Rocco Forte Hotels was crowned Best Hotel Brand at this year’s micebook Awards. We take a closer look at the luxury group’s winning entry….

Rocco Forte Hotels (RFH) is a portfolio of 14 luxury properties, each embodying the brand’s three core pillars of individuality, authenticity, and family legacy.

Sir Rocco Forte and the family are at the heart of the brand’s identity, and they continue to be very visible in RFH’s sales approach and client events. With a focus on service excellence, the group has seen a +5% YoY increase in service quality and experienced its best results ever from the group segment.

By listening to clients consistently, the global sales team can be agile to changing demands. As a result of feedback, RFH created separate Group and Event sales and planning teams to ensure a smooth transition of responsibility. The UK Director Global Sales Groups works closely with the on-property sales teams to support fam trips, tradeshows and sales calls. Reactive events teams at hotel level ensure RFH offers tailor-made solutions in clear concise proposals and in a timely manner. Thanks to their proactive and creative sales approach, RFPs received have increased by 85% YoY.

Paul Evans, owner of UK agency Eveology, said: “RFH offers me a highly personalised and effective account management approach and truly supports and enhances each RFP. The hotels and the GSO are seamless in their delivery and are totally in sync.”

In 2023, RFH achieved an Ecostar certification, nominated ESG champions and created an internal sustainability committee, and in 2024 will continue efforts to reduce food waste through an F&B charter. The group is also embarking on a £20 million renovation program and have new openings in Milan, Sardinia, and Naples.

Check out all the winning entries in our Winners Book