While many hotel empires are steered by boards and balance sheets, Rocco Forte Hotels stand apart—still guided by the personal vision, instinct, and involvement of the family who founded the brand. For the Fortes, luxury hospitality is more than a business; it’s a multi-generational legacy defined by passion and a distinctly European sensibility.
Founded in 1996 by Sir Rocco Forte and his sister, the designer Olga Polizzi, Rocco Forte Hotels has become synonymous with discreet glamour and service rooted in tradition. The brand’s signature lies in its ability to combine cosmopolitan elegance with an intuitive sense of place, whether in a restored 19th-century palazzo in Palermo or a stylish townhouse hotel in Mayfair. Today, the next generation of Fortes—led by Lydia and Charles, with Irene consulting on the wellness offerings—is shaping the brand’s evolution, preserving its independence while expanding its relevance for a new era of travelers.
A Legacy Reimagined
Sir Rocco Forte, knighted in 1994 for services to the British hospitality industry, is the son of the legendary Charles Forte, whose empire once included more than 800 hotels. When Granada took over the original Forte Group in the mid-1990s, Rocco and Olga decided to begin anew, building a smaller, high-end collection that would marry British polish with Italian warmth. The first hotel to bear their imprint was the Balmoral in Edinburgh, followed by properties in Brussels, Florence, St. Petersburg, and beyond.
The company remains family-owned, a rare structure in an industry dominated by international conglomerates. This independence allows the Fortes to make decisions based on expertise and intuition. They handpick properties, often in landmark buildings, and oversee everything from design to dining.
The Design DNA: Olga Polizzi
No Rocco Forte hotel looks the same, and that’s by design. Olga is the group’s Director of Design, bringing a refined eye to each project, often collaborating with local artisans to imbue properties with a sense of cultural authenticity. Her interiors mix contemporary furnishings with classical references—velvets and marbles with modern sculpture, antique mirrors with pops of color.
From the rooftop suites at Hotel de Russie in Rome, with their panoramic views over the Villa Borghese gardens, to the lemon-hued guest rooms at Villa Igiea in Palermo, Polizzi’s hand is everywhere, ensuring the hotels feel personal rather than corporate.
Irene Forte: Wellness with Depth
If Sir Rocco is the strategist and Olga the stylist, then Irene Forte is the soul of the brand’s modern wellness philosophy. Educated at Oxford, Irene brings a holistic mindset to the company’s spa programs, which she oversees as Wellness Consultant. She’s also built a brand of her own: Irene Forte Skincare, an award-winning Italian skincare line, clinically proven and formulated with ingredients grown on the organic farm at Verdura Resort in Sicily. The range is available at leading US retailers including Bluemercury, Cos Bar, and BeautySpace, and features as the exclusive bath amenity line across all Rocco Forte Hotels.
Irene created her eponymous skincare line to reflect the same values at the heart of Rocco Forte Hotels: exceptional quality, integrity, provenance, and a deep sense of care. Each product unites time-honoured Mediterranean botanicals with advanced dermatological science to deliver luxurious, high-performance skincare.
“While working full-time at Rocco Forte Hotels, I saw a clear opportunity to elevate natural skincare through scientific innovation.” Irene Forte
The spa treatments at Rocco Forte Hotels integrate this philosophy: tailored, ingredient-focused, and designed to restore and achieve results. At Verdura Resort’s Irene Forte Spa, guests can enjoy immersive programs blending skincare with nutrition and movement, while city hotels like Hotel de La Ville in Rome or Brown’s in London offer more condensed but equally curated experiences. The goal isn’t surface-level glow, but cellular-level renewal—delivered with the same precision that defines the brand’s hospitality.
“While working full-time at Rocco Forte Hotels, I saw a clear opportunity to elevate natural skincare through scientific innovation,” says Irene. “With a beautiful organic farm at Verdura and access to rich Mediterranean botanicals, I had the ideal foundation – but I needed the right scientific partner to bring true efficacy. After extensive research, I met Dottoressa Francesca Ferri – a pioneer in the medical use of plant extracts, with over 40 years of experience in clean cosmetics. Her deep expertise aligned perfectly with my vision: to create natural skincare guided by dermatological science. Following years of development and testing with Rocco Forte Spa therapists, we launched a clinically proven, certified vegan line inspired by the Mediterranean diet and powered by ingredients from our organic farm. Each formula pairs performance with sensorial luxury – gentle yet effective, allergen-screened, and certified for sensitive skin. From the start, I was equally focused on purpose. Sustainability is core to our brand, and I’m proud that Irene Forte Skincare is now B Corp certified.”
Lydia and Charles: Strategy and Stewardship
Irene isn’t the only next-gen Forte shaping the brand’s future. Her siblings, Lydia and Charles, also play key roles within the company. Lydia, educated at Oxford and Cornell, oversees food and beverage strategy across the portfolio. She has helped elevate the group’s culinary offerings, securing collaborations with renowned chefs and refining the identity of each hotel restaurant—from Sicilian seafood at Fulvio Pierangelini’s Florio restaurant in Palermo to classic British cuisine at Charlie’s in London.
Charles, meanwhile, works on development and investments, helping to identify new opportunities for growth without compromising the brand’s independence. As global luxury becomes increasingly homogenized, Charles’s role is to ensure that Rocco Forte Hotels remain both rare and relevant. That means measured expansion—into culturally significant cities like Milan and Shanghai, rather than into mass-market destinations—and a continued focus on family-led governance.
A European Identity, A Global Outlook
Currently, Rocco Forte Hotels has 15 properties across Europe, with new openings in the pipeline for 2025 and beyond. Each property is distinct, yet unmistakably Forte: high-touch service, artful interiors, and an elegant atmosphere. Staff are trained not just to serve, but to anticipate, and the mood is often more that of a refined private home than a luxury chain.
This consistency is perhaps the brand’s most quietly radical achievement. At a time when many luxury hotels pursue spectacle or strive to cater to every demographic, the Fortes remain confident in their identity. Their success is built not on scale, but on substance—and on the belief that a hotel should be as emotionally resonant as it is visually impressive.
A Living Legacy
Rocco Forte Hotels isn’t just a family-run business; it’s a family philosophy made tangible. While competitors expand into branded residences and lifestyle sub-labels, the Fortes stay focused on something more elusive: soul.
With the next generation now firmly at the helm—guided by the principles of the last, but unafraid to innovate—the brand stands as one of the rare examples of luxury that feels both deeply personal and durably modern. Whether through Irene’s commitment to ethical skincare, Olga’s aesthetic discernment, or Sir Rocco’s strategic foresight, the Fortes continue to redefine what family-run hospitality can look like in the 21st century.
“Rocco Forte Hotels has always been a true family business, and that’s what sets us apart,” adds Irene. “Every decision is shaped by care, integrity, and long-term vision—not short-term gains. Each part of the company has been created or touched by a member of the family, and that’s what gives it its soul. It’s a brand that truly reflects who we are.”
Photos courtesy of Rocco Forte Hotels, unless otherwise noted