Bits: Hilton sale extended across EMEA, W Florence hotel opens

News in brief:

Hilton sale extended to Europe, the Middle East and Africa

As we covered in May, Hilton is running a weekends sale for UK and Ireland.

Hilton has now extended the sale to include hotels in Europe, the Middle East and Africa.

You can get up to 20% off participating properties for weekend stays up to 7th September 2025.  You must book by 2nd September 2025.

You can see full details on the Hilton website here.

Pictured here is the Hilton Molino Stucky Venice, which I reviewed last year.

Below is a little more inspiration for stays bookable in the sale, courtesy of recent HfP Hilton reviews;

• Maison Astor Paris, Curio Collection
• DoubleTree by Hilton Amsterdam Centraal
• Waldorf Astoria Seychelles resort
• Canopy by Hilton Seychelles resort
• Hilton Mallorca Galatzo resort
• Canopy by Hilton Paris Eiffel Tower
• Arts Hotel Porto, Tapestry Collection
• Hilton London Bankside
• Canopy by Hilton Cannes
• Reykjavik Konsulat Hotel, Curio Collection
• Hilton Berlin

We have a few more Hilton reviews coming up to highlight interesting properties that may be worth a visit!

You will save up to 20% off the standard Best Flexible Rate, although note that these sale rooms are not refundable whereas Best Flexible Rate rooms are.

The discount is lower (up to 15%) if you are not a Hilton Honors member so if you are not already a member join for free before you book.  New members currently receive 3,000 bonus points on their first two stays – see here.

Marriott opens W Florence

The W Florence hotel was an ‘under the radar’ project for Marriott – we had never mentioned it until last month and I can’t remember ever reading about it before that.

W Florence is now open for business, a couple of weeks earlier than scheduled.

It is located in the Piazza dell’Unitá Italiana by the Basilica of Santa Maria Novella. If you know Florence, it is a conversion of the Grand Hotel Majestic, although as the hotel had sat empty for ten years it will undoubtedly have seen a top-to-toe renovation.

Looking at the photo above (click to enlarge), this is absolutely NOT the ‘party central’ W of old. With just 119 rooms, it is almost a boutique hotel.

It seems fair to say that the transformation of the W brand into a classy venue for wealthy ‘young at heart’ guests is now complete. It feels very close to an EDITION-branded property. The signature restaurant (not yet open), for example, is run by Michelin star holder Akira Back who operates three venues at the new Mandarin Oriental Mayfair in London.

To quote Marriott:

Guests are welcomed by a mesmerising mural created by London-based fine art and design studio Adam Ellis Studio, featuring a Florentine Babylon Garden inhabited by the exotic menagerie of the famous Florentine Medici family, simultaneously incorporating contemporary elements of Italian culture. Work from Adam Ellis Studio can also be seen at W Hotels around Europe including W Budapest, W Prague, and W Edinburgh.  

W Lounge is the beating heart of W Florence, perfectly integrating the city’s rhythm with live music with curated DJ sets and playful reinterpretations of classic cocktails. Anchored by a partially covered central courtyard, W Lounge channels 1960s nostalgia, featuring furniture and design elements inspired by Italian industrialists such as Joe Colombo.

An electrifying 360-degree blue lava stone bar extends along the side of W Lounge, leading to an aperitivo table which offers tantalising food samples with an Italian influence. The bar seamlessly connects the all-day dining area and the courtyard, allowing an effortless transition from day to night. Striking geometric flooring is complemented by cosy, curved seating upholstered in high-quality Italian boucle and velvet. 

The courtyard, at the centre of the hotel, serves as an internal piazza, creating a natural flow between the dining venues and public areas. Once the mezzanine of a former bank, the space has been thoughtfully transformed, featuring retro Italian-inspired seating and vibrant botanicals, including green walls and lush plants.

The 119 state-of-the-art guest rooms and suites feature marble accents and graphic patterns showcasing a contemporary reinterpretation of materials that feels both timeless and innovative. The colour palette throughout is inspired by the surrounding city – lush greens, Medici red, and royal blues. Above every bed, a striking light installation takes centre stage, inspired by Florence’s iconic arches – from Palazzo Pitti to the Vasari Corridor.

Expansive windows, terraces, and balconies frame captivating views of the city, from lively streets and rooftops to iconic landmarks. All guest rooms and suites offer plush furnishings and best-in-class amenities, designed to deliver a seamless and indulgent stay.  

You can find out more, and book, on the hotel website here. We will try to take a look soon – we also need to get to the new W Prague too.