Marriott to debut in Tuscany with W Florence

Marriott International has signed an agreement with Progetto Majestic to bring W Hotels to the Tuscan city of Florence. Expected to welcome its first guests in 2023, W Florence will be located along the Ponte Vecchio riverfront near the city’s Duomo.

“Florence is famed for its passion for culture and style, and therefore a perfect destination for the W Hotels brand,” says Candice D’Cruz, Vice President – Luxury Brands, Europe, Middle East & Africa, Marriott International. “With its energetic spaces, bold design, innovative programming and iconic Whatever/Whenever service, W Florence will add its distinct take on modern, social luxury to the city’s hospitality scene.”

Located steps from celebrated shopping destination Via de’Tornabuoni, W Florence is expected to feature 120 guestrooms, including 20 suites. The Extreme Wow Suite, W’s take on the Presidential Suite, will offer a large living space and private terrace with views across the Duomo and the Santa Maria Novella church, while the ground floor will house the W Lounge and Living Room that blend around a central partially covered courtyard.

Roberto Puccini, CEO of Progretto Majestic, comments: “We are very excited to have signed this luxury lifestyle hotel that will be a highlight in the city of Florence. The building itself is a historical landmark being the first of only two modern structures built during its era, making the trend-setting W Hotels brand the perfect match. W Hotels embrace the history of each location yet adds an unexpected, thought-provoking experience which will make this hotel a new glamorous, socially driven destination.”

Gianleo Bosticco_, Senior Director, Development Italy at Marriott International, adds: “Florence is a dynamic, awe-inspiring city and we are thrilled to collaborate with Progetto Majestic to bring W Hotels to the city. This key signing underscores the growth of our luxury portfolio across Italy and impressive demand for the W brand.”

Marriott International currently operates 14 properties and residences under the W brand across EMEA. The brand is expected to make its debut in Italy with the opening of W Rome this Autumn.