Tl;dr – Marriott brings its ‘luxury lifestyle brand’ – The W – to Florence.
Earlier this week, Marriott announced the opening of the W Florence, its latest opening in the popular European city. The ‘hipper’ vibe of the W is an interesting addition to a city steeped in history. Let’s dive in!
The W Florence
With 119 rooms deep, the W Florence is well-located, situated in Piazza dell’Unità, just a short walk away from the city’s central train station, Santa Maria Novella. Nearby, you’ll find the famed church for which the train station is named.
It’s a five-minute walk from the W Florence to the Mercato Centrale and a seven-minute walk to the Duomo.
While W properties are usually known for very bold color schemes, the W Florence’s design balances the brand’s eccentricity with the city’s Renaissance heritage. ‘Medici’ Red and royal blue, marquee colors of Florence’s ruling family during the city’s height, feature prominently in the guest rooms.
Although only one dining outlet is currently operating, there will be three options once everything is up and running. Tratto, a contemporary Italian restaurant, leads the way. Akira Back Florence will offer a Japanese and Korean fusion experience. The hotel’s third dining outlet, Zefiro Rooftop, a rooftop restaurant, is slated to open in late summer 2025.
It wouldn’t be a W hotel without the ‘heavy beats’ which you can find at the W Lounge. This space, a partially covered courtyard, is where guests can sip on craft cocktails and enjoy live music.
As for other amenities, guests can also stay active at the 24/7 FIT studio – the W brand’s signature fitness center.
Rates at the W are pretty pricey (though Florence is an expensive market). The cheapest cash and points rates I could find are €431 ≈ $507 (at the time of this writing) and 71,500 points per night. Throughout the year, rates fluctuate considerably, rising and falling as some nights exceed $1,000 per night.
Other upscale Marriott properties in Florence include the St. Regis Florence, Westin Excelsior (which is in the process of reflagging to the The Excelsior, A Luxury Collection Hotel), the Sina Villa Medici, Autograph Collection.
