Florence’s luxury-hotel renaissance continues. First, the highly anticipated W Florence debuts near Piazza della Repubblica, bringing W’s signature design and vibrant social spaces to Tuscany’s capital. At the same time, The Excelsior Florence has rejoined Marriott’s The Luxury Collection, unveiling refreshed rooms, bespoke Italian furnishings and an expanded rooftop lounge overlooking the Arno.
W Florence Sets New Design Benchmark
- Location: Steps from Duomo and Uffizi
- Highlights: 180 avant-garde guest rooms, rooftop bar “SPARK”, immersive art installations and a state-of-the-art spa
- Signature W Flair: “Whatever/Whenever” concierge, late-night mixology lab, and a high-energy lobby lounge
The Excelsior Joins The Luxury Collection
- Rebranding: Now “The Excelsior Florence, A Luxury Collection Hotel”
- Renovations: Updated suites with handcrafted Florentine furniture, marble bathrooms and private balconies
- Enhanced F&B: New fine-dining concept “Luce” by a Michelin-starred chef and a panoramic terrace bar
Florence’s High-End Hospitality Surge
These milestones join other recent investments:
- Four Seasons Firenze: $20M spa expansion and villa-style guest rooms
- Aman Florence (opening 2026): Transforming a 15th-century palazzo into a discreet sanctuary
- Rosewood Castello di Casole: Country-estate resort just outside the city, with private-jet access
Together, they confirm Florence—and Italy more broadly—is in the midst of a five-star elevation. Discerning travelers now enjoy unparalleled design, service and culinary experiences at every turn.
Why Investors and Luxury Travelers Should Take Note
- Robust Demand: High ADRs and near-full occupancy for premium properties.
- Diverse Portfolio: From urban design hotels to rural estates, Italy offers varied high-yield assets.
- Cultural Prestige: Florence’s UNESCO heritage sites enhance the guest experience and justify premium rates.
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