Versilia, Italy

Principe Forte Dei Marmi

Rates per night from$493.70

Price information

If you haven’t entered any dates, the rate shown is provided directly by the hotel and represents the cheapest double room (including tax) available in the next 60 days.

Prices have been converted from the hotel’s local currency (EUR431.82), via, using today’s exchange rate.


Pared-down party pad


Tuscan riviera

Hotel Principe Forte dei Marmi combines an air of aristocracy with a rustic Tuscan riviera location. Glamorous Italian neighbors, pine-tree-lined paths and minimalist interiors – think earth tones, wood accents and marble – all contribute to an air of exclusivity. Inside, though, it's a study in understatement; there’s nothing showy about the quiet cigar bar, spa and rooftop restaurant.

Smith Extra

Get this when you book through us:

Free access to the spa for the entire stay (usually €50 a day, per person)


Photos Principe Forte Dei Marmi facilities

Need to know


Twenty-eight, including 15 suites.


Noon. Earliest check-in, 4pm.


Double rooms from $493.70 (€432), excluding tax at 10 per cent.

More details

Rates exclude breakfast (€50 each, a day).


The Principe Spa offers holistic, ancient Himalayan treatments, as well as Ayurvedic therapy. There’s a vitality pool, ice cascade and sauna.

At the hotel

Spa, free WiFi throughout, gym and private beach club. In rooms: flatscreen TV, iPod dock, minibar, free bottle of water and wine cooler.

Our favourite rooms

For the best views, pick a corner room overlooking the gardens, pool and mountains. Room 101 is sumptuous and sexy, with a freestanding egg-shaped bath tub and a textured burgundy rug.


The spa has an indoor pool, and there’s another (with a bar) out in the manicured grounds.


The hotel's Egoista spa is a hi-tech vision in shades of cream, with six treatment rooms, including one suitable for couples. There's a relaxing pool, a whirlpool, a Finnish sauna, bio-sauna, Russian banya, Turkish bath and a mirrored room for beauty treatments. Those in need of a little R 'n' R can indulge in facial rituals, massages, body scrubs and wraps, hot and cold aromatherapy showers, reflexology and mani-pedis. Those after a total overhaul can opt for one of the spa's more in-depth treatments, including Venus Freeze collagen-stimulating treatments, Intraceutical oxygen infusions and vitamin injections. There's a fully equipped gym and even a herbal tea corner to unwind in afterwards. The spa is open from 10am to 8pm

Packing tips

Pack for the Riviera: crisp whites, gold buttons, silky kaftans and the biggest sunglasses you can get your hands on.


Cots (€50) and extra beds (€100) can be added to parents' rooms. With six hours’ notice, babysitting can be arranged for €20 an hour. Children are welcome in the restaurant.

Food and Drink

Photos Principe Forte Dei Marmi food and drink

Top Table

The choice is yours: mountain view on the roof or sea view from one of the beach cabanas.

Dress Code

Sun-kissed and scrubbed-up.

Hotel restaurant

There are three dining options. Light and modern LuxLucis on the ground floor, serves elegant fish dishes – sea bream with smoked cauliflower, leeks and truffles – and the wine list enthralls. Principe is a less formal restaurant with paninis, soups, salads, pasta dishes and bistro-style meat and fish dishes; breakfast is served here too. Fresh fish dominates the menu at beach club eatery Dalmazia, in all forms, but the delicately inventive risotto with a cuttlefish ragout, and fish crêpes with pumpkin flower and saffron add intrigue to the seasonal menu.

Hotel bar

The 67 Sky Lounge up on the roof is where to head for a sundowner with a view. You can't go wrong with some ice-cold champagne, or a classic Campari spritz. There's a cigar bar, and, in high summer, live DJs supply the sounds. Onyx Bar is on the ground floor and has a very comprehensive wine list and a pretty sculpture-strewn terrace, and in summer, restorative juices and snacks – and a killer cocktail or two – are served at the laid-back Pool Bar.

Last orders

Breakfast is served from 7.30am until 11am. Lunch is on offer between 12.30pm and 2.30pm. Dinner is served from 7.30pm until 10.30pm. The bar opens at 7pm and shuts at 2am.

Room service

Sandwiches, sweet things and a few chef's suggestions are available 24 hours a day.


Photos Principe Forte Dei Marmi location
Principe Forte Dei Marmi
67 Viale Amm. Morin Forte dei Marmi


The nearest airport is Pisa’s Galileo Galilei, roughly 30 miles from the hotel.


Forte dei Marmi has a train station, just over two miles away. It’s served by the Pisa–Florence–Genova line. The hotel’s free shuttle will get you here in no time.


The hotel is on the Tuscan coast, 25 minutes from Pisa and an hour from Florence. Parking is €35 a day.

Worth getting out of bed for

Sunbathe on a comfy canopied day-bed at the hotel's beach club, a five-minute walk away. For something a little more active, head up into the hills of the Alpi Apuane for some hiking, or, at sea level, hit the high-end shops of Forte dei Marmi after cycling along the beach. Drive over to Lucca, 40km away, for a poke around its ancient duomo and duke’s palace.

Local restaurants

Try the seasonal menu at Ristorante Lorenzo (+39 (0)5 848 9671;, a fine-dining hero where you can choose between brill with aubergines and truffles in winter and mixed seafood salads with honey and pistachio in spring; reservations essential.

Local bars

Head to Caffé Principe (+39 (0)5 848 9238) for a frozen cocktail on a summer night; pricey, but perfect for people watching. Tucked away in a narrow alley a few metres from the beach, AlmaRosa (+39 (0)5 848 2503) is a wood-panelled bar for lingering over a late-night aperitivo.


Photos Principe Forte Dei Marmi reviews
Immodesty Blaize

Anonymous review

Buffed and polished mini boulevards bedecked with couture awnings; hot flashes of sunlight bounced off Cartier- and Bulgari-clad wrists while vintage upcycled bicycles whistled by shop entrances framed with glinting gold topiary. I dodged little Lamborghini-shaped go-carts as they chugged round the dappled tree-lined roundabout and realised why the Principe Hotel was the perfect destination in this jewellery-rich toy town.

Arriving at the hotel, we’d been greeted by a masculine Cubist ménage à trois of marble, glass and wood, discreetly set behind the lush green hedges typical of the avenues surrounding Forte dei Marmi. Our welcome from the reception staff echoed the style of the Italian furniture inside – minimalist. Not put off by the frost in the air from the icy blonde, I took time to breathe in the sleek and chic styling. My personal taste doesn’t usually thrill at contemporary design, but Principe is undoubtedly elegant; fashion-forward yet Midcentury Modern. The illuminated marble bar in the open-plan lobby is impressive: since the region of Versilia is famed for its marble (Forte dei Marmi translates as ‘fortress of marble’), I was delighted that it features in style here at the Principe.

Ensconced in our room with its black four-poster, Mr Smith became excited by the all-glass bathroom and the view it offers of the rainshower. Upon discovering that our butter-soft circular leather sofa was revolving, he quickly worked out that he could lounge facing magnificent Tuscany or spin round for a shower scene. Unlucky for him there are modesty curtains should you so desire.

Keen to catch the late afternoon sun, we strolled the seven minutes into Forte dei Marmi in search of an Aperol spritz. Though the town’s reputation for an ultra-luxe clientele may seem intimidating, the locals are incredibly charming, and helpful. Strolling along, I broke a nail on my bag clasp; within seconds, spotted by a glam Italian octogenarian with a glossy black mane, she sprung from her shop door and ushered me towards a local manicurist. Emergency averted, we had a balmy evening gorging on local delicacies and people-watching. Hearing six different languages in 10 minutes was truly continental. (A word of caution: swing your latest Miu Miu bag around like the big-haired Italians doing the same, be prepared for a swarm of men dangling fakes for sale.)

Before long, Hotel Principe lured us back for a nightcap. I was delighted to make the acquaintance of bartender Nicola back at that fabulous marble bar. Most people go to the Versilia coast for the sun, sea and sand – I can happily sunworship like a dedicated disciple – but I wanted to know what else this beach town could offer. When I casually enquired if there is much in the way of local non-beach-related culture, he left us with an outstanding choice of grappas and dessert wine, and re-appeared 15 minutes later as discreetly as he’d left, with a folder of print-outs from the concierge, kindly recommending his own favourite places too… Along with a final grappa to take to our room.

Pastel-blue vintage bikes parked in the Principe forecourt insisted we sample them the next morning. Mr Smith led the way with me pootling behind, my Fifties’ petticoats flapping in the breeze giving a few cars something to beep at. Like homing pigeons we pitched up at the Principe’s private beach and were delighted to find a relaxed rustic Italian restaurant in contrast to the hotel’s modern vibe. Simple and chic, it has cute green beach huts and muslin-draped cabanas. Italy’s not best known for having clean beaches but this is magnifico… as was our lunch of fresh razor clams, mussels and anchovies and warm pistachio crème brûlée.

Next we ventured to nearby Cinque Terre to stock up on non-shopping-related culture. The coastal trails are picture-book perfect with pastel multi-coloured villages clustered and perched on rocky outcrops with pocket-size ports in each. Nicola’s recommendations were spot-on, in particular Porto Venere with its black-and-white stripy church.

Mr Smith had reserved dinner at the Principe, so I decided to revive before aperitivo. The hotel spa offers a great choice of massages, and despite being intrigued by the ‘golf ball treatment’, I plumped for an ‘ego massage’. Blissed out after an hour, I took a dip in the pool followed by a scented and colourfully lit ‘emotion shower’. Realising Mr Smith would soon be sending out a search party, I headed back to the room to coif for dinner.

Dusk’s ‘magic hour’ had been recommended by Nicola, in particular from the top-floor cocktail bar and terrace. I’ve seen some sunsets, but this was impressive. Floor-to-ceiling windows open out onto a panoramic-view terrace. Friendly staff brought us excellent aperitivi, and a guest DJ was spinning lounge music to keep the mood upbeat. My floor-length gown matched the colour of the marble bar just to make me feel even more at home, and I noticed all the guests were exceptionally good looking.

My half-Italian Mr Smith persuaded me to try the 10-course degustation menu. I was apprehensive of the progressive Italian menu, not just for my waistline but knowing that ambitious experimental chefs can throw too many flavours on one plate. No qualms here: the meal was comparable to any of A-list restaurants in my hometown of London. Even if you aren’t staying in the hotel, I urge you to try the food. The chef won me over at the slow-cooked venison with vanilla glaze. Of course our waiter was a lesson in pitch-perfect discretion and he even sneaked in an extra plate for us to try.

At breakfast next day, overlooking the manicured lawns and chic pool, we were sad to be leaving the Principe. This push-the-boat-out retreat brings a few large drops of St Tropez to the Tuscan coast, and no one does glamour like the Italians. This neighbourhood is where the VIPs of Versilia live. Collect your key from the doorman, and you’re one of them.


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