Alright – so today we’ve got the honor of introducing you to Sarah Tomasello. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Sarah thanks for taking the time to share your stories and insights with us today. Let’s start with the story of your mission. What should we know?

I was born in Australia to a Sicilian father and a mother from Belfast, setting the stage for a life enriched by diverse cultures and experiences. Our family’s move to Europe was driven by my mother’s longing for closer familial ties, particularly with her relatives in Ireland. This decision not only nurtured my bilingual upbringing, fluent in both English and Italian, but also exposed me to the vibrant tapestry of tourists visiting the Aeolian Islands during our summers there.

My academic journey led me to pursue a degree in Foreign Languages and Literatures, with a focus on English as my primary language and French as a secondary one. Alongside my studies, I found myself drawn to the hospitality industry, working as a receptionist during the summer seasons. This experience ignited a passion for the world of hotels and guest services that would shape my future endeavors.

Following the completion of my thesis on the “Great Irish Famine,” I embarked on a dual career path. While pursuing a teaching qualification, I also taught English at the University of Messina’s Language Center for nearly three years.

I met my husband, Emanuele during Uni before I was working at the university language center, whose unwavering support and encouragement fueled my academic and professional pursuits.

In 2006, Emanuele and I embarked on a joint venture, founding Aeoliancharme Collection, the largest tourism group in the Aeolian Islands. Despite the demands of entrepreneurship, we found a balance, raising our three children with the help of family and English-speaking au pairs.

Transitioning away from teaching, I focused on our family business, leveraging my marketing expertise and deep connection to the Aeolian Islands. Encouraged by a marketing consultant, I embraced social media, transforming my personal Instagram account into a platform promoting the beauty and culture of the Aeolian Islands.

My dedication and insights within the hospitality industry earned me recognition, culminating in the prestigious “Best Destination Advisor” award at Italy’s Albergatore Pro convention in 2022. My expertise also led me to become a guide for the popular travel show Donnavventura, showcasing the charm of the Aeolian Islands to a broader audience.

My involvement with Slow Food Italia further solidified my role as a cultural ambassador, contributing to books and television programs highlighting the unique heritage of the Aeolian Islands.

Today, I continue to share my passion for my homeland, using my platform to showcase the Aeolian Islands’ beauty and allure to the world.

This narrative provides a personal perspective on my journey, highlighting my multicultural background, academic pursuits, entrepreneurial endeavors, and commitment to promoting the Aeolian Islands’ rich heritage and natural beauty.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

1) For folks who may not have read about you before, can you please tell our readers about yourself? My name is Sarah Tomasello, and I’m deeply passionate about hospitality and promoting the beauty of the Aeolian Islands. Born in Australia to a Sicilian father and a mother from Belfast, I’ve always been immersed in diverse cultures, which ultimately shaped my journey into the hospitality industry. My upbringing instilled in me a love for connecting with people and sharing the unique experiences my heritage and upbringing have afforded me.

2) How did you get into your industry/business/discipline/craft, and what type of products/services/creative works do you provide?
My entry into the hospitality industry was a natural progression fueled by my academic pursuits and early work experiences. After completing my degree in Foreign Languages and Literatures, specializing in English and French, I delved into the world of hotels and guest services. This led to the founding of Aeoliancharme Collection, the largest tourism group in the Aeolian Islands, with my husband Emanuele.
Through Aeoliancharme Collection, we provide a range of services including accommodations, dining experiences, beach resorts, and venues for weddings and events, all designed to showcase the beauty and charm of the Aeolian Islands. However, our work goes beyond merely providing services; it’s our mission to offer our guests authentic experiences that allow them to truly immerse themselves in the local culture and heritage. We want them to feel not just like tourists, but like travelers who, thanks to us, can capture the essence of the place.
What sets us apart is our deep connection to the Aeolian Islands and our commitment to preserving their authenticity while offering modern comforts and amenities. Our clients trust us to not only meet but exceed their expectations, creating memories that last a lifetime.

3) What problems do you solve for your clients, and what sets you apart from others?
At Aeoliancharme Collection, we pride ourselves on being more than just a hospitality group; we’re dedicated problem solvers and experience creators for our clients. From the moment a potential guest reaches out to us, whether it’s through a phone call or an email inquiry about booking or simply contemplating a visit, we’re there every step of the way.
Not only do we answer their questions regarding their stay, but we also assist with every aspect of their journey to reach us. The Aeolian Islands, recognized as a UNESCO World Heritage Site, deserve to be visited for their unique charm, but we understand that navigating travel logistics can be challenging. That’s why we provide comprehensive support from the initial contact, guiding travelers to our doorstep. Our website features a detailed “how to get here” section and an FAQ page, a rarity in our industry, addressing a wide range of questions from travelers with varying needs.
Furthermore, the diversity of our hotels is purposefully designed to cater to different types of travelers. Whether our guests are seeking a luxurious beachfront retreat or a cozy boutique experience nestled in the heart of the island, we have something to suit every preference.
Additionally, our commitment to ongoing training and education sets us apart. We regularly participate in restaurant and hotel training courses, not only to enhance our skills but also to stay abreast of the latest trends and innovations in the ever-evolving hospitality industry. Our dedication to continuous improvement ensures that we can consistently deliver exceptional experiences for our guests.

4) What are you most proud of, and what are the main things you want potential clients/followers/fans to know about you/your brand/your work/etc.?
Through Aeoliancharme Collection, we provide a range of services including accommodations, dining experiences, beach resorts, and venues for weddings and events, all designed to showcase the beauty and charm of the Aeolian Islands. However, our work goes beyond merely providing services; it’s our mission to offer our guests authentic experiences that allow them to truly immerse themselves in the local culture and heritage. We want them to feel not just like tourists, but like travelers who, thanks to us, can capture the essence of the place.
What sets us apart is our deep connection to the Aeolian Islands and our commitment to preserving their authenticity while offering modern comforts and amenities. Our clients trust us to not only meet but exceed their expectations, creating memories that last a lifetime.
One of my proudest achievements is being recognized as the “Best Destination Advisor” at Italy’s Albergatore Pro convention in 2022. This acknowledgment speaks to our dedication to promoting the Aeolian Islands as a premier tourist destination. What I want potential clients, followers, and fans to know is that Aeoliancharme Collection isn’t just a tourism group; it’s a labor of love born from our deep passion for these islands. We’re more than just a business; we’re stewards of the Aeolian heritage, committed to sharing its beauty with the world in a sustainable and responsible manner. Whether you’re seeking a relaxing retreat or an adventurous getaway, Aeoliancharme Collection is here to make your dream Aeolian experience a reality.

5) What problems do you solve for your clients, and what sets you apart from others?
At Aeoliancharme Collection, we pride ourselves on being more than just a hospitality group; we’re dedicated problem solvers and experience creators for our clients. From the moment a potential guest reaches out to us, whether it’s through a phone call or an email inquiry about booking or simply contemplating a visit, we’re there every step of the way.
Not only do we answer their questions regarding their stay, but we also assist with every aspect of their journey to reach us. The Aeolian Islands, recognized as a UNESCO World Heritage Site, deserve to be visited for their unique charm, but we understand that navigating travel logistics can be challenging. That’s why we provide comprehensive support from the initial contact, guiding travelers to our doorstep. Our website features a detailed “how to get here” section and an FAQ page, a rarity in our industry, addressing a wide range of questions from travelers with varying needs.
Furthermore, the diversity of our hotels is purposefully designed to cater to different types of travelers. Whether our guests are seeking a luxurious beachfront retreat or a cozy boutique experience nestled in the heart of the island, we have something to suit every preference.
Additionally, our commitment to ongoing training and education sets us apart. We regularly participate in restaurant and hotel training courses, not only to enhance our skills but also to stay abreast of the latest trends and innovations in the ever-evolving hospitality industry. Our dedication to continuous improvement ensures that we can consistently deliver exceptional experiences for our guests.
However, at Aeoliancharme Collection, we’re dedicated to solving not only the logistical challenges of travel but also addressing the needs of our local community, particularly families. This commitment stems from a personal experience that deeply impacted me: the sudden and tragic loss of my sister at the age of 48.
My sister was a beloved figure in the Lipari community, especially in the parish of Canneto, where she devoted herself to children’s activities. She was a certified caregiver, a catechism teacher, and an active volunteer in various community and parish events, always with a focus on children. Her untimely passing left a void, especially for my three children, who dearly miss their loving and present aunt.
In her memory, I am going to establish a non-profit arm of our company aimed at supporting local families, particularly during the summer tourism season. Many families in Lipari rely on seasonal work, including mothers with young children, yet there is a lack of affordable childcare facilities. I envision providing assistance to these families, ensuring that their children are cared for while they pursue employment opportunities. This initiative is not only about economic support but also about empowering women to thrive both in their careers and in their families.
This commitment to community welfare, coupled with our dedication to providing exceptional hospitality experiences, sets us apart from others in our industry. We’re not just in the business of tourism; we’re invested in the well-being and prosperity of our community.

Any fun sales or marketing stories?

Absolutely, I’d be delighted to share one of my most memorable marketing experiences that aligns with my journey of stepping out of my comfort zone and embracing vulnerability on social media.

Back in 2018, my marketing consultant at Aeoliancharme Collection urged me to “put myself out there” on social media, specifically through video content, which was still relatively uncommon at the time. This suggestion came after I accompanied him on a tour of Lipari, where we stopped at some of the island’s most picturesque viewpoints. During our excursion, I didn’t just narrate the scenery; I shared anecdotes and stories that added depth to the beauty of the landscape. In doing so, I inadvertently conveyed the intensity of emotion that comes from someone deeply connected to their homeland, someone proud not only to showcase its wonders but also to convey the deeper meaning and emotions it evokes in those who behold it.

Initially, this request posed a significant challenge for me. It wasn’t just about becoming comfortable in front of the camera; it also meant speaking “publicly” on video while others were present. Living in a community of around 10,000 people where everyone knows each other, exposing myself to the judgment of others was a daunting prospect.

However, I refused to let my initial apprehensions deter me. Gradually, I gained confidence in front of the camera, even filming in the presence of others, including those whose judgment I had feared. To my surprise, these individuals were the first to offer their support and compliments. Some even expressed gratitude for introducing them to new places through my videos.

This journey of overcoming fears and embracing vulnerability has been incredibly rewarding. Through small steps and continuous growth, I’ve become a significant advocate for promoting the Aeolian Islands, uniquely positioned as the face behind the promotion. This authenticity has been pivotal in gaining the trust of others, and it’s a testament to the power of stepping out of one’s comfort zone.

So, while initially daunting, this experience of embracing vulnerability and putting myself out there has not only enriched my marketing efforts but has also solidified my role as a trusted promoter of the Aeolian Islands. It’s a journey I’m proud to have embarked upon, and it’s deeply rewarding to see the positive impact it has had on both my community and those who are inspired by my content.

How do you keep your team’s morale high?

When it comes to managing a team and maintaining high morale, I’ve learned a great deal from my experiences and the courses I’ve undertaken. Through these experiences, I’ve developed a personal approach that emphasizes delegation and empowers my team members to take ownership of their responsibilities.

Many of the individuals on my team have been with me since the beginning and are deeply invested in our shared vision as part of the Aeoliancharme Collection group. To foster a positive work environment, I’ve made it a priority to provide training opportunities, such as Doug Kennedy’s “Heart of Hospitality” course, which is of high international standard, as well as national-level training programs.

It’s essential for everyone on my team to embrace a problem-solving mindset and work collaboratively. In times of difficulty, we overcome challenges by supporting each other, even if it means stepping outside of our usual roles. I lead by example, showing my willingness to roll up my sleeves and pitch in wherever needed, whether it’s serving at the bar, washing dishes, driving, or handling maintenance tasks. This demonstrates that teamwork and collaboration are essential in achieving success, especially in the hospitality industry.

Furthermore, I believe in supporting my team rather than reprimanding them for mistakes. Instead of pointing fingers, I encourage open communication and collaboration to find solutions together. My mantra is “call me, inform me,” as I prefer to address concerns proactively rather than reactively. I want to be a catalyst for growth and development for my team members, fostering an environment where they feel empowered and valued.

Ultimately, it’s not about assigning blame but rather about identifying areas for improvement and finding ways to enhance our collective performance. By fostering a supportive and collaborative work culture, we can continue to grow and succeed together.

Contact Info:

• Website: www.aeoliancharme.com
• Instagram: @sarahtomasello
• Facebook: Sarah Tomasello
• Linkedin: Sarah Tomasello
• Other: Tiktok @eolielocalexpert