FAQ

Yes. Please coordinate with our concierge so we can receive shipments correctly addressed to your name and arrival date.

Service is generally included on Italian bills. Additional tipping is appreciated but never expected — entirely at your discretion.

Yes — tap water in Forte dei Marmi is safe and good quality. We serve filtered still and sparkling water at meals.

230V, 50Hz. Italian Type L and standard European Type F (Schuko) sockets are both common. Adapters are available on request.

Yes, in every bathroom.

Yes, in every room.

Many are. Poltrona Frau (Turin, since 1912), Culti (Milan), Christofle (Paris, since 1830), Illy (Trieste), Minotti, Gervasoni, and Paola Lenti — each design-led, each Italian, and each available to take home. The maker is one call from the desk.

La Serena is built around a sense of place. We work with nineteen local suppliers within thirty kilometres of the hotel, source ingredients seasonally for Lumarea, use refillable bath amenities, and serve filtered water at meals rather than imported bottled water.

Of course — anniversaries, birthdays, proposals, milestone moments. Flowers, champagne, garden dinners, photographers, musicians, fireworks within local regulations, and bespoke surprises can all be coordinated in advance.

Yes — full buyouts are available subject to advance planning and minimum stay requirements. Please contact us for pricing and availability.

Yes. La Serena is an exquisite setting for intimate weddings and elopements. Garden ceremonies, private dinners under the trees, and full property buyouts can all be arranged.

Yes. The Forte dei Marmi market (Wednesday and Sunday) is one of the best in Italy for cashmere, linen, leather, and home textiles — a long-standing local ritual.

Stroll the centre and Via Spinetti, browse the historic boutiques, visit the Fortino, ride bicycles along the seafront and through the pinewoods, dine at the storied beach clubs, and stop for the evening passeggiata.

The hotel’s season runs May through September. May and June bring warm days, fewer crowds, and gardens in full bloom. July is lively and social. August is peak Italian high season, particularly around Ferragosto (15 August), when Forte dei Marmi is at its most glamorous. September is widely considered the connoisseur’s month — still warm, quieter, the sea at its highest temperature.

Since the 1910s, the Milanese and Turinese industrial dynasties have come here each summer — the Agnellis to their villa on the dune, the Pesentis beside them, the Siemens, the Feltrinellis. They built behind box hedges. They pass the same cabana down five generations. They call it villeggiatura. Forte is what Italians have always known and the rest of the world is only beginning to discover: the Tuscan coast’s most private summer address, where discretion is the performance and the uniform is the green wooden shutter.

A few facts that capture the town: 84% of the luxury housing here is detached villas; the first recorded villeggiatura season dates to the 1910s; there are more than 100 private beach clubs along 13 kilometres of shore; Pisa airport is 35 minutes by car. Villa dynasties. Shuttered houses. Bicycles outnumber cars.

Some rooms and public areas are adapted for guests with reduced mobility, with features such as roll-in showers and lift access to upper floors. Please contact us directly with your specific needs so we can match you to the most suitable room and prepare ahead of arrival.

On a case-by-case basis. If you would like to bring your pet, please contact us in advance so we can discuss the specifics and confirm.

We do not run a formal kids’ club, but we look after our youngest guests with the same care and attention we extend to everyone — bespoke activities, beach outings, gelato walks, and cooking moments in the kitchen.

Yes, families are warmly welcomed. We offer cribs, high chairs, children’s menus, smaller bath amenities, and arrange babysitting and child-friendly excursions through trusted partners.

On request — printing, scanning, a quiet space for calls, and discreet meeting arrangements.

Yes, with same-day service for items received before the daily cut-off. Pressing and minor repairs are also available.

Yes — complimentary high-speed Wi-Fi throughout the property.

Italian, English, French, German, and additional languages across the team.

Yes — a dedicated concierge team who handle everything from restaurant reservations and beach club introductions to private guides, transfers, tickets, shopping appointments, and bespoke experiences. We are happy to assist before arrival as well as during your stay.

Our team is not a staff. It is a company — in the old theatrical sense. The same troupe returns to La Serena each May: they unlock the shutters, air the linen, water the garden before the first guest steps onto the gravel. From the first espresso at seven to the last amaro after midnight, the hotel moves to a choreography they have rehearsed together, season after season. The opening crew has remained intact since 2024. Twenty-one rooms, thirty-three hands, nineteen local suppliers within thirty kilometres.

Private dining with the chef, in-garden tasting menus, truffle hunting in season, sailing days, helicopter tours of the Apuan Alps and Tyrrhenian coast, shopping appointments at the Forte boutiques, wellness days, and bespoke surprises for celebrations. If you have an idea that is not on this list, please ask. The answer is almost always yes.

• Florence — ninety minutes by Frecciarossa from Viareggio. The Uffizi before lunch.
• Portofino — via the Cinque Terre coast road. Aperitivo at the piazzetta.
• Bolgheri — Super-Tuscan estates: Ornellaia, Sassicaia, Masseto. Private tastings
  through our concierge.

• Lucca — walled city, Puccini’s birthplace, Duomo di San Martino. Cycle the Renaissance ramparts.
• Pisa — Piazza dei Miracoli at opening hour. Lunch at Piazza delle Vettovaglie.
• Torre del Lago — Puccini’s lakeside villa. The Festival stage is two steps away.

• Pietrasanta — “Piccola Atene.” Botero frescoes, the Park Eun Sun atelier, the highest gallery-per-square-metre density in Italy.
• Carrara quarries — 4x4 jeep tour into the marble walls Michelangelo chose. Two hours round trip.
• Colonnata — the mountain village where lardo is cured. Lunch at Venanzio. Return by four.

Yes. Tailor-made experiences are an important part of how La Serena hosts. Our concierge curates private experiences depending on your needs and interests, and is equally happy to suggest excursions based on our own. Within ninety minutes of the hotel are more marble, more museums, and more cellars than Capri and Positano combined.

Yes to all. Forte and the wider Versilia coast offer excellent tennis and padel clubs, several distinguished golf courses within a 30– 60 minute drive (Versilia Golf, Cosmopolitan, Montecatini), and private boat charters from Viareggio and Marina di Pietrasanta — sailing, motor yachts, and sunset cruises along the Versilia and Cinque Terre coast. Court time, lessons, tee times, and boats are all coordinated through the concierge.

Yes — both regular and electric bicycles are available to guests. Forte dei Marmi is best discovered on two wheels.

Our Spa Suite offers an in-suite spa for guests booking that category. Beyond that, we work with a curated network of therapists who deliver bespoke treatments in-room — massage, facials, beauty, and recovery — matched to each guest.

Yes. Mats are available, the garden is a beautiful setting for morning practice, and private instructors and personal trainers can be arranged through the concierge.

Yes. La Serena has an open-air gym equipped with Technogym — the Italian benchmark for fitness equipment, used by leading hotels and athletes worldwide. Training outdoors, in the garden air, is part of the experience.

The garden is one of La Serena’s most loved spaces — mature planting, herbs and citrus, sculptures, and gentle pockets for reading, an aperitivo, or yoga in the morning. Lumarea spills into it for lunch and dinner. It is the kind of garden where time becomes elastic.

Yes — a quiet pool set within the garden, surrounded by Paola Lenti loungers and shaded corners. Towels and a discreet service are provided throughout the day.

Bagno Cesare is the luxury beach with the lightest footprint — discreet, compact service, two-hour-long lunches, and a privacy that draws a quietly powerful clientele. A favourite for business guests and anyone who wants the beach without the spectacle.

Sacro Cuore is the Versilian classic — green shutters, century- old plane trees, an old-family Italian set, and a bagno run with quiet pride across generations. Beautifully run, family-friendly, and beloved by guests who prefer the gentler, more authentic side of Forte.

Camilla is the pastel-tent club — forty tents in soft, faded Mediterranean colours, with the Giglio kitchen as its restaurant. Quieter than its neighbours, beloved by families and by guests who return year after year.

Gilda is one of the most refined beach clubs in Versilia — founded in 1984, still run by the same family, named the best Italian beach restaurant in 2024. Ninety classic white wooden cabanas, lush garden setting, candlelit seafood dinners by the sea. Younger and more design-led than its peers. The quintessential Forte experience for couples.

Alpemare is the beach club created by the Bocelli family — Andrea, Veronica, Amos, and Matteo — and is widely considered the most glamorous address on the Versilia coast. Elegant tents, manicured gardens, art and design installations curated each season, refined Mediterranean cuisine, the family’s own Bocelli wines, and a beachfront Nobu outpost. It hosts charity galas linked to the Andrea Bocelli Foundation and, on occasion, private performances by the Maestro himself.

The beach clubs of Forte dei Marmi are private social institutions, many in their fifth family generation. La Serena holds priority access and committed cabanas at five clubs, matched to our guests case by case, never by default.

Committed cabanas are reserved for La Serena guests, and a full priority table is available on request. As is standard along the Versilia coast, cabanas and umbrella set-ups are charged directly by each bagno. Beyond these five, our concierge has the pontile’s cabana numbers in his phone — Twiga, Augustus, Dalmazia, Bagno Piero, and many others are minutes from the door, and we are glad to arrange access at any club that suits your day.

The beach is approximately 450 metres from the hotel — a short stroll, a two-minute bicycle ride. Forte dei Marmi has more than one hundred private beach clubs spread along thirteen kilometres of shore, and La Serena’s central location puts the most distinguished within easy reach.

Smart casual throughout. Beachwear is not permitted in the restaurant or indoor public areas.

Yes, available at every service.

Yes — vegetarian, vegan, gluten-free, kosher, halal, and a wide range of allergies and intolerances. Please notify us in advance so the kitchen can prepare properly.

Yes, across the day. A dedicated in-room dining menu is in each room.

Yes. Our chef’s table seats up to eight and is available from 10 May. Quiet corners of the garden, the bar, and dedicated areas of the restaurant can also be reserved for celebrations, family gatherings, and small private events.

Lumarea Bistro and Bar is La Serena’s bar — aperitivo from 18:00, open to non- resident guests. Classic Versilian rituals at the end of the day: a Negroni, an Aperol, ice from the cellar rather than the machine.

On request, with wine pairings designed with our cellar sommelier.

Very. Holiday rhythms vary — a long late breakfast after a swim, a light lunch at three, a quiet dinner before an early start the next morning. Within reason, the kitchen will adapt to your day rather than the other way around. Please simply let us know what you need.

Breakfast is served until 12:00 — and often later. Never earlier. Included in every rate. We have never understood the hurry: guests on holiday rarely want to be rushed to a 09:30 cut-off, so we keep the kitchen open until the garden is warm enough for lunch.

Yes. Lumarea welcomes outside guests for lunch and dinner, and Lumarea Bistro and Bar is open to non-resident guests for aperitivo from 18:00. Reservations are strongly recommended in July and August.

Lumarea is La Serena’s in-house restaurant, led by a strong kitchen team rooted in Versilian cooking — spaghetti alle arselle, Colonnata lardo, warm focaccina from the wood oven — set in a garden room that opens onto the pineta. Cuisine is Mediterranean, ingredient-led, and shaped by Tuscany and Versilia, with a wine list that begins in Tuscany and Piedmont and travels carefully outwards.

La Serena is entirely non-smoking indoors. Smoking is permitted only in designated outdoor areas.

Yes, individually controlled and strong, in every room.

Yes. We do our best to honour preferences — Apuan Alps view, private terrace, a particular suite — subject to availability. The earlier you flag it, the better we can match you.

The hotel’s signature fragrance is Culti Aramara (Milan). La Serena is the only address in Forte dei Marmi to carry it.

Suites are furnished with high-end residential pieces from Minotti, Poltrona Frau, Gervasoni, and Paola Lenti — to name a few. The partners of the hotel are not decorative flourishes; they are the objects an Italian family would gather for a villa kept across generations, slowly. Every seat in the hotel is Poltrona Frau (Turin, since 1912), leather cut to a grain you can recognise with your eyes closed. Tableware is Christofle Albi silver flatware and Babylone porcelain. Lamps, linens, glassware, and scents are each design-led, each Italian, and each available to take home — the maker is one call from the desk.

The minibar and snacks are included in the rate. A daily basket of goods is set in your room, and because not everyone has the same likes, we ask for your preferences — fruits, chocolates, particular drinks — so we can adapt before you arrive.

Strong air conditioning, complimentary high-speed Wi-Fi, Carrara marble bathrooms, Culti amenities, in-room safe, climate control, Illy espresso machine, very soft high-thread-count cotton linens, and curated touches that make the room feel personal from the moment you walk in.

Twenty-one keys in eight categories — predominantly suites and junior suites.

Yes, we offer private parking for our guests. Spaces are limited, especially in August, so we recommend confirming in advance.

Of course. We will store your luggage securely at no charge and arrange shower or changing facilities if you arrive early or depart late.

Check-in is from 15:00 and check-out by 12:00 — but in practice we are very flexible. If your room is ready earlier we will happily welcome you in, and we are equally happy to extend a check-out where the day’s schedule allows. We want La Serena to feel like a second home, not a hotel timetable.

Yes — private luxury transfers from any airport, train station, or door, arranged directly by our concierge. Helicopter transfers are also available on request.

Yes, and the rail connection is excellent. The nearest mainline station is Forte dei Marmi–Seravezza–Querceta, ten minutes from the hotel. Viareggio (Frecciarossa) is twenty minutes away. Trenitalia and Italo both serve the Versilia line, and Florence is well under two hours by train.

Pisa Airport (PSA) is closest and the most practical for most guests, just thirty-five minutes by road. Florence offers wider international connectivity. For private aviation, Pisa is the preferred terminal; we can coordinate with VistaJet, NetJets, or your operator of choice.

La Serena is thirty-five minutes from the nearest private-jet apron and one hour from Florence. Door-to-door transfers are arranged directly by our concierge, wherever you begin.

Yes. La Serena’s scale lends itself beautifully to buyouts, retreats, and intimate corporate gatherings. Please contact us directly with your dates and we will design something around you.

All major credit cards (Visa, Mastercard, American Express) and bank transfer for advance payments.

Cancellation policies vary according to the rate and period chosen. Full terms are sent with every booking confirmation, and we always recommend reading them carefully before confirming.

Minimum stay requirements vary by period — typical of Versilia in high season — and are clearly stated at the time of enquiry.

Yes. La Serena partners with Fora, Virtuoso, and other consortia, and with specialist agencies such as Passages of Distinction for the US market. Bookings through your advisor are warmly welcomed.

The simplest route is to email us at info@laserenahotel.it, message us on WhatsApp at +39 3534 597 927, or call +39 0584 881 188. We always welcome direct bookings — they let us tailor the stay from the first conversation. We also work with leading OTAs and trusted travel partners around the world; you are welcome to book through whichever channel suits you best.

Three reasons our guests come back for. First, scale: with only twenty-one keys, every guest is known by name and by preference. Second, the team: the same company of people return to La Serena each May — they unlock the shutters, air the linen, and water the garden before the first guest steps onto the gravel. They remember which side of the bed you prefer. Third, the rhythm: from the first espresso at seven to the last amaro after midnight, the hotel moves to a choreography that has been rehearsed together, season after season.

La Serena is an independent boutique hotel with selective affiliations across the international luxury hospitality network.

The hotel is kept staffed from May through September, in line with the Versilia season. We open to a small number of guests each season; specific opening and closing dates for the year are published on our website.

Quietly elegant rather than ornate. Natural materials, considered details, generous proportions, soft palettes drawn from the garden and the sea, and contemporary art throughout. The mood is closer to a refined Versilian villa than a hotel.

Twenty-one keys, no two really alike. The mix is deliberately weighted toward suites and junior suites — what our guests consistently ask for: space, light, and privacy.

La Serena is in central Forte dei Marmi, at Via M. Civitali, 51 – 55042 Forte dei Marmi (LU). The town centre is a three-to-five-minute bicycle ride or a two-minute drive from the door, the beach is roughly 450 metres away, and Forte dei Marmi’s most storied bagni — Alpemare, Gilda, Camilla, Sacro Cuore, Cesare — are all moments away.

The building was put up in the 1960s, at the height of the dolce vita era. We restored it with modern elements, softly — keeping the original proportions and character intact. Today the result is a contemporary Versilian villa with the materials, light, and unhurried rhythm of a private house.

We have built La Serena around one idea: you are on holiday, and you deserve to be treated as you would be in a beautifully run private home. That means flexibility in almost everything — when you eat, when you arrive, when you swim, how you spend your days. We anticipate, we do not impose. The aim is to please and to create memorable guest experiences that can only be done at small scale.

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La Serena is a five-star boutique hotel in the heart of Forte dei Marmi —twenty-one keys with a residential sensibility: the scale of a small hotel, the attention of aprivate Versilian villa. Lumarea, our in-house restaurant, opens onto the garden and thepineta. The hotel officially opened in 2024, following a soft opening in summer 2023, andhas been refined every year since.