From convent to prison, and soon a hotel
ExCelle Hotel San Gimignano, Colbert Collection will be located within the San Domenico Complex, a historic ensemble that has served first as a convent and later as a prison. The hotel will have 33 rooms created in the former convent cells, together with a restaurant and a bar.
The design aims to preserve the building’s historic character while offering a contemporary guest experience rooted in the identity and heritage of the site. The hotel is one component of a wider programme to transform the site into a cultural and hospitality destination.
A site-wide regeneration project
Beyond the hotel, the redevelopment of the San Domenico complex includes a theatre and opera arena with capacity for more than 1,000 spectators. These will be complemented by a selection of restaurants, shops, meeting and event spaces, and a museum.
For Minor Hotels, this configuration makes it possible to offer guests not only accommodation and dining but also access to a cultural and artistic programme spread across the entire complex. The project thus embodies the brand’s three pillars: the art of place, the art of hosting and the art of taste.
Opera Laboratori, heritage partner
The regeneration of the site is being led by Opera Laboratori, an Italian cultural heritage management company active since 1991. The group currently manages more than 86 museums, archaeological sites and places of worship across Italy, including the Royal Palace of Caserta, Siena Cathedral, the Archaeological Park of Pompeii, the Pinacoteca di Brera, and the Galleria dell’Accademia and the Medici Chapels in Florence.
With around 1,000 employees and eight visitor centres, Opera Laboratori covers the entire cultural value chain, from exhibition design to renovation, as well as publishing, communications, hospitality and integrated cultural tourism. ExCelle is among its special projects.
Beppe Costa, CEO of Opera Laboratori, said the transformation of the San Domenico complex represents a major cultural regeneration project for San Gimignano and the wider region. He explained that the ambition had been to create an open, dynamic destination where culture, creativity and hospitality engage with the site’s exceptional history, adding that the partnership with Minor Hotels should contribute to the town’s cultural and economic vitality.
Colbert Collection accelerates its roll-out
Unveiled in March 2026, Colbert Collection, Minor Hotels’ premium soft brand inspired by Parisian boulevard cafés, brings together independent hotels around cultural discovery, culinary expression and social connection. Porta Rossa Hotel Firenze, in Florence, launched the portfolio in May 2026.
San Gimignano follows a series of signings in quick succession. The group is preparing to open WestDill Mayfair Hotel London, now expected in the first quarter of 2027, with the pre-opening entrusted to Marco Ercolano. The brand has also made its debut in Asia with the future Colbert Collection Koh Samui in Thailand.
Gonzalo Aguilar, CEO of Minor Hotels Europe & Americas, who was also behind the framework agreement recently concluded with Grupo Petra in Paraguay, placed the signing firmly within the group’s strategy. He said Colbert Collection plays an important role in Minor Hotels’ growth strategy, with distinctive, one-of-a-kind hotels in destinations with a strong cultural dimension, and described ExCelle Hotel San Gimignano, Colbert Collection as an exceptional project bringing together heritage, culture, gastronomy and hospitality in one of Italy’s most iconic towns.
Italy, a core market for Minor Hotels
With this new address, Minor Hotels strengthens its presence in Italy, where it operates 60 properties under seven brands: Anantara, Tivoli, NH Collection, nhow, Avani, Colbert Collection and NH Hotels.
The choice of San Gimignano, following Florence, confirms an approach centred on small heritage assets in destinations where culture is the main driver of demand. For independent hotel owners, the soft-brand model offers access to the group’s distribution while preserving each property’s individual identity.
At a glance by The Hospitality Tribune
Minor Hotels signs ExCelle Hotel San Gimignano, Colbert Collection
Opening: 2027, San Domenico Complex, UNESCO-listed historic centre of San Gimignano, Tuscany
Product: 33 rooms in former convent cells, restaurant and bar
Wider scheme: 1,000+ seat theatre and opera arena, restaurants, retail, event venues and a museum, led by Opera Laboratori
Brand pipeline: second Colbert Collection in Italy after Porta Rossa Firenze; London (WestDill Mayfair) due Q1 2027
Italy footprint: 60 Minor Hotels properties across seven brands
