Rocco Forte Hotels, the renowned luxury hospitality brand, is poised to make its Middle Eastern debut with a meticulously curated 60-room hotel in Saudi Arabia’s Red Sea region. Sir Rocco Forte, the brand’s CEO and chairman, revealed that the project is in advanced discussions and is expected to materialize within the next two to three years. This move marks a significant step in the company’s expansion strategy, particularly in the Middle East and North Africa (MENA) region. The hotel will feature serviced villas and apartments, embodying the brand’s philosophy of delivering personalized luxury on a smaller scale. The Gulf Cooperation Council (GCC) region, which accounts for 8-10% of Rocco Forte’s clientele, is a key market for the brand, trailing only the United States and the United Kingdom. The company’s recent partnership with Saudi Arabia’s Public Investment Fund (PIF) has bolstered its financial strength and accelerated its growth trajectory. Forte emphasized the importance of establishing a regional hub in the Middle East, with potential expansions into Egypt, North Africa, and the Maldives. While discussions for properties in the UAE are ongoing, the brand’s model relies heavily on developer partnerships, particularly in high-cost locations like Dubai. Rocco Forte Hotels, currently operating 14 properties across Europe, aims to double its portfolio over the next five years while maintaining its family-led, personalized approach. The brand’s commitment to curated luxury, attention to detail, and intimate guest experiences sets it apart in the competitive luxury hospitality landscape. As the Middle East continues to experience robust economic growth, Rocco Forte’s entry into the region promises to elevate the standard of luxury hospitality, offering a unique blend of elegance and exclusivity.
Smaller, grander: Rocco Forte plans Middle East debut with 60-room hotel in Red Sea
