After gaining extensive experience as a director of renowned international hotels, Emiliano Lera acquires ownership of the Grand Hotel Sitea in Turin. On February 19, 1925, the Lera family era officially begins.
The name “Sitea,” retained over the years, is an acronym for Società Italiana Terme e Alberghi (Italian Spa and Hotels Company).

Louis Armstrong stays at the Sitea during his first concert in Turin, held at Teatro Chiarella, owned by Alfredo Antonino, on Via Principe Tommaso.
Upon returning to the United States, Armstrong writes to Antonino:
“And I tell you, Turin, Italy, was the last place I played the trumpet in Europe, and also the one where I achieved the greatest success.”

On December 16, the Grand Hotel Sitea is requisitioned by the R.A.P. (Reparti Anti Partigiani, AntiPartisan Units), interrupting normal hotel operations until May of the following year.
This marks the only time, prior to 2020, that the hotel is forced to suspend its activities.

The reins of the Grand Hotel Sitea pass to Commendatore Giuseppe Lera, Emiliano’s son, who continues the family tradition, establishing the hotel as a key destination for travelers in the city.

The Grand Hotel Sitea becomes a shareholder in Torino Esposizioni, the future exhibition and trade fair hub along the Po River, underscoring its tangible commitment to the city’s economic development.

The hotel undergoes its first major renovation during this decade.
Key upgrades include enclosing part of the garden to create the current veranda and relocating the main entrance to Via Carlo Alberto 35. The previous entrance is converted into a carriageway for internal parking.

The third generational transition sees the hotel’s management pass to the Commendatore’s children, siblings Giulio and Maria Clotilde Lera. Following their predecessors’ vision, they continue enhancing the property through strategic expansions and the adoption of advanced technological solutions.

The hotel undergoes a second significant renovation. The exterior canopy is replaced with a design aligned with contemporary architectural and design trends.
Additionally, the historic Grand Hotel Sitea logo from the 1930s is updated to a more modern design, still visible at the hotel entrance today.

The Lera family establishes SEAT (Società Esercizio Alberghi Torino) SpA, under which the Grand Hotel Sitea operates.

Major expansion efforts continue, including the renovation of the fifth-floor attic to create prestigious, spacious and modern suites.
As part of the upgrades, the elevator system is modernized, and significant improvements are made to the lobby and reception areas.

The Grand Hotel Sitea is selected as the official base for Juventus football team retreats and serves as the delegation headquarters during the 1996 G7 Summit.

To celebrate its 75th anniversary, a new logo is created to complement the hotel’s two historic emblems.
The pictogram features the HS monogram supported by two cherubs, honoring the nearby Madonna degli Angeli Church.

The Grand Hotel Sitea receives the prestigious recognition of Locale Storico d’Italia (Historical Italian Venue), becoming a member of the association.

The fourth generational handover occurs as management passes to Maria Clotilde Lera’s sons, Federico and Niccolò Buratti-Lera.

The historic Carignano Restaurant, traditionally catering to hotel guests, opens its doors to the public.

To complement the fine dining offered by Carignano, the Grand Hotel Sitea launches the Carlo e Camillo bistro.

The bistro, located at the corner of Via Carlo Alberto and Via Cavour, derives its name from these streets and is housed in the former premises of the renowned Sebastian shirt shop, preserving its original flooring and select furnishings.

The Grand Hotel Sitea earns its five-star rating.
Under the guidance of chefs Fabrizio Tesse and Marco Miglioli, the Carignano Restaurant is awarded its first Michelin star.

After two years of meticulous restoration, the Grand Hotel Sitea unveils the Royal Palace Luxury Suites at Via Cavour 13.

Housed in the noble floor of the 18th-century Palazzo Luserna Rorengo di Rorà, this luxurious addition features six five-star suites and a wellness room.

The hotel launches Carignano Banqueting, led by Marco Conte, and rapidly establishes itself as one of Piedmont’s premier providers in the wedding sector.
Over time, the banqueting division evolves into Sitea Events, organizing a broad spectrum of private and corporate events.

Amid the COVID-19 pandemic, the Sitea temporarily suspends its activities for the second time in its history.
During preparations to seal the entrance, staff realize the hotel has no keys—the Grand Hotel Sitea had never needed locks in nearly a century of operation!

To further elevate its culinary offerings, internationally acclaimed chef Davide Scabin is appointed to oversee the group’s entire dining experience.

The Grand Hotel Sitea becomes a partner of EBT – Exclusive Brands Torino.
That same year, its hospitality portfolio expands beyond Turin with the renovation and opening of two Lodges in Grange Sises-Sestriere, marking the Sitea’s first venture outside the city.