How Did Rocco Forte Transform Luxury Hospitality After a Family Empire Fell?
In an exclusive interview with Al Riyadh Daily, Sir Rocco Forte shares the remarkable journey of Rocco Forte Hotels—a tale of resilience, reinvention, and an unwavering pursuit of excellence. Founded in 1996, the brand emerged from both legacy and disruption.
Having spent years working alongside his father, Lord Charles Forte, at the helm of Trusthouse Forte—a global hospitality empire employing over 100,000 people—Sir Rocco was deeply entrenched in the industry’s intricacies. But when a hostile takeover dismantled the family business, he found himself at a crossroads. Instead of retreating, he reimagined luxury hospitality, setting out to create something far removed from the vast, impersonal empire of his past. His vision was clear: hotels that exuded warmth, intimacy, and a true sense of place. At a time when luxury hotels often felt formal and intimidating, with staff indifferent to guests unless they were deemed important, he saw an opportunity to redefine the guest experience through genuine hospitality and personal connection.
"I wanted to create hotels that felt like an extension of my own home—warm, inviting, and distinctly personal," Sir Rocco reflects. "Luxury isn't just about the grandeur of a place; it's about how a guest feels when they walk through the door."
Rocco Forte Hotels launched its journey in 1997 with the opening of The Balmoral in Edinburgh. The choice of location was deliberate—iconic, rich in culture, and an ideal foundation for a brand that would soon challenge industry norms. "I was drawn to Edinburgh because of its incredible history and character. The Balmoral had a soul, and I knew we could bring it to life in a way that resonated with modern travelers," Sir Rocco explains. The Balmoral flourished, but not all early ventures met expectations. Hotels in Manchester and Cardiff struggled to sustain the premium pricing required for luxury service. Recognizing the misstep, Sir Rocco swiftly recalibrated, selling the underperforming properties and refocusing on prime international locations.
The true turning point came with the opening of Hotel de Russie in Rome. Unlike the city’s traditional, grandiose hotels, Hotel de Russie introduced a fresh concept—luxury infused with ease, sophistication without rigidity. "Rome was a game-changer for us," he recalls. "We created a space where guests could truly relax, a place where service felt natural rather than forced." With its enchanting secret garden and effortless elegance, it quickly captivated guests, particularly American travelers, and cemented Rocco Forte Hotels as a brand to watch.
Sir Rocco Forte
Italy soon became the heartbeat of Rocco Forte Hotels’ expansion, a natural choice given its unrivaled cultural heritage, world-class cuisine, and deep-rooted appreciation for hospitality. Over time, the brand meticulously curated a portfolio of extraordinary properties, each designed to reflect the essence of its surroundings. Verdura Resort in Sicily, a sprawling 250-hectare Mediterranean retreat, boasts two kilometers of pristine coastline, world-class golf courses, and an unparalleled sense of exclusivity. "Sicily is a hidden gem, and we wanted to create something that captured its raw beauty while offering guests the highest level of comfort," Sir Rocco shares. Villa Igiea in Palermo, a historic masterpiece dating back to 1903, was painstakingly restored to its former grandeur, breathing new life into Palermo’s luxury tourism scene. In Noto, a historic palace is being transformed into an intimate and authentically Sicilian retreat in the heart of the Baroque capital, set to open in 2027.The upcoming Carlton Milan property, set to open on Via della Spiga in November, will further solidify the brand’s presence in one of the world’s fashion capitals.
Beyond Italy, the brand extended its reach with Hotel Amigo in Brussels and a triumphant return to London through the acquisition of Brown’s Hotel—an esteemed establishment that once belonged to the very Trusthouse Forte empire Sir Rocco had lost. "Acquiring Brown’s was deeply personal for me. It felt like reclaiming a piece of my history while setting the stage for the future," he says. Today, Rocco Forte Hotels operates 15 iconic properties, with five more in development, all maintaining the brand’s signature blend of elegance, authenticity, and personalized service.
In a world where global hotel chains often prioritize scale over soul, Rocco Forte Hotels stands apart. Unlike scripted luxury service, its staff engage with guests in a way that feels warm and intimate, ensuring every stay is unique. Each hotel is a reflection of its surroundings, from architecture and interior design to cuisine and service, crafting an immersive experience that transports guests beyond the ordinary. Led by Sir Rocco’s sister, Olga Polizzi, the brand’s design ethos strikes the perfect balance between opulence and comfort—graceful elegance that never sacrifices warmth. Instead of sprawling, standardized hotel complexes, the brand remains committed to boutique properties that allow for greater attention to detail and a more exclusive guest experience.
A defining moment in the company’s evolution came with its partnership with Saudi Arabia’s Public Investment Fund (PIF), which acquired a 49% stake in the company. Unlike private equity firms focused on short-term returns, PIF aligned with Rocco Forte Hotels’ vision for sustainable, long-term expansion. This partnership not only strengthened financial backing for ambitious projects but also elevated the brand’s global recognition. With this collaboration, the brand is setting its sights on the Middle East, with multiple luxury hotels planned for Saudi Arabia. "The Middle East presents a fantastic opportunity for us," Sir Rocco notes. "We’re not just expanding—we’re bringing our signature style of hospitality to a whole new audience."
Looking ahead, Sir Rocco sees boundless potential in the luxury hospitality space, driven by evolving consumer preferences. "People today want more than just a lavish hotel stay; they want meaningful experiences, moments that linger in their memory long after they leave," he observes. In a world where experiences increasingly hold more value than material possessions, high-end travel demand is soaring. However, the challenge of maintaining exceptional service in an era of automation and artificial intelligence is ever-present. While the industry moves toward digitalization, Rocco Forte Hotels remains steadfast in its belief that true luxury lies in human connection. "Technology is a tool, but it can never replace the warmth of a human welcome," Sir Rocco affirms. The brand will continue to prioritize impeccable, highly personalized service, ensuring that each guest experience remains uniquely unforgettable. Rocco Forte Hotels is exploring opportunities in the Middle East and key European markets as its expansion plans take shape, carefully considering destinations that align with its vision of luxury hospitality.
Rocco Forte Hotels is more than just a collection of luxury properties; it is a story of determination, vision, and an unwavering commitment to excellence. From its origins in Edinburgh to its status as a leader in global hospitality, the journey of Sir Rocco Forte exemplifies the power of turning adversity into opportunity. "We’ve come a long way, but our journey is far from over. We will continue to innovate, to push boundaries, and most importantly, to make our guests feel at home, wherever they are in the world," Sir Rocco concludes. As the brand embarks on its next chapter, its dedication to authenticity, innovation, and world-class service ensures that it will continue to shape the future of luxury travel. With a legacy deeply rooted in distinction and an eye firmly set on the future, Rocco Forte Hotels is set to define the next era of global hospitality—one extraordinary stay at a time.
