Basic Info

Zenaide Giunta
Contributor Status:
Native AdVice
Initial Contribution Date:

Career Info

Primary Industry:
Entrepreneurship, Hotels / Hospitality
Personal Career Headline:
Italian Noblewoman & Entrepreneur

My Native AdVert

Career Snapshot:

Zenaide lives in Umbria, where she runs one of her family businesses – The Bagnara Estate – a superb 1500-acres (590 hectares), estate, natural reserve and working farm, set over the Upper Tiber Valley near Assisi, dotted with five medieval castles. One of these – The Pieve San Quirico castle – a stylish, hillside castle (built by emperor Federico II of Svevia) and its adjoining High Tower, has been transformed into a luxury Castle-Villa for rent. Another castle set within the valley, the beautiful Castello di Bagnara, is now available as a weddings and special events venue.

Zenaide is a great-great grand-niece of Napoleon Bonaparte: she is a direct descendant in the line of primogeniture from Joseph Bonaparte (King of Spain and King of Naples) and a direct descendant from Lucien Bonaparte (Prince of Canino and Musignano). Her great-great grandmother and namesake, Zenaide Bonaparte, elder daughter of King Joseph, married her first cousin Charles Bonaparte, son of Prince Lucien. Their daughter, Julie, who married a Roman Marquis, was the grandmother of Zenaide Giunta-Tremi’s grandmother. She is also countess of Fiume (granting of the King of Italy) and noble of the Ordine Piano (a special noble title that her family received from
the Pope).

Zenaide has a degree in Law top of her class at LUISS University in Roma and a Master’s degree in Communications at “Le Sapienza”University in Roma. Until 2003, she was a manager at Ambrosetti – The European House, an international management consulting firm for top executives, based in Milan. She has also served as Secretary General of the “Alda Fendi Foundation” in Rome, assistantto the Mr Giancarlo Menotti – as President of the “Festival dei Due Mondi” (Festival of the Two Worlds), in Spoleto, and spearheaded public relations for the “Umbria Jazz” music festival in Perugia.

When, in 2005 Le Torri di Bagnara Castles came to light, delivering a “authentic first class hospitality” to all her guests became her passion and her main goal. Zenaide is also member of the Board of Directors of Confindustria Turismo – Umbria (Italy’s Confederation of Industries, branch of Tourism, Umbria), a member of the Board of Directors of AIDDA (Association of Women Entrepreneurs and Corporate Executives), a member and former
Italian Vice President of Associazione Laureati LUISS Guido Carli (Alumni Association of the private University of Confindustria), a member of the Rotary club “Perugia” (one of Italy’s oldest Rotary clubs), and a member of ADSI (Association of the Italian Historic Residences owners).

Zenaide speaks fluently English and French. She has a beautiful voice that has refined by studying music (both Opera and modern songs) and by taking diplomas in dubbing at the Fono Roma dubbing school and at Cinecittà Studios, in Roma. In December 2018, the book “How 57 Italian Entrepreneurs did it” of which she is the co-author, along with 56 other Italian entrepreneurs the likes of Mirco Gasparotto (CEO of Arrowel), and with the preface by Philip Kotler (the father of the Marketing), has been published in Italy. It is a book for entrepreneurs, written by other entrepreneurs to spread that sound business culture which is so badly needed in Italy.

Native AdMission Statement (AKA Personal Brand Pitch):

I am an Italian noblewoman and entrepreneur, living my life with kindness, passion and enthusiasm. My main passion and goal is to offer aristocratic, first-class hospitality to all the guests of my medieval castles in Umbria, and help them enjoy their holiday with family and friends to the fullest.

My Native AdVice

How did you get into the industry?:

In 2003, I left my internationally successful career in the management consultancy in Milan, which I loved, and moved back to Umbria to look after my family’s century-old farming business as my parents were getting older. At that time my mother had decided to renovate an ancient medieval Castle built by emperor Frederic II of Swabia and a nearby high Tower located in the centre of our 1500 acre estate and made them into fully staffed luxury villas to let, named “Le Torri di Bagnara Castles”

Emerging industry trends?:

Experience economy: customers request extreme personalization, unique experiences, and so on. At Le Torri di Bagnara Castles a team of local experts are at Guest full disposal – from the moment of the booking until they return home in order to design a tailor-made program of activities and excursions, plan easy access to concerts & events, golf, wineries and much more.

Ideal experience for a customer/client?:

Know your guests: it is imperative to perceive your guests and understand their purpose of visit; whether they are on a business visit, or on a leisure visit; so as to decide their choice, food preferences and if allergic to anything at the time of booking confirmation.

Based on the purpose of guest visit we offer them vouchers to a museum or a shopping guide or a healthy program or a food & wine experience.

How do you motivate others?:

Treat people kindly, find out what motivates them, help them develop new skills, provide the resources they need to do their work exceptionally well and believe in them.

Career advice to those in your industry?:

Always put kindness at the heart of every relationship, exchange, action, and taught your employees to do the same. The results will be outstanding!

My Native AdVantage

What are your aspirations? (Personal and Business):

Never stop learning and always leave others a bit better off than you found them.

Biggest Success?:

I found my passion and I am following it.

Most Challenging Moment?:

Choosing the right friends. Friends in aggregate are probably one of the most important cause of our happiness. A few real friends are worth more than dozens of others. So I cyclically make room for new close friends – by gradually dropping old friends, when I find that they are not adding a lot to my life and I am not adding a lot to theirs.


The African proverb which says that you go faster by yourself, but you go further with others.

Favorite People/Role Models?:

Personal: Jesus Christ and Dalai Lama XIV

Business: Anthony Robbins; Napoleon Bonaparte – my ancestor – because he modernized Europe and promoted meritocracy, a revolutionary idea at the time.

What Else To Know

Tell Us More:

What Else to Know?

In December 2018, the book “How 57 Italian Entrepreneurs did it” of which I am the co-author, along with 56 other Italian entrepreneurs the likes of Mirco Gasparotto (CEO of Arrowell), and with the preface by Philip Kotler (the father of Modern Marketing), was published in Italy. It is a book for entrepreneurs, written by other entrepreneurs to spread sound business culture (which is so badly needed) in Italy.

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