Luxury begins at Forte

Rocco Forte Collection is soon to make its debut in the Middle East with plans to open top-end properties in Abu Dhabi and Jeddah in 2009 and 2010 respectively.

The UK-based company, which currently operates 11 luxury properties in key cities across Europe, recently visited Kuwait, Qatar and Abu Dhabi where it visited travel trade partners and staged exclusive luncheons for travel agents and operators specialising in top-end travel.

ATN attended the Abu Dhabi function and staged a roundtable with Rocco Forte Collection global sales director Mark Allvey, sales manager Middle East Adel Soukah and the general managers of several of the company’s European properties to discuss topical industry issues and more company-specific subjects, including the firm’s ‘Art of Simple Luxury’ philosophy:

What impact has the economic crisis had on your business?

Mark Allvey:As a collection of European hotels, there is some impact from the economic slowdown – we are seeing a downturn in traffic from the US. However, we made a conscious decision to have a strategy to diversify [our source markets] before the credit crisis hit so we are not as reliant on the US as we were.

We have worked very hard to create awareness in the Middle East, as well as in East Europe and South America and in some ways, the business we are seeing has gone a long way to compensate for the shortfall out of the US. Our figures are not showing a downturn year on year.

Is the very top end of the market shielded from the economic situation?Mark Allvey:High Net Worth individuals are not as impacted. At our level, we don’t have the downturn that the three- and four-stars are experiencing.

These clients are not looking for discounts but they are looking for value for money. It’s therefore our job to enhance the customer experience. We have started offering services we didn’t offer before – packing and unpacking luggage, for example and free use of mobile phones.

Patrick Mossu:We are witnessing a ‘wait and see’ attitude. People are postponing their travel and with corporate meetings, they are booking them at the last minute.

Stuart Johnson:We are not yet suffering inbound and the outbound market from the UAE is not likely to suffer because it’s a very wealthy nation. We (Rocco Forte Collection) are here (in the region) for the third time this year.

We want this market to know that we are flexible and open to its requests and that we can make guests from this market feel as though their visit is as seamless as possible.

We all know this region has been less impacted by the global slowdown, but we are also mindful that we are a relatively new brand in this marketplace. What differentiates Rocco Forte Collection from other hotel brands?

Mark Allvey:Rocco Forte stands for luxury.

Patrick Mossu:It’s about simplicity and exceeding guest expectations. Everyone now has luxury in their own home so we need to provide the things that they don’t have at home.  It’s about pre-empting the guest’s requests and doing things right – at the right time – anticipating needs, attention to detail and discretion.

Mark Allvey:When you think about this market (GCC), discretion is one of the top priorities and we are discreet. In our hotels there are no ‘show-off’ zones. Our environments are luxurious and elegant. Our entire philosophy is ‘The Art of Simple Luxury’ and that’s what separates us from the competition. What is luxury in the travel world?

Georg Plesser:An informal, residential way – that’s what luxury is for us – there is always a comfort factor.

Mark Allvey:It’s also about the size of the hotels; the average is 120 rooms. We can deliver an intimate and personal service.

Adel Soukah:It’s about guest recognition, product quality and design elements.

Georg Plesser:We offer the same service at all of our hotels, yet each property has its own character – you really have to try all of us because each hotel offers a different experience, pulled together by the same philosophy (‘The Art of Simple Luxury’).

Mark Allvey:At Rocco Forte Collection we have a sense of place so our guests really feel the experience of the destination they are in – it’s getting that balance right.

How important is the travel trade to Rocco Forte Collection?

Mark Allvey:In terms of our distribution channels the trade is first and foremost – travel agents are extremely important to us.

They are an extension of our sales people and we listen to their needs and requirements, plus we pay our commission cheques within 20 days – that says more than words – and while other companies are looking to take bookings direct, we are focusing on developing an enduring relationship with the trade.

In this region there is an education process we need to continue with thorough presentations and fam trips. There is an understanding of some of our individual hotels, but not of our entire collection.

Patrick Mossu:It’s in our interest as general managers to have a direct relationship with the agents – I want them to be able to call us any time of the day or night. If I don’t answer the phone, then I will lose a client.