October 4, 2025 | VOL 16
the VOCMOS SPIRIT:
SMALL, PERSONAL, and FULL of SOUL
words Laura Cottrell
Some people work in hospitality. Others live it. For Frederik Kubierschky and Catharina Lütjen, founders of Vocabolo Moscatelli, it’s the latter. Their story started in the heart of Swiss five-star hospitality, where they met, learned the ropes, and dreamt up a vision for something more personal—an intimate retreat in Umbria, Italy, where hospitality is about genuine care, thoughtful details, and a sense of belonging.
We sat down with Frederik and Catharina to talk about what it means to build a place that feels like home, why Vocabolo Moscatelli is more than a boutique hotel, and how they’re redefining modern hospitality—one thoughtful stay at a time.
You both come from strong backgrounds in hospitality. How have your experiences shaped the vision behind Vocabolo Moscatelli?
Our story began years ago in the world of Swiss five-star hospitality, where our paths first crossed. Frederik brought his deep experience as a Clef d'Or Chef Concierge, and I had focused on guest relations, sales, and marketing. It didn’t take long for us to realize we made a strong team. We were both lucky to have received top-notch training in the industry, which shaped how we think about service, guest care, and teamwork.
Over time, we learned that true hospitality isn’t just about luxury—it’s about creating a sense of belonging, crafting unforgettable experiences, and doing it all with passion and integrity. Today, as we lead our own little boutique hotel, Vocabolo Moscatelli, we know exactly the kind of hospitality we want to create—not just for our guests, but also for our team. We believe a happy team is the foundation of great hospitality. In short, the years we spent in some of the most luxurious and demanding settings have shaped how we approach hospitality in 2025.
As we shape the future of our boutique hotel, we keep asking ourselves: What does modern hospitality look like? We’re not just following trends; we want to stay ahead of the curve—creating a place that embraces today’s traveler’s desire for authenticity, connection, and meaningful experiences, while also caring deeply for the well-being of both our guests and our team.
IT FELT LIKE WE DIDN’T CHOOSE UMBRIA; UMBRIA CHOOSE US!
When did the idea of opening your own hotel first come up—and why Umbria?
It’s hard to pin down the exact moment, but we both remember a scene like it was yesterday. We were working at a luxury hotel when a guest was checking out. She smiled at us and said, “You two... If you ever open your own hotel, let me know. I’ll be there.” Those simple words left a big impression—and sparked a dream.
That dream is now Vocabolo Moscatelli. We were also incredibly lucky to cross paths with an investor who believed in us and our vision. That support gave us the chance to create something truly special. As for Umbria, it was an opportunity—and we fell in love with this unique region of Italy instantly. It felt like we didn’t choose Umbria; Umbria chose us!
Vocabolo Moscatelli is a restored 12th-century monastery. What drew you to this place?
Its energy—and its timeless beauty!
How was the restoration process?
Restoring Vocabolo Moscatelli wasn’t just about preserving a building—it was about breathing new life into a place full of history and character, and creating an atmosphere that feels both timeless and fresh. Our approach was shaped by a deep respect for the region’s heritage, combined with a vision for what modern hospitality should feel like in 2025. From the start, we knew we wanted to preserve the elements that make the building so unique—like the stone walls and wooden beams. Of course, bringing modern comforts into such a historic space came with its challenges. It required careful planning and close collaboration with talented artisans and our architect.
Jacopo Venerosi Pesciolini from the Florence-based studio Archiloop and his team designed spaces that transform the atmosphere of this ancient monastery into a warm, timeless experience. The use of local craftsmanship added a special layer of character to the interiors. Some of our rooms and suites even have black outdoor bathtubs for two, placed on private terraces. Each room and suite also features its own color concept.
UNLIKE BIGGER, MORE ANONYMOUS PROPERTIES, OUR SMALL SCALE ALLOWS US TO CREATE AN INCREDIBLY PERSONAL AND GUEST-FOCUSED EXPERIENCE
How does the small scale of your hotel shape the way you welcome and connect with guests?
Unlike bigger, more anonymous properties, our small scale allows us to create an incredibly personal and guest-focused experience. We truly pay attention to the needs and preferences of each individual guest. Our team knows guests by name—and they know us, too.
We take the time to build genuine relationships with the people who stay with us. Many of our guests return not just for the beauty of the place, but because they feel connected to the team, the other guests, and the unique “VocMos” vibe. That sense of belonging and community is a big part of what makes our hotel special.
How does the region’s nature and culture shape the identity of Vocabolo?
The natural beauty of the region is an essential part of who we are. Vocabolo is a place where guests can step away from the chaos of daily life and reconnect with nature. The peaceful, rural atmosphere is woven into the overall experience of the hotel.
Everything we do, from art to architecture, is inspired by the cultural heritage of the region. We also celebrate local festivals and traditions, weaving them into the guest experience—like our “Passata” event in August, where we make tomato sauce together for three days, or our special ceramic workshops with local artisans like Elena (Endiadi) in our chapel or garden.
The slower rhythm of life here is at the heart of the Vocabolo Moscatelli experience.
What are some of the standout features of the hotel?
- Our Cotto Etrusco tiles. Every room has its own color story, and all the tiles—especially those in the bathrooms—are handmade for us in Umbria, just 20 minutes from Vocabolo Moscatelli.
- The Bamboo Dome.
- Double outdoor bathtubs on the terraces.
- Our hemp-linen textiles! They’re sustainable, breathable, and durable—hemp has a long tradition in Umbria, historically used for rope, fabric, and household items.
- The fire pit: Every evening, Frederik lights a fire in the garden, creating a warm, cozy atmosphere. After dinner, we invite both hotel guests and restaurant diners to gather around the fire, sharing a glass of our homemade limoncello.
