Tuscan Hotels Deliver on Luxury Promises

Tuscany's hospitality landscape has undergone a radical transformation. What were once simple farm stays, known as *agriturismos*, have evolved into sophisticated resorts boasting world-class amenities and bespoke experiences.

Travel + Leisure — Hotels writer Lee Marshall recounts that in the mid-1990s, when he began reporting on Italy's travel scene, Tuscany was considered an "alternative destination." Marshall notes that as recently as 2002, he "couldn’t recommend a single hotel in the Val d’Orcia." In just two decades, however, this UNESCO-listed region has shifted from an "ultra-niche walking and cycling destination to an Italian El Dorado" with a dramatic increase in luxury hotels since 1998.

Marshall highlights that in the 1990s, even established wine regions like Chianti primarily offered *agriturismos*, characterized by their "simple" accommodations and service. The prevailing luxury option back then was a rented villa, a lifestyle popularized by Frances Mayes's 1996 book *Under the Tuscan Sun*. While idyllic, Marshall explains that "rental villas can be a lot of work, even if they come with staff." This trend, amplified by the pandemic, has spurred a surge in demand for hotel-style luxury hospitality.

Many of these new properties are revitalized historic villages or grand farm estates. They offer guests a rich array of cultural and artisanal activities, from cooking classes and wine tastings to truffle hunting.

Our take: Tuscany has long been coveted for its beauty and gastronomic offerings, but the recent infusion of true luxury accommodations elevates the region. This evolution positions Tuscany not just as a scenic backdrop, but as a destination for the most discerning travelers seeking both authenticity and unparalleled service. The move away from the high-maintenance villa rental, as noted by Travel + Leisure — Hotels, is a significant shift in how luxury travelers approach Tuscan holidays.