Sir Rocco Forte on Mastering a Thriving Family Business

Sir Rocco Forte on running a family business

The hotel industry’s attractions have remained consistent, even after the pandemic. Hotels that cater to domestic audiences have been performing better than those dependent on international markets. For instance, my sister’s hotels, the Hotel Tresanton in Cornwall and Hotel Endsleigh in Devon, have been thriving. These properties exemplify the values and principles that define Sir Rocco Forte.

My father, the late Lord Forte, was deeply passionate about the hospitality business. He approached his work with unwavering commitment and integrity. Above all, he believed in fairness – whether dealing with partners, customers, staff, or suppliers. He treated everyone with respect. His remarkable intelligence, charm, and communication skills helped him build a strong culture within his businesses. This is something I aim to replicate in my own ventures. The continuity and culture in my properties reflect Sir Rocco Forte’s philosophy, and I am immensely proud of that.

While wealth is important, I find that the atmosphere in our hotels matters more. My goal is to make my Forte hotels warm and welcoming. I want to foster a sense of family, history, and continuity in every property. My sister Olga and my children share my passion for what we do. They are just as dedicated to ensuring high-quality service and outstanding results. Each child plays a vital role in the business. Lydia, for example, manages our restaurants and bars. She brings valuable experience from her time working at Mark Hix’s restaurant and as assistant manager at the Markham Inn in Chelsea. Irene oversees our spas, where she has created a unique spa philosophy. She also launched Irene Forte, an organic skincare line. Meanwhile, my son focuses on hotel development, particularly expanding into the U.S. and Paris. This multi-generational approach has been crucial to Sir Rocco Forte’s ongoing success.

A unique feature in all our hotels is the collection of Everyman hardbacks in the rooms, a tradition championed by my sister. We select books that relate to the local area to help make the rooms feel more homely and comfortable. For instance, at the Verdura Resort in Sicily, we offer Montalbano novels and Lampedusa’s The Leopard, enriching the experience for our guests at Sir Rocco Forte properties.

Though I speak Italian and French fluently, I must admit that I have never learned German, despite having worked in Germany for over ten years. Learning the local language would undoubtedly improve communication. Even though I feel at home in Italy, people often see me as an outsider in both Italy and the UK. However, the true success of our hotels lies in the strong family culture we have built under the Sir Rocco Forte name. That culture sets us apart and is the foundation of everything we do.