Luxury hotelier Rocco Forte Hotels is in advanced discussions for a new property in Saudi Arabia, signalling a renewed expansion into the Middle East and North Africa. Sir Rocco Forte, the brand’s chairman and CEO, confirmed that a hotel on the Red Sea coast is expected to be approved within the next two to three years, marking the family-run group’s first venture in the region in over a decade.
Red Sea Project Nears Approval
The proposed hotel in the Red Sea development will feature approximately 60 rooms along with serviced villas and apartments. According to Sir Rocco, this intimate scale is deliberate. “It’s the sort of size that allows us to deliver real attention to detail,” he explained, emphasising the brand’s focus on curated luxury over large-scale operations. He anticipates it will be two to three years before a Rocco Forte Hotel physically opens in the region.
PIF Partnership Fuels Expansion
The group’s renewed focus on the Middle East has been significantly bolstered by a partnership with Saudi Arabia’s Public Investment Fund (PIF). Sir Rocco described the deal as crucial, noting it provided both financial strength and a higher global profile. “It’s given us more financial strength because part of the deal was them injecting capital into the company, which was ostensibly to help us expand more quickly,” he said.
This strategic move into Saudi Arabia is seen as a gateway to the wider region. “There’s no point just being in Saudi Arabia,” Sir Rocco stated. “We have to be in the wider Middle East, which could encompass Egypt and North Africa, and build a centre. You can’t run hotels here from London.” The plan is to establish a regional hub and pursue opportunities as they arise.
UAE and Maldives on the Horizon
Alongside the Red Sea project, the company is also in advanced talks for a property in the Maldives. In the UAE, discussions are ongoing for a potential hotel in Dubai’s financial district, though Sir Rocco noted the high cost of sites presents a challenge. The brand’s model relies on finding developers who align with its specific approach to hospitality. Any new property would join a growing list of top 10 dining experiences in Dubai and Abu Dhabi, many of which are located within luxury hotels.
A Return to Middle East Roots
This expansion marks a return to a region where the Forte name has a long history. The original Forte Group, founded by Sir Rocco’s grandfather, once operated 26 hotels across the Middle East. The current company, established in 1996, also had plans for properties in Egypt, Morocco, Abu Dhabi, and Jeddah, but these were halted by the 2008 financial crisis and the 2011 Arab Spring.
Today, clients from the GCC represent the hotelier’s third-largest market, accounting for 8-10 per cent of its business. “We’d want more business from this area,” Sir Rocco said, highlighting the region’s strong GDP growth compared to a stagnant Europe. “Obviously, if we have a presence here, it would be easier to create awareness.” This focus aligns with a broader trend of international brands investing heavily in the Gulf, as seen with H&M’s big Middle East makeover.
A Family’s Philosophy of Luxury
Rocco Forte Hotels, which currently has 14 properties, aims to double its size in the next five years while remaining a family-led business. Sir Rocco, his sister Olga Polizzi, and his three children are all involved in its operation. The group’s philosophy is to create unique hotels that are “curated rather than be a rubber stamp,” reflecting the character of their host cities. This focus on intimate, personalised service is what defines their brand of luxury. “If you have a huge hotel, it’s difficult to do that,” he noted. This approach promises to bring a new standard of elegance to the region’s hospitality sector.
