Imagine a hotel where the restaurant was shaped by the founder’s daughter, the bath amenities were created by her sister, and the reason the property exists at all is because their brother signed off on the building. That isn’t branding theater. It’s the operating model at Rocco Forte Hotels.
Founded in 1996 by Sir Rocco Forte and his sister, Olga Polizzi, the group was conceived after the takeover of the original Forte empire built by their father, Charles Forte. Instead of attempting scale, this second iteration pursues distinction with measured growth, landmark buildings, and a European standard of service. Nearly three decades on, the vision is being sharpened by the next generation of the Forte Family. Sir Rocco remains actively involved; Olga continues to shape design direction, and Rocco’s children, Lydia, Charles, and Irene, advance the enterprise with their complementary expertise.
Reinvention with Intention
The first property, The Balmoral, set the tone with architectural pedigree, an iconic address, and warm service. Subsequent openings expanded the footprint to Rome, Florence, Brussels, and St. Petersburg, each hotel embedded within architecturally significant buildings. This formula prioritized ownership and long-term stewardship over rapid franchising. Today the portfolio spans 15 European destinations, with additional cities under development. Independence allows the Fortes to move with deliberation, entering markets such as Milan and Sardinia because they align with the brand’s cultural profile, not merely because they satisfy short-term expansion targets.
Design as Signature: The Polizzi Imprint
Walk into any Rocco Forte hotel and you’ll notice something immediately: none of them look alike. That’s intentional. Olga Polizzi designs each property to belong exactly where it stands. Her interiors balance contemporary comfort with regional character. She also commissions local artisans and references architectural heritage.
In Palermo, Villa Igiea channels the Belle Époque glamour of Donna Franca Florio, the city’s unofficial queen of society. Within Munich’s The Charles Hotel, clean Art Deco lines pair with verdant references to the Old Botanical Garden just across the street. And at Hotel Savoy, on Florence’s Piazza della Repubblica, the hotel plays with the city’s fashion pedigree. Bold black-and-white flooring is inspired by the Duomo’s marble patterns, and contemporary art nods to the city’s legacy as a patronage capital. Materials are tactile, furnishings are bespoke, and the art is contemporary at every one of their hotels.
Irene Forte: Wellness as Infrastructure
Irene Forte has embedded wellness into the company’s operational framework. Educated at Oxford, she serves as Wellness Consultant across the portfolio and is the founder of Irene Forte Skincare. The line is formulated with botanicals cultivated on the organic farm at their Verdura Resort in Sicily. Developed alongside dermatologist Francesca Ferri, the products integrate Mediterranean ingredients with clinical testing protocols. Her brand is certified vegan, B Corp accredited, and the items serve as the exclusive bath amenities at each of the hotels, Irene’s influence extends beyond product placement. She also oversees the hotels’ spa concepts, such as at Verdura, where you’ll find multi-day wellness programs. Urban addresses such as Rome’s Hotel de La Ville and the newly opened Irene Forte Spa at Hotel de Russie, along with Brown’s Hotel in London offer high-efficacy treatments to guests. The mandate is clear: measurable results delivered within a luxurious environment.
Lydia Forte: Culinary Direction
Lydia Forte ensures the restaurants aren’t simply “the hotel restaurant.” She oversees food and beverage strategy across the group—concepts, partnerships, pricing, positioning, sustainability—making sure each dining room has its own reason to exist. Working alongside her is Fulvio Pierangelini, the group’s Creative Director of Food. If Lydia decides what story the restaurant should tell, Fulvio writes it on the plate. In that role, he mentors chefs, refines menus, and keeps standards consistent from London to Sicily.
That partnership, at Villa Igiea for instance, translates into Sicilian seafood that tastes like it came straight off the boat. Brown’s Hotel offers reinterpreted British classics like Shepherd’s Pie and Fish and Chips. Lydia also keeps the back-of-house story tight with regional sourcing, thoughtful wine lists, and reduced waste. Clearly, her ambition is to create restaurants you would book even if you weren’t staying upstairs.
Charles Forte: Development with Discipline
Charles Forte plays the long game. He oversees development, acquisitions, and capital strategy—deciding where the brand grows and, just as importantly, where it doesn’t. A potential property has to check several boxes: architectural significance, prime location, and cultural relevance. If it feels generic, it’s a no. If it lacks longevity, it’s a pass.
He also plays a key role in shaping the financial architecture behind the elegance—structuring partnerships, monitoring performance, and funding modernization without compromising heritage. Solar systems and spa marble coexist. Though his role may be less visible to guests, without it, the rest doesn’t happen.
A Coordinated Future
The siblings operate in different arenas—wellness, dining, development—but their work converges every time a new hotel opens. Irene defines the spa philosophy. Lydia shapes the dining identity. Charles identifies new opportunities and guides expansion strategy. Olga calibrates the design. Sir Rocco keeps the overarching vision intact.
The result is not a “family-run” label applied simply for charm. It’s a governance model. At Rocco Forte Hotels, the surname on the façade corresponds to the people still making the decisions. Hospitality can sometimes feels interchangeable; it’s refreshing to encounter a brand that celebrates independence.
Photos courtesy of the Rocco Forte family, unless otherwise noted.
Main image: Sir Rocco Forte, Olga Polizzi, Irene Forte, Charles Forte, Lydia Forte.
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FAQs
Q: What actually makes Rocco Forte Hotels feel different once you check in?
A: With a Rocco Forte hotel, you’re seeing the fingerprints of the Forte family everywhere. The spa products are Irene’s, the restaurant strategy is Lydia’s, the building itself likely passed Charles’s scrutiny, and the design is Olga’s.
Q: Which property best captures the Forte design philosophy?
A: It depends on your mood. Villa Igiea leans into Sicilian grandeur and Belle Époque glamour, while Hotel Savoy feels crisp and fashion-forward. In Munich, The Charles Hotel brings in botanical references from the garden across the street. No two are alike, but all feel entirely of their place.
Q: Is there a “signature” Forte experience you shouldn’t miss?
A: Book a treatment at an Irene Forte Skincare spa and then stay for dinner. The wellness side is results-driven but indulgent, and the restaurants are destinations in their own right.
