Rocco Forte rebrands as collection

Luxury hotel company Rocco Forte Hotels
has today rebranded as The Rocco Forte
Collection, operating under the new positioning of ‘The Art of Simple Luxury’.  The
aim of the rebrand is to reflect how far the company has come in ten years and the
fact that, like ‘collectables’, all nine (soon to be 14 hotels) are individual in
character and style but are linked by the company’s brand values of elegant design
and attentive personalised service.

As part of the rebranding, the company will introduce:
*      A new website including a dedicated meetings section
*      A new logo
*      A dedicated online resource for travel agents, providing a one-stop shop for
travel agents wanting to book or find out further details about any of the Rocco
Forte properties
*      A toll-free central reservations phone number
*      A new look collection brochure, C&I directory and dedicated property brochures to
be rolled out over the next six months
*      A new CD-Rom that includes interviews with Sir Rocco Forte and Olga Polizzi, as
well as extensive information on the properties and their meetings facilities
*      Its own GDS code in autumn 2007