I can't quite tell you how much this hotel means / meant to me…read more
Every Summer, every year, for twenty years, my family would spend two weeks at the Augustus with a large group of friends.
Until the Russians came.
Forte Dei Marmi is a fickle place: like the Cannes of Italy, it is subject to the whims of the fashionistas, and therefore becomes a plaything for whichever country is having a currency cash flow. In the twenty four years I've been going there, I've seen the place over run by the English, then the Germans, and now the Russians.
For twenty years, the manager of the Augustus, and most of the staff were like a second family to us: coming there every Summer was like coming home. But then the Russians over ran the place with their big tips and even bigger breasts, and suddenly the hotel didn't want to know.
They went from booking us the same rooms at the end of every Summer to becoming pushy and difficult about finding any rooms at all, and suddenly all the old regulars moved on to other hotels...including us.
The thing is, yes the hotel is beautiful, yes, it is one of the best places to stay in Forte, but compared to the rest of the world, it's actually just a rather tired and old fashioned hotel. It really pains me to say it because it means so much to me - and the sister / annex hotel, the Lido, is still beautiful and one of the most charming places I've ever stayed. Throw in the fact that you're paying three times the price as you would in another part of the world, and you're not really on to a winner.
If bling bling and caviar is your thing, head to the Augustus; if not, find another hotel which will really showcase the charm of Forte.