W Florence
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Hotel Details
Location
W Florence · Florence, Italy
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Key Highlights
- ✓Location: The hotel boasts an "excellent for tourists" location in the city center, offering an "easy walk to Florence's major attractions" and proximity to the train station and dining scene.
Expert Review: W Florence
W Florence: A Contemporary Gem in the Heart of Renaissance City
W Florence, a recently opened Michelin Key Selected property, has quickly established itself as a vibrant and luxurious destination in Florence, offering a distinctive modern design and exceptional service. Guests consistently praise its prime location, stylish interiors, and the attentive nature of its staff.
1. Overall Rating & Sentiment
The general consensus for W Florence is overwhelmingly positive, with an average rating of 4.6 out of 5 on Marriott.com, 8.3 out of 10 ("Very Good") on Booking.com, and 9.2 out of 10 on Hotels.com. Reviewers frequently use words like "exceptional," "fantastic," and "unforgettable" to describe their stays, highlighting a blend of modern luxury and authentic Florentine warmth.
2. Key Highlights
Guests consistently laud several aspects of W Florence:
- Service & Hospitality: The staff is frequently described as "warm, welcoming, and attentive," providing "exceptional hospitality" that often "goes above and beyond" expectations. Concierge services, in particular, receive high praise for assisting with bookings and local recommendations.
- Location: The hotel boasts an "excellent for tourists" location in the city center, offering an "easy walk to Florence's major attractions" and proximity to the train station and dining scene.
- Design & Ambiance: W Florence stands out with its "sleek, contemporary" design by AvroKO, which artfully integrates 1960s and 1970s influences with subtle nods to Florentine heritage. The interiors are described as "stunning" and "modern luxury," creating a vibrant and refined atmosphere.
- Amenities: The presence of two restaurants, three bars/lounges (including a notable rooftop bar), a fitness center, and comprehensive services like a 24-hour front desk and room service contribute to a comfortable and engaging stay.
3. Room Quality
The rooms at W Florence are celebrated for their comfort, cleanliness, and distinctive design. They are often described as "immaculate and spacious," with "every detail carefully considered." Guests appreciate the "incredibly comfortable bed" and "intuitive lighting." Superior Twin rooms, for example, feature "marble accents, terrazzo-inspired surfaces, and deliberately mismatched art." A unique design element includes a striking light installation above the bed that creates an illusion of infinite receding arches, referencing Florentine architecture. Minibars are notably stocked with local touches, such as negronis. All 119 rooms are equipped with air conditioning and free WiFi, and some offer balconies.
4. Dining Experience
W Florence offers a diverse culinary experience through its two on-site restaurants and multiple bars:
- Restaurants: Tratto, located on the ground floor, is praised for reworking Italian classics with an inventive flair. Akira Back, another on-site restaurant, offers a selection of signature dishes like Tuna Pizza, Charred Octopus, and next-level sashimi.
- Bars & Lounges: The hotel features three bars/lounges, including the lively W Lounge, the W Lounge Courtyard, and the Zefiro rooftop bar, which is particularly noted for its "mixology with a view" over Florence's rooftops.
- Breakfast: Served at Tratto from 7 to 11 AM, the breakfast options are extensive, including continental, American, buffet, à la carte, Italian, vegetarian, vegan, and gluten-free choices. Some guests have specifically highlighted the "complimentary made-to-order breakfast" as superb.
5. Service & Staff
The service at W Florence consistently receives high marks. Guests frequently commend the staff for being "warm, welcoming, and attentive," contributing to a "positive and memorable experience." Many reviewers have noted the team's "kindness and professionalism," with some describing the concierge service as "seven-star" and "above and beyond expectations" in assisting with various guest needs, from restaurant reservations to transportation. Multilingual staff are also on hand to assist guests.
6. Location & Accessibility
The W Florence boasts an "excellent" and "prime location" in the heart of Florence, situated on Piazza dell'Unità Italiana near the Basilica of Santa Maria Novella. This central position places guests within short walking distance of many key attractions:
- Piazza di Santa Maria Novella (2-minute walk)
- Basilica of Santa Maria Novella (2-minute walk)
- Central Market (5-minute walk)
- Cathedral of Santa Maria del Fiore (6-minute walk)
- Piazza del Duomo (8-minute walk)
The hotel is also conveniently close to the main train station and various public transportation options, including the Unità Tram Stop (steps away) and Valfonda - Stazione Santa Maria Novella Tram Stop (3-minute walk). For travelers arriving by air, Florence Airport (FLR) is approximately 4.3 miles (7 km) away, and the hotel offers a 24-hour airport shuttle service (for a surcharge).
7. Value & Pricing
While W Florence is positioned as a luxury property, guest feedback on its "Value for the Money" is generally positive, scoring 4.2 out of 5 on Marriott.com and 8.6 out of 10 on Booking.com. Initial pricing for an entry-level Deluxe Room can be around $1,006 per night, with rooms featuring a balcony incurring an additional cost. For Marriott Bonvoy members, rates can start from 70,000 to 88,000 points per night. The ultra-luxurious Penthouse Signature Suite commands a significantly higher price, starting at approximately $5,500. For those seeking better rates, research suggests that prices can be lower in March and September, and booking a stay on a Wednesday or Thursday might offer more favorable deals. Additional costs include valet parking at EUR 60 per night and a pet fee of EUR 120 per stay.
8. Common Complaints
While reviews are largely positive, some minor points have been raised:
- One guest noted that a room upgrade and breakfast offering did not fully meet their expectations, although the hotel acknowledged this feedback.
- As with many newly opened establishments (W Florence opened in July 2025), some initial issues were anticipated during the pre-opening phase, such as amenities not being fully ready or staff getting up to speed.
- There is no mention of a swimming pool at the property, which some guests might expect from a luxury hotel.
Sources
Google Reviews
128 reviews
Recent Guest Reviews
Tyson R
⭐️⭐️⭐️⭐️⭐️ An outstanding stay at the new W Florence. The location is perfect being central, walkable, and ideal for exploring the city. Breakfast was excellent each morning, and the fitness center is modern and very well equipped. What truly made the experience exceptional was the staff. A huge thank-you to Aldo, the concierge, who went above and beyond, most notably by finding tickets for the ...
haley healea
Our experience at the W Florence was amazing (great size, modern, clean rooms, convenient location, friendly staff) but truly their concierge made it exceptional! Aldo at the W Florence delivered one of the best concierge experiences my mother and I have ever had—and that’s saying a lot. We were traveling through Italy with very little planning and reached out just two days before arriving in Flor...
Response from the owner
Thank you Haley Healea for sharing such a thoughtful and generous review.<br><br>We’re delighted to hear that your stay at W Florence was memorable and that the rooms, location, and team contributed p...
Isabelle Curd
I came for brunch and the staff were absolutely amazing. The service was incredible and they helped me find everything I needed with a smile and speed. They had a good answer for any questions I may have. When I returned for an espresso the next day, staff remembered me. I will continue to come visit during my time abroad in Italy as the staff is truly wonderful. Flo, Lara, and Francesco, have al...
Response from the owner
Dear Ms. Isabelle Curd,<br><br>Thank you so much for sharing such a lovely note with us.<br><br>We’re delighted to know your brunch experience — and even your return espresso — felt so welcoming and m...
Omar Mahmoud
I was staying at a nearby hotel that I will never stay at again. After a week of bad espresso, I decided to walk into the espresso bar at the W Florence because I was craving a proper coffee. I was greeted by Giuseppe, who welcomed me immediately with a warm and genuine smile. He was clearly passionate about coffee and took the time to share that passion with me, explaining the espresso, the bean...
Response from the owner
Dear Omar Mahmoud,<br><br>Thank you for taking the time to share such a thoughtful review. We’re truly glad you discovered our espresso bar and that Giuseppe and Lara made your experience so memorable...
Yas
From the moment we arrived at W Florence, it was clear this would be an exceptional stay. This was our first visit, and from check-in onward, the level of hospitality and genuine warmth shown by every department — front desk, concierge, restaurant, and bar — truly exceeded expectations. Martina, front desk supervisor, is outstanding. Her leadership clearly sets the tone for the entire team and ref...
D Merk
The W Florence has officially become my go-to hotel in the city. After stays at the Four Seasons, St. Regis, and the Excelsior, this is the place that truly feels like home. The property is new, fresh, modern, elegant, and full of that signature cool “W vibe,” all in an amazing location. What truly elevates this hotel is its remarkable team. I had the pleasure of interacting with several staff mem...
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