ALFREDO MIRAGLIA
ER: Can you tell us a little about your background and what led you to create The Sun Secret Collection?
ALFREDO MIRAGLIA: My professional journey spans over 25 years in the real estate industry and more than 12 years in the luxury travel sector. The idea of creating The Sun Secret Collection came to me in 2018 during a moment of inspiration on a summer trip to Sardinia. While riding my motorbike, I felt a surge of creative energy and envisioned a company that would redefine luxury travel. That same day, the name ‘Sun Secret Collection’ came to me. With a deep understanding of both private property and bespoke service, I knew I could build a company tailored to families seeking exceptional experiences. The idea and vision was related to building a collection of private luxury and off-market properties ready to welcome individuals and families worldwide, that guaranteed the same level of services and quality as the best five star hotel property.
ER: Was there a defining moment when you realized there was a gap in the market, or an opportunity where you decided you wanted to set up the company?
ALFREDO MIRAGLIA: Yes, the defining moment was during that Sardinian summer in 2018, when I realized that the market lacked an integrated luxury service that truly catered to families — not just individuals. Most companies were narrowly focused: on flights, on yachts, or on hotels. I saw an opportunity to build a collection that provided full-spectrum lifestyle services — a true private hospitality brand. I wanted to create a feeling of a true second home for our clients wherever they traveled and felt the absence of an international brand for luxury rentals. Typically clients rely on hotels as a way to guarantee exceptional service – wrongly believing that they cannot access it via a private villa rental. We are here to change that perception.
ER: The Sun Secret Collection is known for its discretion and access to extraordinary locations. What sets your approach apart from other luxury travel companies in the region?
ALFREDO MIRAGLIA: Our philosophy is rooted in empathy and precision. We always put ourselves in the client’s shoes, anticipating needs before they are voiced. Our team provides a highly personalized service, and I am closely involved with many of our clients. Unlike transactional agencies, we build long-term relationships that focus on needs and expectations. We’re also highly selective. Each property in our portfolio is carefully curated to offer the utmost in privacy, quality, and emotional connection. For us, luxury stays are about a feeling of comfort, of being at home, not just an impressive looking building.
ER: What do you think the ultra-high-net-worth GCC traveller is truly looking for?
ALFREDO MIRAGLIA: GCC travellers seek privacy, flexibility, and authenticity. They value deep cultural respect, seamless service, and place trust in their advisors. They are well-traveled and expect their preferences to be intuitively understood. We’ve noticed a growing interest in family-oriented estates, long-term stays, and bespoke experiences in Europe and the Maldives. Our ability to deliver discretion, personalization, and strategic asset access has made us a trusted partner for many elite GCC families.
ER: What role do you think the GCC traveller is playing in shaping global luxury travel trends?
ALFREDO MIRAGLIA: The GCC traveller is now a key driver of global luxury hospitality trends and they are now setting trends instead of following them. They are helping redefine seasonality, with peak travel windows shifting according to regional school calendars and religious holidays. Their expectations for privacy, bespoke experiences, and family inclusion are influencing how properties worldwide are designed and operated. Currently, about 20–25% of our client base comes from the Middle East, and this number is growing.
ER: Can you summarize the specific nature of requests that come from ultra-luxury GCC travellers?
ALFREDO MIRAGLIA: Our GCC clients often request complete discretion, dedicated multilingual staff, halal catering, private security arrangements, and custom entertainment experiences. They travel with extended families and expect comfort across all age groups, from infants to elders. Many of our clients also request exclusive use of entire properties, and some travel with their own chefs or wellness professionals. Our understanding of these cultural nuances allows us to meet, and exceed, their expectations.
ER: What’s next for ultra-luxury travel in 2026 and beyond?
ALFREDO MIRAGLIA: First, we foresee a rise in branded private estates, not just rental villas, but curated lifestyle properties with integrated service teams. Second, ultra-luxury clients will prioritize transformative experiences, including cultural immersion, sustainability, and well-being. Third, privacy tech and alternative payment systems, including crypto and local currencies, will become essential. Our strategy already reflects these trends: we’re building a portfolio of managed private residences, investing in bespoke wellness partnerships, and facilitating cross-border payment flexibility for our international clientele.
