W Florence, Italy’s Second W Hotel, Opens In July — And Bookings Are Now Open

Updated: May 8, 2025, 2:08pm CDT

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Inside Italy’s Second W Hotel: W Florence
Booking a Stay at the W Florence
Final Thoughts

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Marriott’s most suave hotel brand is opening its doors to guests this summer in Florence.

The city’s brand-new W hotel is taking bookings for stays from July 1, 2025.

Here’s what you can expect from the W Florence and how to book a stay at the hotel.

Inside Italy’s Second W Hotel: W Florence

It was only in 2021 that Italy welcomed its first W hotel in Rome. However, it’s not surprising that a second opening has swiftly followed in one of Italy’s top city break destinations.

The W Florence‘s favorable location on the Piazza dell’Unitá Italiana by the Basilica of Santa Maria Novella should prove popular with tourists, and the hotel is within walking distance of the cathedral and the city’s main train station.

As the property’s original opening date of March 2025 has come and gone, we can now confirm that the hotel is accepting bookings from July 1.

W Lounge at W Florence — The W Lounge at the new W Florence. Image Credit: Marriott

From the limited images of the hotel on its website, we can see that the hotel’s design follows the refreshed, more sophisticated rebrand of W hotels. In fact, you’d be forgiven for thinking that the image below is of a room at an EDITION rather than a W.

W Florence Deluxe Room — A rendering of a Deluxe Room at W Florence. Image Credit: Marriott.

The website names Akira Back as the only restaurant on the property. It’s rare for a W hotel to only feature 1 restaurant, so we hope additional food and beverage outlets will be revealed soon.

Guests staying at W Florence will also have use of a fitness center. From my experience, the quality of W gyms tends to be on the good-to-excellent side of the sliding scale that often includes terrible hotel gyms.

Gym at W Hollywood — Of the 8 W hotels I’ve stayed at, the gym at W Hollywood was the most well-equipped of all. Image Credit: Daniel Ross

Sadly, there’s no mention of a pool at the Florence property.

Booking a Stay at the W Florence

A stay at the new W Florence on opening night will set you back a cool $1,006 for an entry-level Deluxe Room. It’ll cost you an extra $111 for a balcony!

W Florence prices — Prices for an opening night stay at W Florence on July 1. Image Credit: Marriott

Luckily, there’s another option since the hotel participates in the Marriott Bonvoy rewards program.

Alternatively, rates using Bonvoy points start at 88,000 on opening night. After checking Marriott’s calendar view for the few months after opening, it appears the lowest rate you’ll find is 70,000 points per night.

Hot Tip:

If you’re a frequent traveler and Marriott happens to be your hotel chain of choice, then it might be worth your while to have a co-branded Marriott credit card in your wallet. Not only will you earn a ton more points when booking cash stays, but you’ll enjoy other perks and benefits such as fast-tracked elite status.

Surprisingly, you’ll even find this rate in August! Now would be a good time to lock this in if you’re planning to head to Italy this summer.

Points redemptions at W Florence in August — 70,000 Bonvoy points per night at W Florence is low for August. Image Credit: Marriott

The W brand is also known for extravagant top-level rooms and suites. W Florence appears to be no exception, with a night in the Penthouse Signature Suite with cathedral view starting at $5,500.

Top level room at W Florence — Image Credit: Marriott

Curiously, the same image has been used for the Penthouse and the Supreme Suite, the latter being almost $1,700 per night cheaper.

I’d expect this to be corrected in time, as the equivalent Penthouse with terrace at W Rome was out of this world.

W Rome EWOW terrace 2 — The private terrace of the top-level penthouse suite at W Rome. Image Credit: Daniel Ross

Final Thoughts

Consider W Florence officially added to my list.

The opening of W Florence in July is great news for anyone heading to Italy this summer. If it’s anything like its sister property in Rome, a stay here is likely to be unforgettable.