Marriott opens the W Florence hotel

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.

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How to earn Marriott Bonvoy points and status from UK credit cards (July 2025)

There are various ways of earning Marriott Bonvoy points from UK credit cards.  Many cards also have generous sign-up bonuses.

The official Marriott Bonvoy American Express Card comes with 20,000 points for signing up, 2 points for every £1 you spend and 15 elite night credits per year.

SPECIAL OFFER: Until 15th July 2025, the sign-up bonus on the Marriott Bonvoy American Express Card is TRIPLED to 60,000 Marriott Bonvoy points. This would convert into 25,000 Avios or into 40 other airline schemes. It would also get you at least £300 of Marriott hotel stays based on our 0.5p per point low-end valuation. Other T&C apply and remain unchanged. Click here for our full card review and click here to apply.

You can apply here.

Marriott Bonvoy American Express Card

60,000 points (to 15th July) and 15 elite night credits each year Read our full review

You can also earn Marriott Bonvoy points by converting American Express Membership Rewards points at the rate of 2:3.

Do you know that holders of The Platinum Card from American Express receive FREE Marriott Bonvoy Gold status for as long as they hold the card?  It also comes with Hilton Honors Gold, Radisson Rewards Premium and MeliaRewards Gold status.

We reviewed The Platinum Card from American Express in detail here and you can apply here.

The Platinum Card from American Express

50,000 bonus points and great travel benefits – for a large fee Read our full review

You can also earn Marriott Bonvoy points indirectly:

• American Express Preferred Rewards Gold Credit Card (20,000 bonus Amex points)
• The American Express Rewards Credit Card (10,000 bonus Amex points)

and for small business owners:

• The American Express Business Gold Card (20,000 bonus Amex points)
• The American Express Business Platinum Card (50,000 bonus Amex points)

The conversion rate from American Express to Marriott Bonvoy points is 2:3.

Click here to read our detailed summary of all UK credit cards which can be used to earn Marriott Bonvoy points.