General Manager Alina Deutsch, whose unconventional journey—from cleaning hotel rooms as a teenager to leading one of the country’s most acclaimed luxury properties in Europe—has been shaped by a simple belief: true hospitality is never about opulence, but about people. In this exclusive interview, she reflects on building Cape of Senses from the ground up, redefining modern luxury through authenticity and wellbeing, and why the rarest luxury today is no longer extravagance, but the freedom to slow down.
Your surname, Deutsch, almost prevented you from getting the interview for the General Manager position at Cape of Senses. I think this is a funny story worth telling…
Yes, indeed. The owners wanted to create a hotel that embodies 100% Italian charm, and my surname, Deutsch—which literally means “German”—didn’t exactly give them Italian vibes. They later told me that, when they first saw my name, their initial instinct was not to contact me. Just for the record, I’m 100% Italian, born and raised—I’ve just ended up with a rather unusual (and funny) last name.
You started working in hospitality at a very young age during summer holidays. Do you remember the exact moment you realized this industry would become your life?
That’s right. I started when I was around 14 years old, cleaning rooms and helping behind the bar at a small three-star hotel in the Dolomites. After that, I spent every summer working in hospitality, and when I was about 18, I started working in the MotoGP paddock during race weekends. The people I met there, the network I built, the adrenaline, the fast-paced environment, and the constant interaction with people made me realize that a traditional 9-to-5 office job probably wasn’t for me. I did give it a try later on, working for a large multinational company, but that experience only confirmed what I had already suspected: I wasn’t cut out for corporate life. What I truly needed was the dynamism, the human connection, and the sense of satisfaction that I found in the hospitality industry.
Hospitality is often described as a profession, but for many people it becomes almost a calling. What did the industry awaken in you personally?
I always say that you either love it or you hate it. But if you don’t love it, you simply can’t do it. Our industry—especially in the high-end luxury segment—is incredibly demanding. It asks a great deal of you professionally, but even more so personally. If you don’t see it as a calling, it’s very difficult to cope with the pressure and the level of stress that comes with it. At the same time, hospitality gives so much back. It’s a people-centered industry, and there’s something incredibly rewarding about creating impeccable, memorable experiences for your guests. Seeing their satisfaction, while also watching your team grow, succeed, and genuinely enjoy what they do, makes all the hard work worthwhile.
Before arriving at Cape of Senses, you managed complex luxury projects, including restaurant and hotel openings as well as collaborations with Michelin-starred chefs. Which experience shaped you the most as a leader?
Every project I have been part of has taught me something different, but if there is one lesson that has shaped me the most as a leader, it is that people always come first. Whether opening a luxury hotel from the ground up or working alongside Michelin-starred chefs, I learned that excellence is never achieved by one individual. It is the result of talented people sharing the same vision, trusting one another, and striving for a common goal. My role as a leader is to create an environment where that can happen—where people feel empowered, supported, and inspired to give their best every day.
Hotel openings, in particular, taught me the importance of resilience and adaptability. No matter how carefully you plan, there will always be unexpected challenges. Staying calm, finding solutions, and keeping the team motivated are what ultimately make the difference. Working with Michelin-starred chefs also reinforced another important lesson: true luxury lies in the smallest details. Precision, consistency, and an unwavering commitment to quality are what transform a great experience into an exceptional one. That mindset has stayed with me throughout my career and continues to guide everything we do at Cape of Senses. Today, I believe the most important quality of a leader is authenticity. Guests can feel when a team genuinely enjoys what they do, and that only happens when people are respected, trusted, and united by a shared purpose. Creating that culture is the achievement I am most proud of.
You joined Cape of Senses from its earliest stages. Looking back now, how do you see that period of your life?
Without a doubt, it was one of the most demanding and stressful experiences of my career. But seeing Cape of Senses achieve everything I had envisioned for it made every challenge worthwhile. Even before opening our doors, we became part of SLH. Within just ten months of opening, we were awarded a Michelin Key. During our first two years, we were also accepted into Virtuoso and American Express Fine Hotels + Resorts, while achieving a 97% guest satisfaction score. Looking back, all the sweat, sleepless nights, and hard work were absolutely worth it. Watching the hotel reach these milestones—and knowing that I played a part in that journey—fills me with tremendous pride.
You mentioned thinking that all the hotel needed to become worldwide known was a celebrity guest such as George Clooney — and then reality taught you otherwise. What changed your perspective?
At the beginning, of course, we were concerned about occupancy. We were opening a completely new hotel with no established reputation, in a destination that receives far less international attention than Italian lakes such as Lake Como. However, we soon realized that more and more international travelers are actively looking for destinations off the beaten path. They are discovering that Italy has so much more to offer than its most famous locations. In the end, we came to see Lake Garda’s understated character as one of its greatest strengths. It allows us to offer our guests an experience away from mass tourism—one defined by tranquility, authenticity, and a genuine sense of place, which is exactly the kind of experience we strive to create.
Cape of Senses feels deeply intentional in every detail, from the architecture to the atmosphere. What was the original vision behind the property?
I’m very happy that you recognized this aspect of the property. Indeed, nothing was left to chance. Every detail was carefully and meticulously considered, analyzed, and planned. From the very beginning, we worked with the belief that only when every small element comes together in the right way can you create an exceptional overall experience. In our opinion, truly memorable stays are shaped by countless small details—many of which guests may not consciously notice, yet they make all the difference on a subconscious level. These are the details that guests often can’t quite put into words once they return home. They simply know they experienced something special—something that stays with them long after they leave. And ultimately, that’s what inspires them to come back again and again.
The hotel creates a remarkable feeling of openness and breathing space. I was impressed with the scale of it. How important is physical and emotional space for today’s luxury traveler?
I’m so happy you felt that—that was exactly one of our main goals when creating Cape of Senses. We believe that, more than ever, what many of us are missing in our daily lives is time and space. While luxury hospitality offers comfort and exceptional service, it is the feeling of having room to breathe, slow down, and simply be that creates a true sense of wellbeing.
That is why every aspect of Cape of Senses has been designed to convey openness and tranquility. Our spacious architecture, expansive gardens, and uninterrupted 180-degree views from our natural terrace above the lake invite guests to relax at their own pace. There is always a quiet corner to retreat to, a place where you can enjoy privacy while feeling immersed in the beauty of the surroundings. Perched above the water, the panoramic setting creates a unique sensation of being almost on top of the world—free, protected, and deeply connected with nature. It is this combination of space, privacy, and breathtaking views that allows our guests to truly let go, surrender to the moment, and reach a state of complete relaxation. For us, this is the essence of true luxury: creating an environment where guests feel calm, unhurried, and completely at ease.
From your perspective, what is the single most distinctive element that separates Cape of Senses from other luxury hotels on Lake Garda?
Its position is one of its defining strengths. We are not directly on the lake shore with immediate access to the water—what many might assume to be the “best” location. Instead, we are just a five-minute drive uphill, on a natural terrace approximately 180 meters above the lake. The openness of the site allows for a beautifully landscaped 10,000 sqm garden and a breathtaking 180-degree view of the lake from every angle of the hotel, stretching from its northern to its southern end. Even more uniquely, we are located on the eastern side of the lake, which offers uninterrupted views of the sunset. Swimming in our infinity pool while the sky is painted in shades of yellow, orange, red, and pink is an indescribable experience—one that guests are unlikely to forget. The sense of freedom and tranquility stays with you long after you leave.
How would you describe the typical Cape of Senses guest?
Our guests are conscious, slow travelers looking for authentic destinations and understated luxury. Some come for culinary experiences, others to explore nature through outdoor activities, while many simply seek relaxation in the spa, the garden, or by the pool. What they all share is a desire to slow down and connect with the destination.
Which international markets are currently most important for the hotel?
Lake Garda has historically been a destination primarily for German-speaking guests due to its proximity to these regions. This is why it is especially encouraging to see the growing international attention the destination is now receiving. The fastest-growing markets for our hotel are the USA, the UK, and the Arab states. At the same time, interest from Asian markets is also increasing, and I believe that diversification across source markets will become even more important in the future. Welcoming guests from all over the world is both enriching and highly inspiring.
How significant is being part of Small Luxury Hotels of the World for the positioning and visibility of the property?
We opened Cape of Senses just three years ago. Becoming part of SLH six months prior to opening was extremely important for us, as it helped us immediately gain visibility within the luxury travel industry. Moreover, it allowed us to attract international attention right from the start through an established platform—something that would otherwise have taken significantly more time.
Luxury hospitality has evolved dramatically in recent years. Do you think guests today are searching more for authenticity than opulence?
Above all, authenticity. Guests are looking to feel a genuine connection to the destination they visit, the places they stay and dine in, and the people they meet along the way.
You live within the hotel premises yourself. Does being constantly immersed in the property strengthen your connection to it, or does it sometimes become difficult to disconnect?
It has been very important for me to always be reachable during the first years after opening. Building and perfecting all processes and standards required a 24/7 commitment. Now, I have to admit that disconnecting is still difficult, which is why I’ve decided to move a bit further away—while still being just a 10-minute drive.
The spa seems to be the emotional core of the hotel. Are there guests who choose Cape of Senses specifically as a wellness destination?
Definitely. From the very beginning, our intention was to position the hotel as a wellness destination. We therefore continue to invest in and further develop our wellness offering to constantly enhance the guest experience.
Wellness today is moving beyond massages and treatments toward deeper emotional and mental restoration. How do you interpret wellness at Cape of Senses?
At Cape of Senses, we see wellness as much more than a collection of treatments or therapies—it is a state of being. True wellbeing begins when guests feel they have the time, space, and freedom to simply slow down and reconnect with themselves. Our role is not to tell guests how to relax, but to create the conditions that allow relaxation to happen naturally. From the spacious architecture and peaceful gardens to the uninterrupted views over Lake Garda, every element has been thoughtfully designed to inspire a sense of calm, openness, and privacy.
It is an environment where guests can breathe more deeply, let go of everyday pressures, and rediscover a slower rhythm. Of course, our spa, treatments, movement classes, and wellness experiences are an important part of that journey. But they are just one piece of a much bigger picture. Wellness is equally found in enjoying a quiet morning overlooking the lake, taking a walk through nature, savoring wholesome cuisine, or simply spending uninterrupted time with yourself or the people you love. We believe that luxury today is no longer defined by abundance, but by experiences that are increasingly rare in everyday life: silence, space, time, privacy, and genuine connection. When guests leave feeling lighter, more balanced, and with a renewed sense of clarity, we know we have achieved our purpose.
The dining experience feels both intimate and highly curated, balancing Italian tradition with modern creativity. How did the culinary concept evolve?
We always knew that we wanted to represent Italy in our culinary concept, ensuring an authentic expression of our territory. At the same time, we wanted to give our young team a voice and allow them to express the talent and passion they bring to their profession every day. This is why our cuisine combines tradition with creative interpretation, all presented within a spacious dining experience that ensures privacy and enables a highly personalized, curated service throughout our guests’ entire stay.
How important is it for the hotel to preserve a strong Italian identity in an increasingly globalized luxury market?
Definitely one of the most important aspects. As I mentioned earlier, authenticity is key. It is what allows us to create a strong Italian identity, which is essential to delivering a truly genuine and meaningful guest experience—while also differentiating it from other destinations and experiences around the world. Italy is known internationally for its charm and character in all its facets, and this is ultimately what guests are looking for when they travel to off-the-beaten-path destinations in Italy.
Lake Garda has its own rhythm, colors, scents, and culinary traditions. How do you translate the spirit of the destination into the guest experience?
We immerse our guests in the essence of Lake Garda through seasonal experiences, local partnerships, and authentic products. From our wellbeing program inspired by territory botanicals scents to collaborations with wineries, olive oil producers, guides, and boat tours, every touchpoint—from the spa to the restaurant and guest amenities—reflects the character of the region.
Sustainability and luxury are often discussed together now. How does Cape of Senses approach sustainability without compromising comfort and aesthetics?
For us, sustainability means respecting, preserving, and enriching the local territory. From the very beginning, our vision has been to create a hotel that exists in harmony with its surroundings while making a positive contribution to the community. Whenever possible, we work with local suppliers and source regional products, allowing guests to experience the authentic flavors and craftsmanship of the area. Throughout the property, we have carefully selected sustainable materials, and you will not find any single-use plastics. Sustainability has also been embedded in the way Cape of Senses was built.
We invested in state-of-the-art technologies, including heat pumps, photovoltaic systems, and rainwater harvesting, to reduce our environmental footprint and operate as efficiently as possible. Our commitment extends beyond the hotel itself. In close collaboration with the local community, we invested in modernizing the surrounding infrastructure, including new street lighting, an upgraded sewage system, and an ecological recycling area, creating lasting benefits for both residents and visitors. Above all, we believe that sustainability is also about people. By remaining open year-round, we are able to provide stable, long-term employment for local residents, supporting the community while preserving the authentic character of the destination. For us, true luxury is inseparable from responsibility—offering an authentic guest experience while caring for the environment, supporting the local community, and maintaining the highest standards of comfort, design, and hospitality.
Maintaining a property in flawless condition after several years of operation is incredibly difficult. From the parking, to the gardens, the spa and guest rooms, everything still feels untouched. How challenging is it to preserve that level of perfection daily?
I think it is difficult to fully grasp how challenging this can be without experiencing the industry on a daily basis. All the processes, infrastructure, suppliers—everything has to work together smoothly and efficiently. But first and foremost, it is about seamless and exceptional teamwork, and I have to say that in this regard I consider myself a very fortunate General Manager. My team is incredibly passionate and deeply committed to what they contribute every day, and I am very aware that such genuine dedication to creating the best possible hotel and guest experience is rare.
Looking ahead, what is next for Cape of Senses? Are there new experiences, concepts, or developments you are excited about?
There are so many ideas, plans, and sources of inspiration for the future of Cape of Senses constantly running through my mind. Let’s say we will always continue working on improving the guest experience. As a perfectionist—and especially as someone who observes and analyzes every small detail—I don’t think this will ever stop. And that is also what makes our industry so beautiful: there is no end to the pursuit of excellence.
What has been your most unforgettable travel experience anywhere in the world?
I am one lucky girl to call one of the world’s most sought-after travel destinations home—the Dolomites. Whenever I have the chance, I drive an hour back. After all, is there any better travel experience than traveling home?
Is there a hotel or destination that deeply inspired your own understanding of hospitality?
As a very curious person who observes every detail when traveling, I find inspiration almost everywhere I go. If you look at things the right way, there is almost always something to be amazed by. I believe that every destination interprets hospitality in a different way, and there is almost always something valuable to take away from each experience.
When you travel as a guest yourself, what do you notice first about a hotel?
The kindness of the people working there is something you can usually sense immediately—whether it is genuine or just a forced smile. You can tell if they are following a calling or if they simply see it as a job, and this ultimately shapes my entire experience in a hotel.
Leave a Reply