There’s a quiet shift happening in tourism that’s challenging the definition of luxury travel. Once characterized by extravagant hotels, formal dining, and exclusivity, its focus is moving towards an emphasis on creating connection. From immersing oneself with the community of a destination to bonding with travel companions and hosts, luxury travel is becoming more holistic in nature. For Sandy and Phil Ferretti of Total Tuscany, connection is the guiding philosophy of their curated retreats.
Based in picturesque Montepulciano, Total Tuscany is the product of an American couple whose mission is akin to an olive branch: inviting people to experience Italy authentically, like locals rather than tourists. Deeply rooted in their community and its traditions, Sandy and Phil Ferretti have forged friendships with local wineries, cheesemakers, artisans – and even produce their own organic extra virgin olive oil. These two are not ordinary expats; they’re a couple who yearn to participate in their community and extend those relationships to travelers seeking a meaningful connection to Italy.
How Total Tuscany Took Root
The best things in life are often organic and unplanned, and that’s the case with Total Tuscany. Sandy and Phil Ferretti never intentionally set out to leave their lives behind in the United States. Instead, their journey was born purely out of love for Italy and a bond that grew after spending numerous summer vacations in the country. But for both, the connection runs even deeper with Sandy having studied in Florence in 1992 and Phil being of Italian heritage. Together, this shared passion for the country and its culture even influenced them to honeymoon in Italy.
In 2019, the couple appeared on CBS Sunday Morning, where they were featured in a segment titled “Emigration, Full Circle: Returning to the Old Country.” It chronicled Americans of Italian descent who were returning to Italy as dual citizens. The story was filmed at Relais Ortaglia in Montepulciano, which was their boutique bed and breakfast at the time. This property marked Sandy and Phil Ferretti’s debut into the world of tourism.
While entering the hospitality sphere was no easy feat, their unique skill set and determination played a major role in their ability to thrive. Sandy spent 25 years as a paralegal, complemented by exposure working alongside a high-profile Manhattan wedding planner and at The Plaza Hotel. Meanwhile, Phil spent six years at the Disney Institute’s animation department where he created work for their parks and cruises, in addition to managing guest interaction. Once in Montepulciano, the duo traded in their corporate routine for a more hands-on approach – becoming stewards of the land they inherited, allowing them to honor the property’s tradition and also feed their guests. With approximately 450 olive trees, 50 fruit and nut trees, and 20 chickens, they fully immersed themselves into the Tuscan landscape.
This fusion of their professional backgrounds, coupled with their love for cooking, gardening, and entertaining led to a hallmark milestone in their journey: Relais Ortaglia became a Rick Steves guidebook recommendation, which ultimately catapulted them to even greater success.
Total Tuscany Redefines Hospitality
A core pillar of Total Tuscany’s retreats is the connection between community and land. Recognizing the profound role food plays in Italy and understanding its origins, Sandy and Phil Ferretti have cultivated a meaningful network of relationships with local farmers, winemakers, chefs, and restaurant owners. This allows them to give their guests a front-row seat to the evolution of how raw ingredients make their way to the table. In doing so, an inevitable transformation happens in the lives of their guests. They return home with an appreciation for how food is grown and respected, which has led to Total Tuscany offering a tangible way to remain connected to Tuscany even long after the retreat is over. Sandy and Phil have launched an olive oil club, shipping personally-produced organic extra virgin olive oil and locally-made pasta boxes directly to the United States.
The couple shares that one of the overarching principles of Total Tuscany has always been, “to give our guests access not only to Tuscany as a destination, but to the Tuscany that had gradually become our life.” They discovered that travelers were seeking something deeper than what conventional tourism could offer, telling me, “What we found was that our guests didn’t only want a beautiful room in Tuscany. They wanted to know where to go, who to meet, what to taste […] and how to experience it in a way that felt personal rather than packaged.”
Remaining true to that commitment of personalized hospitality, Sandy and Phil have partnered with a fellow American couple who own and developed Borgo San Vincenzo in Montepulciano. This luxurious hotel strikes the perfect balance between rustic Tuscan charm and refined sophistication, serving as the home base for Total Tuscany’s retreat guests. Again, the focus remains on fostering connection with the surrounding environment while offering the comforts and familiarity of home. Both couples share a mutual desire to make guests feel as though they’re among family or lifelong friends, rather than simply handing them a key and leaving them to navigate the area alone. From a bartender crafting customized cocktails to competitive trivia nights organized by Sandy and Phil, a genuine sense of belonging and camaraderie defines the experience.
Expanding the Vision
Never ones to grow stagnant, Sandy and Phil are always working on expanding the scope of their brand. Total Tuscany enjoys a loyal following with many guests repeating visits to their bespoke retreats. After several visits to Tuscany, travelers become curious about where and what they can explore next. Fortunately, this duo is well-traveled and has built an expansive network across Italy, allowing them to extend those relationships to their guests. This is how Amazing Amalfi was born. Before moving to Tuscany, the Ferretti family vacationed many times in Positano, Ravello, and Capri, where they formed close ties with the locals. Whether it was a boat captain, restaurant owners, or local guides and drivers, these two became more than tourists.
And it’s precisely this ability to develop a genuine link with a destination that now allows Sandy and Phil to offer this new addition to their bespoke retreat experiences. Taking guests beyond the guidebook, Amazing Amalfi grants guests access to family-run lemon groves, vineyards, and insight from an archaeologist responsible for bringing the splendor of Pompeii to life. With such a diverse and classically authentic Sandy and Phil experience now available in Southern Italy, it’s no surprise that all three of their retreats for next year are already sold out. The couple sees this as a testament to the fact that they’ve understood what discerning travelers yearn for: “the same style of hospitality, access and immersive travel they had experienced with us in Tuscany, but in another part of Italy.”
Sandy and Phil are also applying their signature philosophy to Umbria, introducing travelers to the unspoiled charm of Tuscany’s lesser-visited neighbor. With so much to offer, yet so little mainstream coverage, this is the perfect region to explore with them at the helm. They’re studying other regions throughout Italy with a particular eye toward Sicily, Puglia, Lake Como, and the Ligurian Riviera. However, the couple is not rushing into anything, ensuring that they first develop a meaningful network of regional partners before launching another retreat. For Sandy and Phil, the experience and relationships come before the retreat.
In addition to their signature retreats, Sandy and Phil operate as a full-service destination management company and travel advisory. For those seeking a more independent journey, the couple crafts bespoke itineraries throughout Italy and private shore excursions across Mediterranean cruise ports, leveraging years of firsthand experience and relationships with vetted local partners. While the format differs from their traditional retreats, the level of care and quality remains unchanged.
Empowering the Modern Travel Advisor
But make no mistake, despite their growth elsewhere in Italy, Sandy and Phil are not abandoning Tuscany. In fact, they’re taking tourism in the region to a whole new level with the launch of their Total Tuscany FAM Masterclass. A FAM is a technical term used by travel industry professionals to describe what is known as a familiarization trip. Its purpose is to educate travel advisors about a destination and its offerings. But recognizing that traditional FAM trips often fall short of allowing agents to fully immerse in and appreciate a destination, Sandy and Phil have reimagined the concept. With two back-to-back masterclasses scheduled for this fall and another one in the spring of 2027, Total Tuscany and Borgo San Vincenzo will welcome travel industry professionals to take a deep dive into authentic Tuscany that goes beyond the ordinary. The purpose of this new venture is true to their core ethos, as the duo notes, “Instead of simply showing advisors the product, we want them to live it.”
Cultivating Connection with Total Tuscany
While technology makes it possible to connect consumers with endless travel options, it cannot replace the most important connection of all: human connection. Anyone can book a hotel stay and line up a series of guided tours, but that doesn’t guarantee they’ll ever truly experience a destination in its most authentic light. Total Tuscany, along with Amazing Amalfi, represents an alternative to an industry that is now characterized by anonymity. When I discovered this couple’s work, I was immediately fascinated by their approach to travel and I could go on at length about it, but one thing that stood out most to me was the fact that they create a WhatsApp group chat several months prior to a retreat in order to allow guests to get acquainted with one another. Their retreats create an environment where guests arrive already feeling comfortable with one another and leave with an even deeper bond. I genuinely think that calling these two hosts or tour leaders is an understatement to what it is they do. Sandy and Phil Ferretti offer a whole new level of hospitality – one built on genuine relationships.
For more information, be sure to visit the Total Tuscany website. You can also follow Sandy and Phil on Instagram and Facebook.
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