Sir Rocco Forte
Sir Rocco Forte is the Daniel Craig of the hotel world. Smart, handsome, articulate and blessed with an athletic physique, he’s the sort of man you want in charge of creating the backdrop for your weekends away. The Rocco Forte Collection does discreet luxury like nobody else. With A-list hotels across the Brussels Airlines network including Brussels (Amigo), Berlin (Hotel de Rome), London (Brown’s), Frankfurt (Villa Kennedy), Munich (Charles) and Geneva (Le Richemond), you know where to rest your head in style
01 Where do you live and what do you love about it?
I live in London. I have lived there all my life and feel very comfortable in the city. It’s very cosmopolitan and there is always plenty going on.
02 How would you describe your nationality?
I am British with a lot of Italian characteristics!
03 Tell us about your company
It is a luxury hotel company which I started 11 years ago and now has 11 operating hotels in European cities, with four more under development. The hotels are small enough that we can deliver personalised service to our guests and each is unique and reflects the nationality of the country it is in.
04 Where do you hope the brand will be in 10 years’ time?
I hope we’ll have up to 30 hotels in the key cities in Europe and beyond, and that The Rocco Forte Collection will be recognised as one of the most important luxury hotel brands.
05 Describe your idea of luxury
For my hotels, luxury means impeccable service and supreme comfort. For me personally, it means time at home with my family.
06 What is your greatest extravagance?
My wife.
07 Is there an object you can’t live without?
My briefcase. I don’t use a laptop and my briefcase is large enough to handle all the papers I need.
08 What luggage do you use and why?
I use a fold-over suitcase as it’s easy to pack and can be carried on to the plane.
09 What do you always pack?
My running shoes. I don’t always have time to go out for a run, but I will if I can.
10 What is your favourite bar and why?
The Amigo Bar at Hotel Amigo in Brussels is one of my favourites. It serves a great martini.
11 What is your favourite restaurant and why?
San Lorenzo in Beauchamp Place, London, because I was a founder customer 40 years ago. The owners are now friends and always look after me.
12 How and where do you go to relax?
At home with my family
13 Most unforgettable experience?
Salmon fishing in Iceland – I enjoyed it so much that I went back every year for 30 years.
14 Where would you recommend for men who want to buy a suit/ shirt?
Turnbull & Asser in London’s Jermyn Street for shirts and ties and Davies & Son in Saville Row for suits – the tailoring is impeccable.
15 Which hotel (other than your own) inspires you and why?
I have always liked the Beverly Hills Hotel in Los Angeles. It does what my hotels do in that it gives a feel of the location.
16 In your experience, what is it that the most demanding customers want?
Service, service and service. It should be personalised, not automated, and staff should be on hand, but unobtrusive; helpful but not sycophantic.
17 What was the last book you enjoyed reading?
Setting the Table by Danny Meyer. We’re currently looking at ways to make our bars and restaurants even better and this book is the ultimate guide for any restaurateur.
18 What is your life philosophy?
Never give up.
19 We hear you’re a keen cyclist…
Exercise of any kind keeps you young and helps clear the mind. With cycling in particular, you can cover more ground and really get out into the countryside.
20 Next up?
Prague first of all, with a new hotel opening there this November, followed by Sicily in 2009 and then Marrakech and Abu Dhabi in 2010.
21 What is the essence of a Rocco Forte hotel?
The Rocco Forte hotels are all about ‘the art of simple luxury’, providing guests with top quality, personalised customer service and high levels of comfort. We like to reflect the character of the city in which the hotel is located and we always use local artists, materials and manufacturers.
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