The Unseen Power of F&B and overnight stays in Brand Homes

Panel session at Brand Experience Centers Conference 2026. Brand Experience Centers are carving a unique niche in the world of immersive storytelling. Unlike traditional museums or commercial attractions, the focus here is entirely on a brand or product. They serve multiple purposes, sometimes attracting consumers, other times functioning as B2B hubs, or even acting as educational channels. But one thing remains constant: Brand Experience Centers utilize physical spaces to tell a brand’s story in a captivating and interactive way. From quick bites to fine dining and from immersive food concepts to boutique hotel stays, brand experience centers are finding new ways to extend the visitor journey and deepen emotional connections through hospitality. But what role should food, beverage, and overnight stays play in a brand home, especially when the brand isn’t inherently linked to hospitality? In this all Italian panel session with Federico Ceretto, owner of Ceretto Winery, home of the 3 star Piazza Duomo restaurant and the world known author, professor and keynote speaker on wine tourism Roberta Garibaldi, moderated by Laura Sileo Pavat, Managing Director of Pernod Ricard Brand homes, we will explore how F&B and accommodations can drive: - Revenue: Increasing spend per guest through thoughtful food and lodging offers. - Experience: Creating memorable moments that go far beyond the functional need to eat or sleep. - Brand Expression: Translating a brand’s identity into tangible, sensory experiences. - Operations: Balancing insourced vs. outsourced hospitality models and managing brand control.