Florence just gained a high-energy neighbor to its Renaissance icons. On July 1, 2025, W Florence welcomed guests into the restored Grand Hotel Majestic steps from the Duomo, promising a mash-up of fashion-forward design, Michelin-minded cuisine, and the brand's "Whatever/Whenever" service. With 119 rooms, a penthouse boasting a 1,500-square-foot terrace, and phased venue rollouts through the summer, the Florence luxury hotel signals Marriott Bonvoy's steady Italian expansion while giving loyalty members a fresh stage for points redemptions.
Key Points
- Why it matters: strengthens Marriott's lifestyle footprint in Italy
- 119 rooms, including 16 suites and a rooftop penthouse
- Tratto restaurant open now; two more venues launch later this summer
- 24/7 FIT gym and convertible courtyard for private events
- Nightly rates from 431 euros (~$465) or 70,000 Bonvoy points
W Florence Snapshot - How It Works
Housed on Piazza dell'Unità Italiana, W Florence marries rationalist-modernist architecture with AvroKO's retro-chic interiors colored in Medici reds and lush greens. Standard rooms start at 269 square feet and layer marble, brass, and graphic textiles; 16 suites add walk-out balconies, while the show-stopping Penthouse crowns the building with Tuscan-tile views of the Duomo and St. Lorenzo Cathedral. Amenities follow W's global playbook: free property-wide Wi-Fi for members, in-room MixBars, and the FIT gym stocked with TechnoGym cardio and free weights. A pet program welcomes one dog up to 22 pounds, matching W Rome's policy.
W Florence Background - Why It Matters
W Hotels carved its lifestyle niche in 1998 New York and now counts 70-plus addresses worldwide. Italy joined the roster in late 2021 with W Rome, whose strong occupancies encouraged Marriott to green-light Florence-an 18-month refurbishment of the 1968 Grand Hotel Majestic. The city's upscale inventory, long dominated by heritage brands such as the St. Regis and Four Seasons, lacked a modern luxury flag that leans into nightlife and fashion. By adding W Florence, Marriott Bonvoy diversifies local options for its 200-million-member base and competes directly with Hyatt's JdV and Accor's Mama Shelter openings across Tuscany.
W Florence Latest Developments - What Travelers Should Know
Florence's newest rooftop and dining scene will roll out in three acts:
Act 1: Tratto Debuts
Already operating, Tratto is steered by the Michelin-starred Trattoria Contemporanea collective. Expect shareable cicchetti, handmade pastas, and tableside tiramisu in a dining room that spills into W Lounge and a foliage-laden courtyard. The menu plays with regional staples-think pici cacio e pepe uplifted with Calabrian Chile and a Chianti-washed pecorino-catering to both Hotel guests and local creative crowds. Room service originates from the same kitchen, running 24 hours, rare among Florence luxury hotel peers.
Act 2: Zefiro Rooftop (Late Summer 2025)
Named after the west wind of Botticelli fame, Zefiro perches eight stories up with wrap-around banquettes, a 360-degree blue-lava-stone bar, and weekly DJ sunsets. The craft-cocktail list riffs on Tuscan botanicals-juniper, rosemary, blood orange-and pairs them with small bites such as pecorino-and-pear crostini. A retractable glass roof means year-round service, positioning Zefiro to rival Hotel Continentale's La Terrazza for the city's best Duomo sightlines.
Act 3: Akira Back Restaurant (Late Summer 2025)
Michelin-lauded chef Akira Back brings his Korean-Japanese fusion to Tuscany with a charcoal-toned dining room of 70 seats. Signature dishes-AB Tacos with wagyu bulgogi, miso-black cod-will join a Florence-only bistecca crudo seasoned in yuzu kosho. The opening marks Back's first Italian venture and complements Marriott's strategy of courting international diners beyond its overnight base.
Beyond food and drink, the property's central courtyard morphs into an event piazza accommodating fashion shows during Pitti Uomo, while three modular meeting studios handle 120 attendees each. Marriott Bonvoy Platinum members and above receive complimentary breakfast and late checkout, encouraging loyalty travelers who might otherwise favor boutique independents.
Analysis
For U.S. travelers, W Florence offers three distinct advantages. First, proximity: the Hotel sits a five-minute walk from Santa Maria Novella station, simplifying rail arrivals from Rome or Milan. Second, price flexibility: cash rates hover around $465 in shoulder season, yet award redemptions start at 70,000 points, often yielding over 0.7 cent per point-competitive against category-similar properties in Paris and London. Third, brand personality: whereas Florence's grand dames skew formal, W's soundtrack-curated lobby, neon accents, and rooftop happenings cater to couples and digital nomads seeking a scene without sacrificing five-star bedding.
Potential downsides include limited on-site parking and a 22-pound pet weight cap-higher-tier Bonvoy elites traveling with larger dogs may still need alternatives. Additionally, dining rollout means early-summer guests experience only Tratto, so food lovers chasing Akira Back should target September stays.
Travel advisors should highlight that W Florence sits inside Florence's congestion zone; clients arriving by rental car must pre-register plates with the Hotel to avoid fines. For art-minded visitors, timed-entry tickets at the Uffizi and Accademia remain mandatory-book those first, then reserve hotel nights. See our Florence Travel Guide for more city tips.
Final Thoughts
W Florence injects fresh energy into a city better known for Renaissance frescoes than rooftop DJs. Its design-driven rooms, phased culinary program, and central location near the Duomo create a compelling new address for Marriott Bonvoy members and style-seeking first-timers alike. Book early for autumn when all venues are live, leverage points if rates spike during art fairs, and pack comfortable shoes-the best way to enjoy those terrace views is after exploring Florence on foot. W Florence may be the lifestyle jolt Florence did not know it needed, but travelers will be glad it arrived.