FLORENCETOWN

Florencetown was founded by Luca Perfetto and Urbano Brini—college friends and travel enthusiasts—with the desire to offer unique experiences in Florence and Tuscany.
After a warm Spanish winter studying the evolution of the tourism industry (and drinking quite a few sangria), Urbano and Luca dreamt up their own project. Together they developed innovative ideas to explore Italian culture in a brand new way, introducing exclusive itineraries and a different approach to tourist services with a focus on quality.
It would take a few years to make this happen as both were successfully pursuing their own careers in hospitality.
Florencetown is an asset of WHS - Worlding Hospitality Solutions - the
Italian hospitality group founded by Luca Perfetto and Urbano Brini
in 2006 and joined in 2012 by Patrizio Montevecchi as partner and
backer.
As of today WHS comprises four brands: Florencetown, Arno Travel,
Relais Villa Olmo and Diadema Winery.
Florencetown, Tour Operator, specializes in creating and planning visits,
activities, events and customized experiences in Florence and Tuscany.
Offering an extensive variety of top-notch experiential activities and visits scheduled on a regular basis for each day of the year, including guided visits to Museums, vespa and bike tours both in the city center and in the countryside, Florencetown was also the first Italian Tour Operator to found its own Cooking School,in 2008.
The school is today a flourishing enterprise which yearly hosts thousands of tourists desirous to enjoy an insider’s view of the Tuscan food&wine heritage and experience it hands-on.
Deeply tied to the city of Florence and its surroundings Florencetown also creates tailor-made customized experiences and sojourns, special-interest itineraries, private events and celebrations.
Arno Travel, Tour Operator founded in 1969, is the new WHS family member for 2017. Boasting an exceptional network of high-standard suppliers throughout the whole Italian territory and 50 years of experience in planning tours and events, Arno Travel ideates, plans and manages world-class Italian itineraries and is proud to hold preferential relationships with major US luxury tourism networks.
Relais Villa Olmo is an exquisite Boutique Hotel located in the Florence hillside, near the town of Impruneta.
Quintessentially Tuscan and full of natural charm the property, which is currently undergoing renovation and restoration work, aims to be a haven of Tuscan grace and of the regional food and wine heritage.
Scheduled to be ready and operating by 2019 the Relais will feature 20 finely appointed stylish guestrooms and two private villas as well as a gourmet restaurant, cooking school, high-level wine cellar and a gym and Spa.
The grounds will comprise a vegetable garden, vineyard, olive grove and private oil
mill as well as 3 swimming pools.
Diadema, winery, founded in 2000 and world-renowned thanks to its cutting-edge Swarovski crystal bottle, produces excellent blends such as the IGT superior “Diadema” and Red, White and Rosè Damare.
Diadema’s talented oenologists are now dedicated to the creation of its 2018 signature production: a Toscano Superiore aged in amphoras and a Sangiovese Metodo Classico Daily expanding its horizons in the Hospitality Tourism market Worlding Hospitality Solutions counts today over 80 employees, has headquarters in Florence and in the Chianti hills, a news and information point in Florence, a vehicle fleet, two cooking headquarters, a restaurant and a boutique hotel.