First, of course, that it's designed by a designer. The house itself is an old art nouveau mansion on the Tiber and all the rooms are individually styled and named.

Check out the website and you can see them all - some have chequered bedspreads and matching wallpaper, others are all bamboo and nature. Apparently a lot of the furniture was picked up by Fendi on her travels.

Most rooms have a little kitchenette area so you can make your picnics and a cup of coffee in the morning. Wi-Fi in common areas and a veranda and terrace. You can also arrange services like in-room massage, solarium sessions, a personal trainer, baby-sitting etc. Whatever you like, really. Even a personal shopper if Florence is making you dizzy. Wonder if she'll recommend the Fendi range...

Secondly, it's heaps more affordable than you might expect: standard rates are €180 ($280) for a double or €250 ($390) for a suite, including breakfast. Which, to be honest, is pretty good for a fashion designer's boutique hotel in the middle of Rome.

The Villa Laetitia appears to be a little-known secret at the moment, so get there soon before the C-crowd arrives...

[Photo: Quern]