The power of the infinite…

Compared to large enterprises, SMEs have some advantages when building a service brand. For instance, the small size allows for fast decision-making and higher flexibility, enabling the company to make prompt strategic adjustments in response to customer demand.

Local SME’s can make use of Malta’s abundant cultural resources by making its own brand into a unique style different from overseas brands on the strength of the Island’s heritage. Brand Malta is a resource that belongs to all of us and we should feel free to make use of the pillars that comprise that brand, namely – Heritage, Hospitality and Diversity.

For instance, The Xara Palace Relais & Chateaux in Mdina has a Maltese-fusion restaurant called de Mondion that portrays itself with a luxury image and makes use of the noble history of the citadel that infuses both the cuisine and the theme of the restaurant.

The success in building its style and image has turned the restaurant into a major tourist attraction.

Recently, The Xara Palace Relais & Chateaux was named one of the top 10 castle hotels in the world by Fox News, and this accolade follows features in Condé Nast’s Vanity Fair, The Wall Street Journal, Diplomat Magazine, and visits by celebrities such as Brad Pitt and Angelina Jolie, Sharon Stone, Orlando Bloom, Jennifer Anniston, Bruce Willis, Simply Red’s Mick Hucknall, Josef Calleja, Lucio Dalla, Rupert Everett, and a raft of VIP’s, politicians, entrepreneurs, business leaders and other prominent figures.


Not bad for the smallest hotel on the Maltese Islands, with only 17 rooms! All their success is built on leveraging their brand, which Ogilvy extended with a concept called “Infinitely Xara” and revised brand identities that now covers The Xara Palace Relais & Chateaux, The Xara Lodge and Palazzo de Piro, and is not exclusive to the properties alone but extends to outdoor catering, culinary products and branded retail.