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Re-branding of Rocco Forte Hotels

I must confess that I don’t quite follow why companies re-brand themselves sometimes;  Rocco Forte Hotels has decided to re-brand itself as The Rocco Forte Collection.  Apparently…
The aim of the rebrand is to reflect how far the company has come in ten years and that all nine properties are individual in character and style but are linked by the company’s brand values of elegant design and attentive personalised service.
Call me cynical but that just sounds like corporate  blurb to me. Dropping the word ‘hotels’ from their brand name makes me wonder if they have plans to expand into other areas outside of that sector. Anyway, as part of the re-branding, The Rocco Forte Collection has also launched a new website dedicated to the trade. rfctraveltrade.com aims to be a one-stop shop for travel agents wanting to make reservations at any of the Rocco Forte properties.

Paul Johnson

Paul Johnson is Editor of A Luxury Travel Blog and has worked in the travel industry for more than 30 years. He is Winner of the Innovations in Travel ‘Best Travel Influencer’ Award from WIRED magazine. In addition to other awards, the blog has also been voted “one of the world’s best travel blogs” and “best for luxury” by The Daily Telegraph.

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  1. I think one of the primary reasons companies Re-Brand is because they are finding that their current Brand is getting tired. Its an attempt to breath new life into an old horse. That’s one of the problem with this industry. The product (properties) gets old. It’s difficult and expensive to significantly update the properties. Sure, you can change the linens and maybe the colour scheme but… the building and its infrustructure remain old. I guess Re-Branding allows them to call their product by different terms.


  2. Hi HW, and thanks for dropping by with your comments.

    I realise that’s the reasoning often given… I suppose I just question whether there’s merit to that reasoning. I mean… changing the name from ‘Rocco Forte Hotels’ to ‘The Rocco Forte Collection’… it doesn’t – to me, at least – suddenly make me think that it’s not a modern, vibrant brand. I had no problems with the image they already portrayed, and I don’t notice a huge deal of difference between the new image and name, and the old one.


  3. Happy Hotelier,

    I could not agree with you more. Old buildings are fantastic, and we see so few of them here in Canada. I shouldn’t have used the term ‘old’. It should have read ‘worn down and tired’. There is a big difference between ‘Old’ and ‘Tired’.


  4. rebranding invariably costs – so i hope it is going to be worth it for them

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