THE PLACE Firenze

What THE PLACE Firenze does

THE PLACE Firenze is a family-owned, 20-room boutique hotel located at Piazza Santa Maria Novella 7-9r in Florence's historic center, adjacent to the Santa Maria Novella basilica and a five-minute walk from the main train station. Opened in 2003 under the Babini family with General Manager Claudio Meli, the property operates nine room categories ranging from The Superior (25 sqm) to The Grand (92 sqm duplex) and The Super Penthouse, plus a Rooftop Exclusive Floor for multigenerational groups of up to 11 guests. The hotel is legally held through Società per l'industria alberghiera S.P.L.I.A. S.p.A., a single-member company under Bacamul SpA, and is part of The Hospitality Experience collection uniting three Babini-family hotels.

Revenue is generated across four streams: room bookings (breakfast and minibar always included), The Kitchen & The Bar restaurant and bar (open 7:30am to midnight to guests and external patrons), private events and full hotel buyouts (up to 50 guests in venues such as The Glass Yard, Rooftop Terrace, and The Alcova), and curated experience packages including 'THE Taste of Florence', 'Suite Dreams', and 'One More Night in Our Beloved Florence'. Pricing is quote-based with bundled amenities rather than published rates; group bookings of 3+ rooms require a 40% non-refundable deposit, while individual bookings offer free cancellation 1-3 days pre-arrival.

The underlying technology stack is intentionally thin: a Blastness srl booking engine with PCI DSS compliant payment processing, multilingual website, and channel distribution through Virtuoso and Leaders Club (Leading Hotels of the World). Marketing is driven primarily by earned luxury media coverage (Condé Nast Traveler, Travel + Leisure, Forbes, Vogue, Harper's Bazaar, Robb Report) and award recognition rather than paid acquisition. A distinctive element is The Place of Wonders Foundation (founded 2022), which donates €5 per stay to LAO - Le Arti Orafe di Firenze scholarships and provides guests with exclusive access to historic Florentine artisan workshops as a cultural-immersion differentiator.

Name

THE PLACE Firenze

Legal name

Società per l'industria alberghiera S.P.L.I.A. S.p.a.

Website

https://theplacefirenze.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

THE PLACE Firenze is a family-owned 20-room luxury boutique hotel in Piazza Santa Maria Novella, Florence, operated by the Babini family since 2003 under GM Claudio Meli. It serves luxury travelers, multigenerational families, couples, and corporate groups through room stays, The Kitchen & The Bar restaurant, private events, and curated experience packages.

Ownership category

akta.pro rank

Product category

Luxury Boutique Hotels

NAICS

Hotels (except Casino Hotels) and Motels (72111), Full-Service Restaurants (722511)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Gastronomy & Wine-Focused Boutique Hotels (THAGADAG)

akta.pro secondary industries

Hotel & Resort Restaurants (THAFACAH), Hotel Bars & Rooftop Bars (CRANACAL), Hotel & Resort Banqueting / In-House Catering (THAFAIAD)

Keywords

• Boutique hotel services
• Luxury accommodation
• Hotel hospitality
• Fine dining services
• Private event venues

Headquarters

HQ city

Firenze

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Hotel Room Bookings: Primary revenue from renting 20 rooms and suites ranging from Superior to Penthouse categories. Room rates include breakfast and minibar. Cancellation policies vary: free cancellation 1-3 days before arrival for standard bookings; 40% non-refundable deposit for group bookings of 3+ rooms.
2. Restaurant & Bar (The Kitchen & The Bar): On-site restaurant and bar open to hotel guests and external patrons. Service hours 7:30am to 11:30pm (kitchen until 10:30pm, bar until midnight). Offers à la carte dining with seasonal Tuscan cuisine. Private dining and event catering available.
3. Private Events & Buyouts: Revenue from hosting private events (corporate gatherings, family celebrations, anniversaries) in various spaces including The Glass Yard, Rooftop Terrace, and The Alcova. Full hotel buyout options available for groups up to 50 people.
4. Curated Experiences: Packages including 'One More Night in Our Beloved Florence' (stay 3 nights, get 4th free), 'Suite Dreams' (up to 15% off suite rates with aperitivo), and 'THE Taste of Florence' (gourmet stay with Chef's specialties).

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

THE PLACE Firenze is a 20-room family-owned boutique hotel operating in the heart of Florence, Italy, offering personalized luxury accommodation across 9 room categories (25–92 sqm) with complimentary breakfast, minibar, and WiFi bundled into room rates. The core offering is complemented by The Kitchen & The Bar all-day Tuscan restaurant, curated stay packages (The Experiences), private event venues, and exclusive artisan workshop access through The Place of Wonders Foundation, all delivered under a high-touch, relationship-driven hospitality model.

Product overview

THE PLACE Firenze is a 20-room family-owned boutique hotel in Piazza Santa Maria Novella, operated by Società per l'industria alberghiera S.P.L.I.A. S.p.A. under the Babini family's The Hospitality Experience collection. The product portfolio centers on the main hotel experience (The Place to be), complemented by The Kitchen & The Bar all-day dining, curated stay packages (The Experiences), rooftop accommodations (Rooftop Exclusive Floor with The Grand and Super Penthouse), diverse room categories (Rooms & Suites ranging from Superior to Grand), private event venues, and The Place of Wonders artisan foundation partnership. The hotel positions itself as a home-away-from-home with personalized service, complimentary amenities, and deep Florentine cultural immersion.

Differentiator

Problem solved

Functional benefit

Products and services

• The Place to be (Boutique Hotel Experience) The core boutique hotel offering: 20 rooms of personalized, relationship-driven luxury accommodation in Piazza Santa Maria Novella, Florence, with bespoke welcome (no traditional check-in), complimentary breakfast, minibar, WiFi, partner gym access, concierge services, and rooftop access. Targeted at luxury travelers, couples, families, and corporate guests seeking authentic Florentine immersion.
• Rooms & Suites Collection of nine accommodation categories ranging from The Superior (25 sqm) through The Deluxe (32 sqm), The Junior Suite (40 sqm), The Executive Suite (50 sqm), The Santa Maria Novella Master Suite (50 sqm), The Panoramic Loft (50 sqm), The Duomo Penthouse (40 sqm), The Super Penthouse (65 sqm with 20 sqm terrace), to The Grand (92 sqm). All room rates include breakfast, minibar, WiFi, and partner gym access.
• The Kitchen & The Bar All-day Tuscan restaurant and bar serving à la carte seasonal cuisine with artisanal local products, open from 7:30am to 11:30pm (kitchen until 10:30pm, bar until midnight). Welcomes both hotel guests and external patrons including Florentine locals. Private dining and event catering available for celebrations and corporate gatherings.
• The Experiences (Curated Stay Packages) Curated, named stay packages bundling accommodation with perks: 'One More Night in Our Beloved Florence' (4th night free on 3-night stays), 'Suite Dreams' (up to 15% off suites with complimentary aperitivo), and 'THE Taste of Florence' (gourmet stay with Chef Asso's specialties). Targeted at travelers seeking themed, value-added Florence experiences.
• Rooftop Exclusive Floor A private rooftop level comprising The Grand (92 sqm duplex with 2 bedrooms) and The Super Penthouse (65 sqm with 20 sqm terrace), accommodating up to 11 guests across 4 bedrooms. Designed for multi-generational family gatherings, friend groups, and milestone celebrations requiring togetherness with privacy.
• Private Events Tailored private event hosting for weddings, corporate gatherings, family celebrations, and anniversaries in dedicated venues including The Glass Yard, The Terrace, The Alcova, and The Fireplace, with custom catering by The Kitchen & The Bar. Full hotel buyout available for groups up to 50 people.

Quantifiable outcome

• Named #1 Hotel in Europe and #1 Hotel in Florence by Travel + Leisure US World's Best Hotels Award 2019
• +4 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• The Place of Wonders FoundationcoreStrategic or Co-development Partner · 1 January 2022Foundation created in 2022 to preserve and promote Florence's oldest artisan trades. For each hotel stay, €5 is donated to fund scholarships for Italian students at LAO - Le Arti Orafe di Firenze. Hotel offers exclusive access to historic artisan workshops for guests, supporting craftsmanship preservation and cultural heritage.
• LAO - Le Arti Orafe di FirenzecoreStrategic or Co-development PartnerSchool of high craftsmanship in Florence. Beneficiary of scholarships funded through The Place of Wonders Foundation. Three-year scholarships for Italian students supported by hotel guest donations.
• The Hospitality Experience CollectionminorStrategic or Co-development PartnerCollection of three hotels under Babini family ownership with different characters but shared philosophy and values. Provides cross-promotion and brand ecosystem.
• Blastness srlcoreTechnology or IntegrationTechnology partner managing the booking platform (blastnessbooking.com) and website infrastructure. Handles PCI DSS compliant payment processing for reservations made through the hotel website.
• Partner GymminorOthersFitness facility located approximately 80 meters from the hotel, included in room rates. Available to all hotel guests.
• Partner GarageminorOthersSecured parking garage approximately 50-100 meters from hotel. Valet parking service available for guests arriving by car. Garage handles ZTL permit management for centro storico access.
• Bacamul SpAminorOthersParent company exercising management and coordination over Società per l'industria alberghiera S.P.L.I.A. S.p.a., the operating company of THE PLACE Firenze.
• Moleria LocchiminorChannel Partner/ Reseller/ DistributorLocal Florentine crystal glass producer. Their products featured in The Kitchen & The Bar restaurant, supporting local artisans and authentic Florentine experience.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Castello di Casole, A Belmond Hotel: Belmond's Tuscan estate resort competing for luxury travelers considering Florence versus broader Tuscany stays, with deeper Belmond marketing infrastructure and broader experiential programming.
• Four Seasons Hotel Firenze: Larger luxury hotel with extensive gardens and broad amenity set in central Florence. Competes for the upper end of luxury travelers but with a much larger scale and chain-backed infrastructure rather than a 20-room experiential model.
• Belmond Villa San Michele: Belmond's luxury Renaissance villa outside Florence. Belmond operates a broader luxury portfolio and competes for high-net-worth Florence/Tuscany travelers with deeper marketing resources and global loyalty programs.

Direct peers

• Portrait Firenze: Lungarno Collection's 14-suite luxury boutique overlooking the Arno, also in central Florence. Comparable in scale and ultra-luxury positioning, also affiliated with Leading Hotels of the World and competing for the same experiential luxury traveler segment.
• Hotel Brunelleschi: Independent luxury boutique inside a restored medieval tower near the Duomo in Florence. Comparable luxury positioning with heritage architecture, experiential amenities (private dining, etc.), and target affluent experiential traveler.
• Villa Cora: 19th-century luxury villa hotel in Florence serving similar luxury experiential travelers with personalized hospitality and historic-architecture positioning. Direct competitor for repeat Florence luxury guests and small private events.
• Hotel Lungarno: Lungarno Collection's flagship luxury boutique on the Arno, also Small Luxury Hotels-affiliated with comparable experiential positioning and overlapping clientele in Florence.
• JK Place Firenze: Small luxury boutique (20 rooms) in Florence's Santa Maria Novella area, also a Leading Hotels of the World member. Directly comparable in size, concept (Italian hospitality, curated experience) and central Florence micro-location.
• Hotel Helvetia & Bristol: Boutique luxury hotel on Piazza di Santa Maria Novella - directly adjacent to THE PLACE Firenze. Competes for the same luxury guests visiting the piazza and offers similar intimate scale and historic-Florence positioning.

Emerging players

• Rosewood Castiglion del Bosco: Luxury Tuscan estate under the Rosewood collection with strong experiential and culinary positioning - emerging brand-aligned luxury alternative in Tuscany competing for Florence-extending itineraries.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/theplacefirenze
• LinkedInlinkedin.com/company/the-place-firenze

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about THE PLACE Firenze