Business · Companies · 10 hrs ago
Benetton brothers invest €35 million in historic Italian hotels
Massimo and Christian Benetton are building a group of historic Italian hotels through companies they jointly own, separate from the family holding company Edizione.
Their current projects are in Treviso, Venice and Florence, including renovations and an expansion of hotel and spa facilities.
The overall investment is about €35 million.
In Treviso, the historic Villa Persico Guarnieri is due to reopen next month as an upscale four-star hotel, while the Florence hotel is expected to open in February with 46 rooms and seven apartments.
Work is also under way at Palazzo Dandolo in Venice, where renovations are expected to continue for three more years.
The brothers say the aim is to link major destinations for cultural tourism, and they may complete an acquisition in Rome by the end of the year.
The hotel business currently generates about €20 million in revenue, and the brothers say future acquisitions may involve borrowing.
Brothers Massimo and Christian Benetton plan about €35 million in investments in historic Italian hotels and properties.
The projects are being carried out through Quarta, which owns the properties, and Monaco Collection, which manages hotels.
The investments cover Villa Persico Guarnieri near Treviso, Palazzo Dandolo in Venice and Hotel Volta dei Mercanti in Florence.
The brothers aim to build a network of destinations in Italy’s art cities, with a possible acquisition in Rome.
- Who
- Massimo and Christian Benetton, sons of Carlo Benetton.
- What
- They are investing about €35 million in historic properties and hotels through Quarta and Monaco Collection.
- When
- The plans were reported on 30 October 2026. Work is under way, with openings and renovations scheduled over the coming months and years.
- Where
- The projects are in Ponzano Veneto near Treviso, Venice and Florence. The brothers are also considering an acquisition in Rome.
- Why
- They aim to create a network of reference points in major art-city tourism destinations and restore valuable historic buildings.
This story does not have two clearly opposing sides.
Renovation work began at Palazzo Dandolo in Venice and is expected to continue for the next three years.
Corriere della Sera reported the brothers’ plans and investments.
Villa Persico Guarnieri is due to reopen after renovation and expansion.
Hotel Volta dei Mercanti in Florence is scheduled to open.
- Total planned investment
- About €35 million
- Villa Persico Guarnieri
- About €13 million for renovation; reopening planned for November 2026
- Palazzo Dandolo, Venice
- €4 million in current work, with another €6 million in planned interventions
- Hotel Volta dei Mercanti, Florence
- €18 million; planned accommodation includes 46 rooms and seven apartments
- Current hotel revenue
- About €20 million for Quarta-Monaco Collection’s hotel operations
What people are saying
The aim is to create a network of reference points that reaches the main destinations for tourism in art cities.
Restoring the heritage means giving new life to valuable buildings and spaces, while also creating opportunities for the local area and community: new jobs, greater attractiveness, development of related business and new opportunities for growth for the city and its residents.