Despite introducing a variety of measures to tackle overtourism, Florence appears to be marching on with hotel expansions rather than capping them—unlike cities such as Amsterdam. Over the past few weeks, a quartet of fresh properties has opened in the Renaissance capital, adding to the slew of arrivals in 2024, with two more high-profile hotels set to debut later this year. In other words, Florence is showing no signs of slowing down. Let’s take a look at the newcomers that are heating up the city’s hospitality scene.

Opened this week: The Hoxton, Florence

The new opening comprises 161 rooms split across two buildings: a 16th-century late-Renaissance palazzo with its original façade and vaulted arcade, and a 1980s Andrea Branzi-designed building that serves as a modernist juxtaposition, with its timber slatted façade and minimal, linear architecture. A lush, landscaped courtyard complete with a fountain, also serves as an outdoor dining area.  

Opened December 2024: Hotel Adamas

This bright new 3-star property seems to have found the perfect formula. Despite offering limited facilities, its prime location in the heart of the Duomo district and its clean, high-ceilinged, up-to-date rooms make for a pleasantly comfortable stay. It’s proof that sometimes all you need are the basics done right.

Opened March 2, 2025: Collegio alla Querce, Auberge Resorts Collection

Set amid Florence’s timeless beauty, the newly opened Collegio alla Querce, Auberge Resorts Collection breathes fresh life into a centuries-old landmark. Debuting on March 2, this luxurious retreat honors its storied past—from its origins as a college in the early 1900s—while embracing a modern Italian sensibility. Guests can expect refined accommodations that marry historical details with contemporary design, creating a sanctuary in the heart of the Renaissance city. Lush gardens, elegant courtyards, and thoughtfully curated dining experiences enhance the property’s unique atmosphere, inviting travelers to immerse themselves in Florence’s rich cultural heritage. Here, every moment evokes the city’s celebrated legacy, wrapped in Auberge’s trademark warmth and sophistication.

Opened May 2024: Le Rêve de Naim Firenze

Set against the riverside on the edge of the city center, this 4-star haven offers luxurious décor and a cozy elegance. Some rooms even indulge you with postcard-worthy views, making it the perfect spot to unwind while staying close to the heart of the action.

Opened April 2024: This Time Tomorrow in Florence

A memorable name, glowing reviews, and just three exclusive apartments—together forming a modern homage to Florence’s centuries-old artistic tapestry. The design harmonizes striking contrasts, marrying the city’s age-old allure with contemporary aesthetics. Enveloped in restored frescoes, baroque portraits, and sumptuous velvet furnishings, each apartment exudes a palatial spaciousness rarely found in Florence.

Later this year: W Florence

Stepping into the spotlight this spring, W Florence reimagines the former Grand Hotel Majestic into a haven of cutting-edge style and design—marking the brand’s highly anticipated second Italian outpost after W Rome. Featuring 119 rooms, including 16 suites, the hotel will dazzle visitors with its signature flair. The Penthouse Suite promises an oasis above the city, boasting a private terrace with show-stopping views of both the Duomo and the church of Santa Maria Novella.

On the ground floor, the iconic W Lounge invites guests and locals alike to share in the city’s vibrant pulse, complete with live music, DJ sets, and a lively cocktail scene. A partially covered central courtyard unites the indoors and outdoors, setting the stage for memorable gatherings. And high above the bustling streets, the rooftop garden will soon become the go-to spot where classic Florentine sophistication meets the brand’s contemporary twist—solidifying W Florence as the city’s bold new social hub.

Opened February 1: The Social Hub Florence Belfiore

Dutch hospitality group The Social Hub—formerly The Student Hotel—has debuted its second Florentine address (the first arrived back in 2018), and it’s hard to miss. With an impressive 550 rooms, an abundance of communal hangouts, and a rooftop pool to top it off, this sprawling property is a true social hub indeed. While you won’t find it in the city center, the Duomo is just a leisurely 20-minute stroll away.

Opened April 2024: Ruby Bea Hotel Florence

Set in a beautiful historic 19th-century building overlooking the grand, tree-lined Piazza della Libertà, Ruby Bea draws inspiration from the Italian Renaissance, paying homage to visionaries like Dante Alighieri’s muse, Beatrice. Spanning a total of 5,292 square metres, the hotel offers 118 designed rooms. The ground floor features typical Florentine arcades, while the high ceilings on the upper floors allow for large 43m2 maisonette (pictured) -style layouts – an exciting first for Ruby, the German ‘lean luxury’ lifestyle chain, recently acquired by IHG.

Slaten to open this year (but these kinds of projects are often delayed): Baccarat Villa Camerata

Villa Camerata is a stunning property in the Florentian hillside and is being transformed into a 5-star luxury lifestyle city resort that preserves the rich history and authentic character of the villa. The property will be renovated and reopened as Baccarat Florence under the SH Hotels umbrella (soon to be rebranded to Starwood Hotels). In addition to the main hotel offering, the property will feature a blend of luxury glamping units and suites as well as an extensive range of food, beverage and premium wellness facilities spread across the villa’s historic buildings and sprawling grounds.

Check out more hotels in Florence on DNA Hotels.

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