The aroma of freshly brewed coffee and sizzling Roman fare wafts through the air at Bar San Marcello, a humble eatery nestled in the heart of Rome. Giuseppe Botrugno, the owner, serves his loyal customers – mostly office workers seeking an affordable bite – amidst a changing landscape. “Rome is now the city of luxury hotels,” he observes, pointing to the gleaming structures that have sprung up around his modest establishment. “One opposite, one around the corner, and another planned next door.”
Botrugno, who has witnessed the neighborhood evolve for over two decades alongside his brother, reflects on the recent influx of five-star hotels. These opulent establishments have brought a new kind of luster to the city, but he wonders if this embrace of luxury might overshadow the city’s timeless spirit.
The Rise of the Luxury Hotel
The transformation is evident in the neighborhood. Palazzo Salviati Cesi Mellini, a 15th-century gem with a UNESCO-listed facade, has been reborn as the first Italian location for the prestigious Six Senses hotel chain. Around the corner, in another historic building, Umiltà 36, a Shedir Collection hotel, stands as a testament to the city’s appeal to luxury travelers. And just down the road, the former headquarters of Rome’s foreign press association is slated to become the next five-star haven.
Rome’s leaders are embracing this trend wholeheartedly. The city landed second only to London in attracting the world’s top luxury hotels in 2023, according to Luxury Travel Intelligence. From the star-studded opening of a Bulgari hotel last year to the upcoming arrivals of a Four Seasons hotel, partly owned by Bill Gates, and a Robert De Niro-backed Nobu Hotel Roma, Rome is quickly becoming a haven for the discerning traveler.
Tourism Reaches New Heights
Rome’s transformation is not just about luxurious accommodations. Tourism numbers in 2023 soared to record heights, surpassing pre-pandemic levels. The city has become a magnet for high-end travelers seeking experiences that offer “a sense of wanting to live life to the full.” Large-scale events, like the Ryder Cup and sold-out concerts, have further fueled this resurgence.
A Double-Edged Sword: Concerns and Opportunities
While the influx of luxury hotels has breathed new life into Rome, it has also raised concerns. Some worry that the focus on high-end tourism will push out residents and small businesses that define the city’s character. “Without residents, the city dies,” warns Vanna Mannucci of Italia Nostra, a heritage group.
Riccardo D’Aquino, also of Italia Nostra, expresses concern about the alterations made to historic buildings to accommodate luxury tastes. “The economic needs are understandable,” he acknowledges, “but this change is not being well managed.”
A Divide Emerges: Big vs. Small
The luxury boom has also created a divide between large and small businesses. Small hotel owners feel neglected as international investors receive preferential treatment when securing permits. “We collect the tourist taxes for them, but yet we are treated differently,” laments Steve Brenner of the Beehive hostel.
Sergio Franci, owner of Antica Stamperia Trevi, a printing shop with a long history in the city, welcomes the luxury hotels but believes that more should be done to preserve Rome’s heritage businesses. He emphasizes that Rome needs more than just five-star hotels; it needs a long-term vision that ensures its unique character is preserved.
Rome stands at a crossroads. Its vibrant past has attracted luxury hotels, transforming its landscape and boosting its economy. But, as the city embraces its newfound prosperity, it must navigate a delicate balance between preserving its heritage and embracing the future.
