Selling a 4-Star Hotel in Florence
KW Hospitality, the Keller Williams Italia division specialising in hotel brokerage, handles the sale of 4-star hotels in Florence through a network of qualified Italian and international buyers. The Florence 4-star hotel market has specific characteristics that make a specialist broker indispensable: a UNESCO Renaissance centre, a strong global brand (75%+ international guests), a saturated historic centre, Pitti Uomo, a premium on historic palazzi.
The 4-star hotel market in Florence in 2026
The Florence hotel market in the 4-star category comprises 117 4-star hotels recorded by ISTAT in 2024. Seasonality typically peaks from spring to autumn (April to October), with a low season in January and February.
| Tourism demand in the municipality | 2023 | 2024 | Change |
|---|---|---|---|
| Arrivals | 3.926.389 | 3.981.152 | +1.4% |
| of which international | 2.974.000 | 3.125.589 | +5.1% |
| Overnight stays | 8.928.336 | 9.192.960 | +3.0% |
| of which international | 7.181.666 | 7.631.304 | +6.3% |
| Accommodation supply 2024 | Value |
|---|---|
| Total bed spaces | 65.166 |
| Hotel establishments | 362 |
| 4-star hotels | 117 |
| Average length of stay | 2.31 |
| Foreign share of overnight stays | 83.0% |
Source: ISTAT, tourist movement and accommodation capacity, municipal figures. Full 2014-2024 series in the KW Hospitality observatory.
Factors specific to the Florence market
- ›UNESCO historic centre, capital of the Renaissance
- ›Global 'Florence' brand → strong international demand (75%+ foreign guests)
- ›Uffizi, Accademia, Duomo: top 5 attractions in Italy
- ›Biannual Pitti Uomo plus niche fashion events
- ›Saturated market in the centre → premium on historic palazzo assets
Typical features of a 4-star hotel
4-star hotels make up the upper-midscale segment: a structured offering with F&B, wellness and MICE facilities, targeting business and premium leisure guests, with.
Typical facilities
- • restaurant
- • bar
- • fitness
- • meeting rooms
- • concierge
- • valet
Typical buyer profile
- • family offices
- • institutional investors
- • international operators
- • hotel funds
Frequently asked questions
Who are the typical buyers of 4-star hotels?
The main buyers of Italian 4-star hotels: Italian and foreign family offices (35%), institutional hotel funds (30%), international operators in expansion (20%) and HNWI with hospitality experience (15%). Through the Keller Williams network across 50+ countries, KW Hospitality actively reaches cross-border buyers.
How long does it take to sell a 4-star hotel?
Average time from mandate to closing for 4-star hotels: 6-12 months. The variables: quality of documentary preparation (data room), realistic pricing, complexity of the structure (property versus operating business, leasehold versus freehold) and any litigation. Well-prepared trophy assets can close in 4-6 months with multiple bids.
What does the data room need for the sale of a 4-star hotel?
Standard data room for the sale of a 4-star hotel: the last 3 years of accounts plus 6 months of current figures, monthly P&L, operating KPIs (occupancy, ADR, RevPAR, GOP), STR competitive set report, staff and management contracts, licences and permits, property surveys, F&B contracts, key suppliers, litigation (if any), cadastral valuations and planning documentation.
Request a confidential sale mandate
KW Hospitality brokers 4-star hotels in Florence through a confidential methodology, the global Keller Williams buyer network and a structured process running 6-12 months.
Request a confidential sale mandate → Estimate the value of your hotel