Tl;dr – One of the better-reviewed Marriott hotels in the Medici’s stomping grounds will climb the Bonvoy brand ladder and settle in as a Luxury Collection Hotel.
Yesterday, I wrote about Marriott’s opening of the W Florence. Well, the “M” isn’t done making moves in Florence as the chain has rebranded one of its existing properties in the city. On July 8, 2025, the Westin Excelsior will become The Excelsior, A Luxury Collection Hotel. The property has confirmed as much via its Instagram and Facebook pages.
This is a significant win for hotel management and ownership, as moving into the luxury tier may uncover new opportunities for increased revenue and recognition.
In the past, I’ve written about Marriott’s three leading soft brands – the Tribute Portfolio, the Autograph Collection, and the Luxury Collection. Generally, I’m a fan of soft-brand properties. At their best, they strike the perfect balance between being an independent hotel with a unique sense of place and offering the benefits associated with the larger chain’s loyalty program.
Although I’ve never personally visited this property, it is intriguing. The hotel is well-reviewed and situated right on the Arno, offering some truly stunning views of the river and Florence’s classic architecture.
