Industry Update
Press Release20 October 2020

Rocco Forte Hotels launches Rocco Forte Friends

A new recognition programme based on unique, tailor-made experiences

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The Rocco Forte

Rocco Forte Hotels, the prestigious family-owned hotel group led by Sir Rocco Forte has launched Rocco Forte Friends, a recognition programme unlike any other aimed at inviting its most loyal guests as well as new guests to sign up and take part in bespoke activities that will create lifelong memories. Implemented at a time when value and quality take on an even stronger meaning, Rocco Forte Friends will be the first to take advantage of special offers, attend exclusive events, and discover experiential adventures.

When staying at one of the 15 Rocco Forte Hotels, each located in exceptional locations, a member of Rocco Forte Friends will be able to make the most of truly local experiences. When in Rome or Puglia, experience private culinary programmes with Creative Director of Food and Beverage and Michelin-starred chef, Fulvio Pierangelini. In Florence, private visits to the Pucci Palace can be arranged, while at Brown's in London, guests can take part in special art events at the Royal Academy of Arts. In Brussels, Hotel Amigo can take members to the North Sea for adventurous fishing trips, and in St Petersburg, Hotel Astoria will arrange private viewings of the coveted Faberge Eggs in the world-famous Faberge Museum.

When staying in the UK, Italy or Germany, where guests have the luxury of choice when it comes to choosing a Rocco Forte Hotel in which they would like to stay in, Rocco Forte Friends can travel amongst them with built in experiences along the way. In Germany, vintage cars are available for those who would like to take a classic German road trip or, in Sicily, set sail from Villa Igiea in Palermo and arrive at Verdura Resort for a special glimpse of the striking Sicilian coast. Family activities are also taken into account, from treasure hunting at the Uffizi Museum in Florence to enrolling in the ultimate gladiator school when visiting Hotel de Russie in Rome.

At a brand level, members will be invited to take part in special events from Rocco Forte Hotels' brand partners such as designer shopping experiences in Mayfair or access to special commercial offers and preferred rates when flying privately with VistaJet.

On a day to day level, members will be pampered with early check-in and late checkout, special in-room amenities and 15% off food and beverage and spa treatments. In order to enhance each individual stay and experience, Rocco Forte Friends will have access to a dedicated section of Rocco Forte Hotels' website where they will be able to update their preferences and personal wishes.

Commenting on the programme, Phillip Haller, VP of Marketing said: "Rocco Forte Friends is a recognition programme with a difference, adding value and unexpected surprises to the world of quality travel and recognizing people with strong personalities who know how seamless and exciting a true Rocco Forte Hotel stay can be".

For more information on Rocco Forte Friends please visit:

Related Brand

Rocco Forte Hotels

Established by Sir Rocco Forte and sister, Olga Polizzi in 1996, Rocco Forte Hotels is a collection of 15 individual hotels and resorts. All of the hotels are landmarks, both old and new, occupying magnificent buildings in exceptional locations.
brand information

Founded by Sir Rocco Forte and his sister Olga Polizzi in 1996, Rocco Forte Hotels is a collection of 17 luxury hotels, resorts and private residences with a unique character. All are iconic addresses, both historic and modern, carved out of magnificent buildings in exceptional locations. Run by a family that has been involved in hospitality for four generations, the hotels are characterized by a distinctive approach to service, which ensures guests experience the best of the destination and surrounding areas. Rocco Forte Hotels includes: Hotel de la Ville, Hotel de Russie, Rocco Forte House, Rome; Hotel Savoy, Florence; Verdura Resort, Rocco Forte Private Villas, Villa Igiea, Sicily; Masseria Torre Maizza, Puglia; The Balmoral, Edinburgh; Brown’s Hotel, London; The Charles Hotel, Munich; Villa Kennedy, Frankfurt; Hotel de Rome, Berlin; Hotels Amigo, Brussels and Hotel Astoria, St. Petersburg.

Next openings: The Westbund Hotel in Shanghai in 2021, The Carlton Milan in 2023.

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