Podcast
Episode 9: Authentic Discovery Meets Impeccable Hospitality with Rocco Forte Hotels
Featuring exquisite hotels in exceptional European destinations, the Rocco Forte collection is deeply rooted in a family-centered culture, evident across all aspects of their portfolio.
I was thrilled to be joined by Jan Arnold, Vice President of Sales for Rocco Forte Hotels, to talk about a brand that I’ve always loved. We discussed the fantastic portfolio of the hotel group, including some of the once-in-a-lifetime experiences offered by their properties – a true embodiment of the experience-based travel trend we’ve discussed on previous episodes of the podcast. I also learned more about the history of the brand as well as what the future might look like with the recent investment by the Public Investment Fund, Saudi Arabia’s sovereign wealth fund (PIF).
Jan joined Rocco Forte over five years ago following a first hand look at what being a part of a true family business entails. Sir Rocco Forte himself serves as Chairman. His sister, Olga Polizzi, is the genius behind all the interior design for the properties. And his three children – Charles, Lydia and Irene – work in development, food & beverage and spa, respectively. Jan received a call directly from Sir Rocco Forte inquiring about his interest in his current position (Jan previously served 17 years with the Four Seasons) and inviting him to lunch on his estate just outside of London later that week. Following a leisurely meal in the garden, complete with wine and champagne, Jan was offered the position. He’s learned from Sir Rocco that:
“It’s about finding the right people that have this emotional intelligence that they fit into the company. Because that really is what makes the difference to many of the other hotel groups out there.”
A hotel brand with 15 properties in Europe (from the UK down to Italy), Rocco Forte hotels stand out with their authenticity and individuality. The brand started with The Balmoral in Scotland, which sits on top of Waverly train station, and is one of the most photographed buildings in the country. What followed were properties in London, Brussels, Rome, Berlin and more.
As an owner/operator company, they have flexibility to pivot in the marketplace at a fast pace, while still centering the company culture around a people-first/family-first mentality. During the COVID-19 pandemic, for example, Sir Rocco insisted on holding onto his team to ensure that he retained the “right people” to eventually right the ship once the pandemic passed, taking on loans to pay salaries.
In December 2023, PIF joined the business, buying shares from past partners and infusing more capital into the company to help it bounce back post-COVID and to expand even further. Jan was able to share a few exciting developments in the pipeline, including a location in Naples opening in 2027, plans for a hotel on the Red Sea coast in Saudi Arabia and an additional 16th century masseria in Puglia to complement the iconic Masseria Torre Maizza.
We’ve talked to numerous past guests about the emergence of experience-based travel, and Rocco Forte quite possibly does it best. Jan shared a few once-in-a-lifetime experiences offered by their properties that blew me away, including one where guests join the claviergo (the gentleman who holds all the keys to the Vatican) to literally unlock the Sistine Chapel, among other iconic monuments in Rome, to be the first of the day to observe Michelangelo’s reverent paintings.
“Our guests really appreciate [that we] create experiences to inspire them in the destinations that they are in.”
That authentic experience-led travel even translates to their travel advisor program, cheekily called Rocco Forte Knights. Jan talks about how the brand really values their connection to the advisor community and constantly puts a focus on how to innovate in that field, including how they can streamline commission payment processes.
We wrapped up our conversation with LTI’s signature rapid fire questions. For personal travel, Jan is excited to take advantage of the Rocco Forte employee travel program and treat his family to a Mediterranean holiday to Verdura, a resort larger than the country of Monaco with private villas on Sicily’s south coast. They will then visit Vancouver, Canada for outdoor summer adventure. When reflecting on travel in the past, Jan mentions the desire to return to a technological detox and slow down to remain in-the-moment. Jan’s answer to my future innovation question was the most unique yet – he really wants someone to solve the problem of too-small luggage racks in hotel rooms. A simple enough problem to solve and perhaps one of our listeners out there will step up to the challenge!
Thank you, Jan, for a wonderfully engaging conversation, available to listen to and watch on Spotify, Apple Podcasts and YouTube.
