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Puglia Is Italy’s New Hotspot for Luxury and Wellness Retreats

Puglia hasn’t always been on the global list of luxury travel destinations. But change is coming, thanks to visionary hotel investors and passionate local entrepreneurs.

Restored farmhouses known as masserie dot the region. These lush properties boast gourmet restaurants, wellness retreat facilities, day spas, and villa-like suites—some with private swimming pools. A short distance south of densely populated Bari and north of Brindisi, you’ll find a concentration of towns each uniquely diverse, nestled in the slopes of the Itria and Murgia valleys.

In the center sits Savelletri di Fasano, an unassuming town of 600 and home to the region’s most exclusive resorts. It has become an epicenter of hotel investment, namely for the Rocco Forte and San Domenico hotel groups.

Borgo Egnazia | Jacob Sjoman

Old Traditions, New Luxury

Here, Borgo Egnazia was a pioneer in the area in 2011, hitting it big with the Hollywood crowd first in 2012 for the wedding of singer Justin Timberlake and actress Jessica Biel, and again in 2017, when Madonna danced the night away doing the traditional local folk dance, the pizzica. Nestled amongst millennia-old olive groves, Borgo Egnazia isn’t technically a masseria, but with its spaces, lines, and sand-colored stone it is a microcosm of a traditional Apulian village.

Aldo Melpignano, owner and managing director of Italy’s San Domenico Hotels group, says the resort’s philosophy is more about guests’ well-being than luxury: “We never…

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