"EACH PROPERTY SHOULD BE CONSIDERED OUR BEST PROPERTY": ROCCO FORTE HOTELS' VISION FOR LUXURY HOSPITALITY
A commitment to growth, excellence, and timeless luxury. |
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"EACH PROPERTY SHOULD BE CONSIDERED OUR BEST PROPERTY": ROCCO FORTE HOTELS' VISION FOR LUXURY HOSPITALITY
A commitment to growth, excellence, and timeless luxury. |
Category: Worldwide - Industry economy
- Exclusive experiences
- Hotel opening - Tourism - What's new?
Article written by Asia Abadie on 2025-01-30
 Sir Rocco Forte, Rocco Forte Hotels President, and Charles Forte, Director of Development, during ILTM Cannes 2024
Photo credit © Sylvie Leroy An essential partnership with PIF
Sir Rocco Forte highlighted a pivotal moment for the company—the partnership with the Public Investment Fund of Saudi Arabia (PIF). The deal, finalised in January 2024, has propelled Rocco Forte Hotels into a new growth phase and recognition on a global scale. This partnership has had three significant impacts:
- Elevated global profile – The investment has significantly raised the company’s standing in the international development sector, attracting interest from new developers and partners.
- Financial strength—The capital injection from PIF has strengthened Rocco Forte Hotels' financial position, enabling faster expansion.
- Expansion in the Middle East—Saudi Arabia’s rapid transformation in tourism is making the group keen to participate in the region’s growth. Rocco Forte Hotels is seeking to develop properties in Saudi Arabia and the broader Middle East, a market they've not been in for a long time.
Commitment to excellence and guest experience
While expansion is a priority, Sir Rocco Forte emphasized that quality remains at the brand's core. He acknowledged the challenges posed by rising prices, particularly in Europe, where American travellers have driven up demand. To justify these higher prices, the company is enhancing customer service through several initiatives:
- Investment in employees – Recognizing that frontline staff are key to guest satisfaction, the company has increased its HR presence across its hotels and headquarters.
- Enhanced training programs – Employees undergo rigorous training to provide personalised service tailored to each guest’s needs.
- Personalised destination program – A specialised guest relations team ensures guests receive customised experiences before, during, and after their stay.
- Shortened communication lines – Sir Rocco Forte admitted to the crowd, “I've shortened the lines of communication between myself and the operations. So response times are much quicker”, explaining how they are more reactive in dealing with guests and the travel agent community.
Future growth: a thoughtful approach
Rocco Forte Hotels maintains a philosophy of quality over quantity. Charles Forte, Director of Development, reaffirmed, “each property should be considered our best property, and that's very much the way we go about development”. The brand’s expansion strategy focuses on respecting the unique identity of each destination, ensuring that designs reflect local culture while maintaining an understated, sophisticated elegance.
Upcoming openings and new developments
Looking ahead, the company is set to launch several high-profile properties:
- Carlton, Milan (Opening 2025) – A 71-room luxury hotel overlooking via della Spiga.
- Palazzo Casteluccio (Opening 2026) – A boutique property with 31 rooms, offering an average room size of 55 sqm in Noto, in southeastern Sicily.
- Rocco Forte Residences, Verdura Resort – The brand’s first private residences, featuring already 20 completed units with 3 to 4 bedrooms, and plans to expand with residences ranging from 4 to 7 bedrooms, added to the Sicilian awarded golf resort.
Expanding into the U.S. and Latin America
With 45% of their clients coming from North America, Rocco Forte Hotels is eager to establish a presence in the U.S. and Latin America. The company is actively searching for suitable properties to enter these markets and strengthen its brand recognition among American travellers.
Looking ahead
Rocco Forte Hotels remains a family-business, independent company that prioritises exceptional service, strategic growth, and a deep respect for each destination's heritage. With a robust development pipeline, increased financial strength, and a strong focus on guest experience, the brand is poised for continued success on the global luxury hospitality stage.
 The Carlton, Milan will open in 2025
Photo credit © Sylvie Leroy
 Palazzo Castelluccio, Noto will open in 2026
Photo credit © Sylvie Leroy
 Palazzo Castelluccio, Noto will open in 2026
Photo credit © Sylvie Leroy
 Rocco Forte Residences, Verdura Resort will open in Sicily
Photo credit © Sylvie Leroy
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