The La Gemma Collection luxury boutique hotels belong to the Cecchi family, which has plans for six new openings by 2030.
“We want every guest to feel better than at home”
La Gemma Collection, a young, independent and 100% Italian hotel group was founded by Massimiliano Cecchi, an entrepreneur with roots in real estate, and aims to transform hospitality into a cultural language. "At the heart of the project is a vision rooted in our family history, our sense of aesthetics and a contemporary idea of hospitality. We are interested in creating places that generate emotions, where every detail is designed to tell the story of the territory, express beauty and offer luxury based on privacy, tailor-made attention and human warmth. We want every guest to feel better than at home,” says Massimiliano Cecchi, CEO of La Gemma Collection.
The United States is the main market
After the success of the first hotel in Florence, La Gemma Hotel Firenze which opened in 2023 and is a luxury benchmark with a turnover of €7.1 million - 2025 closes with a growth forecast of around €8 million. The quality of the offer finds further confirmation in the recognition of the first Michelin Star awarded for 2026 to the hotel's Lucas' restaurant. The geographical distribution of guests shows a strong international presence. The United States represents the main market with a 46.28% share, followed by the United Kingdom (5.57%) and Canada (3.15%). This mix confirms the structure's ability to attract travellers with a high propensity to spend and sensitive to the quality of service.
ph credits: Stefano Scatà
Six new openings are planned by 2023
"The luxury sector is undergoing a profound transformation: customers are more selective and looking for experience, value and authenticity. Our response puts the guest at the centre, far from standardised logics," adds Laura Stopani, general manager of the group. With six new openings by 2030, for a total investment of more than €100 million, the next opening will be in Milan in 2026, followed by new Italian destinations with high cultural and tourist value, including Rome, Venice, the Amalfi Coast, Lake Como, and Puglia.
Direct management and property ownership
Each property, between 30 and 50 rooms, will offer tailor-made design, cuisine, art, wellness and experiential paths embodying an idea of contemporary luxury, and unlike many international players, La Gemma Collection adopts an integrated model with direct management and property ownership. This strategic choice allows the group to maintain full control over the positioning, quality and asset value of the properties in the long term. Growth will be supported mainly by its own capital, with the possible opening to selected minority investors, and the project aims to reach an aggregate turnover of over €45 million by 2030.
