Baglioni Hotel Regina Refreshes Via Veneto Rooms and Opens Primiera

Baglioni Hotel Regina on Via Veneto in Rome has refreshed its guest rooms and opened Primiera Bar & Restaurant, giving the Liberty-style five-star a clearer pitch for travellers who want Via Veneto without heavy historic-hotel staging. The Leading Hotels of the World member now counts 114 rooms and suites, with made-to-measure furniture by Molteni&C, Rubelli curtains and lighter natural tones. Primiera is already serving lunch and dinner from Via Veneto 70/A, with the bar open until 1 a.m., though its formal inauguration is still ahead.

What changed in the rooms?

The building dates to about 1903-1904 and opened as Hotel Barbiani before taking the Regina name after Queen Margherita of Savoy stayed there. The monumental staircase, marbles and Art Deco bones remain. The restyling lightens the rooms: Superior categories start around 28 square metres, Family Rooms use connecting layouts, and suites can run to two or three bedrooms. The Regina Suite is about 70 square metres with a living area and bar corner. The Ludovisi configuration can become a three-bedroom apartment with a terrace on Via Veneto and Via Liguria. At the top, the Roman Penthouse still offers 270 square metres inside and 290 square metres of terraces across several levels, with three bedrooms, a Jacuzzi and a private gym.

What is Primiera?

Primiera replaces the previous hotel restaurant model with a room meant to pull in Romans as well as overnight guests. Consulting chef Davide Modesti and executive chef Luciano Sarzi Sartori lean on recognisable Roman and Italian dishes with a twist: carbonara finished at the table, cacio e pepe risotto with lime zest and sauteed scampi, and a snack list that includes a braised oxtail bao. The wine list mixes classic Italian and French names with independent and natural producers. Restaurant manager Vittorio Giannuzzi is running a less formal service style than a classic grand-hotel dining room.

What else can non-residents use?

Aura Spa is open to outside guests, with treatments, sauna, hammam, whirlpool and a fitness centre. That matters on Via Veneto, where hotels that only sell to overnight guests can feel sealed off from the street. Baglioni, fully owned by Mexico's The Palace Company since 2023, is also pushing the brand as its European luxury arm, with a separate historic building near the Trevi Fountain planned as a future 131-key Baglioni.

Who should book it now?

Travellers who want a true Via Veneto address with updated rooms and a restaurant they can use without staying upstairs. Ask for a refreshed category when you book, and reserve Primiera for dinner if you want the carbonara finished tableside before the official launch buzz fades. Guests chasing a design-hotel rooftop a block away should also look at Experimental Roma, which opens on Via Ludovisi on October 10.