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KEEPING IT

IN THE FAMILY

BROWN’S HOTEL
London, UK
ver the last 22 years, Sir Rocco Forte and “We work on really being the best insider experts of each
his family have built and nurtured a group location and offer exclusive original experiences which really
of prestigious, iconic hotels, all of which rank enhance the areas our hotels are in. We also keep updating
Oregularly at the top of the world’s leading and renovating our hotels, keeping them innovative and
hospitality awards. exciting over the course of many years,” says Forte.
Hotels in the portfolio include the famous Brown’s Hotel The Rocco Forte family has been hoteliers for four
in London, the landmark Hotel de Russie in Rome and Hotel generations and that expertise and care is reflected in its
Astoria, a celebrated ART Nouveau building in the heart of hotels and service, making them quite exceptional. Their
St Petersburg. guests feel recognised and truly cared for, as if they were a
With existing hotels in Belgium, Russia, the UK, Germany, guest of the Rocco Forte family.
Italy and the Middle East, the group’s expansion plans are the So what does Forte believe have been the key drivers
first stage of a longer-term strategy to extend its network of behind the company’s success to date?
hotels across Europe and key destinations around the world. “We have made very good investments and our financial
“It is the confidence in our brand that is driving the strategy has gone hand-in-hand with the particular level of
ambitious expansion plans that we have announced,” says care we take in welcoming and caring for our guests.”
Sir Rocco Forte, CEO of Rocco Forte Hotels. “We are Despite the hospitality market being in an economically
interested in opening hotels in the best locations and are challenging time at the moment, Forte believes that the
meticulous in ensuring that each has a distinct style and five-star market is actually “IT IS THE CONFIDENCE IN OUR
personality.” still performing very well,
The company has recently announced its fifth new which he believes is very BRAND THAT IS DRIVING THE
property following the signing of the agreement to acquire exciting given the ferocious AMBITIOUS EXPANSION PLANS THAT
the Grand Hotel Villa Igiea in Palermo, Sicily. This acquisition is competition each brand WE HAVE ANNOUNCED.”
VERDURA RESORT Sicily, Italy in the group’s history, with five new properties due to open brand cannot compete with
faces. While the Rocco Forte
a further step in the most ambitious expansion programme
some of the largest brands around in sheer numbers,
in the next two years, bringing the Rocco Forte Hotels
collection up from 11 to 16 properties.
attention to detail.
Four of the five new properties will open in Italy, these it makes up for this as a group with its personality and
will be the Hotel de la Ville, Rome, which will open in May The company has embraced the rise of social media and
2019, the Masseria Torre Maizza, Puglia, also opening in May, utilises several channels to promote its hotels, with Forte
the Rocco Forte House, Rome, opening in September next in particular being astonished by the amount of high-quality
year and the Grand Hotel Villa Igiea mentioned earlier will business its social media channels bring in.
Comprising 11 hotels in 11 leading destinations, Rocco Forte Hotels is the Forte open in 2020. The fifth opening will take place in China; the “We have recently launched a new e-commerce channel in
Westbund Hotel in Shanghai will open next year. which our first item for sale is the most beautiful Pucci scarf,
family. Each address exudes the Forte philosophy: open, intuitive service; airy, elegant “Alongside these forthcoming openings we are exploring specifically designed for the partnership we have with the

design that speaks to its location; exceptional offerings in food, drink, spas and all key destinations, particularly major cities such as Paris, Pucci brand in our Florence hotel The Savoy,” explains Forte.
Since its inception the company’s ethos has been its
Madrid and Venice, while New York is also a very interesting
experiences; and a signature Anglo-Italian style, sophistication and warmth. Here, RLI one we are looking at.” service with care, respect for individuality, heartfelt hospitality
and family values.
What attracts the company to new properties is the
sits down with company CEO Sir Rocco Forte to discuss the company’s upcoming location, history and of course the feel of the property, these “We are facing one of the most exciting times in the
are all very important factors when the business looks for history of the brand, with five properties opening in the next
expansion and what drives the business forward. new properties. The consensus is that Rocco Forte Hotels two years, new residential villas being built in Sicily and a very
chooses landmarks with great personality and charm that positive outlook all round, so I am very much focused on the
reflect the personality of the brand. positives looking forward,” concludes Forte.

VILLA KENNEDY HOTEL ASTORIA MASSERIA TORRE MAIZZA HOTEL AMIGO
Frankfurt, Germany St. Petersburg, Russia Fasano, Italy Brussels, Belgium

00 RETAIL & LEISURE INTERNATIONAL DECEMBER 2018 / JANUARY 2019 DECEMBER 2018 / JANUARY 2019 RETAIL & LEISURE INTERNATIONAL 00