AS part of its regional development, the Rocco Forte Collection has signed management contracts for properties in Abu Dhabi, Jeddah, Marrakech and Cairo. SIR ROCCO FORTE, chairman and CEO speaks about this new milestone to SHALU CHANDRAN.
How have the Rocco Forte hotels fared in 2009?
We suffered like everyone else; it has been a difficult year.
In comparison to the companies that have listed their figures, we seem to have done better in the last quarter. Most companies have seen a drop of 20 per cent, we have seen about 11 per cent in the last quarter from September. Some properties are down a little and others a lot more. Eastern Europe seems to have been hit hard. We opened Prague to a very weak market and a lot of properties in that market have suffered significantly.
The UK, on the other hand, has held up very well, probably because of the weak pound.
With a number of properties set to open in the Middle East, what are your predictions for the market?
It is hard to say with so many hotels opening up in Abu Dhabi in the next couple of years.
We have just started talking to the market. We were in Abu Dhabi more than 18 years ago and the city has transformed over the years. Where we are opening the property in Abu Dhabi is a new part of the city and that will be reflected in the hotel and its architecture. It is important for us to be located right and have a real connection to the city. There is obviously a decision taken by the government to promote the destination and when you are selling a hotel, you are selling a destination, so it means more people promoting the destination, which can only be a positive thing. Whether there will be a situation of over-supply, only time will tell.
With the new properties in the region, will management contracts be the way ahead for Rocco Forte as a company?
We have a brand which has recognition and therefore we are able to promote ourselves as managers and take advantage of that. We did not do this before, because I wasn’t confident that I could deliver to the owners. We are still not in many cities such as Paris, Madrid and New York where I would like to be. I would like to find someone who will invest and let us manage the hotel. It is important to find an owner who has the same philosophy and outlook as you and you need to be able to satisfy yourself that the project is a viable one.
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Artist’s impression of the Abu Dhabi |
Another first for the company is your venture into resorts, how did this came about?
All our hotels, though city centre hotels, have always seen a mix of corporate and leisure business and we will continue to attract the same customers that currently stay in our other properties as well as expanding into the family market. The decision was a natural progression for us and a key in the growth strategy of the business. The main difference would be the average length of stay - which is over a day in a city centre hotel and four to five days in a resort.
Our new resort, the Verdura Golf & Spa Resort will offer guests golf, spa and dining experiences. For golfers Verdura offers a first-rate experience with 45 holes of the highest design set into the Sicilian countryside with superb views of the Mediterranean.
For spa enthusiasts, there is the spectacular 4,000-sq-m spa, specialising in luxurious thalassotherapy and aromatherapy treatments. And for families, the Verdura’s Kids’ Club and Teenagers’ Club offer activities including the 60-m, two-tiered swimming pool, tennis, sailing and windsurfing.
How much has hotel luxury evolved over the years?
Yes, it has evolved over the years but the basics are still the same. What has changed is the facilities provided. Today luxury hotels, even in the city centre, demand the use of a spa and high-speed internet.
A high level of service delivery on a personalised basis for your guests is something that still holds true today. The way you deliver it has changed though because technology has brought a number of developments and the cost of delivery has risen, so you have to adjust to that.