After extensive experience as director of major international hotels, Emiliano Lera acquired the Grand Hotel Sitea in Turin: on February 19, 1925 marked the official Lera family beginning.

The name “Sitea” preserved over the years, is the acronym for Società Italiana Terme e Alberghi (Italian Company for Spas and Hotels).

Louis Armstrong stayed at the Sitea for his first concert in Turin, at the Chiarella Theater of Alfredo Antonino on Via Principe Tommaso.

Upon his return to the United States, he wrote in a letter to Antonino:
“And I tell you that Turin, Italy, was the last place where I played the trumpet in Europe, and also the one where I had the greatest success.”

On December 16, the Grand Hotel Sitea was requisitioned by the R.A.P. (Anti-Partisan Units Anti-Partisan Units) and normal hotel operations were suspended until May of the following year.

This was the only time, prior to 2020, that the hotel was forced to interrupt its activity.

Management of the Grand Hotel Sitea passed to Commendatore Giuseppe Nino Lera, Emiliano’s son, who continued the family tradition and helped establish the hotel as a landmark for travelers passing through the city.

The Grand Hotel Sitea became a shareholder in Torino Esposizioni, the future exhibition and fair complex along the banks of the River Po, a concrete sign of its commitment to the city’s economic development.

The first major renovation of the hotel was undertaken during this decade.

Among the most important works were the enclosure of part of the garden to create today’s veranda, and the relocation of the main entrance to its current address at Via Carlo Alberto 35, converting the former entrance into a driveway for the internal car park.

The third generational handover placed the hotel in the hands of Commendatore’s children, Giulio and Maria Clotilde Lera, who, in line with their predecessors’ vision, continued to improve the property through strategic expansions and the adoption of advanced technological solutions.

The second major renovation of the hotel included replacing the exterior canopy with one stylistically in line with the new architectural and design trends of the time.
The historic logo of the Grand Hotel Sitea, dating back to the early 1930s, was replaced with a more modern graphic design, still in use at the hotel’s entrance today.

The Lera family established SEAT (Società Esercizio Alberghi Torino) SpA, which became the holding company of the Grand Hotel Sitea.

Significant expansion work continued, including the renovation of the attic fifth floor to host prestigious and spacious modern suites.
The elevator system was also relocated and modernized, along with an important redesign of the lobby and reception areas.

The Grand Hotel Sitea was chosen as the official base for Juventus retreats, and in 1996 it hosted delegations for the G7 Summit.

For its 75th anniversary, a new logo was created to accompany the hotel’s two historic trademarks.
The pictogram depicts the HS monogram supported by two cherubs, a tribute to the nearby Church of Madonna degli Angeli.

The Grand Hotel Sitea received the prestigious recognition as a Historic Venue of Italy, becoming a member of the national association.

The fourth generational handover: management of the Grand Hotel Sitea was entrusted to Maria Clotilde Lera’s sons, Federico and Niccolò Buratti.

To complement its historic restaurant Carignano fine dining offer, the Grand Hotel Sitea inaugurated the Carlo e Camillo bistrot, located at the corner of Via Carlo Alberto and Via Cavour—housed in the former premises of the prestigious Sebastian shirtmaker, where original floors and furnishings are still preserved.

The Grand Hotel Sitea was awarded 5-star status.
Led by chefs Fabrizio Tesse and Marco Miglioli, the historic Carignano Restaurant received its first Michelin star.

After two years of careful restoration, the Royal Palace Luxury Suites opened at nearby Via Cavour 13.
The Grand Hotel Sitea’s offer was enriched with six 5-star luxury suites and a wellness room, all located on the piano nobile of the 18th-century Palazzo Luserna Rorengo di Rorà, complete with a private entrance and dedicated butler service.

Alongside its hospitality and dining operations, the hotel launched Carignano Banqueting, led by Marco Conte, which quickly established itself as one of Piedmont’s leading names in the wedding sector.
With the expansion of its activities, the division grew into Sitea Events, which today manages weddings as well as a wide range of private and corporate events.

Following the Covid-19 health emergency, the Sitea suspended operations for the second time in its history—but this time had to close completely.
When sealing the entrance doors, the ownership and staff discovered that there were no keys: in nearly 100 years of activity, the Grand Hotel Sitea had never needed locks on its doors.

To give further momentum to the group’s activities, internationally renowned chef Davide Scabin was invited to oversee the entire dining offer.