Luxury hospitality groups are increasingly repositioning resorts around slower, experience-led travel as affluent travellers move away from conventional high-density leisure destinations. Italian hospitality group Starhotels is now bringing that strategy to Forte dei Marmi through the addition of Hermitage Hotel & Resort to its premium collection.
Beginning 28 May 2026, Starhotels Collezione will add Hermitage Hotel & Resort to its portfolio, marking the group’s first dedicated resort property and expanding its luxury footprint in Italy’s Versilia region.
Located within more than 1.5 hectares of private gardens overlooking Forte dei Marmi, the property has been positioned as a quieter and more nature-focused alternative within one of Italy’s best-known summer leisure destinations.
The 59-room resort includes suites and guestrooms with terraces and verandas overlooking landscaped gardens and valley-inspired surroundings. According to the company, the property combines contemporary comfort with a hospitality style rooted in traditional Italian summer holidays and slower-paced leisure experiences.
Focus on slower luxury experiences
The launch reflects a wider shift within luxury hospitality towards immersive and low-density stays focused on privacy, wellbeing, family travel, and local experiences rather than large-scale resort models.
The property includes Cabana Beach, a poolside leisure area inspired by Forte dei Marmi’s beach culture, alongside multiple dining concepts featuring local cuisine, farm-to-table experiences, and outdoor social spaces.
At Orto all’Hermitage Restaurant, the culinary offering focuses on seasonal ingredients and regional flavours supported by an organic garden integrated into the guest experience.
The resort also places strong emphasis on family-focused travel through dedicated activity zones, outdoor experiences, creative workshops, and curated programmes for younger guests.
Elisabetta Fabri, President and CEO, Starhotels, said, “Hermitage escapes traditional definitions: it is not simply a seaside hotel, but a nature-filled retreat. It is our first resort, and we wanted it to be exactly this: a place where guests can enjoy the privilege of slowing down, defined by an elegance that does not need to announce itself.”
Luxury groups expand experiential positioning
Founded more than 45 years ago, Starhotels currently operates 34 properties across Italy, London, Paris, Lugano, and New York, with its Starhotels Collezione portfolio focused on boutique and heritage luxury properties.
The addition of Hermitage Hotel & Resort further strengthens the group’s positioning around experiential luxury and destination-led hospitality, particularly as leisure travellers increasingly prioritise space, authenticity, and wellness-oriented travel experiences across European resort markets.
Rahul Bhadana is a digital editor at TravTalk with experience spanning multiple content niches, with a strong focus on travel trade journalism and digital publishing. A graduate of Delhi University, his work covers editorial writing, content strategy and platform-led storytelling, supporting TravTalk’s digital growth and industry engagement. A technology enthusiast, he enjoys films, poetry and exploring new ideas across media and culture.